In our latest installment of IntegrateLive, we were privileged to host Steve Armenti, the VP of Marketing at Digital Ocean. The session centered on the crucial responsibility of marketers to build a compliant, opted-in, and marketable database for their B2B enterprises. View the replay below.
Webinar Summary
Armenti, with his vast experience, spoke about the changing dynamics of database building, as it shifts toward precision. As he pointed out, focusing on the buying group within accounts and personalizing marketing strategies is no longer an option but a necessity. His views on the role of alignment between marketing and sales teams to filter out high-quality leads shed light on strategies for improved conversion rates and enhanced trust with sales teams.
During the session, Armenti and Andrew Heide, VP of Sales at Integrate, also touched upon the economic pressures that marketers face today. Both agreed upon the significant impact of poor leads on business costs, regulatory compliance, and even brand reputation. This highlighted the absolute need for clean, targeted data.
An automated solution to these issues was presented in the form of Integrate's platform. It provides a means to automate data integration, maintain superior data quality, and measure engagement with buying groups. With features that allow users to target personas, validate email addresses, and track engagement, it acts as a catalyst to identify gaps in marketing efforts and optimize campaigns.
Don't forget to follow Steve Armenti and Andrew Heide on LinkedIn for more insights.
For those interested in delving deeper into the insights discussed by the panel, feel free to copy and paste the transcription below into your preferred AI tool.
Hey, everybody.
My name is Justin Eisner. I'm the VP of technical consulting here at Integrate. Welcome to another episode of Integrate Live.
Today, we're very excited to talk a lot about preventing revenue loss, opt in strategies, and really all about creating a marketable database.
I'm excited to have two guests on with me today. Andrew Heiding, VP of sales here at Integrate. Hey, Andrew. Thanks for joining us.
Thanks for having me.
And we're also excited to have Steve Armenti. He's the VP of DigitalOcean. Hey, Steve. We really appreciate you coming on Integrate Live.
Hey. Yeah. Thanks for having me, Justin, and great to be here with you, Andrew.
Awesome. So what we're gonna do here today, if you've never joined Integrate Live before, is we're gonna go through, the topic, and we're gonna hear from Steve and Andrew about some of their experiences around the topic.
I'm gonna show a brief kind of intro into how integrate plays into that world, and then also, do a quick demo.
So that will be kinda how we we wrap up. And, if there's any time for q and a, we will we will get to that. If not, we'll reach out to you directly. Feel free to connect with us on LinkedIn to keep the conversation going as well. So with that, I'm gonna pass to Steve first. So, Steve, I'm gonna go ahead and and let you get going.
Awesome. Thanks, Justin. Yeah. I I wanted to kick us off just with a a realization that I've had over the last probably two years, where the shift in my mind was from just purely generation and sort of scale at all costs for very targeted precise database building.
And database building is not new. Right? But I think when we talk about the future now of account based and ABM and the move towards personalization and being more data driven, there's this convergence of database building with, with opted in contacts focused specifically on the buying group. And so that's what we're gonna talk a little bit more about today and some of the learnings I've had over the last couple of years.
So I'll I'll be the first to say, this this wasn't just something that happened overnight. Right? I didn't wake up one day and and, sort sort sort of have the strategy.
And and I would I would say I was very unprepared. And, and at the time feeling like, man, I I screwed this up. And there were specific moments, a couple years ago when when I was at Google, sitting in pipeline review meetings with sales and feeling, like, super confident about my marketing strategy and the MQLs I was creating, the quality of those MQLs, and the KPIs that I was measuring on and sharing with sales. And, you know, I had an moment where our our sales lead, you know, basically called out the fact that the marketing MQL metrics were in the green.
We're looking good. We were on target. We're gonna hit our goals, but all of the sales metrics were in the red. And it just blew my mind.
It's like, why didn't I think of this? Like, why why was I so, unaware of what was happening? And so, you know, I I say this because, it's it's really on us. It's on us as marketers to think more full funnel and build those relationships with sales and, and be prepared.
Be prepared for what the future looks like. We're all working with less, trying to do more. And so as we as we get into this process, I'm excited to talk about, you know, how I did that and and what worked for me and and hopefully help folks shortcut some of the the challenges that I faced.
