Using Analytics to Identify Sales Opportunities

🎯 Here's what nobody's talking about: Companies are spending millions on intent data, but most sales teams can't consistently act on it. After hundreds of conversations with revenue leaders, I'm seeing a fascinating pattern emerge. The excitement isn't just about getting intent data - it's about actually doing something with it. Here's what typically happens: - Marketing gets intent data → easily targets accounts programmatically - Sales get the same account-level intent data → need to find people in those accounts & reach out one by one - 3 days later → back to business as usual - Result? Massive missed opportunity But here's what's getting our customers excited: We're not just identifying the right people in those high-intent accounts, we're guaranteeing they get contacted. Here’s a real example: One customer went from actionizing 30% of their intent signals to over 90% in weeks. How? The secret isn't more tools or more data. It's orchestration: - Auto-identify & prioritize perfect-fit contacts in intent accounts - Multi-thread intelligently to avoid account burnout - Auto-enroll them into the right sequences for reps to review before sending - Automate fallback to an autopilot sequence if reps don't action in 7 days The math is simple: 2X more intent accounts properly worked = 2X more opportunities (And yes, we're seeing exactly this with our early adopters) We're at an inflection point: The winners won't be those with the most intent data, but those who can consistently turn it into conversations. What's your experience with intent data activation? Are your teams consistently acting on the signals you're paying for?

Product usage data is one of the best signals available to GTM teams today. 🚩 Problem: Your data is trapped in analytics tools while your go-to-market teams are flying blind in HubSpot. → Marketing sees email metrics but has no insight into what drives user engagement. → Sales spots expansion opportunities too late. → CS identifies churn risks after companies have already switched to an alternative. Product analytics tools are great for understanding what users do. But are useless if your go to market teams can’t act on those insights. That’s where integrating product data captured in Amplitude with custom events in HubSpot becomes a powerful combination. → Product teams use Amplitude to identify predictive user behavior → GTM teams can use HubSpot to build lifecycle campaigns to influence that behavior Let’s use a practical example that identifies accounts ready for team expansion (PQL) based on behavioral signals and proactively loops in the sales or AM team. 💡 Adding custom events to HubSpot health scores is a great way to make them more visible in account records. Here’s how it to works: 1. Define your core product events in Amplitude → Created Project → Invited Collaborator → Integrated Slack 2. Map your product data to an active list in HubSpot using custom events from Amplitude as filters. → List Name: Product Qualified Leads ⚡️ → Filters: Users who created 5+ projects in first 14 days → AND invited 3+ collaborators → AND integrated with Slack/MS Teams → Within accounts < 10 seats (assuming team plan > 10 seats) 💡 This behavior pattern indicates a power user who would benefit from a team plan. 3. Create a contact based workflow in HubSpot ⚡️ Trigger Criteria: Is member of list → List is Product Qualified Leads ⚡️ 4. 🤖 Action 1: Send Slack notification → Channel: expansion-opps → Message: 💰 New PQL identified {{ company name }} → Properties to include: ARR, Health Score, Renewal Date 5. ✅ Action 2: Create task (if AM assigned) → Name: Send upgrade notification → Type: Email → Associate to: Deal & Contact records → Assign to: Existing sales owner 5a. Automate upgrade email (for low touch accounts → Use a template with HubSpot personalization tokens → Send to associated account contacts → Association labels: Account admin/billing contact 6. 📊 Track your results back in Amplitude → Conversion rate from PQL to expansion → Time to conversion → Revenue impact → Cohort retention post-expansion If you’re looking for ways to more deeply segment your product users to send more effective emails, definitely give Amplitude a look. https://hubs.la/Q02X3fP50 Ultimately, the tools individually are great but alignment between teams is what drives results. Give everyone access to the same data and watch your metrics improve. Fun story - Yes, I’m posting this as part of a paid partnership with HubSpot, but I remember first using Amplitude way back in 2014 as a PM - cool to be leveraging it today in a GTM context.

Most people building GTM tooling are obsessing over third-party data. But, there is a goldmine of information in every company’s systems already: customer conversations, emails, and meeting transcripts. The problem is - this data sits dormant (becoming less useful over time as it collects dust in the corners of the CRM or CDW or otherwise) and is distributed across disparate systems and “objects.” Attention is activating this data. Mining for the interesting nuggets and then operationalizing them, in real-time. That’s the vision they’re realizing, by building a system of AI agents that don't just capture sales conversations—they automate the work traditionally done by the best enablement analysts, RevOps specialists, and top performers. The goal? Help GTM orgs achieve 10x results with just 10% of the workforce. This is super exciting to me, which is why I was stoked to spend some time with Anis Bennaceur, Co-founder & CEO of Attention, recently. And I put together a deep dive post on The Signal. I agree with Jeff Bezos' analogy of AI being like electricity ("it will be everywhere, in every application"). For example, here are 9 ways a GTM team could leverage AI/Attention: 1/ One-click sales collateral generation: After a discovery call, automatically create a tailored sales deck that incorporates the prospect's specific pain points, business goals, and objections mentioned during the conversation. 2/ Competitive intelligence automation: Receive weekly reports on competitors mentioned in deals, including how they're perceived, their positioning, and the frequency of mentions—all without manual analysis. 3/ Closed-won/closed-lost analysis: Instead of spending days manually reviewing won and lost deals, get comprehensive insights in minutes on why deals are succeeding or failing. 4/ Automated call scoring: Evaluate rep performance based on best practices without requiring managers to listen to hours of calls. 5/ Cross-selling opportunity identification: Automatically identify and route opportunities mentioned in conversations that might be relevant to other teams or products. 6/ Business case generator: The agent compiles a comprehensive business case document based on all conversations with an account, extracting the specific pain points, quantifying the impact, and building a compelling ROI model. 7/ Content gap analysis: Identify questions from prospects that reps struggle to answer effectively, highlighting needs for new content or training. 8/ Outbound signal detection: Extract compelling events from prospect conversations to inform outbound strategies, like "Company X just lost their growth marketing manager and needs to get pipeline back in order." 9/ Brand perception tracking: Monitor how your positioning against specific competitors evolves over time, with insights drawn directly from customer conversations. The possibilities are endless. Check out the full article now: https://lnkd.in/g85JNmdj