This article is Part IV follows the 4-part series on the shifting landscape of B2B buying and selling, how revenue teams have adapted, and where we think the market is headed.
Some studies have noted that 70% of the buyer journey is completed by the time the prospect speaks with a salesperson.
Dark social, through the scale and maturity of the Internet, has created tons of word-of-mouth channels for recommending products that don't get tracked by attribution software and don't create intent data. These channels include social networks like LinkedIn, content platforms like podcasts, internal communications like Slack communities, DMs, and text messages. Word of mouth through dark funnel activities increasingly plays a more influential role in buying decisions.
The trickiest part is knowing when to reach out to the right person with the right question since buyers' attention always changes.
Sending out unsolicited emails and making random phone calls is like taking a shot in the dark, hoping to catch the buyers at the perfect moment. But people don't answer their phones these days, and their email inboxes overflow.
At some point in every B2B SaaS buyer's journey, they may not see our ad, they may not read our email, they may not see our G2 reviews, but they will go to check out our website. And for ~7 seconds when they hit our site, we know they're just thinking about us.
Website as the Digital Storefront
The opportunity lies in the fact that as the world becomes more digitized, the website serves as the digital store, while the landing page acts as the digital shopfront.
Imagine you are the marketing team for your store. You invest significant money to attract foot traffic, hoping that people will pass by your store (website) and take a closer look at your shopfront (landing page).
If we have done a good job designing our shopfront, some people may enter our store. Some who enter may be our target buyers.
Our target buyers walk through our store daily, showing interest in what we offer. But no one's there to greet them. Instead, they are instructed to write down their information on a post-it note and wait for a response in a few hours or days, only to get a call from a rep who asks many questions but answers none of theirs. This is the typical process of filling out forms.
Or they are directed to a kiosk where they can provide their information and receive automated answers. Most chatbots operate in this manner, but this is not how people make purchasing decisions.
It's not surprising that, on average, only 3% of website visitors fill out forms.
Step one of maximizing marketing spend is figuring out which qualified accounts are visiting our website, and from there, the accounts are actually in-market for our product but not raising their hand.
Otherwise how do we know what marketing efforts are working and where to double down?
Reveal in Real-Time Who is Visiting and What They've Done
"A site visit is, without a doubt, a signal of intent. The question is how much and how should we act on it." - CEO of Amplemarket
Step one of what Warmly does is reveal at the account level who is visiting your site.
We reveal ~60% of the accounts visiting the site via reverse IP address lookup and ~10% of the contacts visiting the site from prospect opt-in methods like form fills, or UTM tracking from a link click in an email that directs the prospect back to your website. We can then tie website activity against account and contact level information that we enrich (demographic, firmographic, technographic, etc.). Every session is cookied so we can retroactively backfill for all prior sessions once we've identified the visitor. Going forward, we can track that same visitor's digital footprint for subsequent visits to the website if they use the same browser.
The more people click through outbound emails to arrive on your site, the higher the overall percentage of your market you'll be able to ID.
Orchestrate the Right Buyer Experience in This Moment
Once traffic has been identified and enriched, and buyer journey pathways have been mapped, we combine this data with data from the CRM like Hubspot and Salesforce, engagement platforms like Outreach, SalesLoft, and LinkedIn, and intent platforms like 6sense.
By breaking down data silos and integrating insights across various platforms, we can understand which accounts to prioritize, the stage of the buyer journey each account is at, and the most effective approach to engaging them further.
Then, by examining the historical outcomes of similar accounts at comparable stages of the buyer's journey, we can deliver the optimal experience to the account at a specific time.
Below are a few use-case examples:
Top of Funnel Orchestration:
If a qualified ICP account visits the website for the first time without any associated CRM deal, we automatically create the account in the CRM. Then, we enrich new CRM fields to track the account's digital footprint and analyze trends. We automatically source the buying committee via Apollo, PeopleDataLabs, and ZoomInfo integrations. The contacts are then synced to the CRM, assigned the appropriate account owner, and automatically added to an educational nurture sequence sent via email and LinkedIn.
As the buying committee members engage with the content, the signal on the account strengthens. Over time, we may see the account transition from the awareness stage to the consideration stage of the buying journey. And instead of just searching for your category in Google, they're searching for your brand.
