True Influence
Delivering On the Promise of Marketing Automation

Each buyer is unique, as is their thought process. Yet, the buyer’s journey mostly follows the same track. And even as successful/modern marketers strive to reach out to their target audience, the lead conversion process is complex and needs out-of-the-box thinking. The B2B buying process, in most cases, is not randomized or instinctual. Today’s buyer, armed with a wealth of information, spends a great deal of time researching potential solutions in the market that align with their requirements before finalizing their purchase decision. And when they land on a product page, where the product on offer solves their problem, the marketer is sure of converting to a potential lead. Unfortunately, sometimes the prospective customers have made up their minds already and have selected another vendor. Now they are only looking for extra information to justify their decision.

Where does this leave the marketers?

In sum, it is pertinent to engage with buyers further upstream, right at the buyer’s awareness stage. “Marketers have to engage with their prospective customers when they are searching for information,” points out Brian Giese, CEO of True Influence. “It is not about selling, but the ability to get them to buy by informing, engaging, and educating them and nurturing the lead with powerful content.” The content could be an email, a white paper, a book, or pages on their website, delivered at the right time, which nudges prospects a little closer at every step of the buyer’s journey and returns the best conversion rates.

This raises the obvious question: How do B2B marketers identify the buyers or buying groups bent on research, reinforce their buying intent with tailored content, and tip the scales in their favor. True Influence has developed a way for marketers and salespersons to reach out and influence prospective buyers.

As proponents of intent-driven demand generation, True Influence brings to the table its True Influence ABM Marketing Cloud^™ platform, an integrated suite of solutions available as web-based services that embodies everything that sales and marketing teams need to execute account-based marketing programs at scale—in one place.

Find the Next Customer

“Intent data,” the current buzzword of marketing, is the core building block for all the solutions in the True Influence ABM Marketing Cloud. The company has built a feature set in its solution whereby they can see the companies researching on the internet, their location, the people, the information they are searching, and score their level of interest. “We have the intent data where we can see what millions of companies are doing against close to 6,700 topics,” explains Giese.

The information about the buying groups gives marketers, and specifically salespersons, the advantage of knowing the right time to engage with the buyer.

One of the most prominent challenges marketers face is that they have many failure points because they use multiple channels like chat, email, or programmatic display. In the instance of a company running multiple channels simultaneously, it would be advantageous to marketers if they can comingle these channels and have reports on the relative performance—at the same place. The True Influence ABM Marketing Cloud gives them the ability to simultaneously and seamlessly report on all those different channels from one place. The intuitive dashboarding system gives them a better view/understanding of how these channels are effectively interrelated and why they should keep feeding or pull back. They can track multiple simultaneous channels in campaigns and feed that information into the platforms currently in use, such as Marketo, Eloqua, or Salesforce. In a nutshell, the company’s solution suite empowers marketing and sales personnel with everything they need to plan, execute, and measure the results of a campaign in one location, and effectively improve their ROI and delivery.

“We have developed a way for marketers and salespersons to reach out and influence prospective buyers”

Making the Right Impact

Over the last six years, True Influence, catering to a customer base spanning fast-growth SMBs to well-established blue-chip brands, has been on a growth spree with profitability soaring every year in a row. The self-funded company has close to 250 employees working in a virtual model, which helped them ramp-up their operations even during the pandemic. In March, as the pandemic raged, profoundly impacting work and lives globally, True Influence pledged to its employees that there would not be any layoffs. The reassurance struck a chord with the employees and reflected in an uptick in productivity. “For us the COVID-19 is a rapid ascension of growth,” remarks Giese.

The company envisions building media channels like webinars, blogging, videocasts, or chatting in addition to the existing channels in the True Influence ABM Marketing Cloud and selling it to customers. While the direct mail feature was in place right from 2008, Giese takes pride in the fact that they were the first to measure webinars. They can launch a webinar campaign and measure the person’s interest by tracking whether they have downloaded a webinar to view it, as well as how long they have attended it. “These metrics are important to value creation as it informs whether the person is really engaged in that content,” explains Giese.

Currently, the True Influence Marketing Cloud platform has three core offerings in the biggest areas that concern marketers–email, programmatic display, and data. The future product plan includes ramping on the social media front and expanding on content to launch effective campaigns. “Imagine a marketer or a salesperson being able to go into a single view and look at everything they have done by channel and determine what they need to do with it,” states Giese.

“Imagine sales being able to pull off the most important leads immediately out of the platform.”

True Influence has everything in its arsenal to help companies find the next customer!