This article is Part II of a 4-part series on the shifting landscape in B2B buying and selling, how revenue teams have adapted, and where we think the market is headed next.

You can read Part I, in which talks about the evolution of sales and marketing pre and post-pandemic.

TL;DR:

• The reduction in force in 2023 has accelerated the need for agile organizations in B2B buying and selling.
• Account Based Marketing (ABM) has shifted the focus from individual leads to the account level, improving efficiency and relevance.
• Understanding the buyer's journey and using automation and AI can increase sales velocity and conversions.
• However, there are limitations to ABM, including the challenge of data silos and the need for speed, coverage, and consistency.
• The next phase in demand capture and demand creation is Account Based Orchestration (ABO)

Headcount Reduction Accelerating the Agile Organization

As of August 2023, almost 300,000 workers in US-based tech companies have been laid off.

Just as COVID was a massive accelerant to the digital buying process, the 2023 reduction in force, because of uncertainty around the economy, was a massive accelerant to the new age of agile organizations.

Dynata conducted a 2023 study across 500 business leaders in the US, Germany, the UK, and France across all industries. Participants included heads of sales, revops, and marketing. A few findings:

• 75% of organizations expected flat or reduced revenue growth this year
• 58% expect to have less personnel to drive sales

So, there is less staff, potentially the same pipeline coverage needed to hit your quota.

As a result, sales and marketing organizations learned how to operate smaller, more agile, and more efficiently. Revenue teams began partnering with the most innovative technologies that used automation and AI to help them execute operational downstream activities, which allowed them to focus on key insights and personalization.

Shift Towards Customer Centricity and Account-Based Marketing

In the past, most go-to-market tooling was focused on helping the seller and marketer get more leads. The experience of tooling wasn't necessarily tailored toward the buyer (e.g. carpet bomb email and relentless cold calls).

There are two options to increase revenue:

• Increase leads
• Improve pipeline conversions, cycle times, ASPs

It seemed easier to get more leads, so many organizations chose that. But it wasn't. It was the more expensive option that had diminishing returns. More leads to sift through and follow up on meant sellers weren't allocating their time as effectively.

The problem was that 3% of your TAM was in-market to buy (Sticky Branding).

Spending time on non-target accounts that were not in-market to buy was a huge waste of time and money for both the sales and marketing teams.

The Importance of Efficient Growth and Timing

Companies like 6sense keyed in on the importance of efficient growth, relevance, and timing. They introduced the idea of account-based marketing (ABM), which took the focus off the individual lead contact and brought it up to the account level.

Understanding the Buyer's Journey

The vision was to break your target ICP accounts into four key stages of the buyer journey:

• Target: Not ready to buy
• Awareness: Waking up to the problem
• Consideration: Learning how to solve the problem
• Decision: Engaging with vendors
• Purchase: Ready to buy

Then, align the sales and marketing team to work together towards delivering the right experience at the right stage in the buyer's journey. Sellers needed the marketers to figure out which leads were in-market. The marketers needed sellers to engage those leads. ABM teams typically align on the same ICPs and metrics to build qualified pipeline together.

There are thousands of potential leads that a seller could follow up on, but they should just prioritize the ones with the highest ROI, and leave the rest to AI and automation.

Here's an example 6sense workflow:

• Awareness: Marketing identifies the best accounts via the buyer's digital footprint on the web, finds the buying committee, and then adds them to social ad campaigns on Facebook and LinkedIn
• Consideration: Marketing adds the buying committee members into nurture/education campaigns to provide value
• Decision: Landing pages and chatbots are personalized to the buyer. Target accounts are routed to the right sales rep
• Purchase: CRM, marketing automation systems and the website capture buying signals. This is when the account is in-market to buy, and sales should chase

Understanding where the buyer was in their journey made marketers and sellers more relevant and customer-centric in their outreach timing, targeting, and messaging.

Taking a multi-threaded approach where everyone on the buying committee was engaged increased sales velocity, conversions, and ASPs.

Sales and marketing were going to market together, which boosted overall ROI.

ABM started to work and cut through the noise:

• The first person in the conversation is 70% more ready to buy (6sense)
• 85% of marketers say ABM significantly benefited them in retaining and expanding their existing client relationships (Triblio)
• An ABM strategy can increase B2B revenue by 208% (Warc)

According to Lars Nilson, VP of Business Development at Snowflake, who ran a 200+ sales development team, when account-based marketing and account-based sales orchestrate, script, and strategize together, they saw a 3x lift rate on their meetings booked.

Limitations of Today's Account-Based Marketing

In spite of the lift from running an ABM motion, companies are still finding difficulty capturing demand. Deals are becoming increasingly complex, with more steps involved and more people to convince. The status of deals is constantly changing and faster than humans can react.

There are also fewer humans to react, period, because of the headcount reduction. Sales reps are working double-time to engage quickly and effectively with more accounts on increasingly complex deals. People are fried.

Sometimes it could take weeks, months, quarters to fully implement an ABM solution. It could take a while before sales and marketing and in full alignment on their ICP and agreed upon processes. Takes time to find a dedicated owner of the ABM tool. People are constantly shifting, so the CMO that brought on the ABM solution may leave midway through implementation. And the sales team that was onboarded today may not be the sales team that uses it tomorrow.

A strong signal on an account that's in-market to buy is only useful if it's acted upon, and better yet, acted upon immediately. Speed kills sales. Drafting a personalized email to a hot account a day after may be too late.

Human systems do not scale well, especially as organizations and the number of leads to keep track of gets larger.

The Challenge of Data Silos and Integration

The market is starting to consolidate tooling; however, you still have 5 to 6 solutions that need to work in tandem to execute effective ABM. For example there's conversational intelligence, sequencing, email, LinkedIn, Slack, CRM, buyer intent, etc. Humans still need to toggle between three screens to conduct analysis and pinpoint key moments in a buyer's journey. Revops needs to manage multiple vendors, which oftentimes have duplicate features.

But the biggest issue is having multiple data siloes to manage. With systems needing to integrate back and forth, it can be difficult to have a single set of robust, accurate data to automate workflows or run AI models off of.

The problem compounds as the size of the organization and prospect base grows.

Pretty soon there are processes to maintain processes, and, depending on your time horizon, the upfront setup and maintenance cost may introduce more harm to the team rather than the ROI promised.

