Bringing Sales and Marketing Together With Intent Data
Using Albacross was a game-changer for Planday as it allowed their marketing department not only to be a delivery vehicle for inbound campaigns but also to a strong outbound machine, able to delivery high-value leads to sales. “We provide outbound things with great value in these types of intent leads that sales can quickly close”, explained Frederic.
Through intent data, Planday’s teams created workflows that dramatically decreased their time-to-act on high-value accounts visiting their website. “As soon as an account pops up on our website showing the right intent, I can send it to our CRM platform or Slack and activate our salespeople. We can also send it to our ad channels, where we can nurture them”, explained Frederic.
Thanks to that, Sales and Marketing have established a much closer collaboration, and they don’t need to wait until potential account signs up on Planday’s website anymore and engage with a page or a specific lead generation form to confirm their efforts are working.
“Albacross has really changed the way marketing and sales work together. Before, and very common in companies, it's easy to work in silos – marketing's over there and sales is over there, and they're doing outbound, we do inbound. Now we can actually work together, defining the accounts that we want to hit.”
A more collaborative environment allows marketing and sales teams to define the best strategy towards potential accounts; either nurture them or send them to outreach teams. “It creates this really great feedback loop where you have marketing, you have rev ops, you have sales and sales excellence working together in the same direction.“
By connecting Albacross to Slack, Planday was able to give each outbound team a dedicated slack channel and specific lead qualifications so that when such a prospect appears in Albacross, sending new leads into a specific slack channel, they’ll know right away in Slack and are be able to contact them while they’re still top of mind.
“Albacross has enabled our marketing teams to finally see the impact their work has on sales. I think Albacross definitely was the missing link in our demand engine.”
To be able to give that information, they packaged Albacross neatly through its behavior signals and managed to help SDR teams book multiple meetings. That’s especially rewarding to help marketers gain more confidence since “they can finally see the impact their work has on teams and help them in that way; “I think Albacross definitely was the missing link in our demand engine”, said Frederik.
Planday found the optimal way to get new opportunities faster with Albacross. This motivated their marketing team to expand their adoption and use the Google Analytics Enrichment feature, to connect intent data to their Google Analytics dashboards. They’ve leveraged Albacross’ intelligence to create better audiences for their ABM campaigns on Facebook, and LinkedIn. We’re happy to continue supporting Planday with its revenue objectives.
