The New ABM Intent: Key Buyer Signals Are Now Contact-Level

So officially, hello everybody and welcome to today's webinar. The new ABM intent key buyer signals are now contact level. Today I'm very excited to announce Influ's launch of audience scope which is our new contact level intent signals designed to bring contact level clarity and actionable intent to your ABM program. So we have a lot of exciting information to share. There is a lot to unpack in that topic and we have an amazing lineup of speakers that have joined us today. So, I want to go ahead and jump right in. But before we do, I also just want to thank you all for taking the time to be here with us. We're excited to kick off. So, a few very quick housekeeping items. Today's webinar will run about 60 minutes. We are recording, so we will be sure to send out the recording. Keep an eye out for that. and we are going to be answering questions as we go through. So, I already looked in the chat, there was a couple of test questions. Um, drop

your questions in the Q&A as as you have them and we'll make sure to address those as they come in throughout the presentation today. All right. So, what are we going to cover? First and foremost, we are going to discuss the current and the future state of ABM. both ABM as a strategy, but also the technology landscape. And then I'm going to be walking you through the new contact level intent signals from audience scope, including a brief product demonstration. And then we're going to be closing out with a discussion on how to actually use contact level intent signals to drive revenue. And we'll be actually leading that discussion from a sales perspective. So we have many different voices joining us. So to quickly introduce myself, hello. I'm Kayla Clark and I head up the product marketing function here at Influ2. I am joined today by Katie Penner, VP of sales development at Influ

2. Kevin or Katie Dorsy, CRO at Finally and founder of sales leadership accelerator, Davis Potter, CEO at Forge X, and last but certainly not least, Dmitri Litzki, co-founder and CEO here at Influ. So, thank you to all of our speakers also for being here today. It wouldn't be possible without you. So, with that, I am going to invite Davis and Dimmitri on camera to kick kick us off with a discussion about the current and the future state of ABM. And Davis, I will let you take it from here. >> Thank you so much, Kayla Dimma. Good morning. Good morning. Hello, everyone. So, first off, before we really get into it, we wanted to level set on the history of ABM and a few artifacts behind its maturity and where it stands today. So what's interesting is the term ABM or accountbased marketing when you

think about when that terminology initially launched it was before Facebook it was before the iPhone it was before YouTube it came out in 2020 uh 2003 which is over which is 22 years ago today and when you look at ABM and how it's modernized ized into 2025. Undoubtedly, it is a higher ROI driving uh function or strategy. And we see this in our research at Forjax. You have 67% of ABM programs are seeing a higher ROI than other marketing programs. But although this is the case, only 52% of organizations have been investing in an ABM program for 1 to two years. So with that, Dimma, I am really

curious to hear more about your journey with ABM and and how you were brought into the space. Yeah. Well, my previous company was um called Global Logic. It was large IT services company and uh we actually managed I was a co-founder and we managed to build a very big services business was like 30,000 people uh at at the end of the journey and um I think the business was successful but what kept me unsettled is the fact that um we like we only almost didn't use any marketing to to make it successful right so we had the marketing team but frankly without that team that business would be pretty much in the same shape and I had like marketing background which was very embarrassing to me and I was thinking what what could we do differently and what could work for for a company like bubble logic where you have salesdriven go to market process like sales people are main people in that company how how

can you actually you know how can marketing make a difference right and then uh I visited a conference of demand base back 2015 this is like this embarrassing picture from the conference And um I was like and I heard the answer actually. I think the idea of accountbased marketing as a strategy was pretty much a good answer to like what I was what we were missing back in global logic times which is like if if you want to sell to an account to a company you you want marketing team to actually target and go after this company right so I think this kind of perfect idea of how you can implement and how can marketing make a difference >> and dimma how I mean even going back to the concept cept of ABM. It's funny that you saw this right in 2015, too. The first initial ABM platform or that category launched in 2014. So, you were right on the bleeding edge. And when it comes to ABM as a strategy in itself,

how have you initially seen that differ versus the historical, let's say, demand waterfall style approach where you're just targeting uh thousands, sometimes hundreds of thousands, if not millions in some really large organizations of accounts with a lack of focus and just trying to merely gather as many MQLs as you can, throw them over to the sales team. What What about ABM and how had you initially defined it historically back in 2015 and how are you seeing that evolve in 2025? >> Well, I guess um I think back then I think the the concept of was not bad. It worked. uh you could still run a nurture campaign and and against like hundreds or syndication and and get some meaningful results with that. Uh but it was even back then it was quite clear that if you're enterprise sales motion

