The power of Opportunity Identification (OppID) is the real-time intelligence you get. OppID proactively gathers the exact information you need to set your sales and marketing teams up for success.

Adding your OppID intelligence into your marketing systems is perhaps the most important step you can take to ensure that those insights are utilized across your campaigns and touch points in a scalable manner.

Every System is a Little Different

Every organization’s marketing and sales systems are tailored to their individual needs, business processes, and unique requirements. Because of that, this document offers high-level guidance and refers to the two most common systems utilized by marketers: customer relationship management (CRM) and marketing automation. And because every OppID is delivered as a spreadsheet, it’s easy to import into any system, like an account-based marketing (ABM) or ad tech platform.

1. MAP TO THE ACCOUNT SCREEN:

The first step is to map the insights gathered through the survey to relevant fields that already exist in your systems. As most CRMs differentiate between accounts and leads, a good place to start is the “account” screen. If your organization already has an area on the account screen for tracking various qualification points about prospect accounts, then that area is a logical home for the type of insights that OppID typically collects.

2. BUILD FIELDS:

If your OppID has collected data points that don’t already have a “home” in your systems, but are valuable to maintain, build new fields for them. Pre-populating pick lists with responses is a good way to standardize answers across accounts.

3. UPLOAD:

Once your insights are mapped to existing fields, or new fields have been built for the insights captured, add the answers into the appropriate accounts with a quick CSV upload.

4. SPOT CHECK:

Once you’ve uploaded everything, conduct a spot check of accounts that you’ve updated to make sure the data in your CRM matches your OppID deliverable.

Once OppIDs are uploaded to your systems, utilize token functionality provided with your marketing automation system to personalize your communications at scale.

The most common use cases to scale personalized communications include email subject lines, segmentation, and customized messaging on landing pages.

Tip:

For more best practices on integrating OppIDs into your marketing, check out Acting on Your Opportunity Identification (OppID) Insights: Campaign Ideas for Marketers.

In some cases, the prospect we interview during the OppID process could provide multiple answers to a single question. An example of a question like this would be “What types of challenges do you regularly experience with your Big Data platform?” If a prospect provides multiple answers, for example latency/performance and integration with other applications, both answers will be captured and included in your OppID deliverable.

Think about how you want to store and manage this data in your systems. If your marketing team has a planned use case for this data point, say in email subject lines, think about the impact it will have if some accounts have multiple answers instead of just one.

Every OppID profile includes the contact information for the individual who was interviewed by the BAO Market Research Specialist. You will get their first and last name, of course, as well as title, phone number, and email. There is also an “email validated” field that tells you if the email address was confirmed. You’ll want to review that contact and add it to your systems via CSV upload.

Schedule communications around prospect milestones:

Some insights that OppID clients capture are time-sensitive, such as contract expiration dates. In this case, you can plan ahead and time communications accordingly. In some cases, it might make sense to stamp the OppID data in your marketing automation system with the collection date for clarity.

Best Practices for Adding OppID Profiles into Your Marketing Systems