Okay. All right. Hey everyone, we're going to go over bomb Bora. Um, which is company search for Salesforce. That's the product that we actually own it was implemented probably made Q2. It took quite a while to get implemented in the contract signed but we're now.
fully implemented on phase one and working through phase two that I'll kind of go into in this presentation.
So I'm going to give you a full breakdown of what it is, where it is and then talk about how to use it today. I think we only have 30 minutes so I'm just going to breeze through, stop me if you have questions and we can go from there.
Oh,
Nice. Nice. All
Alright.
We're just going to do like this.
Alright, so what is intent data. It analyzes business content consumption of millions of B2B that's really important organizations across the web.
And tells you when companies are indicating active demand so of the products, services or competitors that you compete against. So that's kind of really important. Essentially what they do in layman's terms is they have a lot of relationships with publishers and they scrape
Across the they scrape the web to understand people's engagement with different pieces of content, whether it be white papers webinars and
Several other different kinds of types, they aggregate all the information categorize it into the different topics that they offer. And then they can send it to us on a weekly basis.
This is just kind of a slide from bombard specifically that shows kind of where all of that information comes from. They call it a data co op. Those are basically all the pubs that they work with at a high level, and some of the intense
Events and content sources that they leverage. You can see on the right hand side. And it's interesting. So, you know, they're listening to over 2.8 million companies and I saw this interesting statistic that they look at
23.8 billion monthly consumption events, on average, which is really awesome.
And kind of gives us peace of mind that they're, they're looking at the people that we care about, because it is very much B2B focused
And there's a slide on data science. Essentially what I wanted to get across here is the right hand side which are some of the factors that they use to identify intent or searching. So they're not just saying this person looked at a page. They're saying
You know there is a surge on these things, compared to a normal baseline there's multiple people looking at this stuff from one company, you know, they scroll through the entire page they spent more time than a normal user on a specific page.
So it's a little bit more complex than just okay they looked at the article, we're going to consider them surging so and you can kind of see the graph on the left hand side just showing lots of surge events.
Alright, so where can you find bomb for a data when it comes to plan view. So we have the Salesforce integration and so what you'll be able to see
Is all the information in Salesforce, you'll be able to see it on the account view, you'll be able to see it on leads and you'll also be able to see it in reporting. So if you go and you can see on the bottom left hand side here.
To create a net new report if you type in bomb Bora. There are three custom reports that are set up where you can actually pull company or lead leads that are surging based on any type of other filters you want. So ask just like a normal
Like a normal Salesforce report, but you get to see that that the topic. The composite score and all the other things that we're going to get to go into here. So on the right you can see that I've created some
Reports for the lead SD ours. You know one of them isn't here anymore. Just to kind of train them on what it is. We've had a quick session just with Heath.
Olivia and Ryan right and so they have a pretty good understanding them and working with them to get feedback so I can train the wider team, but that's also why I'm telling you guys. You can help me.
Enable them as well because I think they'll find this really valuable and it's nice to have some a tool that marketing and sales uses in tandem. So I've created weekly reports for them so they can see the
Accounts that they care about that are surging on a weekly basis. I'm still working on getting feedback from them on that. So if you hear anything, let me know. Um, but yeah, we can set up.
weekly emails, we can do lead views and other such things like that. So, and then you can see the very top, we have a bump or a widget on the account and then below this bump or company search is found at the very bottom of both the account and the lead view.
So maybe after the call. Everyone should check that they can see this, I think everyone has the same permissions, but I've been surprised before. So let me know if you aren't able to see if we can deep dive that
Speak at yes
I have a question. So is it is the info available for either persona or a particular contact
No company surges at the company level. Okay.
So if you go to a lead or a contact
We, we see a different thing.
So it's a
And the way it works.
All right.
Okay, so we're going to go into how the bomb for data is organized and how we get this information. So, um, you might have remembered I sent out an email, a while ago.
And I put the title of the email at the bottom of this slide just so you guys can go back and look at it. But essentially,
What bond board gives us is topics and we paid for 12 topics. And we actually got 13 through negotiation.
Because we're convinced that it project portfolio management and it portfolio management should be one in the same.
So we technically have 13 and you can see on the right hand side. This is kind of the mapping and it's interesting because
The way that bump or categorizes everything is not the way that we would categorize everything. And so what we had to do is kind of step back and map everything to what a specific important theme is and solution is for us today.
So I've sent this out before, but I'll send it out again after the call what what's really important to me in the mapping document which the examples on the right hand side is that you look at
How the bump or topic maps to our high level themes and solutions as well as what the true definition is of the topic because I think that will help you kind of understand
Why we chose those topics and another really important thing is how we chose the topic so
What we did is we we sent bump or two years of when analysis of all of the companies that are customers of us.
