Avoid content fatigue and maximise your lead generation eco-system.

Companies invest in resources and do a lot of work to map out their addressable market, identify their Ideal Customer Profile and build a database of relevant contacts. This is an essential task to build an eco-system of consented contacts to use in sales and marketing outreach.

Having a robust database of contacts is crucial for a successful B2B marketing strategy. But there are three questions that need to be answered when addressing this eco-system:

How quickly will you be able to address each contact?
How often will they be in market?
How quickly will you fatigue your database if you are reaching out at the wrong time?

Even if the leads generated are high quality, contacts can easily become disengaged if bombarded with irrelevant content when they are not at the right stage of their purchasing cycle. Marketing and sales teams then play a dangerous game of trying to keep their prospects engaged and educated through content marketing, while also trying to avoid overloading them with messaging that won’t land.

So, once you define your audience how can you easily personalise your reach?

Data is key

Intent data, data science and decision science can help you to enrich your database with vital information regarding purchasing cycles, buying committees, and stakeholders within your target accounts.

This data means you can categorize prospects into the following:

Want the solution and are in market.
Want the solution but are not in market yet.
Have a need for the solution but do not realise.
Out of target.

Not only can you identify the “low-hanging fruits” that are currently in market, but also potential customers that may need further nurture and education before they are ready to buy.

Tailor your messaging

These insights can be incorporated into your digital activity allowing you to tailor your messaging based on buyer persona, buying intent, industry etc.

This could be a programmatic campaign which has messaging revolving around a special offer or discount for those who are actively in market to encourage a quicker conversion.

Or this could be applied by tailoring emailing sequences with different messaging based on behavioural triggers and engagement levels.

Quick & proactive BDR follow-up

However, it is not enough to solely engage prospects digitally it is important to have BDR or SDR resources in place to actively follow-up once their behaviour shows interest or that they are in market. This human element allows you to further understand their needs as a buyer, but also deepens their knowledge of your product or service.

Quick BDR follow-up means you can capitalize on the momentum of the prospects interest, in turn bringing them further along the sales pipeline, and increasing the possibility of converting the opportunity to closed won.

BNZSA’s Opportunity Finder is a fully integrated solution, which follows these principles. It combines some of the most advanced lead generation tools, allowing you to identify credible, qualified opportunities, engage them at the right time and increase conversion rates.

Case Study

BNZSA recently applied these steps to a telemarketing campaign for our client, a blue chip IT enterprise in an effort to re-engage 62 leads which were deemed as closed negative by a third-party agency. Once these leads were passed to us, we:

Implemented our Decision Science process and InTNT intent data activator to prioritise contacts.
Enriched the database with insights into buying cycles and buying committees.
Ran a programmatic campaign based on user profiles to activate the audience with a drumbeat of background messaging.
Connected with the prospect via telemarketing to determine why the lead was initially closed negative.
Revived, nurtured, and enriched top of funnel leads.

By following this process, we were able to deliver:

More than 56% of leads were re-engaged and re-entered the sales funnel.
18 meetings were booked using our Warm HandoverTM method.
13% of leads were converted to sales ready.
A pipeline of 8,000 units.
$1.5 million in forecasted revenue.

Celebrating International Women’s Day 2022

Today we celebrate International Women’s Day with a shout out for all the fantastic women that make BNZSA the place that it is today.

We are committed to equality in the workplace and do everything we can to ensure that BNZSA is a supportive environment for women to fulfil their professional ambitions. Currently around 45% of people with management responsibilities identify as women, and our leadership team is full of strong female role models. Our core departments – Production, Data and Digital are all led by women.

We also celebrate the hard work of Rockers – sales and IT are both fields that are traditionally male-dominated, but we see women throughout the company setting new standards and achieving amazing results. A round of applause for our top performing female Rockers so far in Q1:

We are committed to ensuring that BNZSA Is a safe and inclusive workplace for everyone as we grow! Together We Rock!

BNZSA Launches Programmatic Display to Augment Its Digital, Data and Tele offerings

Programmatic will offer customers the ability to create bespoke audience segments around technographic, firmographic and intent data to promote brand awareness and thought leadership content

BNZSA, Europe’s leading IT B2B digital, data and lead generation agency now delivers programmatic display that aims to give customers the ability to deepen relationships with prospects and to enhance subsequent lead generation campaigns.

