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When I found this out, it changed my perspective on sales… 🎯 Less than 10% of your ICP is in market in any given quarter. Which means you’re probably spending your time and effort on prospects who may not be buying from you now (or ever). So what’s the better approach? Well, it’s right under your nose. If someone is on your website right now, there is a 9% chance they are a high intent buyer, and 17% chance they are a mid intent buyer. Even if they are completely anonymous. So whether you want to call it inbound led outbound or allbound you should flip your funnel UPSIDE DOWN and start thinking about your website visitors first. Here’s what the traditional funnel looks like right now: - Identify ICP - Layer on third party in-market signals - Conduct outreach on “in-market” ICP accounts based on those signals - Most of it doesn’t work because in-market signals are notoriously weak - Wait for ICP to land on your website and run an ID reveal - Conduct more outreach because the ICP looked at your pricing page Now here’s the new way which flips this upside down (with a twist): - Analyze the buying behavior of your website visitors - If the visitor is known or anonymous and has high intent, engage them immediately via online chat or similar - If the visitor is known (ID revealed), you can add third party in-market signals on top of the website behavioral data if it helps - Run ICP fit checks to further refine your list, then reach out to those high intent accounts ASAP The crux of flipping your funnel like this is the website behavior. And Lift AI is the only technology that can analyze website visitor behavior based on billions of data points and hundreds of millions of closed sales. Once you identify that behavior, you can still add all of your other information on top. But you want to be engaging those buyers on your website right now before they leave, or at least following up with them within minutes of them leaving. So start there. Before spending time, effort, and money on customers that may not even be in the market.
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Most websites are like retail stores where the salesperson IGNORES the customers in their store. Conversational Marketing is no longer hot. Many companies tried it and got mediocre results or failed altogether. It isn’t that it doesn’t work. It is just that it takes work, expertise, and the right tools to do it well. And it is a game changer if you do it well. Some of those who failed had salespeople talk to every visitor who wanted to engage and wasted a lot of sales resources. Others never got sales buy in and just used bots and got a result you should expect with the effort. To really make it impactful you need to provide customers with live sales experts when they need it. But it’s not enough to have salespeople at the ready. You need good salespeople who can read the room. An experienced salesperson can spot potential buyers based on their behavior - how they move, what they look at, their body language, facial expressions, and other subtle cues. This salesperson's intuition allows them to engage effectively and at the right moment. But it’s difficult to replicate that kind of intuition online. Not only in understanding behavior, but behavior at scale. Even sophisticated marketers and solutions depend on “pricing page views” or other simplistic signals to determine the intent of web visitors, but it’s not good enough. We need a way to analyze the nuanced, subtle behavior of each and every visitor in order to predict which ones need sales support and expertise. And that’s what we purpose-built Lift AI to do. It analyzes hundreds of micro-behaviors in real-time. Powered by machine learning, Lift AI meticulously tracks these signals to determine which visitors are browsers and which are buyers. So now you can provide live sales expertise to the visitors who need it to convert to buyers. ID revealing website visitors is really hot right now and you should definitely use it. But why would you wait until the customer leaves your store before you pay attention to them? And just because you know who they are, that doesn’t necessarily make them a buyer. Lift AI is the missing piece of the puzzle for conversational marketing (And for prioritizing which ones you want to follow up when they leave the store). Conversational bots are great and can be used to support most website visitors. But not the buyers. Most people still want expertise when making a considered purchase. You just need to know which ones to provide it to. You just need the right tools and expertise to capture the buyers while they are in your store.
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“Congratulations, you compete with nobody, but complement everybody.” This was from the first conversation I had with 6sense when we started our Partnership three years ago. That’s because we do something no other tool on the market can do - which is to detect hidden website buyers based solely on their micro behavioral signals in real-time. However, we’re an intelligence technology - Lift AI’s buyer intent scores don’t do much until they’re integrated with your existing tools. Hence the “compete with nobody, but complement everybody” comment. Sure, being unique in the marketplace is a good thing - but playing nice with other tools is critical. Because unlike many other tools that force marketing and sales teams to rip, replace, or overhaul their existing tech stacks, Lift AI seamlessly integrates to work with and enhance all of them. Our focus on analyzing real-time website behavior provides the strongest buyer intent signal available, a game-changer for any tech stack. Companies like Okta, Payscale, Boomi, RealVNC, and many others are using Lift AI in their tech stacks to get significant results. For example, many of these companies use VWO or Mutiny to influence high intent visitors detected by Lift AI in real-time, while the buyer is on the website, or engage them with Drift, a Salesloft company before they leave the site. And they use HubSpot or Adobe Marketo and Salesloft to integrate Lift AI scores into known accounts, helping their marketing and sales teams prioritize follow-up with high intent accounts within minutes of them visiting the website. And the best part about building a product that unlocks synergies, not competitors, is that we make it easy for you to try it for yourself.