For the different products that we and solutions that we care about. They put that through a historical analysis and told us 30 days 90 days, six months a year out
What those companies were searching on before they interacted with us before they close deals with us and things like that. So it's very much data driven
And it basically said here, the things that makes sense for you guys hear the things that don't. And obviously, there was a lot of noise in there because companies are looking for several different things and they're not always related
And so we kind of had to hone in and find 12
That worked for us. And in addition, we don't have closed ones right for like the last solution. And so we had to kind of make some gut decisions on what made sense to choose. And so you can see here we have
scaled Agile framework, we have agile tools and a couple other things that kind of lean towards the PM. And lat solution like digital transformation. So some of those were not based on historical data, but we had to make a call and those ones.
Made them have a sense for us. And after about six months to a year. We're going to revisit the topics and make decisions on which ones. Maybe we want to switch out and bump or allows us to do it.
I believe twice, and we have a two year contract. So, something we can definitely talk through and it'll be helpful to get sales feedback on whether or not these are the topics that are working for them from a sales inside perspective.
So you can do different topic types you can do the type of product or technology. So for example it project portfolio management, you can do
Use cases so capacity planning is a is a good example of a use case. And then you can also do company names which we explored quite a bit, because you can use competitor. So if someone is searching on ca technology or service. Now we can actually use that as a topic to figure out intent.
We couldn't find any that really made sense for us because they have CIA but CIA sell so many different products that it wouldn't really net out
What we're looking for. So definitely something to keep in mind in the future.
And yeah, so basically all reason the mapping to you guys let me know if you have any questions on that. And then the last thing I want to get across on this slide is that the bump or a data is updated on a weekly basis and Salesforce and so
Don't expect changes throughout the week but about every Monday and Tuesday that data is is updated in Salesforce and there'll be a date stamp. So you can see when the last time it was updated was
All right, and other data points so
Okay, so this is what the widget on the bottom of the account and leave you look like it's called bumbler a company search, which makes it easy to find. And so imagine that this is, I don't know.
Nike will go Nike
They are searching on capacity planning digital transformation and agile tools. One thing that you'll note is that
They also provide a category that I don't find very relevant. That's just their way of grouping things into bigger sections.
It really doesn't have anything to do with the actual topic. And once you look at the definitions, you'll kind of start to see that.
They don't. They're not subject matter experts in our industry or anyone's industry, necessarily, and so they just kind of clump things together based on
Clustering model, if you will. So I would pay a lot more attention to the topic and then map it to that Excel document that I'm going to send out
The next thing that you'll notice is that there's a composite score so
What you'll see in the interfaces. It's between 60 and 100 it's actually between zero and 100 but they won't consider a company surging until they hit that 60 or above, and then when they drop below 60 in the most recent
Poll, then they'll market as inactive. So inactive is essentially they are falling off of searching and they had searched in the last four weeks, but they're kind of
Pulling back from that search. So really what you should see here is that the composite score is lower than 60 but because this was that those two dates were modified modified later.
You just won't it'll it should say zero, essentially, if it's inactive so
But, and the last modified date is the most recent date that
That the score change, essentially. So I guess in this case.
capacity planning went inactive. On July 22 and then digital transformation was confirmed, most recently on August 7 so essentially what that saying is, no one at Nike has served on capacity planning since 722 if that makes sense.
The higher the score, the closer to 100 the better and that that's a kind of a bigger indication of
More, more intense and the way that the composite score works is they look at a 12 week baseline of a company and and kind of decide
What is over and above a standard search. So, you know, sometimes, there could be one to two people at a company, looking at digital transformation, but
If that's pretty common for Nike, then they're only going to consider Nike surging when six people are spending more time on content that's around digital transformation. So there's a lot of data that goes into it.
Especially the SDR is basically what I said is, the higher the score, the better and and if it's inactive, then it's likely something that they're falling off of or not really searching on as much anymore.
So anybody have any questions on this slide home will not talk station. I know forever for certain point, it will stay there. It should fall off after four weeks, but it depends on if they are showing any search I guess is what
They've told me so it should fall off after four weeks of no updates have been made. If nothing kind of dings the the surge thermometer, if you will.
But otherwise,
Otherwise,
It should either pop back up and say that it's active again if it goes above 60 and the way that bomb bomb has kind of explained it to me is
There still surging right to a certain extent, or you still have time to kind of they they did show intense. So from a marketing standpoint or from a
Pay per lead perspective, it's still might make sense for them for us to target them to a certain extent because they're still technically
In market. It's when they actually go completely off of the widget. Then we we should stop, you know, considering them, but from a sales perspective, it makes a lot more sense to target and prioritize companies that are actively searching with a high composite score.
