Leverage Predictive Attributes to Reveal High-Impact Opportunities

Unlock more opportunities from your inbound traffic by de-anonymizing buying team members from accounts that are already visiting your site.

Overview

As part of tracking and identifying your website visitors, Sona aims to determine with which account or company they are associated. The connection can occur with both established accounts imported from your CRM and fresh accounts that are generating visitors to your site.

Sona can then identify other buying team members - employees and key individuals for each account - based on settings you configure. To influence the buying team of an identified account, you can then create Sona audiences and run targeted, multichannel campaigns to convert new opportunities and customers.

By leveraging the additional data  that Sona provides, such as intent signals and buying stages, you can further target accounts and buying team members that are more likely to respond. These data-driven insights also help you create tailored messaging for each audience segment and hyper-personalized outreach that increases your relevance.

Finally, you can sync data from Sona to other platforms using Sona’s built-in integrations, allowing you to automate and streamline your workflow across multiple channels.

Let’s take a quick look at one way to implement this strategy.

Step 1: Create Persona Filters for Identified Accounts

In Sona, you can add  job titles and other keywords, such as seniorities and locations as attributes for your target persona. Once your personas are set up, Sona will automatically research each account and identify people that match for the job titles and keywords you provided.

1. Click “Scoring” in the Workspace Settings, then click “Persona”.
2. Enter the job titles, keywords, seniorities and locations that match your target persona in their respective fields.
3. Click “Save”.

Additionally, you can also add some of your chosen persona attributes to the lead scoring calculations when you configure your ICP settings.

1. Click “Scoring” under Workspace Settings, then click “ICP”
2. Add the attributes, such as job titles and countries, that your ICP’s company should ideally have. Then enter a number to assign the attribute’s weight in the scoring calculations. All the attribute weights should total 100 when summed up.
3. Click “+ Add Attributes” to select more criteria for the ICP fit score. Click the “-” sign at the very end of each attribute to remove it from the list and the calculations.
4. Click “Save”.

Step 2: Researching Accounts

In the Accounts page, you can see how many people in a company match your target buying team via the “Persona Matches” column. You can use this as a reference, combined with other data points, to target new accounts previously unknown to you.

1. Click the Persona Matches link to open the People page which will list all the relevant people from the account that fit your target persona.

2. Click “Reveal” under the email column to retrieve the person’s email address from a Sona data enrichment provider.
   These people haven’t necessarily visited your website yet, but Sona identified one or more visitors from their company.

If you remove the filters, the “People” page lists all employees that match Persona attributes that you have configured.

3. Click the Company link to open the account profile overview where you can see the company’s background details, as well as visitor and people profiles associated with the account.
4. Click “Activity” to see who actually visited your site, or click “People” to see all persons associated with the account.
5. Click the buttons to see a detailed breakdown of the account’s attributes and website activity data.

Step 3: Filter Accounts with Persona Matches

To find new target accounts for further prospecting and enrichment, add a filter to only display accounts with persona matches.

1. From the “Account” or “People” page, click “Filters” and select “Persona Matches”.
2. Select “>=” (greater than or equal to), then enter any number from 1 and up.

3. You can add more filters to narrow down the listed accounts to higher value ones that are more likely to convert. For example, you can set higher minimum values for the persona matches, ICP fit score, and company size, so you don’t waste time chasing down low quality leads. You could also add a visitor count filter to only see accounts with high engagement.

Step 4: Create an Audience

Sona gives you the ability to create custom audience segments based on the criteria you specify using filters.

When new visitors, accounts, or people from accounts match your audience filters, their profile data will be extracted and saved in the appropriate audience segment dataset in real time. Compared to simply saving a set of filters, Audience datasets can also be automatically synced to other platforms using Destinations.

You can create separate Audiences for different roles and target personas in all identified accounts by going to the People section and filtering the job title column. This allows you to focus on optimizing your strategy for each audience segment. Once you’ve picked an approach, you can then personalize your outreach for every contact in each segment.

1. Go to the Accounts page from the main menu, then click “People”
2. Click “Filters”, then select “Job Title” and “contains”, then type in “CFO”, or any position you wish.
3. After selecting filters, click “Create Audience” under “Actions”.

4. In the “Create Audience” screen, add a name for the audience segment.
5. You can also select more filters to exclude unwanted profiles from the report.
6. Under “Extraction / Grouping”, click “Prefill” to include all the columns from the source report.
   You can also manually add columns one by one by clicking “Add Extraction / Grouping”. Click “Column Name” to select a column, choose a process from the “Process Type” dropdown, then enter a name for the attribute under “Derived Column”.
   If you don’t want to transform or clean the existing values, simply choose “No processing” and leave the name as is.
7. Click the “-” sign to remove a column from the new audience report.
8. Click “Apply” to create the new audience report.

You can also create an audience for all accounts with one or more persona matches. All new accounts that have a persona match, as well as all previously identified ones, will be filtered and saved in the audience dataset.

You can then open each account profile in the Audience and single out key people as possible prospects.

Step 5: Create a Destination

After creating an Audience, you can set up an automatic data export and sync with other platforms using the Destinations feature.

Sona has many built-in integrations with other platforms so you can use your audience datasets for different marketing channels and seamlessly add the data that Sona collected to your existing workflow.

Before you can create a destination, you have to add a Connector for each platform to establish the integration.

1. Click “Connectors” on the main menu, then click “+ New Connector”.

2. Click “Connect” on the platform you’d like to integrate.
3. Depending on the platform, you might have to allow the connection or perform additional configurations.

After setting up the Connector, click Destinations on the main menu.

1. Click the “+” sign, then select the target platform for the new Destination.

2. In the “Create Destination” screen, enter a name for the destination.
3. Enter a number (in seconds) to schedule the sync frequency.
4. Under “Origin”, select the Audience you want to sync.
5. Under “Destination”, select the target platform.
   Depending on the platform, you may have to perform additional configurations to set up the destination.
6. Click “Save” to create the destination.

Wrapping Up

There’s a good chance that the people you discover using this strategy will be more responsive to your sales and marketing efforts. If there are people visiting from an account, it suggests that there is already interest somewhere in that organization, so you’re more likely to find warm leads who are closer to converting.

Even if the new contacts you uncover haven’t seen your site or heard of you before, Sona collects a lot of information about accounts and people to help you engage with prospects more effectively. At the very least, you can increase brand awareness within the account using different channels and campaigns targeted at different departments and organizational levels.

When you sync audience datasets to different platforms and integrate the data into the rest of your existing workflow, you’re not only uncovering new opportunities but are also able to address them in a timely manner through automation while interest levels are still fairly high.