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Growth rates have plummeted. Here’s a breakdown of why. A) Marketers haven't caught up to consumer behavior. Nobody wants to be cold called, cold emailed, or cold anything. B) Sales teams are still hanging on to account and contact information as the holy grail. That doesn’t solve problem A. How do you know if the account or contact is a genuine prospect? C) Typical buyer intent signals are weak. Knowing someone was on your pricing page isn’t necessarily a strong signal of buyer intent. But there’s a solution that’s been hiding right in front of us. It’s all of the website visitors showing intent to buy based on their nuanced BEHAVIOR. We just haven't had the tools to detect those buyers, because behavior is a complex thing to analyze. One of our clients had 77,000 possible pathways to conversion. A pricing page view, content download, video view, or form fill is barely a drop in the bucket. But with Lift AI we now have the processing power to analyze these micro signals in real time. It scores each visitor and segments them according to their buying intent. And using it, you can switch your entire strategy to lead with behavioral intent - both on your website and in prioritizing follow up when a visitor leaves. The strategy is this: 1. Influence the user experience for every single website visitor based on their intent. This means using CRO tools like Mutiny, VWO, and Unbounce to personalize the visitor experience, setting the stage for conversion. For example, switching out call to action buttons, adjusting content, design, using pop-ups with intent-aligned messaging, and so on. 2. Engage high intent visitors for the 1-2% of those who will accept chat invitations. This is your best chance to convert high intent prospects - while they are on your website, and their buying interest is at its peak. You have their direct attention, so connect them with live sales agents using tools like Drift when there’s a high Lift AI score ASAP. 3. Prioritize high intent accounts that are missed through the Influence and Engage phase. For ID revealed visitors, you can add the Lift AI score to tools like Salesloft to help your team prioritize their follow-up. Lift AI can tell you their real-time buyer intent. When combined with your sales sequencing, cadence, and outreach tools - you can prioritize follow-ups with high intent leads within minutes of them leaving your website. Using the strongest signal possible - real-time website buyer behavior is a game changer. If you have a website with a large volume of visitors, there is no better, or more efficient way to build pipeline and revenue.
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Detect potential buyers on your website in real-time, using 1st party data and AI. There’s NO OTHER WAY to do this accurately, and here’s why. Everyone is racing to find good buyer intent data and buyer intent signals. But there’s a sea of signals out there. And most of it is from 3rd party data. This is data collected from networks of sources and stored in a database. Think data like “account searched for a keyword relevant to your company on a competing website” or “account viewed a similar blog article to yours” or “account has received funding” and so on. But this 3rd party buyer intent data is riddled with problems and limitations. It’s often inaccurate. It’s based on human bias. For example, many lead scoring tools come with pre-defined “scores” for certain actions like viewing your pricing page. But these scores are based on human guesses. And human guesses on intent based on one action isn’t sufficient. For example, people believe that an account viewing your pricing page must indicate intent, when in fact 88% of high intent website visitors are on your other pages. And it’s untimely. Most 3rd buyer intent data is captured historically, then updated in your tools much later. Everyone else has access to this 3rd party data. If you can see it, so can your competitors. When 50% of deals go to the first company to respond to a potential customer, you need to be first in. And to be first in, you need an advantage that 3rd party data won’t give you. So what’s the solution? It’s 1st party data. And the ONLY PLACE you have access to enough 1st party data to draw statistically significant outcomes is your website. With thousands of visitors a month, each with thousands of potential pathways to purchase (one of our customers had 77,000), there’s plenty of data available. But what do you do with it all? Amongst all that noise, picking out a pricing page view is hardly going to be enough. What you need is the ability to discern who is likely to buy based on their BEHAVIOR, and Lift AI is the only tool on the market that can do this accurately. It analyzes hundreds of micro behaviors for EACH VISITOR in REAL-TIME, then runs a prediction on their buyer intent based on its pre-trained data of what typical buyer behavior looks like. You need to focus on the treasure trove of 1st party data on your website. Lift AI customers like Okta, Payscale and Nitro are getting mind blowing results. You should be as well.
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❌ A website visitor going to your pricing page does NOT guarantee a strong buyer intent signal. Yet most of us still rely on it in our lead scoring and use it as a key signal for intent. Here’s why we need to change our thinking: ➊ A visitor on the pricing page is not necessarily a buyer. It could be a competitor, researcher, or someone seeing if your offering is remotely close to their budget. ➋ Your website has many more pages than just a pricing page, what about the potential buyers on all of the other pages? ➌ In fact, our studies and research shows that 88% of high buyer intent website visitors aren’t on your pricing page. ➍ But MOST importantly, looking at just one data point and drawing a causal relationship to purchase intent is not a strong understanding of “intent”, in fact it’s barely a drop in the ocean. One of our clients had 77,000 different pathways to conversion on their website - what’s a pricing page view weighted against all of that? So, it’s clear our thinking has been behind - but what’s the solution? We need a more sophisticated, deep, and nuanced understanding of buyer intent on our website, and it needs to be more than pageviews and content downloads. What we need is a prediction machine that can detect possible buyers based on their MICRO BEHAVIORS. And by behavior I don’t mean something as elementary as a pricing page view. We need to consider hundreds more than that, while cross-referencing data sets and removing co-occurrence bias. It’s clear that only AI and machine learning can make sense of that kind of scale and complexity. And it can’t be just any AI, it has to be pre-trained to solely focus on behavioral signals on your website. That AI is Lift AI, and right now it’s the only tool on the market that can detect hidden buyers on your website based on their real-time website behavior - even if those visitors are COMPLETELY anonymous. Website buyer intent is the strongest signal in the market - and it’s all at your fingertips, right now, on your website. Let’s turn it into sales.
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