The Need for Speed, Coverage, and Consistency in ABM

For ABM to work well, you need speed, coverage, and consistency.

Most sales teams are not set up to react in real-time, which breaks them out of their workflow. It takes significant orchestration to complete the ABM motion successfully at every step.

If there is a big marketing campaign that drives traffic, there may not be enough rep coverage to engage all the buyers.

In both cases, there is a revenue leak in the funnel because speed, coverage, and consistency fall short.

It means you're not engaging or fast enough with your in-market target accounts (3% of your TAM) who are in the decision/purchase stage, which costs you deals today.

You're also missing out on the opportunity to build relationships with target accounts that are not in-market (97% of your TAM) in the awareness/consideration stage, which will potentially cost you even more deals tomorrow and beyond because those accounts may be building an early relationship with your competitors.

Up Next: The Era of Account-Based Orchestration

Read Part III, where we'll delve into the evolution from account-based marketing to account-based orchestration. We'll explore how this transition enhances the speed and precision of delivering a tailored buying experience to your Ideal Customer Profile (ICP).

This article is Part I of a 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.

TL;DR:

• B2B SaaS experienced a golden era with an influx of capital and a focus on go-to-market strategies.
• The traditional sales funnel and data-driven processes became the foundation of go-to-market understanding.
• The market saw an explosion of SaaS solutions and an increase in email deluge, leading to declining conversion rates.
• The pandemic brought about significant changes in buyer behavior, with a rise in digital communities and increased reliance on content consumption for decision-making.
• The digital transformation paradox emerged as conventional funnel metrics struggled to capture evolving buying behavior, leading to the need for companies to adapt and evolve.

The Golden Era of B2B SaaS: 2018-2022

The years from 2018-2022 could be called the Golden era of pre-AI startups. B2B SaaS was living its best life. Startups were bathing in cash. They were getting their rounds pre-empted because deals were becoming that hot.

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I remember just two years back in 2021, there was a saying in the startup community that it was easier to raise money than it was to hire great talent.

The Capital Influx

Initially, we saw the influx of capital into SaaS businesses often channeled into go-to-market strategies. B2B SaaS companies hired like nobody’s business: sales reps, ad spend, sales reps, marketing tools, and more sales reps. Resource bloat accrued because of the mounting pressures to produce in order to meet valuation expectations.

This forced the hands of many B2B SaaS startups to hire too many employees to hit those targets. As the economy has continued to recede in 2023, shareholders, boards, and VC firms alike are asking nearly every startup to surrender to a RIF - aka layoffs - to reduce the bloated, unproductive staff.

GTM Strategies

The traditional construct of going to market was that of the sales funnel. Tools like ZoomInfo and Outreach would make one sales rep feel like the power of ten sales reps. But instead of cutting back, companies went all in, flooding the market with outbound — more dials and cold outbound calls, and more mass emails out the digital door.

With so many bodies, predictability and structure became the name of the game. I remember being curious about sales and asking Larson Stair, an expert sales founder in our Techstars batch.

"What makes a salesperson great?" — Alan

"Process." — Larson

Sales with a process is a science, which makes it more predictive. Without a process, it was emotion, which made it less predictive. VCs have historically pushed for predictability, which pushed for certainty in measurement. What is the best visualization of this predictability? The Marketing-to-Sales Funnels with conversion rates at every step.

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At the same time, with the explosion of data, whatever could be measured was measured. Everything became seemingly quantifiable when the funnel was the foundation of go-to-market understanding, turning GTM into a science, and sales and marketing as “the scientist” executing the experiments.

The SaaS Startup Explosion: the 2020s

As venture capital continued to flow into the 2020s, the SaaS market saw an influx of tools, thanks also to the commoditization of API software development. Competitor apps could be spun up overnight with just a handful of developers. The availability and affordability of cloud service helped ensure that the entrepreneurial developers sitting inside a B2B SaaS company could develop revenue-producing applications to their heart's content.

Carina, Zack, and I built one such competitor tool during our time at Techstars without knowing anything about the space.

Everyone started building and buying everything. Then, the capital and the revenue started coming in - and it was good. However, when everyone starts making money, good decisions start going out the window. Lots of shelfware was created and sold to consumers who were sold something that didn’t deliver value.

The Email Deluge and Declining Conversions

Inboxes exploded from the deluge of emails. Eventually, Google started throwing certain domains into spam. Whole cottage industries emerged just to warm emails to improve deliverability so companies could send more.

Conversion rates started declining.

But the pressure mounted. What did people do? More hands on deck. 5% closed won conversion last year, 1% conversion this year? No problem. Pump up the top of the funnel to sustain revenue growth.

If your job was on the line, why fix something that wasn't broken? Plus, who had the bandwidth to innovate when the existing system was barely afloat? Nobody ever got fired for buying IBM.

Lots of hungry reps to feed right now. Where are all the MQLs, form fills, white papers, and link clicks? Because of the short time horizon of CROs, the whole go-to-market team needed to operate on a similar timescale.

The Pandemic's Impact on Business

Then 2020 ...

The pandemic changes everything.

It completely disrupts B2B SaaS marketing, in ways that are still being felt today.

And it all started with B2B SaaS buyers.

The Buyer's Evolution

Let's talk about what happened to the buyer.

Forget B2B SaaS products for a second. For the first time, during the pandemic, buyers were building entire teams without ever meeting face-to-face with their new hires.

As a result, B2B SaaS providers had to learn how to connect with buyers that were increasingly connecting with peers, potential clients, and sales teams entirely online.

The Rise of Digital Communities

Demand for community skyrocketed. Reddit, Discord, and Zoom engagement shot up. And in the wake of all this, professional communities like Pavilion started sprouting up everywhere. LinkedIn evolved into a real professional social network.

Suddenly, buyers, who in the past, would meet each other maybe once or twice a year at conferences to exchange ideas about B2B SaaS solutions, can poll thousands at a time, globally, for advice on whether to use Outreach or SalesLoft, Hubspot or Marketo in a single post, and get curated answers back within minutes.

Content Consumption

With social media engagement at an all-time high, consumption of marketing content like e-books, blog posts, podcasts, influencer endorsements, and peer reviews soared.