This is another portion on the account. It's a roll up widget, basically it takes all the data that we are looking at on the other side and it rolls it up so
For example, on the other side, you've seen two line items that said capacity utilization and digital transformation.
This basically says there's two topics, the average composite score. You can imagine is the average between the two. And then the sum is the combined score of those two topics like
I think this one's really useful for reporting and I think it's really useful for the sales team so they don't have to go to the bottom and kind of add up everything and figure out what's going on.
And you can also use this for lead scoring, which is something that we're kind of exploring a bit just to kind of figure out if that makes sense to kind of add
Additional scoring points to people who have more than one topic or a higher average composite score than 75 or something like that.
Cool.
All right, how to use bump or intent data.
So this slide just basically shows
Today and future state how we plan to use BOM Bora. Essentially, the reason why we got it in the first place was because we are working towards optimizing to fit an intent.
This is obviously a big portion of the intent. It gives us an idea of intent before people are actually filling out forms and raising your hands a lot of the time, which is really helpful for us.
So the, the first way that we kind of leverage it for marketing was we layered on top of several paper lead programs in Q2. I would say mostly it was the media team that was
Doing marketplaces in Q2. But that's one way that we kind of laid it on. So what we did is bumbler works directly with integrate
Incense and the same list on a weekly basis of of accounts that are searching and they will only generate leads based on what accounts are searching at that time. And so, for example, Kerry sends a list of 300 accounts to
Integrate for ppl program well bump or is going to tell integrate each week. What accounts, they should be driving leads for because they're showing intent across the products and solutions that we offer. So the integration.
Integration between already integrate there. Yeah, yeah, it's already there. And so far, we've just said is surging we haven't said is surging on any specific topic because I wanted to see
I kind of wanted to understand what how limiting it was because, you know, we still have goals that we have to reach and we don't want our, our integrate programs to take
Two quarters to complete. And so I wanted to kind of test the waters there since the media team is out. We haven't really talked about the lead quality yet but that's something that we're going to be diving into pretty shortly, just to kind of understand
What what the differences compared to our standard steady state. I think this also speaks pretty highly to having a follow up nurtures and those leads come into the
Into the mix, because there are, they are actively searching on what we care about. So it's the right place the right time to kind of jump in front of them.
And second bullet here is future state. So we're working to pass this information into marcato so you guys can use it for segmentation and customization of messaging so
I know we're moving towards more of a nurturer specific model for the most part, from an email standpoint, and this could be another kind of trigger or piece of information you can use to put people into specific buckets.
Based on kind of have, you know, put them into a surging nurture because maybe you offer them more high value assets.
That are relevant to what they're searching on so sales can start talking to them faster because they are actually in market for these products right now.
So definitely something to consider. We're going to get it into Marquette. Oh, and then we'll have a brainstorming session with everyone to talk through kind of what their ideas are and and test out options there.
And then finally, there's an integration with LinkedIn ads. I want to talk with you guys about how we're using LinkedIn today and kind of how this could benefit, but I definitely think this could help.
Prioritize where you spend money, first and foremost, and then you can spend the rest of the money on non searching companies as well. So just kind of a prioritization mechanism there.
And so I also pulled the slide for sales. So obviously, the biggest the biggest win for sales is for account selection and prioritization. A lot of companies actually use this to
Prioritize who sales rep works that week because they are showing intent, they are
Further down the funnel, even if they haven't filled out a form. This is a really good way to indicate. Okay, I need to outbound to these people.
Because they haven't filled out a form, but they are searching on digital transformation. I'm going to send them a digital transformation eBook. I'm going to get that conversation started.
I've tried, I, I worked with the three STR leaders and I can't say this enough.
Is really important that we don't tell prospects or customers or anyone. We're talking to that we know what they're searching on and that's why we reached out to them.
I've heard horror stories of people saying oh bombard told me that you were doing this, that and the other. And people are absolutely horrified and they don't want to work with that company because you know no one understands what we do accept us so I'm like what
Exactly. They don't need to know
Also, we are working through the idea of creating sales specific alerts for search. So giving the sales rep kind of a heads up that maybe the Tier one accounts or something like that are surging
It's a lot of information. And so I've kind of had to think through what the best way is
So right now, there's a Monday morning or weekly report that they get that just shows a list of the companies that are searching and they can work through it that way.
Since the date is only updated once a week. It's not going to be like on a Wednesday morning, it's just going to be
Here are the accounts that are surging this week, maybe you should consider outrebounding to them or reaching out to them or something like that.