you you you want to focus on specific accounts and that's what sales people do, right? So they go and practically prospect this like huge potential wins and and you know like and that's like there's no MKLs, no like traditional marketing mindset. You don't want to you really want to focus on 10 20 100 accounts which is like tiny piece of your traditional uh audience that you you would do with with traditional marketing. And I think that was kind of a good answer to to what we could do. >> Yeah. really really narrowing the focus instead of going broad and then purely trying to to bring in as many MQLs or people who hit this individual threshold. And when we look at the technology and how it's evolved, thinking about the initial ABM platforms, how some have have continued to add features and and new components today. When we think about the precision

and ability to capture intent, what are some of the limitations that we've historically seen and why? Well, I think uh that that visit of demandbased conference was kind of bittersweet to me because on one hand I saw an answer on the other hand it was very clear that the technology that uh demand base and other players used back then was not precise enough. So actually I I I just pulled the paper right in the conference just to make very simple calculations of what are the chances that this like account level targeting and account level intend you will hit the right people right and obviously if like if you target huge company like Microsoft like this with 150,000 employees what are the chances you'll be able to target the right individuals that will can can make a decision and they're actual decision makers and that was an inspiration for me and well it took us two more years to figure out to

to solve the problem and you know huge kudos to to my co-founder Mahala who basically came up with a brilliant idea how to technically solve that problem but yeah I think the inspiration for founding influ was like hey BM strategy is amazing but you really want to execute it on the contact level to make it work so it does not really work on the account level right uh and then there are obvious limitations when it comes intent. I think the most obvious question is like okay there's like intent in this account but who should I call and you know like sales people would ask like who are the people I need to connect to in that account to make it work right >> and it it's it's funny too because when you think about historically how some of these uh even even the ABM strategies have evolved from where they initially were when we were thinking about this volume base of How many MQLs can you get? The individual contacts who hit

this threshold, throw it over to sales. Then the pendulum almost swung completely over to the account side where it's how can we use engagement signals or maybe some third-party intent data to help inform where this entire account is on their buying journey. And then once that account as a whole hits this readiness threshold, then passing that over to the sales team. But where we were missing is that middle ground where it's yes, understanding the intent and the engagement of an account as a whole is is meaningful and and interesting insight, but you still have to understand the contacts. You have the accounts. You have the different business units within each of these accounts. if they're large enough. And then you have the buying groups within the business units and the contacts that fall into the the buying groups. >> So Dimma, when thinking about contact

level intent, especially on the third party side, because when when I think about intent data, historically, it's been uh really at the account level. How are how are you seeing that change? and and especially when thinking about the future of ABM. >> Well, I think um you know like anything in ABM should become contact level. Uh every step in your ABM strategy. You you want to understand who in your account is engaging, who is in your account has intent. And by the way, there's no such such thing as account journey because like each buyer has its own journey. So, so yes, you you must have like first like understand like contact level intent, contact level engagement actually being able to engage people on the contact level and then know if they're engaging or not and then

design a journey, orchestrate a journey for each individual buyer. not like buying groups or accounts. Obviously, you want to have a bigger picture. So, like like we don't dismiss buying groups. Obviously, you want to look at the buying group as a as a whole, right? But then for in each buying group, you need to see every buyer where they are in their journey and how do they connect to each other, right? like what's imagine what the conversations are having based on what we know about the intent and engagement >> and I completely agree especially how important being able to build those multi- channelannel orchestration uh and and campaigns that are deeply personalized to the individual contact level and when thinking about the impact of AI as well with things such as zero click um and how we're not able to gather as many let's say firstparty signals if contacts are purely in uh

engaging with an AI interface. How does that impact the buying journey and where does contact level intent play a role? Yeah, I think it it becomes even more important because yes, I think uh if you think of of how buyer journeys changed and I think it's not only AI but also pandemic and overall like changes that we're seeing like in people's life dramatically changes the way buyers approach their problems and I think buyers and I think there's a lot of research about this that tells about buyers don't want to engage in the sales early in their in their journey pro and they don't want to to talk to anyone they want to do the homework you know talk to charge and that where AI cames in comes in uh they want to you know like do research some articles ask ask

