From B2B intent data to business opportunities at MetLife

Transforming B2B intent data into actionable insights.

Overview

The Group Benefits business is based on relations and continous interactions with brokers. At times, it can be challenging to have a good reason for account managers to maintain the level of engagement and to remain “to-of-mind” at the broker’s.

Insufficient reaching
Too much reliance of existing client accounts
Difficulty to prioritize engagements

Approach

B2B intent data, by Bombora, was used as the foundation for the project. To go from intent data to business opportunities, the team went through a few phases of data transformation:

Identification of the relevant intent topics, and alignment to MetLife’s products
Connection between (identified) company data and internal sales processes to identified the adecuate account managers
Design and development of the process transforming intent data into actionable information
Automated delivery of intent data through a personalized email linked to Salesforce CRM.

B2B Intent Data
Raw data to actionable information
Business opportunities

Data processing

User experience

Email design

Bombora intent data

Impact

Very innovative at start, the transformation of intent data into actionable insights was performed manually with Alteryx software.

Delivered at the account managers’ fingertips, it allowed them to detect new potential business and engage with the relevant broker with the right information, and the right time, increasing the propability to close the sale.