Underpinned by the cleanest first- and third-party data available, and the largest telephone-based contact centre in EMEA, customers can now look to build fully integrated marketing programmes that utilise a multi-channel approach from a single supplier.

“Clients no longer have to search, evaluate and appoint multiple agencies for data, digital and tele to support their marketing programmes,” said Soniya Ganvir, Chief Marketing Officer and Head of Digital at BNZSA. “BNZSA provides it all under one roof with owned and operated data validation and quality assurance teams that guarantee data integrity and compliance as well as lead quality. Creatives for programmatic can also be produced for our clients by BNZSA’s in-house design team.”

With programmatic, client campaigns are fully integrated from end-to-end and this means BNZSA can maintain an on-going and relevant dialogue with prospects. BNZSA can also track interest and intent and maintain engagement with relevant and valuable content to underpin the personal relationships our Business Development Resources maintain with prospects to nurture leads ahead of handing over to client sales teams.

Layering programmatic to BNZSA’s integrated services has many benefits. Firstly transparency. Programmatic advertising offers a layer of transparency that marketers have struggled to get from traditional advertising.

This transparency is often around data insights and real-time measurement, which can track how creatives and targeting is performing. Brand awarenessis also a key. Programmatic play as it is a perfect way to push brand awareness not just to scale and overall total addressable market but also relevant prospects. Programmatic can also deliver content across multi platforms and devices so can reach those prospects in multiple scenarios such as when they are travelling.

Paul Briggs, Director of Global Corporate Development at BNZSA said, “Programmatic really gives the ability to put the creativity back into integrated marketing campaigns and is a very powerful ally when it comes to converting prospects from a subsequent or parallel lead generation campaign

“Firstly, BNZSA can identify potential prospects for its customers and develop a database rich in technographic, firmographic and intent data. Secondly, BNZSA can then surround these prospects with messaging and brand awareness and measure the metrics.”

This actionable insight can help craft the content for subsequent digital content syndication and enhance prospect engagement with BNZSA’s BDRs as there is already a clear sense of topic interest, relevance and sentiment before any conversation is started.

“Following this approach has a positive uplift in conversions to our Warm Handover Process, where BNZSA agents broker, arrange and moderate a call between the prospect and our customer’s sales or product specialist,” Briggs added. “This ultimately boosts closed won opportunities for our customers up to 300 percent.”

About BNZSA

BNZSA is a leading EMEA marketing agency specialising in tele-based demand generation with a team of more than 300 who are experts in delivering qualified, sales-ready leads. It was established in 2013 and has grown rapidly over eight years. BNZSA is privately-owned, has never relied on third-party funding, and has been profitable since day one. The company is based in Madrid, Spain, and has offices in the UK, France and Morocco. It invests heavily in its agents who are all native language speakers and deliver client campaigns in 16 languages globally. In addition to the uniquely human and personal dimension of the company, BNZSA is a leader in the application of technology to underpin its value proposition. It built its own bespoke CRM platform, and is a pioneer in the use of AI, NLP and ML technologies.

How Data Enrichment Can Generate Better Leads

Gina Goanta, Chief Data Officer, BNZSA

Data enrichment is an often-overlooked area of B2B marketing strategy. But why? It’s time consuming and doesn’t give the adrenalin hits of getting straight out in the market. But without it your marketing, business development and sales teams will really miss out.

Enriched data can give you:

Better content to really provide value to your prospects
A strong pipeline of prospects to nurture over time
Better qualified leads within your Ideal Customer Profile (ICP)
Higher value customers with strong renewal potential

What is data enrichment?

Depending on the dataset you’re starting out with, it simply means adding additional data to your list of key accounts that will support your efforts from the prospecting stage through to sale.

Firmographics – key data about the company (HQs, company size, revenue, internal decision-making structures etc.)
Technographics – what technologies your key accounts already have in place, when they were purchased, when they anticipate renewal etc.
Intent – what signals key accounts are giving to indicate they are in-market
Contact details – who is on the buying committee and how to reach them
Custom information – depending on your product / service there may be specific things you need to know e.g., the number of invoices processed each year, number of potential users, what servers they use, and so on.

