New: Parts of this case study are discussed with Justin from RealVNC in our “How I Met Your Buyer” Podcast, out now!
Executive Summary
- Real-time identification of high-intent visitors through Lift AI’s buyer intent scoring, allows for highly targeted follow-up and sales engagement.
- Enhanced lead scoring in HubSpot, driven by Lift AI’s real-time behavioral data, resulted in over 2x increase in sales efficiency for high intent leads.
- Tailored post-visit sales follow-up through SMS and email, based on Lift AI’s intent scores, significantly boosted response rates and engagement by 21% and 39% respectively
- Finding the needle in the haystack of buying accounts, by combining Lift AI intent scores with ID reveal to find 673 high intent accounts with a strong ICP fit amongst hundreds of thousands of website visitors
Challenge: Sales Prioritization With Thousands of Potential Leads and Not Enough Buyer Intent Data
RealVNC, a leading provider of remote access software, faced a common yet critical challenge: a high volume of website traffic and potential buyers, with no way to decipher which of those web visitors are most likely to convert (both on and off the website).
Like many B2B organizations, the majority of their website traffic was anonymous (96%), and they struggled to differentiate between genuine buyers, current customers, and casual visitors seeking support.
Naturally, the best time to find and convert potential buyers is while they are on your website (or “in your store”), where their attention is on your brand and interest is at its peak. To that end, RealVNC had already integrated Lift AI scoring into their real-time engagement tools such as HubSpot Chat and their on-page Conversion Rate Optimization tools including VWO and Unbounce, with game-changing results.
But not every visitor can be engaged and converted while they are on the website - either the sales tool or tactic didn’t work, there were not any sales resources on hand when needed, or the visitor simply wasn’t ready to convert right then and there - which leaves post-website sales prioritization a key tactic.
These post-website sales interactions are only possible if you have account or contact information on hand (unless you do remarketing advertising to high intent anonymous website visitors based on their intent), which is where ID reveal becomes an essential piece of the tech stack.
On averageID reveal tools identify the Account match of 30% of visitors, but only 4.1% were matched for ReaVNC. However, when you have such sizable amount of monthly web visitors, that is still a large list of accounts to deal with - and an ID reveal alone doesn’t tell you if those accounts are likely to buy or not - which brings us to RealVNC’s challenge: figuring out which of those accounts to prioritize for sales outreach.
This is where buyer intent data and lead scoring comes into play. However, traditional solutions including G2, ZoomInfo, and HubSpot Lead Scoring aren’t enough on their own.
That’s because most tools only look at a handful of high level data points, which don’t truly indicate an accurate intent (e.g. pricing page views, form fills, content downloads, email opens). Plus, these tools rely on human-inputted scores which are biased and are added together in a simplistic A+B=C equation, which is not reflective of how behavioral patterns work.
Many companies use tactics such as “a visitor is on the pricing page” as a high intent signal. But only 5.7% of pricing page visitors on RealVNC have high intent. This means if you use sales resources to follow up with every visitor on the pricing page, your salespeople will be wasting their time on almost 19 out of every 20 follow ups!
And using Lift AI enabled RealVNC to see that only 9.7% of high intent visitors were on their pricing page, and over 90% of high intent visitors were identified in other areas of the website! This means that if you are using the pricing page as a key signal of intent, you could be missing up to 90% of the opportunities that should be prioritized for follow up after the potential customer leaves the website.
RealVNC needed a solution that would identify which visitors and accounts had high buyer intent, enabling immediate and focused follow-up by the sales team.
Solution: Real-time Website Behavior Scoring Integrated With Sales Follow-up Tools
To address these challenges, RealVNC turned to Lift AI. By integrating Lift AI's website buyer intent scoring into their tech stack, they were able to revolutionize the way they identified and prioritized high-intent visitors.
Lift AI’s predictive model analyzes hundreds of real-time micro-behaviors across the website and assigns a Buyer Intent Score to each and every visitor, whether they are ID revealed or anonymous.
By focusing on an in-depth, sophisticated and nuanced view of behavior, Lift AI’s buyer intent scores are incredibly accurate.
These buyer intent scores can then be integrated with almost every tool in the techstack, including post-website sales tools such as HubSpot and Outreach.
Implementation: ID Reveal via Lift AI
RealVNC implemented ID reveal technology to uncover which companies were visiting their website, and then layered Lift AI’s intent scoring on top of that data.
This allowed them to focus on accounts that both matched their Ideal Customer Profile (ICP) and showed strong purchasing intent based on their behavior on the site.
Over the first 60 days, RealVNC was able to reveal over 17,000 new accounts that matched their ICP. Out of these accounts, 673 accounts (3.9%) were identified as high-intent buyers based on Lift AI’s intent scoring model.
These were the “needle in the haystack” opportunities—visitors whose behaviors indicated they were highly likely to make a purchase in the near future. The Lift AI data enabled RealVNC to prioritize these accounts for immediate follow-up, ensuring no high-value lead was missed.
Implementation: Enhanced Lead Scoring via HubSpot
To further streamline their sales efforts, RealVNC added Lift AI’s buyer intent scores into their existing HubSpot lead scoring system.
This allowed them to rank leads based on their last known real-time website buyer intent score, rather than relying on outdated metrics like pricing page visits 7 days ago or form submissions.
RealVNC already had a fairly sophisticated lead scoring system set up, incorporating signals from HubSpot, G2, and ZoomInfo to provide a wider view of each account.
However, with Lift AI’s real-time behavioral insights incorporated into their lead scoring, RealVNC saw remarkable gains in results and efficiency:
Results So Far:
- From the Lift AI high intent traffic, RealVNC saw a 216% increase in individual buyer sales efficiency, allowing them to close more deals through their automated sales processes.
- And a 208% increase in enterprise account sales efficiency, which empowered their sales team to focus on high-priority leads and accelerate enterprise deals.
Implementation: Post-Website Engagement via HubSpot & Outreach
Once RealVNC was able to ID reveal accounts on their website and add the Lift AI score to their existing lead scoring setup, they were in a position to drive targeted follow-up efforts through SMS and email marketing within minutes of that prospect departing the website.
Using HubSpot SMS, RealVNC sent personalized messages to high-intent visitors who had left the website without converting. These tailored follow-ups led to a 21% SMS response rates from these high-value leads.
For email follow ups, RealVNC integrated Lift AI scores into Outreach, a sales engagement platform, to ensure their follow-up emails were reaching the right prospects at the right time. This approach resulted in a 39% increase in email reply rates, dramatically improving their ability to engage with potential customers after they left the website.
Expanding Beyond Lead Prioritization
Although post-website lead prioritization is a critical element of the marketing and sales strategy, RealVNC knew that their biggest revenue opportunities were in the form of anonymous website visitors who were actively shopping their brand.
They implemented Lift AI across their entire tech stack, including:
- 71% boost in conversion to sale via HubSpot Chat
- 10% more self-serve revenue and 5% increase in pipeline creation for high intent traffic from personalized website experiences via VWO
- 94% increase in CTR from targeted Unbounce pop-ups
- 67% reduction in cost per lead and 33% higher CTR in Google Ads remarketing
Get Started
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