friends u before they actually have it like the first conversation with a salesperson and then I think the second important step is like yes despite of AI. We are humans and we want to whenever we are kind of ready to move on uh I think we still want to have this humanto human conversation before we commit a significant amount of budget right but anyway I think uh when it comes to buyer journey a lot happens before before the person appears and unfortunately and I think many marketers already witness this uh like you you see less traffic uh from from search you have like less uh bids are increasing and uh uh CPC is increasing and and then obviously that you're getting much less and less traffic because a lot of buying process happens outside of search uh clicks right and then uh yeah we try to

solve that problem on one hand um like our search intent captures zero click reality so basically if someone searches and reads an AI summary we will be able to capture ES which is kind of already kind of a huge relief. Um and second if a person chatted with CHP or whatever they like and then ultimately chat will lead you to to web pages and some of these could be articles some of this could be some relevant content that explains you more about the topic then this is a contact level intent that is content intent that we can can actually capture as well. So again like we try to to capture any any intent signal possible through search intent even it's zero click and also on the content intent where people just read different articles on the internet but again like very important we you need to know who is doing this research who is reading this content who is searching the name

of this person this is very critical and uh that's where we were focused when we develop our technology So, we're really able to now actually see the individual on the contact level versus just merely understanding what someone from an account is searching and then actually be able to use the insights from what they're searching, what their conversations are. tie that back to the contact, map back multiple contacts within that business unit or within that account, and then be able to start to uncover, all right, maybe since there are some commonalities behind all these contacts, they're probably part of an active buying group. And it's interesting, too, especially on the personalization side. Um, and being able to translate the insights in real time, share them with your marketing team, your sales team, maybe customer success as well, and help that to actually impact your campaigns. And I'm curious

to hear more about your your perspective on this, especially with the contact level intent because personalization I think everyone everyone on the webinar today and listening to the recording deeply understands that you have to be personalized in the way in which you sell and market today. It's table stakes. And what are some of the with this contle intent? How do you see that impacting campaigns and the way in which we can make uh adjustments on the fly? Well, I think personalization is is kind of fun topic uh because we we actually um it created a lot of I would say friction for for us early when we launched Influ with advertising capabilities and I think the reason is like personalization comes from from the world of email or nurture campaigns, right? I think the aha moment for marketers was hey if you if instead of

sending the same email to everyone you try to you know to make it personal you you can you know you can put a name of this person this email you can personalize it in all possible ways it's better you have better open rates you have like better conversions um and then I think marketers came to advertising and and and basically kind of tried to influence even sales development process with their perspective on this uh with the same template. And the funny thing is like personalization, it turned out actually personalization is not about knowing who you're engaging, right? Well, yes, you want to know who you're engaging because you can be relevant, right? But I think you need to make one step further and instead of trying to call your prospect saying hey I know you searched for you know that thing like say ABM tools yesterday let's talk uh I don't think this kind of personalization will be appreciated right I think it's it's

creepy and most people say no I never did it uh so I think personalization is about like yes you know who is engaging or who has intent and then you know what this intent was about like what keywords or what topic was interesting for this person and then then you instead of trying to you know to point to the fact you know about this you try to build conversation around hey let's like let's talk about this topic so you need to be smart about it but yes I think it's relevancy is more important than personalization that's basically our idea and I think this is especially important for like there's a lot of AI sales development ment effort like or AI automation around sales development process where you can hey we can scale our program with with with different AI tools to to like unimaginable scale because you can basically send thousands of emails every day uh and it's going to be personalized but AI just like human like it's not smart enough like just to

make a decision what to personalize about you need to s like get this information from somewhere right so what is interesting for this what matters and what matters is actually is about contact relevance and contact level engagements. >> I love relevance versus personalization. And another thing that this made me think of too is we're almost able to get these pro be a little more proactive in terms of getting these triggers so to speak or this contact level intent before even picking up let's say first party engagement signals on our site or interacting with something whether it's a they downloaded something on our on our website or they attended a webinar. we can now see and uncover at the contact level these triggers. And Dimma, I'm I'm interested as well to hear your perspective on these almost contact level intent signals, how they can be leveraged in

real time. So let's say for example, uh we're seeing some contact level intent within an account that's part of our target account list. What would be the next step for uh an ABM leader or even even someone on the sales side with some of that information? >> I think here we need to break it in plate that people follow followed so far and and the problem is like when you have account level intent you you kind of try to wait until there's a lot of intents, right? So you want to if you if you use account level and then you have you have to have a lot of information showing hey there's something happening in that account then now you kind of sell safe to to pass this account to your to your sales team and then they will try to figure out what to do with it next. I think with contact level intent it's a huge difference now because you want to act on this immediately right you don't want to and because like what we what we

