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