As a business owner, you want as many people to try your product or service as possible. While having a great product or service is important, it won’t get you very far if no one wants it or is prepared to pay for it.

The ability to find interested people who might benefit from what you have to sell and persuade them to make the journey from merely being interested to becoming buyers is critical to the success of your business and sales. The higher this number is, the more likely you are to succeed. So, how do you maintain this line of people growing?

You want it to go all the way out the door, around the block, and beyond. To begin the process of establishing this customer pipeline, you must first get their attention, which is commonly accomplished through digital marketing. Lead generation is the term for this strategy. This great blessing for businesses makes the work crispier and easier. EvolveBPM delivers cutting-edge solutions with lead generation.

The company has five strong pillars that are leading the company with sheer excellence. Akshay Deshpande, the Vice President, Customer success – Americas, Sahil Sharma, Vice President Customer Success – EMEA & APAC, Pradip Tiwari, Vice President Data Solutions, Shekhar Lohani, Vice President, Fulfilment Operations, Nithya Ramesh, Vice President, Email Operations are the five gems of EvolveBPM.

Exemplifying Genesis

EvolveBPM is a new generation provider of Revenue Growth solutions; it partners with global enterprises in designing and delivering some impactful Revenue Focussed solutions. Based out of Wyoming, USA, today it is a multi-national company with a presence across the UK, Dominican Republic, Philippines, and India.

Its suite of solutions include:

iRev – demand and lead generation solutions including ABM, buying intent signals, technographic, and firmographic data.

iIntel – is the business research arm that provides services around market research, business research, and persona research.

iMedia – includes solutions around programmatic display ads, microsites, SEO and PPC solutions, Linkedin, and social media campaigns.

With over 100 employees across the globe, EvolveBPM delivers programs across multiple channels, including e-mail, telemarketing, webinars, and display ads. They partner with the leaders in this space, including Bombora for intent, HG Insights for technographics, and multiple database providers, including Salesintel and Leadiro.

EvolveBPM is a GDPR and Cyber essentials certified organisation.

Future Endeavours

“As we concluded our year ending for 2021, we had the opportunity to connect with our client stakeholders and understand from them their internal marketing tactics and strategies for 2022,” says Akshay.

The key insights that they got have been categorised into three main headers:

1. Intent Data – truth vs. hype

“We believe the hype around intent data will reach an all-time high in 2022, but we believe marketers are just starting to scratch the surface on how to best operationalize these insights. B2B marketers have been preoccupied with using technology to send the right message to the right person at the right time for years but delivering a really tailored message in terms of content, timing, and concern is extremely difficult without intent analytics,” states Akshay.

Signals about a person’s or an account’s desire to accomplish something are referred to as intent data. These digital footprint-based intent analytics can help you make your marketing experiences more relevant and tailored. The team believes that the use cases and successes for B2B marketers employing intent will rise next year, from account prioritisation to leading your content marketing efforts.

2. Increase in Digital Ad Spend – Omicron and beyond

Due to limited B2B marketing budgets, digital ad expenditure is increasing at the expense of traditional marketing channels. Targeted advertising solutions, according to Akshay, have become an attractive route to contact customers due to the cost per impression (CPM) of digital ads, increasing email rules, and worldwide compliance standards. Integrated campaigns that leverage email/social media selling backed with telemarketing will be the comprehensive strategy going forward. So future programs will be a combination of CPL/CPM and CPM metrics driving leads through the sales funnel, nurturing leads, and delivering qualified opportunities to the sales teams.

3. Impact of AI on the demand generation industry

“AI solutions are creeping in on every aspect of B2B marketing, from content production to email assistants and chatbots, predicting ABM lists and attribution, and lead scoring models,” States Sahil.

AI solutions help marketers analyse large datasets to enable individualization at scale, uncover actionable insights and improve productivity by offloading mundane tasks to smart software solutions.

Sahil Shares that whilst the US market for demand and lead generation has matured quite a bit due to established players, the EMEA region is still some distance from reaching there. This presents a significant opportunity for a company like EvolveBPM to enter and strengthen its position in this market. Part of the countries in EMEA are advanced than their counterparts, e.g., Western Europe is more advanced than Nordic countries, which are more advanced than the Middle East and Africa regions. Therefore, a one size fits all strategy for the EMEA region is a waste of valuable marketing and demand generation budget.

