❗ Enterprise companies have almost 2x the number of companies targeting them❗ When building out an ABM campaign to target enterprise accounts, you need to be able to stand out from the crowd of competition. Want to learn about how we're doing this at Cognism? Check out our latest episode on The Loop podcast to hear our VP of Paid Acquisition, Liam Collins and our Demand Generation Lead, Tim Hughes are approaching ABM, specifically ABM ads. #b2bmarketing #podcast #ABM
Cognism
Softwareentwicklung
London, England 95.764 Follower:innen
Leader in international sales intelligence
Info
Cognism is a leader in international sales intelligence, setting a new standard for data quality and compliance, trusted by 1800+ revenue teams worldwide. Cognism helps businesses find, engage and close their dream prospects by providing premium company and contact information, including firmographics, technographics, sales trigger events, intent data, verified business emails and phone-verified mobile numbers. Next level GDPR & CCPA compliance, combined with innovative technology and integrations with leading CRM and sales engagement partners, make Cognism the number one choice for businesses looking to create a predictable pipeline, find their next best business opportunity and overcome global compliance barriers. Following multiple successful funding rounds and the acquisition of Mailtastic (2020), an email signature solution provider, and Kaspr (2022), a Paris-based sales prospecting tool, there has never been a more exciting time to join us. Please review our current vacancies on here or for more information check out our Careers Page on our website, linked below.
- Website
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https://www.cognism.com
Externer Link zu Cognism
- Branche
- Softwareentwicklung
- Größe
- 501–1.000 Beschäftigte
- Hauptsitz
- London, England
- Art
- Privatunternehmen
- Gegründet
- 2015
- Spezialgebiete
- Lead Generation, Sales, AI, ABM, Outbound, Data Cleaning, Email Verification, Data Enrichment, Outbound Marketing, Lead Prospecting und GDPR
Orte
Beschäftigte von Cognism
Updates
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Interested to learn how we're using personalisation to drive demand throughout our ABM activity? Here's our CMO, Alice to tell you! 👇
Group Chief Marketing Officer at Cognism - Revenue Marketer and author of Diary of a First-Time CMO. Passionate about doing marketing that actually drives revenue and builds demand.
How we drive demand with personalisation in 1:one ABM campaigns. To explain this, it helps for me to first outline how we select accounts for our 1:one programs. We start by honing in on where we already win: industries, use cases and company role headcounts etc At this stage, we just want to try to get a temp check for their intent and try to build trust through content. So we start with broad, always-on targeting in 1:many campaigns. Using tools like Qualified, we are then able to pick out trends or accounts which are engaging at a higher rate that we can put forward for 1:few campaigns. This is when we ramp up some of the personalisation in our campaigns. Diving into their specific use case and tech stack. For example one of the programs we run that is very successful, is where we target Lean Data customers (a strategic partner of ours), with our integration and enrichment feature. From here we use Qualified to assess how engaged and warm the accounts are. 👉 Are they visiting TOFU pages more than BOFU pages? 👉 What BOFU pages are they looking at? Is it our pricing pages or competitor comparison pages? Then we can validate the account by cross referencing with the account owner to see if this is the right time and worthwhile going after on a 1:1 basis. This time with the AE also gives us context and insights into what the use case will be so we can create ads and microsites with the right messaging, aligned to their use case. Moving to the 1:one campaigns themselves. How are we personalising these to make the most impact we can? Here are just three examples: 👉 Using Gong calls - have we spoken to this account before, if so, what’s the use case? Who did we speak to? What kind of language and terminology do they use? What department or region in this account does it make the most sense to target? What objections are we likely to face that we could circumvent with content on our 1:one personalised microsite/s? 👉 Using Cognism prospector - Identify what tech stack they use. How do we integrate with these tools? Can we position ourselves as an easy add-on based on their current setup? 👉 Creating personalised interactive demos front and centre on microsites which call out the company name and their pain points, along with how Cognism can help to solve it. Plus social proof that speaks to these same pain points and evidence of our effectiveness in addressing them. Another important part of this process is the feedback loop. Has the account moved into opportunity? If so, update all ads and messaging across initiatives to align more accurately with the use case and to bring in other stakeholders to the deal. If the account hasn’t moved into opportunity yet, where can we improve ads or messaging? Where can we support SDRs more to get traction in the account? Do we have an event or dinner coming up where we can personally invite stakeholders to it to unlock conversation? #b2bmarketing #demandgeneration
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Is it always best to be upfront about pricing? When it comes to your pricing strategy, you might have different pricing for different channels. You might decide to introduce a new price into the market and let demand tell you if it’s too high or too low. Or, you might try to squeeze revenue gains from slight and gradual price increases. For Renoli H., at Common Room, there was a lot of inbound interest, so she wanted the pricing to be easy and transparent for both the customer and her own reps to understand. Previously, the pricing was difficult to understand and extremely inconsistent. There were too many different levers and add-ons. So, Renoli tried to simplify the pricing for 5 or 6 different levers to 2 and made the pricing page accessible and transparent. Her goal was to provide a great customer journey and buying experience, so this made a huge difference! For more insights, check out this week’s episode of The RevOps Review, where Renoli sits down with Jeff Ignacio. Link in the comments!