In 2020 alone, media uploads increased by 80% YoY, driven by an influx of social media marketing in the SaaS space. How-to videos, explainers, pre-recorded sales pitches: B2B buyers were absorbing it all.

The increase in content consumption meant that demand generation became a key factor in the B2B SaaS business model.

B2B Decision-Making

As well as consuming more and more content during the buying process, the way organizations decided on when and why to purchase a SaaS product also changed.

In particular, partnership programs - for example, Hubspot and Salesforce's app ecosystem - started gaining traction as a go-to-market channel, with buyers increasingly making purchase decisions from trusted B2B software vendors.

The Digital Transformation Paradox

Consequently, B2B SaaS underwent a digital transformation overnight.

The change was swift. But, ironically, as the world digitized, conventional SaaS metrics struggled to capture the evolving buying behavior.

Private Slack chats, influencer endorsements, or old-school phone calls - the funnel couldn't track these. The same large quantity of SaaS vendors still existed. It's just now the buyers could see them all a bit more clearly.

The Dark Funnel and Its Impact on B2B Marketing

In the past, companies could track customer interactions through traditional marketing automation platforms. However, with the rise of third-party marketing channels like podcasts, events, influencer marketing, and organic social media, companies are unable to track these interactions effectively. This lack of tracking has led to a major shift in the distribution of content and communication between companies and their customers.

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The software vendor landscape was vast, but now, buyers had a clearer view. The competition between vendors became fierce, with countless "Top X tools for Y" lists and regular Gartner and G2 matrices to guide buyers.

Still, the traditional sales and marketing model that drove buyers down the funnel persisted, even as it was seeing diminishing returns. A decade of conditioning led ingrained these large processes of generating Leads to MQLS to SQLs, as well as the people who maintained them.

The Informed Buyer

But here's the twist: Buyers were leveling up. They were more informed and more savvy. At least that's what they thought:

• 70% of the buyer’s journey is done digitally before talking to a salesperson (Sirius Decisions)
• 80% of B2B purchasers said that they would not even speak to a salesperson until they had done their own research (The Corporate Executive Board)
• 80% of business decision-makers prefer to get company information from a series of articles versus an advertisement. (B2B PRSense)
• 84% of B2B decision-makers begin their buying process with a referral. (Sales Benchmark Index)
• 86 percent of buyers use peer review sites when buying software (G2)

The number of people in the SaaS solution buying committee was also becoming much larger. Each member has their own needs that must be met before the purchase can go through, so that means different messaging and timing for different personas.

It was like wringing water from a rock and suddenly finding yourself in a desert. That's okay because the VC well always had more rocks to pull from.

Navigating the New Demand Landscape

Post-pandemic, B2B SaaS companies faced a fresh challenge: the funding bubble began to deflate. Buyers tightened their belts. Sales quotas were missed.

Traditional methods seemed outdated in this new reality.

While many clung to old strategies, successful B2B SaaS organizations recognized the need for efficiency and adaptability. They shifted focus from lead generation to efficient demand capture and demand creation, emphasizing trust and authenticity in an informed buyer's world.

"How can I sell you something," no longer works. The approach must be proactive: "What does my customer need from me." Companies like Aligned have built the digital sales room to create better buying experiences.

In this evolving landscape, it's not about who spends the most - on sales teams, marketing campaigns, or SaaS tools - but who adapts the best.

Now that you're keyed up on the changes in the B2B market pre- and post-pandemic, read on for Part II, the future of account based marketing.

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TL;DR:

• Website personalization is crucial for tailoring content and user experience to individual users.
• Personalization in marketing involves delivering targeted content and offers based on customer preferences and behaviors.
• Examples of personalization include personalized product recommendations in e-commerce and Amazon's recommendation engine.
• Website personalization leads to increased time on site, higher conversions, a more relevant website experience, and greater customer loyalty.
• Challenges of personalization include data collection, consumer privacy, performance, and measuring effectiveness.

What is an example of personalization?

An example of personalization can be seen in the retail industry, particularly in e-commerce. Many online retailers have implemented personalized product recommendations based on customer data and behavior. According to a study conducted by Barilliance, personalized product recommendations can increase conversion rates by up to 300%.

One well-known example of personalization in e-commerce is Amazon's recommendation engine. By analyzing customer browsing and purchase history, as well as other data points, Amazon is able to provide personalized product recommendations to each individual user. This not only enhances the user experience by showing them products that are relevant to their interests and preferences, but it also increases the likelihood of making a purchase. In fact, it is estimated that 35% of Amazon's revenue is generated by its recommendation engine.

What is personalization in marketing?

Personalization in marketing refers to the practice of tailoring marketing messages and experiences to individual customers based on their preferences, behaviors, and characteristics. It involves using data and technology to deliver targeted content, product recommendations, and offers that are relevant and personalized to each customer.

According to a study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This highlights the importance of personalization in marketing as it can significantly impact customer engagement and conversion rates. Additionally, a report by Accenture found that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations.

Personalization can be achieved through various methods such as using customer data to segment audiences, implementing dynamic content on websites and emails, and leveraging artificial intelligence and machine learning algorithms to analyze customer behavior and preferences. 

Examples of personalization

In this blog post, we will explore the topic of website personalization and its importance in today's digital landscape. Website personalization is the practice of tailoring a website's content, design, and user experience to cater to the needs and preferences of individual users. With the majority of consumers expressing an appreciation for remote digital or self-service interactions, website customization has become a necessity rather than an option. In this guide, we will delve into the benefits, challenges, and methods of website personalization, along with some inspiring examples. So, let's dive in and learn more about this powerful strategy!

Increased Time on Site

One of the key benefits of website personalization is the ability to capture your audience's attention and keep them engaged for longer periods of time. By addressing site visitors by name or speaking to their specific pain points or interests, you can create a more personalized and relevant experience. This increased time on site not only leads to improved brand awareness and trust but also translates into measurable impacts such as more leads and conversions.

Higher Website Conversions

Website personalization has been shown to have a significant impact on conversion rates. According to a study by Econsultancy and Monetate, website customization leads to an average 19% increase in sales. By tailoring the website experience to the specific needs and preferences of individual users, you can create a more compelling and relevant journey that drives conversions. Whether it's personalizing the quoting process for an insurance company or showcasing specific products based on demographic information for an e-commerce brand, website personalization can make the buying experience feel more tailored and increase the likelihood of completing a form or making a purchase.

