RevOps Co-op Weekly #61 - Better B2B Data for Intelligent Movement Across the Revenue Stack
B2B data is only as good as the ability to use it. Refining selection criteria and accessing deeper data creates easier navigation of the sales funnel and ensures efficient experience for RevOps teams
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Better B2B Data for Intelligent Movement Across the Revenue Stack
Edan Krolewicz, Founder of ExactBuyer, talks about the importance of finite data parameters, how B2B data moves through the sales funnel to build relationships and his puppy Marco.
In B2B sales, data is a means to an end. It’s not THE end you are trying to reach. But accurate, actionable, and robust data is a great way to get there.
Better data means more leads progress more quickly through the sales funnel and result in more opportunities to build ongoing relationships; which again, lead to more sales. Edan Krolewicz, founder of ExactBuyer, knows all about quality data. He believes in providing data enrichment that leads to details that make a difference to your business: everything from emails and phone numbers to social media activity and events that contacts may have attended.
It does stop short, however, of the preference of boxers vs. briefs.
We think.
“We like to think of the data as not an end in itself, but as a means to creating lots of different types of workflows that you want to automate,” he explains. “It helps engage your audience.”
Getting Granular Makes the Difference AND Saves Money
Asked to walk through the random example of sourcing ingredient buyers in the pet food industry, Edan lights up a bit. It’s not because he’s thinking about his 8-month-old puppy Marco, it’s because he likes using finite examples to illustrate the point.
“I think getting as specific as possible is the core of what we want to do,” he says. “The first thing that I typically ask people is ‘Who are you selling to today?’ And I would go and take a look at their website. There are obvious keywords or things that they use to describe themselves.”
Breaking the example down further, the best buyers in a large data pool may be raw pet food buyers, those looking for alternative ingredients or buyers who are interested in substitutes. These are keywords that someone can use to generate better and fewer results. The problem is that many revenue leaders in charge of data procurement are afraid of getting too finite because of FOMO.
That fear is a bit like being afraid of not getting a piece of spinach and sauerkraut cake. You think you want it, based on appearances (it has REALLY pretty frosting), but it’s just not right for you.
“You can only make X amount of calls per day, so you have to prioritize,” Edan says. “The way we think about it is by creating these very specific verticals using the keywords. I don’t believe you can be too granular.”
As he explains, you only pay for the data you get, so it’s cost effective. Especially if you define just five or six verticals to target.
Best of all: there’s less junk leads because you’ve been ridiculously specific. No spinach and sauerkraut cake, here!
Hyper Aware, Hyper Specific
You know when a spider walks across the floor and scurries under a bookcase that’s way too heavy to move? You can’t stop thinking about that spider and where it went. That’s the kind of hyper awareness Edan helps create.
“You’ll want to parse out the reasons why you might hit home with more pet food manufacturers or with pet retailers than with people who sell vitamins or something like that,” he explains. “You’ll start to understand by doing these micro-targeted tests as opposed to just sending out to 10,000 stores and trying to analyze later.”
This kind of focus makes it easier for the marketing team to do their thing as well. Instead of sending out 10,000 generic and easily-deleted emails, they are able to define which verticals should get email and which an SMS message. Plus, those messages will now be tailored, relatable and much more personalised to specific audiences which ramps up the relevance, open rate and response. When it comes to data: Quality beats Quantity.
…There’s more! Read the full blog here 👉 Better B2B Data for Intelligent Movement Across the Revenue Stack
🗣 From the Community
#04_revops-questions - Resources Needed for first RevOps Hire
11/30/21: I'm joining a new company as a RevOps Manager soon. What resources (data/charts/processes etc.) should I ask my manager to prepare for me? It's a small sales team with a majorly-inbound pipeline. I know the basics but I'm trying not to miss anything. I need to get started as quickly as possible once I join. I would be the first RevOps hire in the team. I have experience in outbound focused teams. Read 10 Replies.
#04_revops-questions - Lead-to-Account Automatic Conversions
12/2/21: Hey everyone! My team is looking to set up a process that auto-converts leads to accounts & corresponding contacts when a score reaches a certain threshold. Know this requires some APEX code to do, which we don't have experience to do internally. Anyone have experience with lead-to-account automatic conversion / could recommend some contract APEX help for this project? Thanks! Read 8 Replies.