learned from advertising uh and what we I think what whole you know behavioral behavioral marketing theory talks about is the fact that people this impulse of intent this interest is a very short thing right so basically you have really short time frame to act on this and uh basically yes I think the best thing is to instead of trying to warm up an account and then pass them to sales people you want to work in parallel and you want to listen to your buying groups listen to your prospects and then uh pass this information to sales team and then they can basically personalize or make their outreach relevant while you're trying to get more signals and while trying to sell and that goes in parallel and Yeah, I think that's going to be amazing. I think Kayla will will show exactly how it might work. >> Hey, Kayla. >> Hey, that's a perfect prompt to actually get in and and show these new signals. So, Davis and Dimmitri, thank you so

much. That discussion I think gives us really the perfect foundation to really dig into the product itself. So, we appreciate your time and thank you for leading us through that. >> Thank you. >> Thank you. >> All right. So, I mentioned earlier today that it is the official release of audience scope from Influ introducing for the very first time true contact level intent signals across third-party content, search and social. And I'm going to break each of those down for you in just a moment. But I just want to level set us again and kind of tie this back to the conversation that Davis and Dimma just led us through. The true difference between the ABM intent you may already be familiar with and the contact level intent signals that are now available through audience scope is that we are not providing vague signals that someone at an account might be showing interest. And we're also not trying to guess who might be showing

interest based on their title, maybe persona, or even geographic location. We're telling you exactly who is showing the intent where and what they're interested in so that you know exactly who to target and what to say to capture their interest because as we just discussed relevancy is no longer optional. It's what our buyers expect from us. So no more guesswork, no more wasted resources on contacts that just aren't engaged or currently interested in. what we are offering is really unique and I'll call out some of the differences that really make this come to life as we go through each individual signal. So I want to start with content intent because this is probably most aligned with the ABM intent that you're familiar with today except again what we're doing is showing you exactly who is behind the signal by name. Content intent detects when your target buyers are consuming

relevant content across the web. And we're actually telling you who is consuming the content on what website and what topic they are reading about so that you have the specificity to know who you should reach out to and you can tailor your outreach to ensure that the topic aligns with their interest. As Dimma mentioned during the discussion, your buying journey starts early and oftentimes buyers are reading about particular topics online before they're actually filling out forms and engaging with companies. So, it's an extremely important piece of that buying journey to be able to detect. Next is search intent and this detects when buyers are actually online conducting searches about relevant topics. So, this could include searching your company by name. It could be competitor names or even products or

categories that align with your company offerings. And again, in the discussion that David Demitri just led us through, we talked about this shift to this zeroclick search reality due to the introduction of AI. So, what makes this unique is we are not relying on folks to actually click through to a website. We're detecting this intent signal at the search stage. I don't know about you all, but personally now, anytime I'm conducting a search, I usually stop at the AI summary. It usually gives me what I need and I don't actually find myself clicking into the source articles. Um, there's also lots of articles that have been published about businesses that are seeing this drastic decline in their their web traffic and what that has done to their their their leads, their MQLs. So, normally this type of signal would go unseen, but we will again flag this signal at the search level, which allows

you to get to your buyers first because you're getting them to them before your competition. But I think what's most important is it's always also allows you to act fast. Um, there was a question in the chat a moment ago about how quickly you should follow up on signals. And the intent signals are most powerful when they're acted on quickly. Um, I know that sometimes I'm really zeroed in and interested in something and then my to-do list in the day just kind of shifts me away from that. So the power of of detecting search intent is not only just reaching them earlier in their journey um but also the ability to reach them fast while that interest is still top of mind for them. And then finally we also audience scope also includes social intent which surfaces relevant social posts. Um so for example there may be in this example someone on LinkedIn that is in market for a new technology platform and

they're doing their own research but uh they are more interested in soliciting firsthand feedback from their network on LinkedIn. We know that there is a lot of noise on social media, but there's also a lot of valuable information there about our buyers and it would be nearly impossible to manually scroll and track all of this information about your buyers on an ongoing basis. And it's also not valuable to be flooded with a ton of engagement signals, likes, comments on posts that don't mean anything. posts about the weather or you know a conversation that has nothing to do with your business. So what makes audience scope unique in this case is we use AI to only surface posts that are relevant and align to the topics that matter to you and to your business so that you can trust the information you're seeing. The signal you're getting is worth seeing and worth acting on. So with that, I am going to jump into a

