Automate Account Research: Identify Buying Teams from Web Visitors
Introduction
Identifying and engaging with the right buying teams can make a significant difference in your sales success. This comprehensive guide will show you how to harness the power of Sona's account and buying team research capabilities to revolutionize your sales outreach efforts. By the end, you'll be better equipped with the knowledge and tools to uncover more opportunities and engage with key decision-makers effectively.
What You'll Learn
How to set up and use Sona's persona filters for efficient account research
Techniques for identifying high-value accounts and buying team members
Methods to create custom audience segments based on intent signals and buying stages
Steps to integrate Sona data with other platforms for automated workflows
Strategies for leveraging targeted campaigns to increase brand awareness within accounts
Understanding Sona's Account Research Capabilities
How Does Sona Streamline Account and Buying Team Research?
Sona's powerful features allow you to:
Uncover companies and key buying team members associated with your website traffic
Connect visitors to established CRM accounts or identify buying team members for fresh accounts
Enable targeted, personalized campaigns based on intent signals and buying stages
By leveraging Sona's capabilities, you can quickly identify promising opportunities and engage with the right people at the right time.
Implementing Account Research with Sona
Let's dive into how you can use Sona to streamline your account and buying team research:
Step 1: Identify Buying Team Members with Personas
Create target personas by specifying job titles, seniorities, and locations
Sona will research each account and identify people matching your personas.
Use personas to identify the full buying team, including decision-makers, influencers, approvers, and users.
Step 2: Use Intent Signals, Predictive Attributes, and Attribution Data to Segment Prospects
Leverage prospect behavioral data and marketing source data to segment best-fit prospects
Bucket prospects into audiences and leverage these attributes to activate targeted marketing or sales activities
Step 3: Create Audiences that Automatically Update
Create audience segments based on company and individual attributes
Design tailored campaigns for each audience segment
Benefit from Sona's automatic updates to audience datasets as underlying data changes
Step 4: Push Audiences to Destinations and Automate Workflows
Send updated audience data to various destinations (e.g., email automation platforms, CRMs, enrichment tools, etc.)
Integrate with tools like Clay for further data enrichment
Set up automated workflows to streamline your sales and marketing processes
Best Practices for Account Research and Engagement
Continuous Optimization: Regularly refine your personas and audience segments based on performance data
Multi-Channel Approach: Use Sona data to inform outreach across various channels (email, social, etc.)
Personalization at Scale: Leverage the detailed insights from Sona to create highly personalized campaigns
Alignment with Sales: Ensure sales teams have access to Sona's insights for more informed conversations
Compliance: Always adhere to data privacy regulations when collecting and using prospect data
Overcoming Common Challenges
Data Overload: Start with a few key personas and gradually expand as you become more comfortable with the process
Maintaining Authenticity: Despite the data-driven approach, ensure your outreach still feels personal and genuine
Team Adoption: Provide training and showcase early wins to encourage widespread use of Sona's account research capabilities
Conclusion
When an account drives traffic to your website and demonstrates specific intent, it signals a more engaged opportunity that has a higher likelihood to convert. With the data that Sona collects, it enables you to assess the account fit, and to find relevant buying team members more quickly and easily. By leveraging targeted campaigns to reach these identified buying team members, you can effectively increase brand awareness within the account. When you sync audience datasets to different platforms and integrate the data into automated workflows, you can uncover new opportunities, and accelerate win rates for target accounts.
Glossary
Persona: A semi-fictional representation of your ideal customer based on market research and real data about your existing customers
Intent Signals: Indicators of a prospect's interest or buying readiness based on their behavior
Attribution Data: Information about the marketing sources and touchpoints that contribute to account and prospect engagement during the buying process
Audience Segment: A group of prospects or accounts sharing similar characteristics or behaviors
Buying Team: The group of individuals involved in a B2B purchasing decision, including decision-makers, influencers, approvers, and users
