October 28, 2024

Issue #684

The last week in October comes at a time of change: Changes in weather, changes in clocks, changes in costumed identities, changes in democratic governments.

So let’s talk about something that provides a more solid sense of confidence and certainty in our situation: Ecosystem data.

PRINCIPLES

Your secret, not-so-secret data goldmine

Access to real-time, relevant information is crucial for success. While the internet is a vast resource, finding actionable insights can be overwhelming and unreliable.

This is where ecosystem data comes into play — valuable information gleaned from your network of partners, customers, and collaborators.

But why is it so important to leverage it?

Ecosystem data is a goldmine of insights that can help you:

• Identify key decision-makers: Understand who influences purchasing decisions within your target companies.
• Prepare stronger outreach: Tailor your communication based on real-time insights from your partners, increasing engagement and response rates.
• Build rapport: Leverage shared connections and mutual interests to foster stronger relationships with prospects.
• Address relevant problems: Identify pain points that your solution can address, making your offerings more relevant to potential customers.
• Propose personalized solutions: Customize your approach based on detailed insights, improving the chances of successful conversions.

Ecosystem data is not just an additional resource; it's a strategic necessity that can differentiate you in a crowded marketplace. The insights from partners can provide an edge that public platforms like LinkedIn and Google cannot offer. Recognizing the value of this data — and acting on it promptly — can turn insights into opportunities.

TACTICS

Stack data for more actionable prospect profiles

Today's ecosystem data insights come to you from Will Taylor, a trusted partnerships, revops, and tech stack advisor to GTM leaders.

In a recent post and video, Will dives into how to use key data to build comprehensive prospect profiles and stack rank your potential buyers based on a range of intent signals. Take it away, Will:

“These data points make businesses tick (only focusing on ONE is a failing game):

1. First party data: Data you collect.
2. Secondary party data: Data that you share.
3. Third party data: Data that you purchase.
   

All of these data points need to be considered when approaching buyers with a message of value.

"Signal lead selling" is hot for one pure reason: Reach engaged buyers with a better message of value.

Stack data like:
- "Visited our website"
- "Is a power user of the free version"
- "Engaged with Morgan J Ingram" our influencer of choice

- "Purchased our tech partner's software last month" via Crossbeam
- "Recently received funding" via Apollo.io

All combined inside Common Room to stack rank and prioritize people based on these engagements.

Sellers save more time.
Buyers are more likely to engage.
Your brand won't get burnt because of spammy emails.
You can prove out the benefit of your influencer programs.
And you can track engagement over time across your partner-base too.

All leading up to a better profile of who actually buys your solution thanks to Common Room.

Which when you approach a PARTNER with this profile... your ask is much more specific (and much more likely to close).

Partner teams need to think about the
RevOps stack and data flow in this way as much as sellers do.

Connect into the system. Better prioritize your prospects.”

Watch Will’s video
on LinkedIn to go even deeper into the best tech and tactics to build your buyer profiles.

STUFF YOU CAN'T MISS

• November 11-14 — Web Summit

70,000 people will gather in Lisbon, Portugal for one of the biggest tech conferences in the world, featuring speakers from leading companies across nearly every technology vertical. Book your ticket to join them here.

• November 20 — GTM Partner Better Together Roadshow: San Francisco

If you’re a GTM leader, join the first B2B go-to-market conference focused on unifying teams and tech. The Crossbeam team will be at the next event in San Francisco, learn more here.

You're all caught up

See you tomorrow

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