Today, we’re excited to introduce Qualified Signals: an AI product that combines website engagement with Salesforce data to surface the buying intent of a B2B company’s target accounts; helping sales reps to focus ABM strategy on exactly the right accounts to generate more pipeline and revenue.
In my 20 years as a sales leader at Salesforce, I always wanted to know the fastest and most direct path to hit our revenue number. One tried and true strategy among many successful B2B companies is an account-based sales approach—rallying revenue teams around a set of accounts that meet an ideal customer profile (ICP) with the potential to bring in substantial revenue. This ABM strategy means salespeople are responsible for prospecting into dozens, if not hundreds, of target accounts—all with the underlying goal of getting a meeting on the books to generate more pipeline and more revenue.
An account-based sales motion is undoubtedly effective but knowing where to start is crucial. While most sales reps are focused on accounts that fit their ICP and ABM strategy, they aren’t necessarily in-market to buy. Sales reps need a simple way to identify the accounts with high purchase intent so they can maximize pipeline, more efficiently.
Meanwhile, target accounts are poking around the website and signaling buying intent but sales reps have no idea. This is a missed opportunity because website engagement is a critical predictor of purchase intent. It demonstrates patterns of website activity that indicate whether an account is sales-ready. But the biggest sales and marketing asset—the website—is also the biggest blindspot for salespeople; leaving them in the dark as to where to focus their attention, how to engage target accounts, and how deals are progressing. These are the insights my sales reps crave so they can focus their ABM strategy on creating Opportunities with the companies that are most ready to buy.
Imagine if salespeople had unfettered visibility into website activity. They could know which accounts are on the site, their browsing activity, and timelines of each visit. They could know exactly which accounts to pursue to meet their quota—helping them work smarter, not harder. Now they can, with Qualified Signals.
Qualified Signals is an account-based buyer intent product, purpose-built for Salesforce customers. Simply put, Signals unlocks first-party website engagement data to predict buying intent for target accounts. With a proprietary AI model, Qualified Signals analyzes hundreds of thousands of website inputs to determine which accounts are most showing propensity to buy, so sellers can focus their prospecting efforts.
Qualified Signals offers a number of new features that help sales reps see their most valuable Salesforce Account data alongside website engagement to illuminate purchase patterns and predict not just the visitors, but the accounts that are ready for sales engagement.
Signals AI Predictive Model: The proprietary model uses a number of variables from the website—like mouse movement, clicks, scroll depth, page views, active time on site, chatbot engagement, live chat, voice calls, meetings booked, recency and frequency of visits, and visitor count—to predict an account’s propensity to buy. Then the model designates a temperature from the Signals Heat Index; a measurement scale that quantifies an account’s purchase intent. Temperatures fluctuate in real time and sales reps can then stack-rank accounts to decide which warrant immediate attention.
Signals Account Trends: Signals offers a high-level overview of intent for all accounts over time, categorizing each by trend—like cooling, neutral, heating, or surging—to denote whether purchase intent is climbing or waning. This overview can also be customized using unique Salesforce Account data to hone in on the accounts that matter most, like ABM tier, account owner, region, or industry.
Signals Account 360: At the individual account-level, Signals showcases hundreds of data points about website visitors rolled up under one account. This includes a dynamic graph that visualizes purchase intent fluctuations over time as well as an account timeline—a detailed, highly visual, timestamped overview of notable website events that occurred throughout the buying process. This offers sales reps a robust account profile and gives total visibility of each interaction on the account.
Signals for Salesforce: Signals data can also be found inside Salesforce where sales reps spend a significant portion of their day. This data is discoverable on the Salesforce Account record for quick access and pertinent Signals data points can be pushed to custom fields. Revenue Operations teams can then build custom reports and dashboards to guide sales reps and their prospecting strategies.
Signals Mobile & Slack Alerts: If purchase intent for an account is trending upward or downward, sellers will be notified as soon as the account hits a certain threshold on the Heat Index. Alerts can be sent in real time across channels like Qualified Mobile, Slack, or email to prompt immediate action. If reps prefer a less frequent cadence, daily or weekly email digests can be sent instead.
Signals for Qualified X: Qualified Signals amplifies Qualified X, bringing purchase intent data to the visitor level within your conversational sales and marketing application. When a sales rep prospects into a target account, they’re instantly notified when that account arrives on the site plus they have all intent data at the ready. They can instantly meet with the prospect using a full stack of meeting tools, including chat, voice, and screen-sharing.
Throughout my career, I’ve never seen a product that so clearly shows you which of your accounts are ready to buy, and where you should focus your efforts to crush your quota. It’s truly groundbreaking. This product is currently available to select customers and will be available widely early 2022. If you’re a Qualified customer with questions about Signals, please connect with your dedicated Qualified Success Architect. Otherwise, feel free to chat with us right here on the website to learn more. As always, our team is standing by.
Here’s a roundup of the latest and greatest features, hot off the press from the Qualified product team!