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B2B selling has changed. Sellers can no longer just make 500 calls a day and hope to see results and success. According to 🏄♂️ Scott Leese, this could be for a number of reasons, you might need to: Refine your ICP and make sure you’re going after the right people. Make sure you have access to the right data at all times and that your data is as accurate as possible. Optimise your sales coaching so that not only the best salespeople are succeeding. Ensure you are using the right channels for your business. Show your human side. As everything becomes AI-driven, including content, emails, and phone calls, you need to be as human as possible and stand out. Whether that’s through gifts, events, or letters, human experiences show sincerity and authenticity. Many sales teams face these challenges, and your solution will differ depending on your company and which part of your funnel is broken. This list is just a good place to start. On this week’s episode of Redefining Outbound Scott sits down with Frida Ottosson to discuss this and much more! Link in the comments.
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Your teams have to align on what a good MQL looks like in order to improve MQL:SQO rates. Here, intent matters. But what marketers use to signal intent across businesses can be very different. 🤔 In some orgs, an MQL is someone who has downloaded a piece of content on a company’s website, entering their email address at a gate. However, downloading an eBook doesn’t necessarily mean they’re in-market to buy contact data or sales intelligence software. ❌ Instead, at Cognism we define intent based on those who come inbound to us, asking to speak to our sales team or requesting a product demo Passing MQLs based on content downloads, versus MQLs from inbound requests or pricing page visitors can make a big difference on the MQL:SQO rate further down the line. This reduces friction between sales and marketing teams as marketing is bringing in accounts that sales are happy to talk to. That way, your team also knows what they’re going after and where to spend their time. Check out more from our Fix Your Funnel guide! Link in the comments.
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Cognism hat dies direkt geteilt
Heute Mittag um 12 Uhr geht's los! 🚀 Erlebe live, wie unsere Experten ihre Fähigkeiten verfeinern und lass dich inspirieren, deine eigenen Skills zu revolutionieren. Freue dich auf ein spannendes Webinar mit Stephanie Sgura von der Growth Mastery, die die Discovery Call Skills von unserer Lea A Buecker und Kaan Gökhan von Cognism auf die Probe stellt.🔥 Sei dabei, wenn wir dir zeigen, wie du mit den richtigen Discovery Call Skills deine Sales Ziele erreichen kannst und melde dich noch schnell hier an: https://lnkd.in/dYRwt6v6 Wir sehen uns um 12! 🌟 Pro Tipp: Falls du noch mehr von Stephanie Sgura lernen willst, hat sie eine fantastische Masterclass zum Thema Cold Mailing, in unserer Masterclass Academy. 👩🏻🎓 Klingt gut? Dann melde dich gerne mit allen Fragen bei Lea A Buecker.
