Email alerts can now be sent to users when accounts are showing early stage buying signals and are in-market to purchase. There are two use cases for this feature.
Use Case #1: SDR Account Prioritization
SDRs can receive emails alerts to better prioritize their accounts. Personalized email alerts are triggered when an SDR's target accounts begin to show intent or no longer show intent. The email alert also links out to the Account 360 dashboard, where additional intent and engagement details are available.
Note: Email alerts to SDRs will only reflect alerts for that SDR's assigned accounts. This use case requires SDR email addresses be loaded in as a custom field on the Account Object.
Use Case #2: Net New Leads for Sales Operations
Sales Operations Managers can receive email alerts letting them know which net new companies have begun to show intent and should be assigned an SDR or field seller.
Note: The email alert for this use case will surface all companies that have shown intent alert since the last send and is sent to a static set of users. A CSV can also be included if it is desired to load these new leads into an outside system.
What information is available in each alert?
The Buyer Intent Email alert allows SDRs to focus on their target accounts which are starting to show intent, continuing to show intent, and or no longer showing intent. Each account is supplemented with insightful metadata that enables SDRs to better prioritize accounts for outreach.
The account metadata consists of firmographic details such as industry, headquarter location, a label indicating the account's intent type (New, Continuing or Stopped), number of contacts who are actively engaging with marketing content, last seen activity by a contact associated to the account, and buyer fit rating for an identified product.
What is the Buyer Intent Product Fit Rating?
D&B Buyer Intent Product Fit Rating can be configured to measure an account's buyer fit and its intent for a given product. This enables SDRs to focus on accounts which have the budget, need, and intent for the right product/products at the right time. Buyer Intent Product Fit Model can be configured similar to a propensity model which looks at both an account's fit rating and its intent signals. This model will then output scores for a segment of accounts and measure which account has high fit/high intent, medium fit/medium intent, or low fit/low intent ratings for a given product. Parameters such as account buyer fit, firmographics, revenue, demand and others can be used to influence this models output.
Please work with your Customer Success Manager to enable this type of fit scoring in D&B Lattice. If ratings are not enabled for each intent model, they will not in the email.
How are the accounts in the email alert prioritized?
The accounts listed in the email alert are prioritized based on the following criteria:
- Intent Type: New, Continuing or Stopped
- Buyer Intent Product Fit Rating: A, B or C
- Number of Engaged Contacts
- Last Seen Activity Date
This system helps SDRs prioritize their accounts during outreach. If the SDR is curious about accounts outside of their target list, they can download the CSV file to review all accounts and what product they have intent for.
How often are Buyer Intent Email Alerts sent?
The intent signal data within this emails are refreshed daily or weekly (depending on your configuration) and a buyer intent email alert is sent to an SDR when an account is starting to show intent for a product or stopped showing intent for any products.