So let's talk. How do we how do we build an opted in database? How how should we think about this?
I'm gonna reference some, some frameworks around, account based go to market, I like to call it. I think account based marketing is is very limiting, and you and you find a lot of folks think of that as campaigns that you sort of set and forget. So I like to think about account based as an actual principle across the go to market. Go to market.
It really starts with building a target account list. This, shouldn't be a surprise to anyone. This list needs to be created with sales.
There needs to be shared definitions, about why an account would be on that list, what the playbook is for those accounts. I typically like to tier these accounts in in some way. You could think of, like, tier one, tier two, tier three. Your tier ones are probably your highest propensity or most likely to engage with sales, and they'll get, that level of treatment, and then it sort of goes down from there.
Right? Tier two, maybe a bit more personalized. You might have some offers that you're that you're running there, but tier three is gonna be a bit more scaled. And and, honestly, tier tier three, in my opinion, is you're just you're just sort of marketing at that point, through the lens of an account based.
And so if we start with the with the target account list, this is really your universe. Right? This is the universe in which you're gonna market and sell into.
Data is really important here in in having the right data, across all of those accounts. But then we start to think about, okay, who is in those accounts that we wanna target. And and this is where I went wrong in the beginning was thinking that, okay, let me take my account list. Let me share it with a lead vendor or, you know, with our partners, and we're gonna go and generate leads through some broad persona.
In the past, I was targeting IT decision makers, and so what would happen is you'd get a lot of leads from those accounts, but most of them are not the right leads that you're wanting to talk to. And so I had thought, okay. How do we actually figure out who exactly to target? Right?
I don't if I'm trying to sell to the IT manager, I don't need a VP of engineering. I don't care. So I almost want to to non target that person, and what it came down to is figuring out who is in the buying group for your product or solution. Right?
And that could be different. It could be line of business. It could be technical. It could be security.
Could be could be HR. It could be finance, etcetera. Right? But figure out exactly who that buying group is.
Go back and look at past deals, analyze your CRM, figure out who the people are that you're able to sell to, and then and then map that out. And this is you're sort of building a a a blueprint here. Right? So let's say you you determine there's six or seven people in that buying group.
You'll have to then try to understand, okay. Well, what are their job titles or their functions on average? And then, and then apply that into your framework. So now you've got the accounts that you wanna target, the the actual individuals and their job responsibilities and focus areas within those accounts, then the next step is, okay.
Well, let's see what we have today. Let's go into our database using this new targeting structure and see where we're at. And, ultimately, what we'll find at the end of that is is the gap, is the delta of where you need to go and and build your database. And I think, you know, a personal example here is, you know, one point I've been laser focused on acquiring CXOs and and spending a premium to acquire that lead through through different lead generation programs when in reality, most of our deals were sold through a mid level IT manager.
And so I was focusing on the wrong on the wrong title, basically, the wrong persona because of, you know, some assumptions, and we were lacking those IT managers in our database. So once we had that realization, we can now go and and rearchitect all of our acquisition program towards acquiring those titles that we're missing.
And this is where I think targeting and personalization makes a huge difference. So everybody talks a lot about personalization, and that's great. And we can personalize through messaging. We can personalize through, ad creative.
We can do things based on industry or segment, right, to try to make that message more relevant to that person. But here's where it fails. If it's the wrong person, the personalization doesn't matter. You're basically sending a really good email to someone who will never buy from you anyways.
And so there's a lot of opportunity cost there. There's a lot of waste from a budget and just resourcing perspective. So I'm really a fan of trying to create programs that sort of, in nature aren't scalable, and so you have to really think about what your segmentation strategy is here for targeting. And so let's say there's a group of accounts where you're missing a certain category of personas.
You create a campaign around that, so we're gonna go and get this persona just from these accounts. And then you start to do that over and over and over again. And depending on the size of your account list, you know, this can become pretty complicated. And so it's important to to sort of have this thought out in the beginning and then run these programs.