A More Relevant Website Experience

Consumers today expect a personalized shopping experience, and website personalization allows businesses to meet those expectations. By providing personalized recommendations based on previous purchases or browsing history, businesses can better meet their customers' needs and interests. This not only leads to more conversions and revenue but also fosters greater customer loyalty. In fact, 80% of frequent shoppers say they will only purchase from businesses that tailor their shopping experience. For digitally native direct-to-consumer brands, personalized recommendations account for around 25% of their revenue.

Greater Customer Loyalty

Personalizing your website can have a significant impact on customer loyalty. According to McKinsey, 71% of customers want personalized experiences, and 76% feel frustrated when a business doesn't provide them. By personalizing the website experience, businesses can make their customers feel taken care of and valued. For example, having a chatbot that welcomes existing customers by name and provides them with resources and hands-on help can enhance the customer experience and foster loyalty. By leveraging technology, businesses can give customers quicker access to resources that are not available to the general public, further strengthening the bond with their customers.

Challenges of Personalization and How to Solve Them

While website personalization offers significant benefits, there are also challenges that businesses may encounter. One of the main challenges is data collection and utilization. With customer data scattered across different teams and systems, it can be difficult to access the insights needed for effective personalization campaigns. To address this challenge, businesses should consolidate the ownership of customer data and establish a revenue operations function to manage the collection, cleaning, sharing, and utilization of data.

Another challenge is consumer privacy. With increasing regulations and concerns around data privacy, businesses need to develop a first-party data strategy to collect their own customer data for online personalization. It is crucial to follow consumer privacy laws such as the EU's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) to ensure compliance.

Performance and scalability are also important considerations. Website performance is paramount to the success of personalization strategies, as slow load times can deter visitors and impact conversion rates. Regular audits of personalization software and web pages are necessary to optimize conversion rates and website performance. Choosing personalization software with performance and scalability in mind is also recommended.

Lastly, measuring the effectiveness of personalization can be challenging. Personalization encompasses a wide range of strategies, making it difficult to identify a single metric for success. Gathering accurate data and tracking mechanisms to evaluate the impact of personalization can be complex. Defining key performance indicators (KPIs) and using A/B testing can help businesses measure the effectiveness of their personalization efforts.

How to Personalize Your Website

Now that we understand the benefits and challenges of website personalization, let's explore some methods to personalize your website:

1. Segment Your Audience: Tailor your website content and offers to specific segments of your audience based on demographics, customer relationship length, and past purchases.
2. Focus on Target Accounts: Implement account-based marketing (ABM) strategies to personalize landing pages and website elements for individual accounts.
3. Use Geolocation: Customize your website based on the location of your visitors to provide more relevant services and content.
4. Look at Browsing Behavior & Time on Site: Analyze visitor activity on your website to create personalized buying experiences. Offer assistance or recommendations based on the pages they visit and the time spent on each page.
5. Differentiate by Device Type: Customize your website experience based on the device that visitors are using. Swap out CTAs and direct visitors to the appropriate app store or extension store.
6. Lean on Chatbot Interactions: Use chatbots to instantly personalize conversations and provide tailored recommendations based on visitor interactions. Conversational AI-powered chatbots can offer accurate and helpful answers to unique user questions.

Website Personalization Examples

To provide some inspiration, here are three examples of website personalization in action:

1. Warmly's AI Sales Tool: Warmly created personalized sales automation pages for their customers, inviting them to see the firms and titles of users showing up on their website. This tool allows salespeople and marketers to try warm calling, which differs from cold calling.
2. Clearbit's Personalized Website Graphics: Clearbit personalizes landing pages with custom components, including screenshots of visitors' home pages. This attention-grabbing approach helps visitors visualize the potential benefits of using Clearbit's solution.
3. Gong's Personalized Chatbots: Gong uses chatbots to personalize conversations with buyers and customers. Their chatbot engages visitors with dog humor and offers options for live demos, more information, or customer support. This personalized approach resulted in a 44% increase in booked meetings and over $9 million in influenced pipeline.

Conclusion

Website personalization is a powerful strategy that can significantly improve user engagement, drive conversions, and foster customer loyalty. By tailoring the website experience to individual users, businesses can create a more relevant and compelling journey that resonates on a personal level. However, it is essential to address the challenges of data collection, consumer privacy, performance, and measuring effectiveness. Implement personalized strategies such as segmenting the audience, focus on target accounts, and leverage geolocation and chatbots to create a more personalized and impactful website experience. So, start personalizing your website today and unlock the full potential of your online presence!

Ready to take your website personalization to the next level? Contact us at Warmly for a personalized consultation and discover how our solutions can help you drive conversions and cultivate customer loyalty.

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How many times have you made a cold call, hoping to hook an interested party, only to be met with an abrupt hang-up or a disinterested voice on the other end? Our Warmly senior sales development representative, Nabil, recalled one of the first times he ever called a person to make a sale. The receiver on the other side of the phone responded — excuse the language — “If you call again I’ll fuckin kill you and your family.” Oops, that was not an appreciated answer.

The traditional approach of outbound sales is shifting; cold calling is rapidly losing its effectiveness, as fewer and fewer people are picking up those unexpected calls.

Why? Because they're tired of unsolicited contact from companies they don't know or haven't shown interest in. In an era where personalization is key, it's hard to get someone's attention through a blanket approach. This is where Warmly steps in, presenting the future of sales calls with the concept of "warm calling."

Warm calling isn't just a trendy term, it's an evolution in how we conduct outbound sales. Instead of taking shots in the dark, warm calling is about calling people right when they’re on your busy. Their intent is high because they are at the top of your mind.

Remember those times you wished you could have a meaningful phone call with potential customers browsing your website? Warm calling makes this a reality. The best part is, you get to choose who you want to reach out to. Instead of spending your valuable time cold calling random prospects, Warmly equips you with the power to make informed decisions about who to contact.

Imagine this scenario. You're notified that someone from Asana is actively on our pricing page. This isn't just any random visitor; it's a potential customer expressing interest. With Warmly, you don't need to wait and wonder, you can warm call them immediately. The transition from a world of random names and companies to a realm of insights and prospects happens effortlessly with Warmly.