quick product demonstration and I'm going to start the tour today in Signal Center. Signal Center is also a newer enhancement to Influ 2 that we released earlier in September. And the idea behind Signal Center is signal center is what brings these audience scope contact level intent signals to life. You could be the best marketer in the world and uncover the strongest buyer signals, but if you just pitch those signals over the fence to your sales team, um, and they're never acted on or or nobody's actually using the signals, then all of that effort falls flat. So, the the buyer signals, the intent signals, they need to be uh specific. They need to be contact level, but they also need to be displayed in a way that makes them super easy to act on. So, what you're seeing in the signal center feed is essentially where all of the signals I just talked about come to life in Influ. And they they surface in

this feed in the order in which they occur. And there's a couple of things that I'll call out here. Um, you'll notice that we're not saying Martha searched for a topic and leaving it at that. We are saying, "Hey, here's the signal." In this case, in this example, she searched for 6 cents. We're also using AI to summarize what that means. So, we're adding additional context about what the signal means, and we're summarizing what the interest is, what the topic of interest is based on the signal itself. So, no general lead scores or numbers that don't really mean anything to your sales teams. um we're displaying them in a way that just makes it super easy to understand and consume. You'll also see that while these signals are contact level, we still group signals by buying group. So Demetri and Davis also talked about the importance of that buying group insight because teams talk and buying processes are

complex. Um, as much as we all wish there was one buyer, one champion, we know that getting a deal over the finish line often involves lots of different people. So, what also makes this unique is again, you're not just getting the contact level insight, but we're grouping automatically contact level signals at the buying group level. So you can quickly see Stella's individual signal, but we're also grouping other members of her buying group so that in a quick glance, you get a full rounded view of what's going on with that buying group. In the signal center feed, you can sort by signal type. So, if I click on content intent to tie it back to the signal descriptions I just walked you through, an example of how this comes to light in Influ is we'll show you Michael Cunning was checking out content on influ2.com. We summarize the topic of interest. So, what was he reading about? But we'll also tell you how many times he checked this out in the day. Because as you get

more content signals in your feed, if you start to see Michael this number maybe was three, but next week he maybe he checked it out 10 times. It's probably an indicator of his interest going up over time. So, it gives you a a good foundation to gauge intent and interest as time goes on. Search intent. Again, you'll see the keyword that they are searching for. And again, it doesn't rely on a click through to the site. We will summarize the topic based on whatever keyword they were searching for. And from this signal, you can actually click in to learn more. So, I'm going to click in a Chuck Nickel and call a few things out here because when I started this demo, I I talked about how the signal can be really strong, but you need you need information. You need to be able to consume, understand, and also act on the signal. And that's what you're seeing on screen. So, you're not only seeing the most recent search signal in this case,

but we see a full history of Chuck's recent intent signals. We see members of his buying group here, but there's some other information that is populated automatically in Signal Center. Um, we're automatically pulling in information about his company. So, Chuck works at Techstrada. We're going to summarize here what that company does. Uh, we're also summarizing Chuck's interest based on all of his recent signals. We're summarizing the buying group interests automatically based on recent signals. We're also pulling in information from the CRM. So, if there was recent opportunities that were opened or won, um, we're tracking recent outreach. I can also click directly into his LinkedIn profile from here. So, again, everything is at your fingertips. It includes the strong contact level intent signals that we just talked about that give you that contact level clarity while rounding out your understanding of the account in the buying group by

surfacing all of that information in one place. And to close this out now that we've talked about the state of ABM, we've taken a look at the new audience scope signals, let's talk about how we can actually use these signals to drive revenue. And to do that, we are in great hands. I'm going to introduce Katie Penner and Katie Dorsy to close us out and walk us through this conversation. Katie and Katie, I'll turn it over to you. >> Thank you, Kayla. Hi, everyone. I am so excited to be here today to chat through how to turn intense signals into revenue with the legend KD Kevin Dorsy. Now, I could spend a lifetime listing out Katie's accolades, but I'll just say this. If you've ever scrolled LinkedIn and thought, "Wow, that's the best sales advice that I've read all week," it was probably KD. He's here to help me dig into the big question of, you know, when buyers are giving off signals across

third party content, search and social. How do you capture those moments and actually turn them into meetings, pipeline, and revenue? KD, are you excited to dive in with me? >> Oh, you know, I'm fired up. It was probably one of the fastest responses when you hit me up like, "Want to do a webinar?" Yes, let's go. Don't even need to know what we're talking about. I'm I'm in. And so, no, very excited to get in here because I think this is a important topic, but I think a very misunderstood and I'll say poorly executed topic. So, I'm really excited for this. >> Awesome. Okay. I am so excited to dig in with you, but I'm going to quickly set the stage first. So, intent data sounds like this silver bullet, but here's the truth. Intent on its own doesn't pay the bills. Why? Because most intent lives at the account level. So, think about it. If all you know is someone at Acme clicked on a topic, how is a seller supposed to know who to call, what to say, or if it even matters, right?