And what you'll see on the back end is just really, really precise acquisition. So your costs will go down. The the engagement performance will go up. All of your down funnel activities will perform that much better because you're you're reducing the waste, in in your funnel that that you don't need to to actually speak to.
And then lastly Steve. Go ahead, Andy.
Yeah. I just had a question. So, obviously, a lot of us are impacted by the current economic climate. Right? There's a lot of pressure on us. How did how did does that put more pressure to be hyper focused, to not have misses, like, to to have your strategy, like, truly reflected in what you're doing in the incoming data?
I I think so. Yeah. I mean, I think you have to. And and, you know, I I'm a I'm I'm an honest marketer here in saying, I I think sometimes marketers screw this up.
Right? We we almost get we get lazy or we get too focused on scaling, and we think the goal is how do I scale account base or scale ABM? And and we're missing the mark here. What you're actually trying to do is find the right person and get them in front of sales.
Right? You're trying to give sales as many at bats as possible, with the right folks. And so I think to to exact exactly what you said, it it almost requires you to step back and look at what you're doing today and kind of bifurcate the program into, like, this is precision and this is working, and and this is maybe not. And and let's look at that stuff because we should honestly get rid of it if we don't need it.
We don't need spending money on it.
Yeah. We hear that we're hearing that across our customer base. Right? Is that they wanna make sure that their strategy that they spend so much time, you know, formulating is truly reflected in all the things that are coming in and the things that are staying in. Right? So Mhmm.
Yeah.
Yeah. And and I, you know, and I think I talked to a lot of marketers too and, try to network as much as possible. And everybody's kinda facing the the big, you know, paradox here of more growth, less budget. So so what do you do?
Right? And it's like, I I think, you know, one of my defaults is, well well, let's audit it. Let let's assess what's going on. Let's really look at, like, let's let's get into the weeds on this stuff.
And if you have to go and look account by account to generate some insights or or lead by lead to generate some insights. I mean, you kinda have to do that and make sure you're buttoned up across your your funnel and your programs.
Absolutely.
Yep. Yeah. And I think, you know, the last point here around tech stack, I am, you know, through learning now such an advocate for, like, focused technology. I think it's it's pretty easy for marketers these days to to buy technology, to implement technology.
But in, you know, in the same vein of what we've been talking about, I it needs to be very purpose driven and purpose built, and there has to be an ROI on it. So if you're bringing in technology, it it it's gotta solve a problem, and then you need a measurable ROI. And I I think this is this is hard because there's there's a lot of cool stuff out there, you know, and, Yeah. You know, the the tech stack can get pretty big and complicated, and all of a sudden you end up with this this, you know, behemoth thing and, you know, these bloated costs.
And you're like, oh, holy cow. How did how do we even get here? And you might have technology that one point, you know, served a need, and and you no longer serves that need. And so I just think constantly kind of evolving and optimizing the tech stack is really important.
Absolutely.
So just to highlight here, I mean, these are some of the things I've seen, for me that that really helped. I mentioned, just improving the quality of leads. And in doing so, you're saving time. You're you're saving money. If you think about it, if let's say you've got, you know, you have ten thousand dollars to spend on acquiring leads, if you spend that ten thousand, but only twenty percent of them are are actionable, you've got huge waste there. And so the goal is, like, how can we try to spend as much as possible of that ten k on the actual individuals we wanna talk to, and that and that's the buying group, right, within those accounts. And so it's just again, it's just being really deliberate and and purposeful in where you spend your money.
The other, aspect here that just happens naturally is by acquiring more of these relevant leads, your your conversion rates and the funnel and and pipeline is gonna go up. Right? And the the sort of hidden win here is is with sales. Sales is now going to love you because you if you think in the past, let's say you had a thirty, forty percent rejection rate on on leads.
I've actually experienced in the eighty percent. Imagine how my sales team felt about me sending leads where eighty percent were rejected. If you've got these rejection rates and you can now definitively lower that because the quality of leads you're sending to sales, is improving, all of a sudden now sales is like, hey. We're we're calling these leads.
Like, the SLA is twenty four hours. We're gonna do it in twelve because because this is good stuff. Right? And they start to get excited, and then the motivation builds on that, and they start wondering, well, what are you doing?