Middle of Funnel Orchestration:
The account's buying committee has started to show interest in your offering, as evidenced by repeat visits to your website from multiple IP addresses. They have shown interest in case studies and pricing pages and have recently engaged with marketing nurture emails. We bilaterally sync web activity associated with each buying committee member into the CRM, including the referral source, time spent on each page, and specific pages visited. This synchronization helps prioritize accounts, tailor experiences, and involve relevant parties.
As committee members are directed to your site via nurture sequences, we will send personalized messages through our AI chat. These AI chat messages are contextualized to the content consumed and the account's surrounding context. As the conversation progresses, your human seller will be notified through Slack and can engage with the prospect in real time via video call on the website.
Bottom of Funnel Orchestration:
When an account is in the decision phase and on your website, we alert the assigned Account Executive (AE) both audibly and via push notifications when these accounts visit our site. This enables the AE to meet the visitor where they're at. If the AE can't act immediately, the notification provides the phone numbers of the buying committee (when available) for a direct call. Simultaneously, we draft personalized emails or LinkedIn messages using GPT and relevant data pulled from all integrated systems. The AE would approve these messages before they're sent, ensuring timely and relevant follow-ups with the prospect.
Advantages of Account-Based Orchestration
We only loop in sellers when an account is ready for a human conversation. Otherwise, we're continuing to deliver multi-threaded, omni-channel experiences across all your accounts automatically.
We think that human systems are inherently difficult to scale, especially as deals become more complex and involve more stakeholders, each with individual nuances.
The difficulty is in holding the attention long enough to synthesize all the information collected on an account/indivudal to craft the right experience before their attention goes elsewhere. It takes time to research, time to draft, and time to send. When a rep reaches out, the window of opportunity might have closed, and the prospect is visiting a competitor's site. Or the rep never reaches out, and we would've missed an opportunity to build a relationship with the prospect earlier in their buying journey.
Orchestration's ability to reduce the relevant information from your systems into the right multi-threaded actions, combined with AI's ability to generate personalized messaging, has the following advantages over traditional Account Based Marketing:
- Speed - To engage with the prospect through the right channel, with the right message in that ~7-second window when they're thinking about you
- Coverage - To engage with all accounts visiting your website across all stages of the buyer journey and across the entire buying committee, not just the person visiting the site at that moment
- Consistency - To immediately mobilize and scale up an army of AI SDRs to deliver consistent messaging that would resonate with the right buyers so you can test and iterate what works best at scale
- Personalization - To deliver the right messaging at the right time, via the right channel, AND being human while doing so
Consolidate Tools to Create a Seamless Buyer Experience
To stitch together these event-driven systems, you would need ZoomInfo or Clearbit to enrich the data, 6sense to gather the intent website intent, and Drift to engage with them live on the website. Now you can do it all in one.
Layering data from disparate systems and reducing the complexity through orchestration leads to derived insights. You can skip analysis done by a human toggling between three screens and pinpoint critical moments in a buyer's journey. You don't need to ink deals with 6-7 vendors and spend time getting systems to talk to one another. You can focus on one core vendor and push them to innovate to create seamless buyer experiences.
That will allow you to save money on tech spend, repurpose reps' time on more strategic problem-solving for the customer, and have robust data to run models and AI against to automate processes further.
Setup Warmly in Minutes, Not Months
Larger platforms may require weeks to months to set up correctly, involving multiple teams, onboarding sessions, and alignment meetings. The hidden cost of setup starts to eat away at the ROI.
For Warmly, you can begin receiving hard ROI in 20 minutes by:
- Adding a code snippet to the site
- One-click authenticating into your systems (Hubspot, Outreach, Apollo, Slack, LinkedIn, etc.)
You can immediately start to improve conversion rates by deanonymizing and enriching the traffic coming to your site, sync this data back into your CRM, and then routing hot accounts to the right rep.
Then we would set you up for an onboarding call with our CSM for 30 minutes to help you define your ICP accounts and buying committee personas in Warmly so that we can set website prospecting on auto-pilot by turning on AI chat and AI prospector. This would run all hours of the day to line up conversations for reps even as they sleep.