That's a guessing game, not a revenue driver. And buyers don't care if a signal comes from marketing or sales. They don't care about our internal silos. They only care about one thing. Is this relevant to me right now? But when marketing hands off vague account level intent, sales looks at it and crickets. Nothing. It's too vague to act on. Katie, you've probably seen this play out when a rep gets told someone at big enterprise account clicked on ABM with no name and no context. What happens next? I mean, it's it's a constant game of which is worse. Either the one thing that happens is they do nothing, right? They get the information, they're like, "What am I supposed to do with this?" And so, they do nothing because they don't know where to go with it. They don't know how to leverage it. They don't know where to go next, which is one bucket. Or the other bucket is they actually do do something with it that is inaccurate. Right? What I see happen so

often is like they treat an account and they assume they know the person it was. Oh, that that had to have been that had to have been KP. That had to have been like and so then they use that intent and apply it to someone that maybe wasn't actually doing it. And so it's in my opinion it's like which is worse? either not doing anything or taking that intent and then applying it to a person that wasn't actually doing it or saying hey KP I saw someone at your company was looking into us thought that was a good reason to reach out and be like what are you doing right now and so it's a game a little bit of like sometimes they do nothing which is bad but sometimes they also leverage it the wrong way so they don't get a return and it actually can burn that bridge at that account that they were trying to get Yeah, that burn is a great call out. If we move to the next slide, what you said is exactly right. Without alignment, this intent equals noise, right? But when sales and marketing align around contact level signals, seeing the person

who is reading about or search for ABM attribution, who posted about pipeline visibility, everything changes. Sellers know exactly who leaned in, what they care about, and when to reach out. And that's the difference with alignment. Intent equals pipeline. And that's the shift that we're going to unpack today. So how do you actually make that shift from vague account intent to revenue driving signals? And it comes down to four things, right? The first is shared definitions. Everyone, marketing, STR, sales needs the same understanding of what a signal means. Whether it's third party content, search, social, no more lost in translation handoffs. Second, context. A signal isn't just data, it's meaning. They searched attribution means measurement is a priority. They read ABM content means they're exploring strategy. Context is what's going to turn a click or a keyword into a conversation starter. Three, pre-mapped

plays. So outreach paths tied to each signal type including snippets, sequences, talk tracks are crucial so that reps can move fast instead of reinventing the wheel. And then four, finally a feedback loop. So when a rep is booking a meeting or gets ignored, that outcome feeds back to marketing. Targeting sharpens, sequences improve, and the whole system is getting smarter every cycle. When you put those four together, intent stops being noise and becomes a repeatable pipeline engine. Now, Katie, I want to bring you in here. You've taught thousands of reps how to structure great outreach that breaks through the noise. So, walk us through your email framework because even with the best signals, if the follow-up flops, the revenue never shows up. >> Absolutely. So, the framework that I teach is KPIC. And this applies to emails. This also applies to voicemails. This also applies to social messages. This also applies to video. So it's the

framework of how to create succinct, relevant messaging as you reach out to people. And it stands for no problem, impact, connect the dots, call to agreement. I'm going to break each one of those down. So the K stands for no. And so no means what do you know about this person, company or persona. Now persona is the last element, right? This implies you're not personalizing it. But even if you're not doing personalization, it's what do you know about this persona? If it's a VP of finance or a CISO or a VP of HR, like what do you know about the persona? You want to lead with what you know about them because that's also what's going to drive the open and have the curiosity built in. And that's what makes signalbased prospecting, I don't have ever said that as a phrase, signal-based prospecting. That's a fun phrase. I'm gonna check mark that one, is the K gets stronger because what I know about you is so much more specific. So, it starts with what you know about them. Then you

