Treasure Data converts 35% of contacts to MQLs with Foundry Intent

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The Problem

Treasure Data had a number of tools in place to give its marketing and sales teams access to account-level data, but it wanted deeper insights into the contacts within those accounts. Despite a comprehensive marketing approach that leveraged key channels, content, virtual events, and webinars, Treasure Data’s marketers felt they may be missing out on in-market accounts that aren’t aware of the Treasure Data brand.

Without deeper insights into the specific account contacts actively looking for a solution, there was untapped growth potential. They wanted access to contact-level intent data so their sales team could be equipped with more actionable, meaningful data for prospecting that not only included the contact information but details into their intent signals and engagements.

“Prior to [Foundry], we didn’t have access to contact-level intent-based data. Our sales teams leveraged our lead rating system and other tools that all relied on first-party or account-level data,”

Karen Mason, Director of Marketing Operations at Treasure Data

The Solution

Using Foundry, Treasure Data marketers activate contact-level intent data to not only identify which contact at a company is in-market, but also gain the information necessary to personalize, target, and prioritize accounts based on buying intent signals.

The Treasure Data team activates its Foundry data by building custom ad audiences for retargeting through ad platforms, including: LinkedIn, Twitter, Facebook, and Google. The goal is to have the contacts re-engage and become MQLs. 

Foundry data allows Treasure Data to know when someone is actively in-market, as well as what exactly they’re engaging with. This data is used in tandem with behavioral and demographic data for prioritizing contacts and accounts as part of the sales process. This way the Treasure Data sales team knows they’re reaching out to the warmest prospects first.

The Results

Thirty-five percent of Treasure Data’s Foundry Intent contacts convert to MQLs — higher than other data sources the marketing and sales teams use. With contact-level data, the teams are able to focus their marketing efforts and budget on decision-makers actively searching for a CDP, without worrying about missing in-market buyers.

[Originally published on leadsift.com]

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