And let's see. And I wanted to call this out so I don't know well carries here. So this is also used pretty widely for cross sell understanding when customers are going to churn.
And kind of just getting a better idea of upsell as well. So when
I've heard when a customer is getting close to the end of their contract and they're searching on, for example, CA. It's a really good indication that we need to kind of figure out what we need to do to stop them from churning or if a
Ppm pro customer is surging on digital transformation, for example, there's likely across all opportunity there that you guys could
Kind of start that conversation with. So I have a question. And it's just, I'm just not sure how with the 13 topics we get yeah
I remember seeing one of those are correct. Yeah. So will we get insight when they're turning on top or surging on topics that aren't or 13 or we only get information on the 13th we pay for only are 13
Okay, yeah, yeah. And so the topics are very expensive. And so what we had to do basically was a we actually cut a contract and half. They don't even sell 12 anymore.
But we basically told them we needed a pilot and so
We only have 12 but we have the ability to switch out different things. I brought up the competitor one just because that's a use case, I've heard it's a struggle because ca sell so many different products that it's not as relevant for us, but it's certainly something
Something we can talk through
Like unlimited topics. Look, I know they did, years and years ago. Yeah, it would be worth listening about. There's also just so many competitors. It's not worth taking up right that many topics.
I think maybe future state depending on what our contract looks like identify our top two to three competitors, that might be something to think about. But
To your point, since this is a pilot. I think just being able to see like the cross opposite. They might be right. Yeah, it'd be a good test from the customer standpoint. Agreed. Yeah. And if they are surging on
A TOPIC THAT THEY that is relevant to a product they already own at the end of their renewal, they could be doing research, right. So that's another kind of consideration.
To kind of bring in. But yeah, I think definitely agree that crossover is probably the low hanging fruit. When it comes to the topics that we picked so far.
And then finally we have, we will be having a an integration with Google Analytics. So they'll be able to provide information on web traffic to our site and what
What topics, those people are searching on outside of our website. So, this one will be more interesting to kind of analyze things like paid search and organic search to kind of understand
What the intent is of those people when they get to our site so we can kind of understand what percentage of people are actually actively searching on the the topics that we care about. And you know what channels are driving more had more people that are surging at a higher level. So
Any questions on this slide.
additional opportunities. These are things that I've kind of looked at bump or has a really good knowledge base.
Section on their website that's available to anyone. So if you guys want to look at, you know, they have
Facebook and Twitter use cases. I don't. I know we don't really use either of those. That's definitely why it's on the additional opportunities. So I think LinkedIn is probably the the most useful from a social media perspective.
For example, they have a terminus display integration where you can only target companies that are surging that week.
And kind of create streamlines like that. So things to consider in the future. And they have we talked about kind of renewal and cross sell intelligence. I definitely think we should include it.
As a trigger or some sort of prioritization mechanism. When it comes to the nurture or steady state program, moving forward, we can customize messaging for an entire company based on the fact that they are searching on digital transformation.
Which is really nice and SDR outrebounding I know we're doing a lot more STR out bounding so I think this just gives them an additional point of reference to give them something that they'd actually engage with
And then another piece that I thought was interesting. I haven't really read a case study about this yet, but obviously the team is using direct mail, and I know that can get really expensive to send direct mail to a wide group of people. So it would be interesting to consider.
Taking your list bouncing and against the bomb or a search data, you know, a week or two weeks before you send it and deciding which which companies may be our priority to get out and start out bounding so that could be that could be interesting.
So I'm definitely want to hear kind of any additional ideas. You guys have. I know I'm like throwing all this information at you, so we can talk about it.
Another time, if you have any other ideas or questions about how we can use the data.
Just slack me, whatever it may be, come by my desk and we can talk about it. I think there's a million other use cases I've only kind of looked at the kind of bigger ones that most companies are using, but I think there's other ones that we can definitely dive into
And that's it.
So sorry for talking so quickly and yelling at you guys. But do you have any questions on the phone or in the room.
That you want to go over
Give me a job, sweet, guys. Alright, well I'm going to send the deck out. I'm going to send the mapping out again.
And then feel free to go in and start looking at the information. Tell the SDR is I'm going to have a wider training with them and I might bring some of you guys in so you can help me.
navigate those waters. Since you guys work with them a lot more. And then, yeah, feel free to tell anyone and everyone about it. Try to get everyone on board so cool. Thanks guys for listening and have a good Friday. Bye, everyone on the phone.
So I actually thought it was just based on like Google searches. Yeah, so this is like
Like, almost like a deeper actually pretty creepy.
Yeah.