move to the P, which is problems. What are the common problems that that persona, that company, that individual could be dealing with and the impact of those problems? What does it cause? Right? And so even if we're talking about signal based, you know, prospecting, it's like, hey, I know a lot of times signals are just at the account level, which causes either broad outreach, vague outreach, or poor results from any type of reachers, which is lower pipeline, etc. That's problem and impact put together. >> Then we get to the first C, which is then connect the dots. Why am I reaching out? Like what what what do I have to bring to the table right now in this conversation? So, we're connecting it back to us, right? in some way like here's why we maybe should call, you know, be in touch. And then the last C is CTA, but it's call to agreement. Too often we go for call to action. And almost always sellers, I'm talking to you, we're always immediately asking for the meeting. What do we want? We want a meeting. We want a meeting. We want a meeting. Oftentimes, you want agreement

first. And this is why the K is so important. So, if I know someone was consuming information, that's a different call to agreement than someone who is checking out pricing. Y'all follow me here? Like, this is a very important nuance of if I know they were reading because they're learning, then my call to agreement should actually be a little bit closer to reading and learning more. If I know they were engaged in a premium trial, well, then my call to agreement is letting me let's walk you through some of the features maybe you don't have access to. So the last C has to connect back to that first K of what do I know about them? But I'm looking for agreement first. Is this even top of mind? Have you noticed this? Did you know? Right. So this is just a quick tip on this. If someone's reading, this is what I love about what Info is doing here is if I know someone's trying to learn about a topic, I can teach them something new. And that call to agreement could actually be actually did you know about this article that came out? Actually, have you read this one?

I'm happy to send over a summary. Now I'm providing value that keeps them on that journey. So this is KPIC, no problem impact, connect the dots, call to agreement. It works in emails, voicemails, video, etc. And it allows you to score your own emails because a lot of emails don't have these letters. It is nothing about them. So there's no no. The P is product. It's not problem. The I isn't impact. It's individual. I'm talking about things. And then the C's are call to action. This is the framework, y'all. And you can see how this plays out with signals. >> I love this framework. I think it really helps with earning the right to even ask for time. So I appreciate you breaking that down for us and I want to take it even a step further and dive into specific examples. So let's start with content intent. So say Melinda, VP of sales at Sure Scripts engages with ABM content and we see from Influ that they are interested in optimizing LinkedIn ad performance. Katie, quickly walk us through the play here.

>> Right. So, if we look at this, we know they checked out content on Forbes, right? So, what do y'all notice in that very first sentence of the email? It's dropping Forbes, right? ABM is what they're looking for. Within the first four letter, four words of this email, we're mentioning ABM. So, these are strong hooks to get the email even opened, right? So, that K is very strong. Now notice it doesn't say, "Hey Melinda, I know you were reading articles on Forbes." That's called creepy. Let's not go that far, right? We're leading with what we know about them and their persona. So this is very strong. But then notice how it comes all the way through. The reality deals don't happen at the account level. They happen when the right people lean in. So deals not happen at the right level is a good example of like a problem, right? That this is a problem here, right? that we are identifying. Then we get to the connect the dots. This is where influ2 helps. We surface contact levels, right? So sales isn't guessing, right? What

happens is ABM something you're doubling down on right now. Call to agreement before call to action. Right? So this is a very good example of how to very succinctly send a quick email based off what we're seeing. And there's even places we could even add to this a little bit. Right? If we know they're optimizing LinkedIn, we could have maybe had that sprinkled in somewhere too as an extra hook in this. But this would be an example of how to use the content to something like this and lean into it. >> Love it. All right, let's move on to our search intent. Now, everything Influ does is unique and far more reliable than anything else on the market, but our search intent capabilities are pretty mind-blowing. Katie, your reaction on the webinar planning call said it all. We can detect the actual keywords a buyer is searching even if they never make it past an AI summary. So instead of a vague search score, you

know, Melind Melinda from Shcripts just researched a competitor and indicated it that she's evaluating other ABM vendors. That's not noise. That's context you can act on. Katie, walk me through the play here. Well, I mean, and that's what changed everything is it makes the no aka the K real. When they explained this to me, y'all, like they explained it like, "Oh, yeah. You know, even if they don't click on anything, we know what they were looking for." Then they moved on to the next topic. And I was like, "No, no, no, hold on. Back that up. Say that again." Because, as y'all know, the clickless searches are skyrocketing. People search for something, they get the summary, and they're like, "All right, I got what I needed." So, we never get to capture it anymore. So the fact that they can get this changes everything because now again I know what they were searching for even if they didn't click on it. So whether it's a competitor, a feature, a term, a brand, like all of that. So you can see what we did here. Most ABM platform shops stop at the account level, which is why teams struggle to turn intent into real