Best practices for data enrichment

Focus on actionable insights – it’s tempting to flood the database with everything you can find, but often it makes it hard for marketing and sales to wade through. Think about what data will add qualifying insights to help them take action or make decisions, then focus your efforts there.

Continuous improvement – too many people take a “once and done” approach, but we know that data can age pretty quickly. As well as keeping contact information and account structures up-to-date, you’d miss out on quick wins if you fail to stay on top of buying signals for your key accounts. Make sure you factor in some element of ongoing maintenance into any enrichment programme.

Respect data privacy – it should go without saying, but collecting personal data (especially contact information) can be problematic. If you’re going to include this in the database, be sure to give all of your users the right training to use data in a compliant way.

How we can help with data enrichment

Defining customer profile – our data analysts can help you study your sales data to define your Ideal Customer Profile. This could include the best industry verticals or best job functions to target, identifying what size or scale a company would need to take advantage of your product, or even understanding which segments or accounts have strong renewal potential.

Multiple third-party data sources – we leverage multiple data sources to ensure that we can enrich with the most recent, relevant and reliable data for your organisation’s specific objectives. We have access to over 81 million contacts globally, covering all industries across 90+ countries. Our third-party sources provide firmographics, technographics and intent.

Custom first-party data – our team of 10 researchers generate our own first-party custom data, supported by proprietary AI. We can also activate our huge native-language call centre capability to generate opt-ins or even to qualify all the way through to BANT/SQL level.

Ongoing enrichment – this can be tricky to deliver in-house because it requires many different skillsets at different stages. We have analysts, architects, strategists, developers and researchers, so you can access the right specialisms as and when you need them.

Compliance with global data regulations – our whole business is driven by data, so best-practice compliance is absolutely essential for us. Led by our DPO Maxim Olivier, we’re always up to date with the latest developments worldwide – whether GDPR, California, Australia or other jurisdictions.

How does BNZSA's intent activation engine work?

Our Intent Activation Engine provides the best leads possible by harnessing the combined power of multiple and best data sources for buyer intent, technographic, firmographic and our own proprietary data, with timely and local language activation through digital and phone.

But how does it actually work? Our Chief Product Officer Saurabh Rastogi explains more here.

Inside the Intent Activation Engine

We leverage multiple data sources to ensure that we can offer the richest insights possible. Our objective is always to provide actionable insight that is of immediate use – whether for your in-house sales teams or for our own agents reaching out on your behalf.

We combine the following:

A mix of the best third party intent data sources available. We work with multiple providers to ensure that we can always find the most relevant source for firmographics, technographics, intent, triggers and contacts

First party intent data collected through the 15,000 local language calls made in EMEA on a daily basis - our own contact information and firmographics, as well as detail on trigger events, intent validation

Proprietary AI, machine learning, NLP technologies and knowledge graphs to categorise, manage and store billions of data points in 15 local languages

The best data sources

Our philosophy from the beginning was to be vendor agnostic and to use multiple sources of data as this provides the best coverage and quality.

Depending on specifics, we can source buyer intent data, technographic and firmographic data for projects from multiple vendors, such as Bombora, Cyance, MRP Prelytix for intent (there are others that we can use as well), HG Insights, Demandmatrix, Enlyft (for technographics) and Slintel, Dun & Bradstreet for firmographics and contacts.

The BNZSA Omni Database is our repository of third party non-intent data for firmographics, triggers & technographics.

Intent activation with digital and telemarketing

The data output from the above is some of the best available – combining best external sources with our own proprietary data. This is then pushed out for activation which could be either digital-only (social media, emails & content syndication) or phone-only (BANT qualified leads) or both.

We will gradually be adding programmatic display to digital activation to provide full capability digital activation.

The results

The feedback from our clients has been fantastic. Similar internal programs that I used to run at Oracle have produced results that were typically three to five times better.

These are the best quality leads on the market.

No one else is able to provide leads filtered through the best third party & first party data sources, proprietary technologies, both digital engagement and local language phone qualification, all in a fully GDPR compliant manner.

Please do drop me an email or connect on LinkedIn if you'd like to discuss how you can take advantage of the Intent Activation Engine.