EMEA region consists of 116 countries with a combined population of approximately two billion. The Europe lead generation solution market alone is expected to grow from US$ 853.21 million in 2021 to US$ 2,705.03 million by 2028; the EMEA region is estimated to grow at a CAGR of 17.9% from 2021 to 2028. Though these are impressive growth numbers, the EMEA market with its diversity in language and culture represents quite a challenge, not to mention regulatory challenges like GDPR and their permitted variations. With 116 countries under its belt, language and culture represent a significant challenge for marketers as it remains a significant market for most companies.

Language skills are extremely important across all these markets; therefore, having a language experts’ team is critical either as telemarketers or content generators, who also understand the cultural sensitivities of the region.

EvolveBPM has been at the forefront of these emerging trends, and our investments into building capabilities across the Dominican Republic and the US has been focused on delivering multi-lingual services to its client base.

The new buzz word ‘Intent’ data

Pradip Tiwari indicated that the B2B space thrives on data, and it is what keeps the business up and running. With its own dynamics, experts collect data to determine the intent of prospective buyers based on the location, weather conditions of the place, lifestyle choices, income, etc., when they surf the internet and use the same to target them with ads. Such data is called Intent Data.

What is Intent Data exactly?

Intent Data is what gives insights into the behavioural information of a person based on his or her online activities.

Intent Data is not just about anonymous online activity. It is gauged from an individual’s behaviour in social media, likes and dislikes towards certain content, social media interactions, online activities, and engagements, etc., paired with additional research to refine it. All of these combine to reflect an individual’s intent towards an element on the internet.

In layman terms, intent can be as simple as highly researched data to attach tags to targeted buyers while understanding and predicting what their behaviours and signals mean. It enables marketers to get a distinct insight into customer engagement, their intention to buy a product or service, etc.

However, most intent data is derived from a limited number of engagements that happen between a targeted persona and the business. This could be just an interaction over email or content consumed on a social media platform. The actual insights generated from such minimal touchpoints could be pretty basic and confusing. Hence, it might not be possible to interpret and predict any behaviour from it until sufficient data is collected.

Although ‘intent’ is intangible and abstract, the data collected from it is real and comes in handy in businesses. This article breaks the myth about intent data and focuses on its wholesome application in scaling up a business.

Areas in business to use Intent Data

“Let us decode how we can use Intent data in a functional enterprise. In an extremely competitive market, business users can make use of intent data in the following cases. This will prove that intent data is not a myth but has promising results with usage,” says Pradip.

• Identifying Early Opportunities
• Account-Based Marketing
• Refining Your Content Strategy
• Targeted Advertising

Leveraging Technology and Streamlining the Operations

“Lead generation will increasingly rely on automation and artificial intelligence as time goes on. Furthermore, we can expect marketing activities to be more extensively monitored and analysed utilising data analytics,” expresses Shekhar.

At EvolveBPM, the team has made significant investments into building their customised CRM, which captures all activities from cradle to grave for a lead journey. This is supplemented by ancillary systems that provide for six sigma driven toll gate checks, role-based work routing, automation of quality checks, machine learning for critical field checks.

“We have seen a much better outcome from these technology investments from reduced time to process, lower cost of operations, lower rejection rates with our partners, and at the end of the day customer delight,” states Shekhar.

Tech-savvy Solutions

Today, email is one of the most widely utilised modes of communication. As a result, it’s an excellent approach to reach out to your target demographic. In fact, it is still the most successful lead generating approach. You may increase the effectiveness of your email marketing by segmenting and personalising them, as seen in the statistics below.

“Our email deliverability process ensures emails are placed in the inbox and not the spam folder,” says Nithya.

Considering sender reputation, domain reputation, Ip reputation, feedback loops, domain authentication, spam traps, blacklists, user engagement, and more ensures the company keeps up with the challenges encountered with deliverability.

EvolveBPM investigates all these aspects to ensure emails arrive at the user’s inbox. The email lists, engagement, content, subject lines, email compliances as per CAN SPAM ACT, GDPR regulation, and of course, CCPA compliance policies are mandated. If the team gets all these lined up in proper order, results follow.