And then you start to bring sales into the process and say, hey. You know, give us feedback. Right? How is it going when you talk to this person or this persona and so forth?
And you and you create a nice little feedback loop there.
Yeah. It it builds trust. Right? Yeah. It builds trust that when you send as a marketer, send something over the fence to sales that it's a real authentic thing that they should follow-up with and follow-up quickly. So absolutely.
Yep. Yeah. Yeah. And one thing for me that really helped was, I I used to kinda sit behind the numbers and look you know, in in an enterprise program, I mean, you're driving a lot of volume.
Right? And it's it's hard to actually know the the quality of the leads and the titles and and responsibilities and seniority and stuff that you're sending. And so you you end up generalizing based on data that you look at. And I just highly suggest, you know, just every now and then, just just going into the funnel.
Just just look at leads, look at MQLs, see what companies they work for, see what their job titles are. You'll start to notice all the variations in job titles and, you know, come up with your own assumptions about what they might be working on. But when you have those conversations with sales, it's so helpful because they'll start to they notice these things. Right?
I mean, your your SDR team is calling each one of these, one of these individuals. Right? And and you you're just more able to have a detailed conversation and say, hey. How'd it go when you when you talk to this title?
That's a new one. I haven't seen a ton of those. What was the conversation about? Do you think there's opportunity there?
Should we be should we be actually Great.
Steve, thank you so much for the insight there, and I think it's a perfect segue to talk about what we are seeing here at Integrate. And, you know, across the board, it it's a very, very similar story. Right? I I think customers are saying to themselves, is our strategy truly reflected in the incoming data?
Is it truly you know? And in turn, is our stack complementing what that strategy is? Right? I think the the costs are obviously every other conversation that we have is what is it costing, what can we cut, what can we bring in to make sure that we're making the most out of our spend.
And I think that, you know or we know that marketers are saying to themselves, it's a lot easier to get it from the beginning than to let it get all the way deep into your system. You know, that goes everything from technology cost to, you know, compliance issues. Right? I I think not only are we under more economic pressure, but, you know, the compliance, landscape is just ratcheting up across the board.
And I think, you know, especially in our world, in in the b to b marketing world, people are marketing in California. They're marketing in EMEA. They're marketing, you know, in Canada, and and state laws are coming around. And and the impact of what that bad lead can be.
You know? What ten years ago might have been a hundred dollars, now could be four percent of global revenue. Right? So not only might it not meet your strategy, but it might not be a compliant lead.
And and so that is you know, the stakes have never been higher. I I would you say that's a fair statement, Steve, for marketers, you know, just in terms of our responsibilities to our organizations?
Or Absolutely.
Yeah. And I think if you'd go back to COVID days where it was growth at all costs and and budgets were flying around in the enterprise space, You could get away with this because nobody was looking. But in today, I mean, this is table stakes. Right? Like, you have to be thinking about it.
Absolutely. I mean, I you know, I was just at a conversation. We had our customer advisory board last week. And at lunch, you know, the conversation was about before it was, we were thinking in terms of hours and days.
Like, just get this lead this list uploaded. Like, we went to an event. Bring everybody in. Right?
Like, that's how our world used to be, and now we can't afford to do that. We can't afford to have a dirty database like that and and to and to mire it with a bunch of people, as you said earlier, that aren't your targets. Like, just because they're a c level or or a VP doesn't mean that they're actually gonna buy something. So why are we spending money on those leads?
Why are we why do we even have them in our database if they're not actually gonna contribute to not only pipe, but more importantly in this day, like, close one deal. So we are definitely seeing that. We're seeing more and more customers say you know, saying, like like, across the channels, like, first off, why are we bringing this in? Does it match our strategy?
And if the answer to that is no, then let's stop it from the beginning. Because not only is it a lot less expensive then, it's a lot faster. It it's a lot more efficient. So, Yeah.
If you could go to the next slide, that'd be great. So, I mean, there's so many you know, we touched upon them. You know, there's so many different things that we're hearing from the market in terms of the impact of a bad lead.
You know, something that you mentioned earlier is, like, lost trust. Right? Trust with sellers, trust with prospects. Right?