One of the most exciting aspects of warm calling is the potential for interaction. Unlike cold calling, which usually involves a monologue pitch, warm calling can include parallel browsing and real-time feedback from the potential customer, which means you can literally see where your users are on the pricing page. You can even turn on your camera for a more personal connection if you choose to.

Gone are the days of playing phone tag and matching calendars for a call. With Warmly's “Warm Calling” feature, you can chat with an SDR on your website in real time. The paradigm of cold calling is evolving; we now have the data to let you call at the right time, to the right person. Warmly gives you a chance to connect with prospects in a more personalized and engaging manner, redefining the outbound sales process.

The premise of warm calling is simple yet transformative: what if you could immediately call the person showing interest in your product? Cold calling may not be completely dead, but Warmly's solution offers a more compelling, user-friendly approach that's attuned to the evolving business landscape.

No longer are sales calls a game of chance. With warm calling, you're in control, and Warmly provides you with the right tools to make the most of every potential sales opportunity. It's not just a neat concept, it's a revolutionary approach that's making outbound sales more successful, one warm call at a time.

Sales Development Representatives (SDRs) are no strangers to the challenges of email marketing. Often, they find themselves dealing with an 8% click rate and a discouraging 0.5% response rate. As AI and security bots increase, these percentages become even less reliable. Security bots are now preemptively clicking on links to check for viruses, and it turns out that around 50% of clicks are made by anti-scam detections.

If you're relying on traditional email marketing platforms like Outreach or HubSpot to measure your success, you're not getting the full picture. These statistics don't differentiate between legitimate prospect engagement and bot interference. It's crucial to de-anonymize your website traffic to understand which clicks are genuine.

At Warmly, we offer a solution that helps you identify the companies that are genuinely engaging with your website. We don’t just want to boost your numbers, we aim to make them meaningful by telling you who and what companies are on your website. We're advocating for the use of intent data providers such as ourselves to give you a realistic and actionable understanding of who is genuinely interested in your content.

The power of this strategy is magnified when you incorporate a proxy relay. When prospective clients click your link, they are first directed to a relay endpoint that gathers crucial intent data. This is like having an insightful detective working for you, helping differentiate between a bot and genuine human engagement. This practice enhances the value of your click data significantly. As an SDR, understanding which companies are visiting your site provides you with a more targeted, efficient, and effective approach to lead generation and engagement. It allows you to prioritize your efforts toward prospects that are already demonstrating interest, enhancing your ability to convert leads into sales.

Now, you might be asking, "How can I ensure my emails aren't flagged by bot detection systems?" One significant factor is personalization. Cookie-cutter emails are more likely to get flagged by these systems. In contrast, personalized emails are often rewarded and allowed through as they're perceived as more genuine.

Warmly can empower your sales team to craft personalized emails based on a user’s intent. Our system gives you insights into what users show interest in on your website. For instance, if a user spends time on the pricing page, we give you the tools to tailor your communication to their demonstrated interest.

What does this look like in practice? Avoid cookie cutter language and make it personal to your recipient. If you’re writing about someone’s pricing page, try adopting the language: “Hey [Name], we saw that you were checking out our pricing page. Is [company name] in the market for a chat?” Imagine being able to send a timely, personalized follow-up email immediately after a prospect leaves your site. This is exactly what Warmly offers. We've moved beyond the outdated model of simply maximizing email volume and instead focus on maximizing engagement.

We're reinventing the way sales teams connect with prospects by using intent signals to create customized emails. We've even tested adding personalized postscripts (P.S.) to make your emails feel more authentic and human.

The reality of sales today requires a smarter approach. Mass email blasts might reach more people, but they often fail to make meaningful connections. Instead, Warmly opens the door for intelligent engagement. With our intent-driven insights, you can craft personalized messages that not only reach your prospects but resonate with them too.

Warmly is not just a tool; it's a strategy for a more effective, personalized sales approach. It's time to step into the future of sales with Warmly, where every click counts, and engagement is king.

In the world of demand-generation marketing, the primary goal is clear: generate inbound leads for the sales team. However, a persistent challenge continues to loom large in many organizations: should the Business Development Representative (BDR) team report to marketing or to sales?

This question has sparked numerous debates, with compelling arguments for both sides. Ultimately, the decision hinges on a BDR's core responsibilities, which typically include booking meetings, engaging in sales-related activities such as calls and conferences, and liaising with both the marketing and sales teams.

In many organizations, the primary point of friction arises with inbound lead forms. When a visitor lands on your website and fills out a “Contact Sales” or “Book a Demo” form, it's clear that a BDR should be responsible for booking the meeting. But, who should be managing the BDR's activities? Should it be marketing or sales?

Traditionally, BDRs have often been housed under sales. However, with marketing's increasing influence over the website and its related activities, an argument can be made for shifting the BDR function under marketing. In this setup, BDRs would report to demand-gen marketers, who spend significant time optimizing the website and ensuring leads are booked.

This isn't a move to undermine the value of sales. Rather, it's about optimizing the use of website data and taking swift action based on that information. In the past, marketing teams would drive leads to the website, get them to sign up for a demo, and then throw those leads over the proverbial fence to the sales team. However, this approach often doesn't tie marketing directly to outcomes.

By placing the BDR team under marketing, the marketing department is tied to a more impactful goal: ensuring prospects show up for meetings. This benefits the sales team as well, as they receive better-qualified leads who are more likely to attend the meetings arranged by the BDRs.

The future of website engagement is evolving. Rather than waiting for someone to fill out a form, BDRs can get involved the moment someone lands on the website. Whether a prospect is browsing case studies or checking out pricing options, the BDR can engage them with messaging tailored to their activity. As the marketing team usually handles website optimization, it's logical for them to guide the BDRs in these interactions.

In conclusion, Warmly recommends moving the BDR function under marketing. This allows for more seamless integration between the marketing activities on the website and the critical sales-related tasks of the BDRs. Ultimately, this aligns with the incentives of marketing, sales, and BDRs, ensuring more effective conversions and business growth.

In the realm of marketing, campaign effectiveness is a constant topic of conversation. Marketers spend significant resources on ads, successfully driving high traffic to their websites, and often take pride in these impressive numbers. However, this triumph can be short-lived when sales teams express their frustration - you've driven thousands of visitors to the site, but only a handful have left their contact details or signed up for a demo.

