Knowing where your target accounts are in the funnel, and how well your solutions match their needs, helps you get to your best customers faster. After you’ve identified your Ideal Customer Profile (ICP), it is important to know when those accounts are ready to engage with you.
Buying Stages from Predictive Insights identifies your target accounts based on how well they match your ICP, then gives visibility into which are actively researching topics related your products and services, as well as those that are already engaging with your brand through recent visits to your tagged website pages. These insights tell you which accounts to engage with, the topics to engage on, and the right time to engage.
Buying Stages is fully integrated into the different components of the Predictive Insights platform and is comprised of three stages:
Accounts are good fit potential buyers for a product and/or service, based on propensity to buy
Comprised of A and B accounts.
Potential buyers are problem- aware, looking for information online pertaining to relevant topics.
Comprised of A and B accounts that have met or sustained a threshold of activity over the past seven days around the intent topics turned on for the model.
Pixel activity may also contribute to an account reaching this phase. In these cases, the pixel activity is not enough to move the account into Consideration but can contribute to the account moving into Awareness.
Some C-ranked accounts may be added into Buying Stages in this phase based on a combination of score, plus high intent and website pixel activity.
Potential buyers who are problem-aware are now brand-aware, actively researching on your website.
Accounts that have met criteria for both Target and Awareness phases have additionally reached a threshold of website pixel activity within the last 30 days. The threshold of website pixel activity required to move into Consideration varies by account and is based on past activity.
Questions and Answers
Q. How is Buying Stages configured?
A. As an Administrator or Marketing Ops user, you will need to complete the following steps:
System-wide set up Visit Settings > Buying Stages and complete the following:
For every relevant model, select “Enable Buying Stages”
Copy the Buying Stages pixel and add it to the header or footer of the webpages for which you’d like to track engagement.
Optional: You can upload a suppression list for Buying Stages. Accounts in the suppression list will be excluded from processing.
Model-specific set up For each model enabled for Buying Stages, visit Markets > Model Name > Enrichment > All and complete the following:
1. Enable a minimum of 5 Intent indicators for export. These Intent topics should be topics that indicate interest in your products/services. 2. Enable the Buying Stage indicator for export.
Since the Predictive Insights platform determines a unique threshold of activity around intent and website pixel activity for each account in our database, Buying Stage data should be leveraged >30 days after 1) Intent topics are enabled for export, and 2) the pixel is placed on your website. During this 30-day period, you may see accounts in each stage; those results are accurate, but not complete.
Q. How is Buying Stages data retrieved?
A. Once the Buying Stage indicator is enabled for export for each model then you can see its Buying Stage data in the following ways:
In real-time integrations with Marketo, Eloqua, Salesforce, Bulk and Single- Lead API, and Sales Insider
Appended to results from the Predictive Insights List Prioritization feature
Appended to results from the Predictive Insights Market Analyzer feature (Buying Stage can also be used as criteria when creating a segment of known or net new accounts in Market Analyzer).
Q. How often is Buying Stages data updated?
A. The Awareness stage is based on Intent data which is updated every 7 days. Consideration is based on pixel activity which is updated throughout the day. However, if you get Buying Stages data through integrations, Buying Stage data is updated on the same refresh period as the rest of your integration.
Q. How do I act on Buying Stages data?
A. Here are some common use cases:
Tailor your ABM campaigns with micro-segmented account lists, to allow you to differentiate and target accounts according to their Buying Stage: those who are a good fit, those researching the market (problem aware), an those that are already looking at concrete options (brand aware).
Use Buying Stage to match the right type of content to the right prospects:
Target (top of funnel): blog, ebook, podcast, video, newsletter, etc.
Awareness (middle of funnel): webinars, reports, events, demo, etc.
Consideration (bottom of funnel): free trial, ROI calculators, testimonials, etc.
When a lead comes into your marketing automation platform you can use real- time integration with Predictive Insights to identify an account's Buying Stage, in addition to the insights and signals that Predictive Insights platform is already providing you with, thus enhancing your campaigns with time dimension to engage the lead with relevant messaging.
Expose Buying Stage in Sales Insider (if applicable) to make conversations with prospects more relevant.
Q. How does the pixel work?
A. We use a tracking pixel (a simple HTML image tag) to track visits to your tagged website pages. Our pixel does not include, deploy, or collect cookies. We process only IP level information and do not collect any personally identifiable information (PII). We match source IP addresses to companies in our database and source IPs that we are unable to identify are deleted after 90 days. The Predictive Insights pixel is a simple HTML image code, so there are no implications on page load times.
GDPR Compliance implications: From GDPR perspective, IPs cannot be translated into individuals provided that Predictive Insights does not collect any other information on those requests, therefore those IPs can be considered as a non-personally identifiable information (non-PII).
Q. Where can I get additional information?
A. For questions on latest software and documentation, contact your Predictive Insights Customer Experience Business Partner.