You know, it hurts the brand if you're bringing in leads that have nothing to do with what you're selling, and then you and then you're marketing towards them. And then when you're actually marketing towards them for something that you want or that they actually want, the trust isn't there. Right? But if you're hyper focused, if you're just bringing in the data that you want, the, you know, the leads that you want, it makes everything that much easier downstream.
We talked about some of the privacy aspects of it, but, you know, four percent of global revenue is something that we hear almost daily in our world. Right? Like, obviously, integrate lives very much at the top of the funnel. So a lot of our conversations are are talking about data ingestion, but compliance is an ever present thing today, right, because of those consequences of what can happen.
So, that is a big, big aspect of of what we're hearing out there in terms of, like, the sort of the nuclear aspect of the cost of a bad lead. Like, it just takes you know, you could pay thirty five dollars for a content syndication lead or you know? And if it's not compliant, it the cost could be, you know, through the roof. Right?
Let alone the cost of time and all of those things. God forbid, it it becomes a, you know, a compliance issue or somebody raises their hand and says, I never signed up for this or signed up for that. So stakes are are very high today.
Yeah. These are these are real problems. I think it it's almost like you you can sit here and look at some of these things and think, oh, no. This won't happen to me.
Like, this happens to somebody else. Right? But the real issues here and and especially as you do try to scale and you and you get to volume, the the impact of, say, bad data on a lead, which is flowing through your system and now gets misrouted somewhere, maybe doesn't actually make it to sales. Right?
You you paid an upfront cost for that lead, and it didn't go where it's supposed to go. And now it's sitting in your database. You're you're paying storage to store that lead. And if you're doing that to the tune of tens of even hundreds of thousands, there's a lot of sunk cost there.
Right?
Just just alone on on acquiring a bad lead, and and defining bad is maybe you never needed it to begin with or, you know, the data quality is is not right. But either way, I mean, it's like you you need to be thinking about this. Right? You wouldn't, you certainly wouldn't spend your personal money that way. Right? And so Absolutely.
Gotta be aware of what you're buying.
Yeah. I think that, as you mentioned earlier, marketers are stepping back a little bit, and they're looking at the totality of the impact of this. And that, you know, just because a lead costs a dollar or fifty dollars or a hundred dollars to actually bring it into your organization, looking at all the costs of the cost of a BDR or sales person. Right?
Like, neck next thing you know, you're sitting there, you know, sending out invites to webinars and all of those things. Well, if thirty percent of that or forty percent of that aren't even ICP or not people that you want attending, the, you know, the implications are, you know, are are very wide, throughout an organization. It becomes so much harder to deal with it once it's inside. So but Mhmm.
Well, this has been an a a great conversation, Steve, and let let's pass it over to Justin to, show us how we do it here at Integrate.
Yeah. Thanks, guys. And, I'm I'm happy that my camera's not working and yours is okay. So we got the we got the the handsome guests are are are visually okay.
My camera's a little bit busted here, but I don't think anybody joined to see my face, so that's good. But, yeah, this has been a great conversation, and I think it plays really nicely into sort of where integrate sits. So I wanted to give you just two minutes on for those that don't know what integrate is, kinda where we sit in the tech stack, what we do high level. And then we'll just do a really brief demonstration that talks quite a bit about what what Steve was mentioning, during during his section.
So at the top of the screen here, you'll see sort of a lot of the different channels, and sources where as b two b marketers, we are, you know, we're leveraging these and we're being in these areas to generate demand.
And so what integrate attempts to do is connect the data that comes from all of those channels into a singular platform. So you can see those coming in through a few different methods of, of connection. So whether that's through forms or, pure list uploads like Andrew and Steve were mentioning earlier, or through different API methodologies that integrate it, which is sitting in the middle there. We wanna connect all the data from those channels to our platform. And we wanna do that for for a couple of reasons.
One is certainly the automation piece. In the in the world without integrate, a lot of these processes to get data in are fragmented.
They're not the same process, which causes problems in and of itself.