In response, marketers may invest heavily in revamping the website copy, hoping that a change in messaging might increase conversions. But despite these efforts, the situation often remains unchanged, leaving many marketers confused and wondering where they went wrong. The truth is, it’s not necessarily about the quantity of website traffic or the copy - it’s about driving the right kind of visitors to your site.

Imagine running an ad campaign where Facebook, Google, or LinkedIn assures you that they're driving a specific demographic to your site - say, lawyers for your legal services website. However, on closer inspection, you find that these visitors are lawyers from industries you don't cater to. This is where the power of intent data comes into play, offering the ability to de-anonymize web traffic and determine whether your campaigns are effective in attracting the right audience that matches your ideal customer profile (ICP).

Consider this hypothetical scenario: What's better? Having a thousand visitors on your website, of which only 20 are from companies that align with your target market, or having 500 visitors, with 70 of them belonging to your desired companies? The logical answer leans towards the latter. It’s not just about attracting more people to your website, but about attracting the right people - the ones who are most likely to convert into customers.

But how can marketers make sure their campaigns are driving the right audiences? Warmly’s solution offers a robust intent data tool, enabling businesses to de-anonymize their website traffic and analyze the companies visiting their site. By integrating with your CRM, Warmly can feed this data back into your marketing system, offering valuable insights to refine your strategies and enhance your campaign effectiveness.

The real measure of campaign effectiveness isn’t just about the sheer volume of web traffic. It's about driving the right people to your site and converting them into leads. Leveraging intent data can provide the insight necessary to achieve this, transforming how we perceive and measure campaign effectiveness. With tools like Warmly, you can make data-driven decisions, ensuring your marketing efforts are targeted toward the most relevant and valuable audiences.

Understanding Intent Data

Intent data offers insights into the online activities and preferences of individuals or businesses. Companies can harness this information to predict customer needs, fine-tune marketing strategies, and engage more effectively with potential clients.

B2B marketers use intent signals to monitor the online actions of potential clients, enabling them to deliver personalized marketing efforts. By recognizing buyer interests, they can target promising leads, present relevant content, and elevate conversion rates.

Similarly, B2B sales teams utilize intent data to identify prospective buyers showing purchase intent. This allows them to prioritize leads, customize outreach, and streamline the sales process, ultimately enhancing lead quality and boosting conversions.

Benefits of Utilizing Intent Data

Improving Customer Engagement

Intent data enhances customer engagement across B2B scenarios. For B2B buyers, it ensures tailored interactions by understanding their interests, resulting in more relevant solutions and a smoother buying process. B2B marketers leverage intent data by delivering personalized content, which captivates prospects and nurtures relationships. In B2B marketing, Intent data contributes to the improvement of marketing strategies by identifying prospects actively seeking solutions, enabling marketers to target possible high value accounts with precision outreach efforts and boost marketing campaign effectiveness. Overall, intent data deepens engagement by aligning offerings with customer needs and behaviors, fostering meaningful connections in B2B landscapes.

Targeting the Right Audience

By analyzing online behaviors and actions, intent data helps businesses identify individuals or companies actively researching specific products or services. This insight enables marketers to focus their efforts on those most likely to convert, saving time and resources. With a clearer understanding of buyer intent, businesses can tailor their messaging, content, and offers to resonate with the audience's needs, increasing the effectiveness of their marketing campaigns. This ultimately leads to higher engagement, conversion rates, and a more efficient allocation of marketing resources.

Data-Driven Efforts and Decision-Making

Intent data allows you to identify prospects who are actively expressing interest in products or services similar to what you offer. These prospects are more likely to convert because they have already initiated their buying journey. By focusing your outreach efforts on these individuals or businesses, you avoid wasting time and resources on uninterested or cold leads. Wasting resources on uninterested prospects can be costly. It consumes marketing budgets, manpower, and time that could be better allocated elsewhere. By reducing the pursuit of leads with low or no intent, you can make more efficient use of your marketing budget, which can result in significant cost savings. The insights derived from intent data can be used to continually optimize your marketing and sales strategies. By analyzing which campaigns and messages resonate best with high-intent prospects, you can fine-tune your approach and improve your overall efficiency over time.

Shortened Sales Cycles

Intent data provides a window into the behaviors and preferences of potential business clients. By understanding their online activities, B2B SaaS companies can craft messages and campaigns that resonate more deeply with their audience. This personalized approach ensures that marketing and sales communications are not only relevant but also timely, fostering a stronger connection with potential clients. When customers feel understood and valued, they are more likely to engage, leading to increased loyalty and trust.

Ways to Effectively Take Action on Intent Data

Lead Prioritization

Implement a lead scoring system to assign values to leads based on their level of intent. High-scoring leads can be prioritized for immediate outreach, while lower-scoring leads can be nurtured over time. Segment leads based on their intent signals. Create separate marketing campaigns or sales approaches tailored to each segment's specific interests and needs.

Personalized Marketing

Use intent data to tailor content and messaging for different audience segments. Craft personalized email campaigns, product recommendations, or website experiences based on user intent. Display dynamic website content that adapts based on the visitor's intent signals, showcasing relevant products or services. Identify topics and formats that align with your audience's interests and create content that addresses their needs. Optimize your website and content for relevant keywords and phrases that align with the intent signals of your target audience.

Real-time Engagement

Set up automated triggered campaigns that respond in real-time to intent signals. For example, if a prospect demonstrates high intent by visiting a pricing page, trigger a follow-up email or chat message offering assistance. Implement live chat on your website to engage with visitors who exhibit strong intent, offering immediate assistance or information. Set up real-time alerts to notify your sales team when high-intent prospects visit your website or take specific actions.

In today's data-driven world, sales managers and sales development representatives (SDRs) often find themselves battling several challenges. There might be too much data to sift through, inaccuracies to deal with, untimely intent data, or disappointing results from actions based on the intent data. These obstacles can seem insurmountable, but the right tools and strategy can bring relief.

‍Automation is a key solution to these issues. It simplifies the process of managing intent data and provides lead qualification, ensuring that you receive crucial information precisely when it's most actionable. This way, guesswork is eliminated and opportunities are seized at the right moment.

