An interview with a hit technology marketing and marketing innovator, Courtney Brown, Advertising and marketing and marketing Manager at EDB
EDB, the Venture Postgres firm, delivers an delivery provide-based totally totally records management platform, optimized for elevated scalability, security, and reliability. Courtney is in payment of all issues Request Generation at EDB. Take a look at her out on LinkedIn.
What are some of basically the most major industry challenges you face at EDB?
One of basically the most major industry challenges we face is introducing of us to EDB. Many customers already employ Postgres, so we must assemble the eye that we can also additionally be their Venture-stage solution. Also, finding the important thing of us working at our goal accounts and getting in front of them is always a challenge.
What specific targets are you attempting to achieve to your gross sales and your marketing and marketing technique using TechTarget’s products?
We employ Priority Engine as successfully as utter syndication. We truly expanded to the EMEA team to pilot 2-contact utter syndication with Priority Engine after seeing the success we had right here.
Our principal goal using Priority Engine is to generate pipeline and MQLs. We main a skill to achieve the staunch of us that our gross sales team is having a seek to accept as true with interplay with at our goal accounts. It’s a gargantuan value-add that we can watch the acquisition intent as successfully. Our gross sales team will bolt into Priority Engine utter the intent insights to reduction personalize their outreach, as successfully as prioritize their outbound efforts.
Bid us slightly bit about your tech stack and the principal points of your workflow with Priority Engine?
We employ Marketo and Salesforce, and SalesLoft as our gross sales engagement tool. We accept as true with now Priority Engine integrated with Marketo in protest that all the pieces flows robotically.
We export our Priority Engine lists every quarter, 1,000 exports at a time. The thought on the help of that is now not to overrun our CRM or gross sales team, and it permits us hundreds of time over the quarter to nurture and shift our criteria if vital.
We accept as true with now the Salesforce Widget installed so the gross sales reps can watch the high-stage Priority Engine summary at once inner their Salesforce instance. They just like the truth that they’ll watch some tiny print inner Salesforce and could well click on at once into Priority Engine to fetch more insights on a selected myth they’re having a seek to destroy into.
How attain you accept as true with gotten Priority Engine arena up? What are the principal points of your gross sales team’s direction of when using Priority Engine?
We employ ABM lists to prioritize our marketing and marketing and gross sales efforts across the board. Internal Priority Engine, we added our focused myth lists, which embody two totally different campaigns: customer growth and new landings. We also section our lists by key verticals.
Priority Engine helps us name the of us on buying for team that are energetic inner our ABM lists. Once we now accept as true with an MQL nurtured thru any channel, the gross sales team will peek inner Priority Engine to fetch who is energetic on the buying for team and settle who we must loop into the conversation. The gross sales team goes into Priority Engine day-to-day to be taught about our goal accounts’ interests so that they’ll personalize their outreach and accept as true with more productive conversations.
We accept as true with now specific gross sales views arena up for our gross sales team so that they’ll focal point on what they care about inner our accounts. We even accept as true with Email Signals turned on for all of our gross sales teams’ myth lists. Sales loves that they’ll watch basically the most engaged possibilities over the final week to know exactly who they prefer to be appealing with staunch away.
What has changed since imposing Priority Engine?
We accept as true with now several totally different marketing and marketing channels that feed our pipeline, nonetheless earlier than Priority Engine, we didn’t accept as true with any perception into capture intent. With Priority Engine, we can watch intent insights adore net site company and totally different engagements at once with us. We’re now getting fetch true of entry to to all of those of us that are organically attempting to fetch our alternate choices, providing us with the total buying for team and new inroads into our goal accounts.
How has Priority Engine helped you overcome some of your industry challenges and watch success?
The usual honest we made up our minds to capture Priority Engine became to reduction meet our MQL targets. Our targets turned more specific around goal accounts and goal titles, and we would accept as true with liked to fetch those staunch of us at our goal accounts. With Priority Engine, now not most efficient are we reaching out MQL targets, nonetheless all of us know what the accounts are researching so we can truly feel confident once we are reaching out to of us. Priority Engine is a gargantuan solution for identifying the staunch of us with the staunch titles and getting in front of them on the staunch time.
Bid us about your journey working with TechTarget’s team? How accept as true with they made it easy for you to peek success?
The TechTarget team has added hundreds of value to our program. They are always serving to to utter us additional procedure that we can liberate to fabricate issues more uncomplicated for us, that we wouldn’t be taught about without them.
What are your current issues about Priority Engine?
From a marketing and marketing standpoint, having the skill to factor within the tip three issues that our accounts are most attracted to helps prioritize the utter we are producing and helps us assemble a nurture movement based totally totally on those issues. We also can prioritize our exhaust based totally totally on the task going on inner an myth, so all of us know the set up to focal point our property.
Sales loves Priority Engine because they accept as true with fetch true of entry to to the total buying for team and could well watch the total possibilities that are actively researching our alternate choices as successfully as the companion intent records. And in addition to they’ll peek at an myth’s installed applied sciences to peek if any individual is already using actually apt one of our companion’s applied sciences. If they’re, it’s a gargantuan talking point and a straightforward skill for them to personalize. They adore how easy it is to leverage the intent indicators to tailor their conversations.
A spacious thanks to Courtney for sharing some recommendations with us. We conclude up for listening to about more of your success within the lengthy flee!
Whenever you’re attracted to sharing your TechTarget myth with us, truly feel free to achieve out to Sarah Geissler.
