How do we scale a tool like RB2B that identifies anonymized end users on our website?
Here are 10 suggestions we have shared with our US based clients who have US needs only:
(please see part 1 of the RB2B and similar tools linked here, works only for US use case)
- Integration with CRM: Ensure the tool is integrated with your CRM system (like Salesforce) so SDRs can easily access the data within their familiar workflow
- Prioritization: Use the tool’s data to help SDRs prioritize which accounts to focus on based on engagement levels and web activity
- Personalized Outreach: Train SDRs to use the insights from the tool to personalize their outreach. For example, if they see a prospect has visited specific product pages, they can tailor their message accordingly
- Real-time Alerts: Set up alerts for SDRs when target accounts show significant engagement, allowing for timely follow-ups – applicable if you have Slack!
- Account-Based Approach: Shift from a lead-based to an account-based approach, helping SDRs understand the full picture of account engagement
- Regular Reporting: Provide SDRs with weekly or daily reports showing account activity and engagement levels – this is only relevant if you have the traffic.
- Training and Enablement: Conduct regular training sessions to ensure SDRs understand how to interpret and act on the data provided by the tool.
- Collaboration with Marketing: Foster collaboration between SDRs and marketing to align on account targeting and content strategy based on web activity insights.
- Performance Metrics: Develop new performance metrics that take into account the insights provided by the tool, such as engagement quality scores.
- Buying Group Focus: Use the tool to identify and engage with multiple stakeholders within target accounts, supporting a buying group approach.
For non-U.S. visitors, the RB2B script abandons the identification process. We have yet to get a Canadian contact or EMEA contact from their service and we’ve used the service for at least 3 months. They claimed they did not record any of our data.
Remember to start with a pilot group of SDRs to refine the process before rolling it out to the entire team. This will help you identify best practices and address any challenges early on.