pipeline. There we go. We've got our problem and impact. Then we have our connect the dots signals tied to people, which is very strong. And then this one has a little bit more juice to it. It's why our customers see higher conversion, right? And I love this CTA. Is this kind of visibility something you'd want from an ABM platform is such a great curiosity builder in a question versus anything there. So this one again too, what's valuable is if you know what Six Sense does and what you do differently, that's how you weave it into the messaging to build that curiosity. And so even at this one doesn't have it, but a great subject line on this could be six sense versus >> do you know this about six sense. Six sense doesn't have this. Those are little things that you could put into the messaging to make it stronger. But this is one of the most unique things of like they didn't even click on anything. We know what they were looking for and we can use it. >> Yeah. I love that you call that out that

this call to agreement really challenges the status quo. And I think that that is probably one of the most effective things that you can do for that step. >> So moving on, let's tackle finally social. So we're not surfacing random likes or drive by comments because likes and emojis don't create pipeline, y'all. We surface their relevant posts aligned to the topics that you care about so that reps can engage with the right context. Here we see Melinda posted about aligning marketing goals with growth metrics and balancing short-term success. Katie, question for you. When you see reps see when reps see a social post signal like this, what's the right next step versus the mistakes that you see a lot of teams making with social signals? Oh boy, we don't have enough time to go into all the mistakes on social signals, but like we have to make sure that we understand the difference between intent and interest. And I think at its core,

this is where a lot of people go wrong with social is they see the social intent and they immediately think, oh, that's interest. And so then they go too fast and too aggressive. or and Katie, I'm sure you get these. They engage with all the people that were on the post of, "Hey, saw you on KP's post about marketing growth, right? We're a marketing growth company. We should talk." And it's like, whoa, like, hold on. Again, that too too much too too fast there, right? And so, what has to happen here is again the relevancy, the relevancy is crucial. And you know, I don't know how to phrase this perfectly, but it's like, you know, you have to know when to shoot your shot. And too often, I think reps see a post that's like maybe a stretch. Maybe it's it's it's over here. And they're like, "Oh, that was it. Okay, I'm in." >> You only get to really shoot that shot once or twice. And so, you want to make sure that it is really strong or you're combining social intent. Whereas, like

there's multiple factors you can discuss here. But this is always a great opener of like saw your post about aligning marketing goals with growth, right? Like I saw your post balancing short-term wins and long-term strategy and how it isn't always easy. We're contextualizing like okay we saw it but also we're providing some some insight on it a little bit. Not just I saw your post, we solve it. Now we're in a problem. One challenge we often hear is hard to prove which activities. And what I love about this is especially sales leaders and marketing leaders, they want to prove things work, right? And intent is a tough one. Attribution is a tough one. So, how do we prove this is working? So, I love that. That actually drives pipeline, especially the contact level. Curious, do you think more visibility into who's engaging could help bridge the gap? This gets me thinking around this, right? And so what I love about this is we're taking the post, aligning goals, metrics with short-term success, and then we're leaning that language in onto our messaging here to really bring

it together. So I think on the wrong side, it's using intent as interest, is doing the cut and paste. I saw you engaged with is going right into like a pitch because of it versus connecting it all the way through and ending with a really strong call to agreement. >> Couldn't agree more. Awesome, Katie. Thank you so much for sharing those plays and breaking all of this down for us. Amazing insights as always. Also, I appreciate that you changed my my initials to KP so we wouldn't get confused throughout that. Now, I know everyone listening is walking away with tactics that they can use and implement. And with that, I'm going to hand it back to you, Kayla, to wrap us up. >> Amazing. Thank you so much, Katie and Katie. That was such a fun and very practical conversation. I I hope everybody enjoyed that and is walking away with some easy tips and tricks that you can implement. This hour flew by. So, I just want to thank our wonderful

speakers for joining us and conducting such thoughtful conversations today. To all of our attendees, thank you so much. We really appreciate you taking the time to be here. There is a QR code on screen that you can scan to uh check out a couple of resources about what is new at Influ2, including audience scope and signal center that we released a few weeks ago. I mentioned we will be sending out the recording, so please keep an eye on that. Um we still have questions coming in the Q&A chat, so we're going to do our best to answer those. Um but if you do not get a response, please um reach out to our sales team. um we'll go through and make sure we're connecting with each of you. So, those of you who did take time to submit a question, thank you so much. And with that, I will close us out for the day. Thanks, everybody.