How dbt Labs centralized buying signals to increase speed to lead

Background

Unifying signals from every stage of the customer lifecycle gives go-to-market teams the context they need to work smarter, not harder.

Data-driven organizations like dbt Labs know this. That’s why they make sure their SDRs have the insights they need to spend less time searching and more time selling.

Here’s how dbt Labs used Common Room to:

• Centralize siloed buying signals
• Boost inbound and outbound efficiency
• Generate high-quality sales pipeline faster

Unify and enrich buying signals

dbt Labs has two distinct products: dbt Core and dbt Cloud.

dbt Core is open-source and free to use. Over the years it’s helped dbt become data professionals’ go-to solution for defining, executing, testing, and describing transformations in data platforms.

dbt Cloud is the company’s commercial offering. It’s a turnkey platform that makes it easy to use and deploy analytics code at scale using software development best practices to create production-grade analytics pipelines.

While the popularity of dbt Core fueled awareness of dbt and generated inbound leads curious about dbt Cloud, it also made it difficult for sales reps to distinguish between intent from high-fit buyers and interest from open-source users.

SDRs would tab back and forth between siloed data sources to try to piece together a view of contacts and accounts, qualify for fit, and uncover decision-makers. Sales efficiency suffered.

“We were digging through a bunch of Salesforce reports,” said Sales Development Manager Caroline Wyse. “We would look at a list of closed-lost opportunities, previous trials, people who attended a webinar—anything to try to paint the picture.”

Now dbt Labs uses Common Room to capture and unify buying signals across all its first-, second-, and third-party data sources, including Salesforce, LinkedIn, and many more.

With help from Common Room’s AI-powered identity resolution and enrichment engine, Person360™, reps can quickly learn more about the people and organizations showing buying intent across digital touchpoints.

Machine learning algorithms automatically serve up contact details, job history, firmographic fit, and cross-channel engagements related to every contact and account active in dbt Labs' digital ecosystem.

Reps can surface buying signals automatically and quickly qualify prospects.

“I can just pull up a profile and see who’s an economic buyer or a manager, which is really handy,” said Aaron Munro, Sales and Business Development Leader, EMEA. “I can see their contact info. And if I want, I can pull up accounts for an entire region and see who the most engaged ones are, filtered by employee size.”

Just as importantly, reps can quickly get context for a prospect’s buying journey.

“Common Room has really given us a much better scope into individual accounts and the pains that they're feeling,” Caroline said.

Playbook

Automatically identify and track economic buyers

Hone in on the people who hold the purse strings.

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Separate buyers from browsers

dbt Labs’ SDRs split their days between fielding inbound leads and running outbound plays. Common Room helps with both.

Access to a 360-degree view of inbound leads makes it easy to research accounts and craft personalized, relevant messaging. And with full visibility into business-relevant activity across channels, SDRs can surface hand-raisers they may have otherwise missed.

“Last quarter, Common Room showed me someone asking about pricing,” said Aaron Munro, Sales and Business Development Leader, EMEA. “So I called him and walked through the points he’d brought up in his post. He was very receptive and wanted to have a conversation about it. That deal closed in two weeks.”

Meanwhile, on the outbound side, Common Room puts a wealth of buying signals at reps’ fingertips, from social engagements to job changes to news events to job listings and beyond. Reps can filter contacts and accounts across virtually any dimension, such as job title, organization size, annual revenue, and more.

Even better, Common Room helps SDRs zero in on the right stakeholders at target accounts. Automated tags let reps spotlight economic buyers, ideal personas, and other key contacts on autopilot.

“Part of our outbound motion is looking for signals,” Caroline said. “From there, we can go into Common Room, look up that exact account, and then get a better picture of all the different ways they might be engaging with us. Who they are and what they’re struggling with. Common Room really helps us understand the account better.”

Playbook

Turn recent job changes into fresh pipeline fast

Quickly prospect product users who recently changed roles.

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Accelerate speed to lead

Whether inbound or outbound, the goal for dbt Labs’ SDRs is to move quickly.

Since Common Room centralizes all relevant information, the team has eliminated the need to manually dig through other tools to research and prioritize leads.

“Common Room makes me a hell of a lot more efficient,” Aaron said. “I have a lot of AEs to support, and I need to deliver pipeline for them. Common Room is a big part of that. I can book meetings much more quickly.”

Fully customizable alerts allow reps to stay notified of buyer activity in real time.

Meanwhile, segments provide reps with auto-populating burndown lists where contacts and accounts can be added automatically based on preselected criteria.

“Common Room is crucial to finding out who’s showing intent within accounts and generating pipeline,” Aaron said.

Playbook

Instantly uncover new prospects at target accounts

Find the right stakeholders at any org lightning-fast.

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Results

Common Room helps dbt Labs’ SDRs go from signal to send much more quickly.

“The value of Common Room for me is getting to pipeline faster,” Aaron said. “I can see the people who are engaged in accounts rather than searching through LinkedIn and looking at profiles and all that. I can find the right stakeholders and see how they’ve interacted with us in the past, which gives me another avenue to find people quicker and book meetings quicker.”

dbt Labs helps its customers transform their data into powerful business insights. Common Room helps dbt Labs transform buying signals into fresh pipeline.

Tap into every buying signal with with Common Room

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