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New pod alert! 🎧 Tune into The Loop podcast this week to hear from our Demand Generation team on how we run big rock campaigns at Cognism. 🪨 How big rocks fit into our wider content and demand generation strategies ⚖️ How we find the balance between providing value and optimising for search 🚀 What have been our most successful big rock campaigns and why! #b2bmarketing #podcast
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How can you more accurately predict the likelihood of your deal closing? 🤔 You want to set up your sales process so that you can qualify your deals and track them throughout their lifecycle. One way you can do this is through engagement metrics. According to Sarika Garg at Cacheflow, you should craft and send out a proposal early and track when and how many times a customer opens it. If a customer has opened a proposal 8-10 times, they are much more likely to close.✅ She found that tracking customer activity and these types of statistics can be a great sign of intent and help forecast more accurately. In this week’s episode of The RevOps Review Sarika joins Jeff Ignacio to talk about this and much more! Link in the comments.
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We love it when our team gets super tactical! Check out Cognism team member Lee's post below for some pro tips for audience insights for LinkedIn ads 🎯 #LinkedInads #b2bmarketing
Audience Insights is my favourite LinkedIn Ads feature and integral to campaign planning for me. Here's how I use it 👇 Back in the day, you had to rely on the Campaign Demographics report to work out who you were reaching with your ads. The problem with this alone is its reactive nature. You had to spend budget to better understand where you might be occuring wasted spend from any mistargeting and retroactively apply those audience exclusions. 💰 Then came along the ability to get the same great demographic insights - and many more - from Saved Audiences in the Audience Insights dashboard. Without needing to spend a dollar first. Before launching every campaign now, I'll draft a Saved Audience and check a few things: 1️⃣ I'll scan the Top 50-100 job titles that make it up and ask myself, are these the right people? 2️⃣ I'll check the company names report. Are these organisations I want to reach? I'll look at industries too. Are these sectors where we win or at least fit? 3️⃣ Look at the seniority and job function breakdowns. Is my audience skewed by a particular seniority layer that I could consider breaking out? Is my audience dominanted by a persona that I could run separately with tailored content/messaging? 💡Pro tip: These are especially insightful when using job title targeting as you'll learn how LinkedIn interprets your audience. (Note: desirable job titles can often sit in Entry or Senior buckets and sometimes get missed by Job Function + Seniority targeting alone. Likewise, there's often cases where you wouldn't want to target a whole job function but some titles within it could be super relevant.) 4️⃣ If you're running global campaigns, check the spread of countries you'd reach. 🌍 I'll often do this to map out a Total Addressable Market (TAM) and share this data back to the wider team. In the past, it's justified or prevented resources being wasted on localisation efforts. 5️⃣ Less useful but interesting nonetheless you can also see the shared skills and interests the audience has. I've sometimes used skills found here to expand or refine my targeting. *** When looking across the above attributes, you can exclude there and then any that are undesirable. Remember to apply and save your changes. You might have just trimmed up to 50% of an audience you would have otherwise launched and wasted spend on, doubling your efficiency. 📢 A word of caution, when excluding job titles, be mindful of any that contain "specialist". These behave like Russian dolls - they contain lots of other job titles. Exclude "marketing specialist" and you could be throwing out CMOs and Heads of Marketing too. *** Thanks for reading! If you like B2B marketing or paid media content, drop me a follow or connection request 👋 ~ Lee #b2bmarketing #linkedinads #paidsocial
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Effectively coaching your SDRs is an art 🎨 How do you prioritize which area to focus on? 🤷♀️ Managers will try to fix all of a rep’s problems, all at once. 👩🔧 And this can be overwhelming, especially if your rep is new to their role. So, it's important to prioritise your sales reps' weaknesses, one at a time. Instead of trying to train your rep on every single technique, pick their most important improvement area. Train them on that one specific thing, before proceeding onto the next one. 🗣 But how do you know which reps you should be prioritizing? 🤔 Most sales leaders focus their coaching efforts on their highest and weakest performers. (See photo below) Ultimately you want to prioritize your time coaching the reps that are going to have the most positive impact on revenue. 📈 We score our reps on where they are in relation to quota attainment against their potential, area for improvement and prioritise from there. ✅
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