A vital part of the Pipeline Cloud, Qualified Signals now offers third-party research intent data. By combining first-party website engagement intent data with third-party research intent data, Qualified Signals gives customers a 360-degree view of account-based buying intent. Supercharged with these insights, sales and marketing teams can prospect smarter and maximize pipeline.
SAN FRANCISCO, Calif., August 30, 2022— Qualified, the pipeline generation platform for revenue teams that use Salesforce, today announced the next generation of Qualified Signals, an AI-based product that surfaces the buying intent of a B2B company’s target accounts.
In addition to first-party website Engagement Intent data—like pages viewed, human and chatbot conversations, visitor recency and frequency, meetings booked, time on site, and more—Qualified Signals now includes third-party research intent data. Powered by Bombora's data co-op and Company Surge®, Research Intent data gives B2B companies visibility into their target account’s online behavior and content consumption across third-party sites. Not only can companies identify when target accounts are in research mode, they are also able to get a clear understanding of the products and services buyers are browsing.
“With Signals, we know which target accounts are in research mode, helping us strike at the right moment in the buying journey. We’ve seen $7.2M influenced pipeline and 193% ROI. Absolutely fantastic!” says Jason Widup, VP of Marketing at Metadata.
This new integration touts five key features designed to help sales and marketing teams get in front of decision-makers at the most optimal time in their buying journey:
Signals AI Predictive Model: Using a proprietary scoring algorithm, Signals analyzes buying signals across owned web properties to identify high-intent accounts. Now, the model also considers buying signals from more than 5,000 third-party sites. With more robust data in the model, sales and marketing teams have a more holistic view of buying intent for target accounts that are in research mode and can focus their prospecting efforts on the right accounts at the right time.
Signals Research Intent: Signals classifies research intent by temperature–like Hot, Warm, or Cold–to help sales and marketing teams understand buying intent fluctuations over time for a specific account. When an account’s Research Intent is “Hot,” it means they’re researching select topics more frequently. In contrast, a “Cold” Research Intent suggests that the account is losing interest in select topics. This helps sales and marketing teams focus their time and outreach efforts, personalizing their messaging to align with the topics buyers care about most.
Signals Research Intent Score: Signals quantifies research intent on a scale of 0-100 to indicate how frequently selected topics were researched across third-party sources. The score is normalized against a 12-week historical baseline and updated once a week. Sales and marketing teams can stack-rank accounts by temperature and prioritize accounts that are most likely to convert.
Signals Account Trend Graph: The dynamic Account Trend Graph shows reps how an account’s buying intent fluctuates over time. Now, the graph includes additional features—like a dotted line to visualize an account’s Research Intent trend and a lightbulb icon that specifies the date Research Intent was calculated. Hovering over the lightbulb icon reveals surging intent topics week-over-week . This helps reps understand an account’s priorities in real time and enables them to personalize their outreach.
Current Research Topics: At the account level, Signals Account 360 showcases hundreds of data points about individual buyers rolled up under one account. This view now includes Current Research Intent, which shows the Signals Research Intent topics buyers from an account are researching. Topics are color coded either red, orange, or blue based on research levels, with red indicating high research levels and blue indicating low research levels. This helps sales and marketing teams quickly visualize and understand buying intent at a glance for each account.
The new features enhance the Pipeline Cloud, a revolutionary new set of technologies and processes that are guaranteed to help modern B2B companies generate more pipeline, more intelligently. The power and accuracy of first-party website Engagement Intent data, combined with the breadth and depth of third-party research intent data, offer B2B companies the most accurate and comprehensive view of account-based buying intent. By understanding these signals, sales and marketing teams can shape go-to-market strategies and maximize their efforts—generating more pipeline, more efficiently.
“Bombora’s mission is to make work easier for sales teams by integrating our data directly into the tools and platforms they use on a daily basis,” says Erik Matlick, CEO and co-founder of Bombora. “The Pipeline Cloud has been instrumental in helping B2B organizations apply a data-driven approach to their pipeline. The addition of Company Surge® Intent data should bring even greater efficiency to the process. We’re excited to see how our data and insights can enhance an already powerful tool.”
About Qualified
Qualified is the pipeline generation platform for revenue teams that use Salesforce. Headquartered in San Francisco, Qualified is ranked #1 on the Salesforce AppExchange and is led by former Salesforce CMO Kraig Swensrud and former Salesforce product SVP Sean Whiteley. Qualified is funded by Sapphire Ventures, Tiger Global, Norwest Venture Partners, Redpoint Ventures, and Salesforce Ventures. To learn more, visit qualified.com.
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