Harnessing Intent data to build pipeline and reduce churn potential - Part 2 - Paul Green, Extreme Networks [Inside Intent podcast]


Paul Green from Extreme Networks is back on Inside Intent to expand on his Intent data story and taking great pilot results and learnings to move them into production. He and his teams have been able to significantly scale programs, yet there's always room for more opportunity. Green shares some awesome results and advice for reaping similar success.

Guest bio:

Paul brings more than 20 years of technology marketing experience to Extreme Networks where he currently serves as Director, Marketing Technologies. Paul leads the strategy for budgeting, planning, enablement and optimization of Extreme’s Marketing Technology stack.

Episode breakdown:

  • The approach to production with Intent data, from scoring, ranking, and piping it into platforms
  • Getting the weekly data out to the users
  • The various use cases that are activated once the data is in Marketo
  • Aligning account elements to contacts and driving efficiency metrics
  • How to match the top of funnel budgets with the work that’s getting done at the bottom of the funnel
  • Understanding existing customers’ online behaviors to locate opportunities to cross-sell and up-sell
  • Harnessing anonymous website activity to know when existing contacts and new ones are showing interest
  • Identifying the most actionable and manageable segments of companies to target
  • Using Intent data to reduce churn potential
  • Why Paul and his team decided not to build a data warehouse
  • Some advice for early starters and ways to overcome apprehension

Connect with Paul:

Twitter: @paulsgreen222
Linkedin: Paul Green
https://www.extremenetworks.com/

Learn how your business can use Intent data with our ‘Guide to using B2B Intent data’. It illustrates ten ways to best use Intent data for sales, marketing and agencies.

Previous Article
Bleeding edge technology: combining LiveRamp and Bombora to reach any B2B audience with Pieter De Temmerman [Inside Intent podcast]
Bleeding edge technology: combining LiveRamp and Bombora to reach any B2B audience with Pieter De Temmerman [Inside Intent podcast]

Next Article
Breaking down data silos and going to market with Intent data - Part 1 - Paul Green, Extreme Networks [Inside Intent podcast]
Breaking down data silos and going to market with Intent data - Part 1 - Paul Green, Extreme Networks [Inside Intent podcast]