Some of those process or processes are not automated, which slows down the speed of the ability to act on that lead, routing it to the right place like Steve was mentioning and things like that. So getting that connection point right, getting it all through one process and and automating that flow as much as humanly possible. And then there's the governance piece, and this is really important. And and this is what Steve and Andrew were just talking about.
What is that real cost of a bad lead? It's not just the cost of acquiring that lead because, I mean, sometimes it's not a cost per lead. You might not have actually paid to acquire that lead, but there are those costs. There's that chance of a GDPR fine.
There's like Steve mentioned, we hear that all the time where, something doesn't get routed properly because one little thing is off. And then that lead is just sitting there, in sort of purgatory or in no man's land, and and we don't ever have the chance to convert it because of that. So Integrate is acting as a governance layer. Is this data clean?
Is it compliant? Does it have an opt in? Is it formatted correctly? Is it gonna route to the right place?
All of those sorts of things. And we're we're, of course, making an automated connection again to our customers' downstream systems, whether that's the marketing automation or a CRM or sometimes a custom data warehouse or a custom data platform or or something along those lines. So getting that data where it needs to go, very quickly and then the ability to to measure that information. So we're gonna talk a little bit about how integrate is identifying buying groups in our short demo here that we're gonna get to in a minute.
And a lot of what what Steve was mentioning, are we targeting the right people at those accounts? Do we have gaps at certain accounts that we need to think about? Are there new personas that maybe we didn't know about, like he was mentioning in that that story earlier? Like, hey.
Should we be targeting this this, type of person more because they're showing up, quite a bit? And so integrate is gonna give our customers the ability to to view that across all of these channels as that data flows from point of acquisition through the integrate platform and then off to those sales and marketing systems.
So hopefully that gives you just a brief, intro into to where we sit. I'm gonna toggle over to the integrate platform, and show you just a couple of, of pieces here. Oh, excuse me. Let me get it back.
So we mentioned all those different channels, and then integrate, our customers will set up all of those channels that they're working through, whether there's something like syndication or social, or whether there's something custom. Like, we just have these random lists or, you know, we're connecting to video sites or different social media platforms. So Integrate wants to make sure that we're connecting the data from all of those programs into the Integrate platform. And when you go into any of those channels, you'll be able to see all the campaigns that you're running within that channel.
And And this is where, you know, Steve was talking about this earlier. If I open up one of those particular campaigns, we wanna make sure that we can hyper target whenever we want to. So integrate through all these channels and through all these campaigns gives you the ability to target exactly who you wanna receive on a particular campaign and make those really tight and strict in certain instances and maybe a lot looser in other instances. Right?
But we're we're doing things like making sure that the the leads have, all the right fields so that everything gets routed properly like Steve was talking about before.
We also are validating email addresses, making sure that those are accurate emails so you're not ingesting anything that's going to bounce.
Along with that, we can also target accounts. So whether that is through an integration to an ABM platform like a six sense or a demand base, or whether you're just kind of bringing in a target account list. Right? Because we're looking for those accounts that maybe we have gaps or anything along those lines. Integrate can ingest that as, a target account list through either APIs or a word of an upload, depending on how you wanna do it, and make sure that we're only achieving leads or receiving leads from those particular accounts on that particular program.
K? We're also looking and you'd see those little list values here. We're looking to clean up the data as well. So when you have something like country, making sure that those, values are proper.
Right? Again, that can mess routing rules up like Steve was talking about before. If US comes in instead of the United States or something along those lines, we wanna make sure we clean that up. We also wanna make sure if there's any targeting, we have these allowed and disallowed sections.
So the notion that we wanna make sure that we're only accepting leads that are on target for us or maybe that are only coming from countries where we're allowed to market in or we're able to sell in, we can help with that as well. Bringing a bunch of data into your system that comes from countries you can't sell to or countries that might have restrictions on them at the moment or anything along those lines, that is really, really important for our customers. We don't wanna flood those databases like we were talking about before. There is that storage cost, along with a lot of other, you know, potential risks.
We don't we wanna avoid that. We wanna keep that database clean and act like a firewall between from all the demand channels to our customers' downstream sales and marketing systems.
