Intentsify Intent-Activated Lead Generation
PagerDuty’s leading incident-response platform helps more than 12,000 companies across 90 countries
proactively manage their digital operations so their teams can spend less time reacting to incidents and more time building for the future.
The demand generation team at PagerDuty was spending substantial time and energy sourcing quality
leads to drive sales pipeline. Lead volume wasn’t the problem. The team knew how to get leads. The
challenge was acquiring high-quality leads — targeting both named accounts as well as firmographic
criteria — that would convert to valuable pipeline opportunities, new logos, and revenue. All without
increasing media spend.
Every company is feeling the fatigue of digital promotions right now. We’re not the only ones running content syndication programs and webinars. So, it’s a challenge to stand out. We needed to get in front of the right audiences with compelling content. We needed to meet them where they were within their buyer journey. — Casey Culler, Affiliate & Partner Marketing Manager, PagerDuty
With Intentsify, PagerDuty’s lead quality has dramatically improved, boosting conversion rates and resulting in efficient pipeline growth. More specifically, Intentsify’s turn-key Intent-Activated Demand Generation solution enables PagerDuty to:
- Layer multiple intent data signals to identify accounts actively consuming content related to PagerDuty’s product offerings; and
- Acquire contact data on decision-makers from intent-identified accounts who have engaged with PagerDuty’s branded content.
PagerDuty Goals and Objectives
- Increase marketing-attributed pipeline and revenue
- Maximize demand program efficiency and ease of generating highly targeted leads
- Help sales acquire new logos by engaging intent-identified accounts and driving valuable opportunities
Highlights
- 2x average deal size compared to other vendors
- 10x pipeline-to-spend ratio
- 9.5x MQL-to-opportunity conversion rate compared to company average (for all channels, all vendors)
Intentsify’s Solution: Intent-Activated Demand Generation
Most marketing teams lack the resources needed to quickly aggregate, analyze, and act on intent
signals before the data becomes irrelevant. Similarly, PagerDuty needed more than just intent data—the
team needed a solution that would activate the intent signals, engaging specific personas at in-market
accounts to generate leads with a high likelihood of converting to sales opportunities. Intentsify’s unique
Intent-Activated Demand Generation solution was created to do just that.
Step 1: Program Setup
PagerDuty provides Intentsify with account-targeting criteria, which includes everything from target account lists and firmographic data to persona characteristics and specific lead-qualifying questions. Next, Intentsify’s customer success team helps PagerDuty identify the right intent topics and customized
keywords to monitor for each campaign.
Step 2: Intentsify’s Software Aggregates & Analyzes Intent Signals
Monitoring multiple intent types — topic- and keyword-based signals as well as PagerDuty’s website visitor activity — Intentsify’s software layers the data to identify the strongest intent signals, verified across feeds. The Intent Activation software then uses Intentsify’s algorithm to score and rank accounts for each campaign.
Step 3: Content Distributed to In-Market Accounts
Intentsify distributes PagerDuty’s branded content assets among its publisher ecosystem, which only targets those accounts showing a high level of research activity around PagerDuty’s topics and keywords. Targeted decision-makers at those accounts then provide their business information to access PagerDuty’s branded content. If the decision-maker’s information matches all campaign parameters, Intentsify then verifies all the data for completeness and accuracy before delivering to PagerDuty.
Intentsify’s Intent Activation Results To Date
It doesn’t really matter if we hit our MQL goals — it’s about hitting our pipeline goals. With Intentsify, we’ve seen a much higher MQL-to-opportunity rate as well as increased deal size, which is leading to some of the top pipeline within the channel. In fact, we’re seeing a 10x pipeline-to-spend ratio. Plus, there’s just an ease of working with Intentsify due to the immediate responses we receive from the team. — Casey Culler, Affiliate & Partner Marketing Manager, PagerDuty
Leveraging Intentsify’s Intent-Activated Demand Generation Solution enables PagerDuty to not only identify which accounts to focus time and resources on, it makes it quick and easy to act on intent insights.