#08_tools-and-software - InsightSquared SFDC Integration Replacement
12/1/21: Hey All - I'm looking for a replacement for the InsightSquared SaaS Analytics SFDC Integration. Specifically, looking for an application that is more or less plug and play with our current Opp structure that measures:MRR/ARR metrics
-Beginning MRR / Expansion / Downgrades / Churn / Ending MRR
-Dollar churn and Account churn
-Renewal rates
-Historical data of all of the aboveThe goal is to buy a replacement solution that causes the least disruption to business operations so I don't have to manually export and build these reports on a recurring basis. Any thoughts? Read 11 Replies.
#08_tools-and-software - Salesloft Sequence State Feature
12/1/21: In Outreach, one of my favorite (but not super intuitive) features is looking at “Sequence States” to see how many prospects are in sequence at any given point in time (then can filter down by rep, team, sequence, or look at the different sequence states to see how many are currently active, failed, paused, etc.) - see here. Can anyone show me how this is done within SalesLoft? Read 5 Replies.
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🐦 This week in #RevOps Social
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PLG Ops: Tools & Insights for Growth - Tuesday, December 7 at 11am PT (2pm ET) | Correlated
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📚 Your curated #RevOps reading list
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Over the past few years, B2B SaaS companies have been transitioning from more traditional sales-led GTM motions to a more product-led approach. As a result, GTM teams, their success metrics, and supporting technologies are starting to look very different. In this post, I’ll unpack the key differences between sales-led and product-led funnels. In doing so, I’ll explore what it looks like to build a strong Marketing Technology (MarTech) stack for a product-led funnel, along with how to evaluate your own tech stack.
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One of the best ways I have learnt everything I know about revenue operations is through the experience and recommendations of fellow RevOps professionals and the way they looked at solving problems.
Think about it, all the books you read, podcasts you listen to, videos you watch hold someone else’s experiences as the true premise of the learning.
So, I gathered some priceless words of advice from experts, especially for those in the RevOps function. This is invaluable information that will shield you from the ‘if only I had known’ complexity.
New Private Equity Report: A Clear Business Case for Adopting a RevOps Strategy in PE (downloadable report) | Cortado Group
You’ve likely heard of revenue operations — aka RevOps — but have you deployed the discipline in your private equity firm yet? RevOps is new on the scene but expanding rapidly as more firms realize the significant business advantages — including the ability to generate more revenue from an acquisition to an exit.
🎧 RevOps Podcasts
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In this episode of Sales Ops Demystified, Tom Hunt and Alex Freeman are joined by Hank Taylor, Vice President of Marketing and Revenue Operations at Vercel. They discuss Hank’s transition into marketing and rev ops, how data analysis increases productivity, and the benefits of transferring data in the Salesforce Service Cloud.
Meaningful Recognition: How to Show Your Employees That You Care | SalesHacker
In this episode of the Sales Hacker Podcast, we have Kevin Yip, COO & Co-Founder at Blueboard, an employee recognition company he founded after working 100-hour weeks without appreciation. Join us for a frank conversation about recognizing your employees’ achievements and rewarding them with experiences that matter.
Inside a Consultant's Operations Framework with CS2's Crissy Vetere-Saunders | Operations Podcast
It's fascinating to consider the different Operations approaches of consultant vs. in-house practitioners. Consultants have so many more data points and companies they’re exposed to than we do in-house, so their ability to find patterns and create frameworks is accelerated at an unfairly high rate. On this episode, we talk to Crissy Vetere-Saunders about these patterns and the framework she's created at her business. Crissy is the Co-founder and CEO of CS2, a marketing ops and revops agency for high growth tech companies. After working in-house in Marketing Ops herself at companies like Marketo, Jive Software, and Agari, Crissy co-founded CS2 in 2015 and hasn’t looked back.
🔥 A few HOT #RevOps Jobs
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🚒 Weekly RevOps Meme
Courtesy of Rosalyn Santa Elena.
Funnel IQ is an operating system for your GTM team that provides end-to-end, full funnel analytics and insights that keep marketing, sales and customer success teams aligned and working seamlessly together to drive more revenue growth for your business.