Even if you don't have a finely tuned Ideal Customer Profile (ICP) list, there's no need for concern. You can easily categorize website visitors based on any firmographic factors, directing them to the most suitable team to cater to their needs. This ability to navigate and filter through your audience ensures that every market segment gets the attention it deserves.

Staying updated in real-time as your target accounts interact with your site is pivotal. It allows you to monitor and engage with buying committees from ICP companies directly in your CRM as events unfold. Every interaction is turned into an opportunity for meaningful engagement, giving you an edge in building authentic relationships.

Knowing the right people to engage with is also crucial. This means identifying the key decision-makers across all your target accounts and tracking their specific activities. This understanding provides a clear picture of the optimal times to connect, ensuring that your outreach is timely and effective.

‍Converting data into direct engagement is the final step. This process involves creating an email list from captured website emails and rolling them into a targeted email campaign. With personalized chatbot messages designed for your ICP, you can engage with key buyers in real time as soon as they land on your site. And when these buyers return to your site, intelligent routing directs them straight to your sales reps, ensuring continuous engagement and fostering a stronger relationship.

It’s important to remember that most marketing automation tools only capture a small fraction of users visiting your site because users need to identify themselves. However, enhancing this capture rate helps you recognize the users that traditional tools miss, providing a more comprehensive view of your audience. In this complex landscape of intent data, navigating and making it actionable might seem daunting. But with the right support, you can make this process timely, efficient, and highly beneficial. This way, you can focus on building meaningful relationships and connections, and say goodbye to reaching out to unresponsive prospects.

Hey there, fellow sales enthusiasts!

In my early days as an SDR, the journey was filled with relentless rejection and challenges. Every phone call seemed to end in disappointment, with hang-ups and dismissive responses becoming all too familiar. It was a tough experience, but it taught me the importance of developing a thick skin and persevering. I remember one particular incident vividly when someone, in a moment of frustration, made a hurtful comment. It was a shocking moment, but I didn't let it deter me. Instead, I used it as motivation to push forward and find a game-changing solution to improve my sales efforts.

Part 1: Finding My Footing

Imagine this: fresh out of college, eager to make my mark in the business world, and armed with a burning desire to succeed. That's when I came across Vendition, a program designed to train aspiring sales professionals like myself who had zero experience in the field. From my perspective, choosing sales as my career path was driven by my heartfelt desire to provide for my family and create a better future for them. I felt a strong sense of responsibility toward their well-being, and sales offered the potential for financial stability and growth. This emotional connection fueled my determination to excel. After joining Vendition, little did I know that this program would open doors to sales. I decided to embark on my sales journey with Warmly, a rapidly growing company that offered a supportive environment for learning and growth. However, I quickly realized that the road ahead wouldn't be easy.

Part 2: Conquering the Early Days of Rejection

As an SDR, I faced countless rejections and obstacles in the early days. Each call brought the potential for disappointment, but I knew that rejection was part of the game. It taught me the importance of resilience and the need to develop a thick skin. Rather than dwelling on the setbacks, I focused on improving my skills and finding ways to increase my chances of success. That's when I discovered the power of a parallel dialer.

A parallel dialer became a game-changer for me. It allowed me to reach multiple prospects simultaneously, boosting my efficiency and productivity. No longer did I have to manually dial numbers one by one. With the parallel dialer, I engaged in more conversations and maximized my opportunities. This shift in my workflow gave me the confidence to persevere and push through the sea of "no's."

Part 3: A Shift in Focus to Book 50 Meetings

As fate would have it, Warmly underwent a remarkable transformation, shifting its focus to launch Real Time Insights—an innovative product that revolutionized the sales landscape. This automated intent data solution became an asset for me as an SDR facing constant rejection on the phone.

Real Time Insights empowered me with real-time data and valuable insights into prospects' needs and pain points. Armed with this knowledge, I could engage with prospects on a deeper level, addressing their concerns effectively. The impact was tangible. I booked an impressive 50 meetings in a single month, thanks to the value proposition of Real Time Insights.

Part 4: Maintain a Positive Mindset

Beyond the numbers and conversions, my journey as an SDR taught me the art of adaptive communication and handling objections with grace. Treating prospects as individuals with unique needs became second nature. Perhaps the most significant lesson I learned was the power of resilience and a positive mindset. In the sales landscape, there are ups and downs, moments of rejection, and days when things don't go as planned. But by staying committed, seeking guidance from colleagues, and adapting strategies, I found the strength to push through and emerge stronger.

Don’t Give Up

To all aspiring SDRs out there, remember that rejection is a common part of the journey. It's not a reflection of your worth, but an opportunity for personal and professional growth. Develop a thick skin, stay true to your goals, and embrace the challenges. With perseverance and resilience, you'll find your way to success. Keep pushing forward

Rethink Sales Engagement and the Limits of Click-Counting

The mantra "clicks are dead" has echoed across the digital sales and marketing realm, leading many to wonder, "If clicks are dead, what's alive?" Traditional metrics like click-through rates have been dethroned by a more nuanced understanding of customer engagement, driven by the relentless rise of AI and advanced analytics. Yet, knowing the problem is one thing - fixing it is another. Here's where Warmly steps in, to inject value into your customer engagement and bring the focus back to what truly matters.

The Clicks Conundrum

It's become glaringly clear that not all clicks are created equal. It's common to run an email campaign or ads, witness a spike in clicks, and feel a sense of achievement. But pause for a second. How many of these clicks are from valuable prospects? Who really made it to your website, and more importantly, who among them matters for your business?

In an age where we have an ocean of data, it's easy to drown in it. Without a lifeline to help you navigate these data currents, you may drift towards irrelevant traffic that contributes little to your bottom line. This is the "clicks conundrum" - a quantity-focused metric that often falls short in delivering quality results.

Warmly's Approach: Quality over Quantity

Here's a concrete example to illustrate the value of quality over quantity. We initiated a YouTube ad campaign that generated a high volume of clicks. At first glance, it would seem like we were making a considerable profit from YouTube. However, upon further investigation, a different picture began to emerge. Many of the companies that visited were not in our target market. Thus, despite the high click rate, these visits were not translating into valuable leads.