K? And then, of course, as that data flows through, we make sure only that clean, accurate, and maximal data comes in. We're gonna integrate it to those systems that our customers use, like we mentioned, a second ago. So wherever that data needs to go, we will send it.
The last thing I wanna talk about was buying groups and make sure that everyone sees kinda how Integrate is thinking about this. That's living here in our performance center. So if I open that up, you'll see there's a buying group section. One amazing thing from, the integrate perspective for our customers is we can create those buying groups with our customers using either job titles or job roles and job functions, and we can tag those personas.
Right? We can say that's a user that we're looking to target or an influencer or a decision maker. You know, what does that persona make up? And we can actually create multiple buying groups.
So really important for the enterprise companies that we work with, a lot of them have, many different sort of product lines, and they within those product lines, there's entirely different personas that make up the buying groups for that particular product. Sometimes it's by product, sometimes by region. But we wanna make sure that we give the customers flexibility, to look at not only which personas are engaging, but underneath which product line, right, or which country or which buying group. And so within that, we can open up one of the buying groups, and we can look at our, configuration of that buying group.
So we can say, who are those personas? We can always add different personas. We can tag them here. So this is where that that buying group might change, kinda what Steve was mentioning earlier.
We may identify, you know, midway through the year. I think we need this new persona. We need to start targeting them and tracking them a little bit more than we were in the past. And so integrate can be flexible in that sense in terms of configuring that particular buying group.
And within the buying group itself, we're now able to come in, and we're able to see those engagements. So here we're in that default buying group. We could toggle over to other ones. But as we look at this one, I can see who engaged.
I can open them up. I can see where they engaged. They got assigned to a buying group, and you can see that the title, map happened here. Right?
So as the lead came in with, you know, VP HRIS, our algorithm, our machine learning, our AI has been able to map that to an existing persona, in this case, the human resources vice president. We know that not everyone is gonna come in, with the exact title that maps to one of our personas, But this lets us, really help with that. And so as these data points are coming in, these leads are coming in from all these different places, we're able to map those to those personas and see what's happening from an engagement perspective. And we can also see if there are any other accounts or contacts, excuse me, coming through on a particular account that didn't map to one of those personas.
This is kinda where Steve was describing this earlier. We can get a sense of, you know, are there a bunch of contacts that seem to come into all of our areas where, we don't have, that map to persona? Maybe coming up often, and we want to create a new persona for that particular individual. So when we come into buying groups and we can see all of that information here inside of integrate, really, really important for our customers to see.
Here's those gaps as well, so we can see how much coverage we have at each account. And like Steve was talking about as well, our customers will often start to create new marketing campaigns based on where these gaps are. What are the accounts that we know are key accounts for us? Well, we have gaps, and we have we have similar gaps in terms of which particular persona we're not reaching often enough.
Do we need to create new content? Right? Do we need to come up with content that's gonna resonate with that particular persona and run programs to target them specifically? And so integrate is not only helping with the automation and the governance of the process of the opt in of all the things that we talked about, but then really helping our customers measure buying groups and understand, are we reaching the right accounts?
And if so, are we reaching the right people at those accounts? And do we need to create new and different or additional, programs in order to target those particular individuals?
- Obviously, that's a a very brief demo here, today, but we certainly don't wanna keep everyone much past thirty minutes. We are more than happy to keep this conversation going. Please reach out to us on on LinkedIn.
I'm sure Steve and Andrew would be, as would I be, welcomed to to those conversations, offline. And if you wanna see a little bit more, regarding the integrate platform, obviously, we were, very brief today. Reach out to myself or Andrew, and, we're happy to schedule a little bit of a a further demo for you. Steve, Andrew, any any closing thoughts before we let everybody go?
No. Just thanks for having me, and, appreciate the conversation. Hopefully, it was useful for folks that tuned in.
Yeah. Absolutely. It was a it was a good time. Love these types of conversations. So looking forward to the next one.
Great. Alright. Thanks again for joining, Andrew, Steve. We appreciate it. Thanks everybody for for watching and registering.
Everything will be available on demand, and we'll send it out. And, we hope to see you on the next integrate live. Have a great day.
Awesome. Take care.
Thank you.
