Research reports that bring specialist buyers to the site
Parks Associates publishes research on IoT, smart homes and connected consumer technology. Companies read its reports for market insight that shapes their own product and business decisions.
For the sales team, what an account reads says a lot about what it needs. An energy company, for example, may read a different set of reports from a company sizing up the broader smart-home market.
A contact list with no sense of what anyone was reading
The energy outreach program ran off a 377-contact list in ACT. Engagement tracking was thin and every email was written by hand, so it was hard to tie an account’s interest to a specific report or topic.
Sellers needed to see which accounts mattered and have a clear handoff when someone showed interest in the research.
Let what an account reads shape the first email
MarketBetter pulled visiting companies, pages viewed, visit frequency and referral sources into one view. Where individual visitors could be identified, it added their contact details too. Sellers could see which research topics had drawn each organization in.
For selected audiences, MarketBetter used company research to draft personalized emails. A public filing or a product-fit detail could give the rep an opening tied to the buyer’s business, which says far more than a job title.
“I used to build every outreach email by hand in ACT. Now I know which report someone read before I write the first line.”
Put the research library in reps’ hands
A Microsoft Teams assistant gave the internal team access to Parks Associates’ research library. Reps could pull report material and talking points without leaving the tools they already used, which made it easier to carry an account’s topic of interest into a follow-up.
Write the email around what the account is reading
Reps now start with something specific: the company, the topic it has been reading about and research relevant to its business. They can pair a chosen contact list with that context when building a campaign.
The 377-contact energy audience put this to work. MarketBetter prepared company-specific outreach for that segment, cutting the manual research needed to explain why each recipient should care.
377 energy contacts reached with personalized outreach
Parks Associates sent personalized outreach to 377 energy-sector contacts. Account research and report engagement gave sellers a better basis for the first message.
Marketing’s research already held the context. Now the sales team has practical ways to use it in conversations with accounts.