To clarify, we would prefer if a Sales Director from a B2B SAAS company viewed our ad and expressed interest, rather than a restaurant owner. It's not that the latter is unwelcome, but they are not our ideal customers. This specific example underscores our discovery: a high number of clicks doesn't necessarily mean increased value to us.

This is where Warmly comes to the rescue. Our approach focuses on qualifying and quantifying visitor data, which means we help you identify not just who visited your site but also gauge their relevance to your business. With Warmly, we can filter for our YouTube ad, view the visitors it attracted, and discern the value it brought. This way, we obtain actionable insights that help us optimize our strategy and focus on attracting the right audience.

Navigating the Future of Sales with Warmly

By moving away from traditional click-based metrics, Warmly helps you identify valuable leads and tailor your engagement strategy accordingly. Our advanced analytics go beyond the surface to provide a more granular view of your traffic. This empowers you to make data-driven decisions and invest your resources wisely.

Warmly is more than just a platform; it's your sales co-pilot in the digital realm. With us, you get the clarity and control you need to steer your sales engagement in the right direction. Because at the end of the day, it's not just about who clicked on your ad or email - it's about who found value in your offering and is likely to convert into a loyal customer.

Clicks may be dead, but with Warmly, your sales strategy will be more alive than ever. Are you ready to revolutionize the way you approach sales engagement? Let's dive in together!

Life in sales development these days feels a bit like walking a tightrope. SDR teams are shrinking, but on the flip side, the performance bar is soaring higher than ever. It’s like juggling on a unicycle. However, there's a solution on the horizon to help keep everything balanced. Enter: Warmly.

The Challenge: Achieving More with Less

Our team member Nabil, who transitioned into the sales field after a career in law and policy, was initially baffled by the challenges and demands of his new role as an SDR. The mantra of the modern sales environment seemed to be "achieve more with less." Reduced budgets, smaller teams, and paradoxically, sky-high performance goals. Nabil found himself expected to push boundaries despite dwindling resources.

If Nabil's story has you thinking, "That can't be sustainable!" you’re absolutely right! It's nonsensical to expect lean SDR teams to reach higher without altering their strategy. That's why we built Warmly. We exist to arm the innovators of tomorrow, helping them break through the noise and secure clients without the need for substantial advertising budgets. Our tool is designed to make every interaction as valuable as possible, helping you compete effectively and realize your ambitions. It's time we shake things up a bit, just like Nabil did.

The Warmly Solution: Maximizing Efficiency

Welcome to Warmly, a platform dedicated to maximizing every opportunity, no matter the size of your team. We recognize that a smaller team size does not equate to smaller ambitions. In fact, smaller teams often face daunting challenges, pitted against the massive resources of larger competitors, and the need to outperform on efficiency can seem like an insurmountable problem.

This is where we come in. Warmly exists to empower the trailblazers of tomorrow, enabling them to cut through the noise and secure clients without the necessity of vast advertising budgets. We've designed our tool to make every interaction as valuable as possible, helping you compete effectively and achieve your ambitions.

Boost Performance with Warmly

Say goodbye to haphazard guesswork, hoping for the best outcomes. Warmly equips you with precise, data-backed insights, eliminating the reliance on uncertain assumptions and opening a well-defined path to success. It pinpoints your most prospective leads, ensuring your efforts target those with the highest conversion potential. This not only results in your streamlined SDR team achieving superior outcomes but also fosters a sense of satisfaction as they witness their hard work translating into tangible results - more conversions, increased sales, and broader growth. Just imagine the thrill when your lean SDR team starts hitting higher numbers, and the satisfaction as they see their efforts translating into more conversions, more sales, and more growth. All of this, with lesser resources.

Smart Work Over Hard Work

In the end, achieving more with less doesn't mean pushing harder, it means planning better. Warmly is the tool that equips your SDR team to do just that. With a blend of AI tech, insightful analytics, and personalized engagement, your sales efforts are bound to be more effective.

So, if your SDR team is feeling the pinch, Warmly is here to help. We're all about helping you achieve top-notch sales performance, no matter your team size. With Warmly, you're not just surviving the high targets - you're smashing them!

Ready to take things up a notch? Let’s chalk out your sales success story with Warmly!

Picture this: You're walking through your favorite shopping mall. There's a lively energy around, enticing storefronts, vibrant music, and in every store you enter, there's a helpful assistant ready to answer your questions and guide you to what you need. It's a world designed around you, the customer.

Now, transition to the digital shopping experience. You land on a website, and it feels different. Despite the colorful banners and array of products, there's a certain lack of personal touch. It's a bit like walking into a mall that's well-stocked, but oddly deserted. No shop assistants, no fellow shoppers, just you and a bunch of products. It's left you wondering, "Why isn’t the internet like a shopping mall?"

The Challenge: Bridging the Personal Touch Gap

The major challenge for businesses online is bridging this personal touch gap. In a physical store, you're able to gauge customer interest through facial expressions and body language. Online, those cues are absent. In the absence of an intuitive, human assistant on your website, potential customers can feel lost or unengaged.

The Warmly Solution: Personalized Engagement

This is where Warmly steps in. Warmly serves as your 'always-on' assistant sitting on your website, observing, engaging, and most importantly, personalizing the customer's experience.

With Warmly, we bring back the essence of the shopping mall experience to your website. We ensure that visitors to your site are not just figures in web traffic analytics, but valued individuals whose needs and preferences matter.

How Does Warmly Work?

Warmly monitors and understands your web traffic, distinguishing the casual browsers from serious buyers. It then aids your sales team by providing insights about who is visiting your site and what they're looking for.

This means that your team can target their efforts on the visitors who matter the most, offering them a personalized service just like that helpful shop assistant in the mall. Imagine a world where every visitor to your site feels seen, heard, and valued - that's what Warmly aims to deliver.

Let's Bring the Mall to the Internet!

It's time to make your website feel less like a static catalog and more like a dynamic, lively mall. A place where customers are recognized, engaged, and valued. That's what Warmly brings to your digital storefront.

By enabling personalized customer engagement and delivering a superior shopping experience, Warmly ensures your online space is as welcoming and engaging as any shopping mall. Let's embrace the challenge and make the internet feel more like our favorite shopping places!

Ready to revolutionize your website? Let Warmly guide your way to a more personalized digital shopping experience.