12Inbound Marketing Intelligence

Overview

This chapter is meant for Salesforce users only.

As account-based strategies grow in prominence, B2B sales and marketing teams are tasked with balancing lead-based inbound flow with account-based marketing (ABM) strategies. This contributes to misalignment of pipeline prioritization and reporting criteria, ultimately contributing to friction between sales and marketing teams.

Misalignment occurs because CRM leads are isolated from accounts. This is difficult because of a technical gap in the way CRM systems are generally structured. CRM leads are typically not associated with a company until they are manually qualified. Company-level information, if it does exist, may be isolated on other leads or on a CRM account.

What Inbound IQ Does

Inbound IQ solves these challenges by connecting lead and account-based strategies, allowing them to complement one another.

Oracle DataFox Inbound IQ Workflow

It empowers teams to bypass existing CRM gaps between leads and accounts and leverage Oracle DataFox’s robust account insights at every stage in the funnel.

The account score is usable as a point of alignment for the account and lead-based programs, ensuring all go-to-market efforts are focused on prospects having the highest likelihood of becoming long-term, high-value customers.

How It Works

Use Cases

  • Marketing Qualified Lead with Account Score improves quality of Marketing Qualified Lead (MQL) by combining engagement scores from marketing automation platforms with Oracle DataFox Account Scoring, which includes both Oracle DataFox company and CRM account data. Leads are enriched with this score, along with robust company data, to screen MQLs based on Ideal Client Profile (ICP), improving MQL quality and conversion rates.

  • Measure Lead Quality by Account Score uses account scoring on leads to measure the company fit value of various campaigns.

  • Account-Based Marketing Execution Alignment uses account scoring as a universal measurement to send best-fit companies to ABM execution campaigns.

Company Data for Leads

Company Data for Leads appends new or existing leads with robust company data from Oracle DataFox’s company intelligence platform to enable data-driven lead routing and campaign segmentation.

Data-driven Lead Routing

It automatically matches new or existing leads to Oracle DataFox Companies and appends those leads with company data and an account score.

Note: For Salesforce, see Salesforce Account and Lead Matching Logic for details.

This allows you to:

  • Know what companies your leads work for

  • Reduce number of fields on your forms

  • Increase form submission rates

While reducing form field count, it still provides data points needed for the following:

  • Lead routing

  • Territory management

  • Campaign segmentation

Contact Oracle Support to start lead enrichment and confirm that it’s working.

Lead to Company Matching

Lead-to-company matching connects leads to Oracle DataFox companies, helping surface new target companies qualifying as Salesforce accounts.

Lead-to-Company Matching from Oracle DataFox to Salesforce accounts

If leads aren't qualified, they remain siloed in the lead bin, causing the loss of historical lead-level engagement in your old campaign-level data.

With leads mapped to companies, you can surface them from where you have had lots of leads. You can build lists of companies whose employees have shown interest and then add them to your CRM as accounts.

Company Scoring Criteria on CRM Leads in Salesforce

The company scoring criteria on CRM leads in Salesforce displays company signals on leads. Your Sales Development Reps (SDRs) can use this information to engage with customers and save time spent on pre-call research.

Company Scoring Criteria

Display Account Scoring criteria (company fit criteria and growth signals) on the lead object (iFrame) to enable SDRs to have informed conversations with prospects.

Help make it efficient for your inbound sales reps to get context on leads and ensure you’re following up with them.

Examples of Inbound Marketing

This section provides examples of how you can benefit from inbound marketing using account scoring.

    Marketing Qualified Lead with Account Score

    Qualifying leads with account scoring improve quality of marketing qualified leads (MQL) by combining engagement scores from marketing automation platforms with Oracle DataFox account scoring, which includes both Oracle DataFox firmographics and CRM account data.

    Leads are enriched with this score, along with robust company data, to screen MQLs based on Ideal Client Profile (ICP), improving MQL quality and conversion rates as shown in this screenshot.

    MQLs Client Profile

    This can be incorporated into existing engagement scores from marketing automation platforms to screen MQLs based on Ideal Client Profile (ICP).

    With account scoring influencing your Lead Score, you can have historical leads appear again when the company or lead have the right criteria.

    Qualify Leads with Account Scoring

    Steps vary based on which marketing automation provider you use and how you currently configure your lead scoring criteria.
    • Confirm that the custom field for Oracle DataFox Company Account Score (Account_Score__c) is created in SFDC on both leads and contacts and make sure that the Company Account Score field is synced with your marketing automation system.

      Note: Make sure the Company Account Score field is mapped from leads to contacts immediately, otherwise this data will get lost when leads are converted to contacts.
    • Adjust your lead scoring criteria to include the Oracle DataFox account score. Here are some examples:

      • Positive scoring example: If Account Score is greater than 200, then increase Lead Score by 20 points.

      • Negative scoring example: If Account Score is lesser than 50, then decrease Lead Score by 20 points.

      Measure Lead Quality by Account Score

      Measure lead quality by account score uses account scoring on leads to measure the company— fit value of various campaigns.

      Lead Quality by Lead Source

      The execution of this use case will be to incorporate score on the lead object to pull reports in Salesforce. Here are some examples of reports that can be used to measure various channels based on company fit:

      • Are we driving engagement from best-fit accounts?

        Report: Inbound leads from high-scoring accounts, by week

      • Are we driving demand from best-fit accounts?

        Report: Demo requests from high-scoring accounts, by week

      • Which of our campaigns or channels are driving the most engagement from best-fit accounts?

        Report: Number of top scoring leads, by campaign or channel

        Account-Based Marketing Execution Alignment

        Account-Based Marketing (ABM) execution alignment uses account scoring as a universal measurement to send best-fit companies to ABM execution campaigns.

        The account score can be used to send high-scoring accounts to ABM campaigns, such as:

        • Digital ads (LinkedIn or other third-party ad providers)

        • Direct mail

        • Email

        • Web personalization

        Create a Dynamic List with High-Scoring Accounts

        To create a dynamic list with high-scoring accounts, you must first filter for high-scoring accounts in Oracle DataFox. Doing so is easy, and let’s see how.

        1. Sign in to your Oracle DataFox instance and navigate to the Companies tab.

          Company Search Page
        2. Click Add a Filter and navigate to Account Scoring.

          Account Sorting
        3. Enter a minimum value based on your account scoring setup. The minimum value varies, but for example, let’s set it as 300, as shown in this screenshot.
          Account Score Field
        4. Click Apply.

          After the Account Score filter is applied, names in the Conference tab are updated.

        5. Click CREATE DYNAMIC LIST as shown in this screenshot.
          Create Dynamic List button
        6. On the Create Dynamic List page, enter the details.

          Create Dynamic List Dialog
        7. Sync the dynamic list to Salesforce. Select Manage List Name Syncing to Salesforce as shown in this screenshot.

          Sync to Salesforce

          Your list is pushed and synced to Salesforce.

        8. Sign in to Salesforce to run the dynamic list.

        9. In your Salesforce instance, click Reports and then click New Report.
          New Report Button
        10. In the Select Report Types to Hide page, click Create.
          Create Button
        11. Filter with DF Lists (enter this in the search field for faster results) for the specific dynamic list you just created, as shown in this screenshot.
          Filter DF lists option

        You have now created a dynamic list for high-scoring accounts and synced it with Salesforce.