In today’s B2B sales and marketing space intent data has become one of the hottest topics. Industries have accepted data about prospective buyers or businesses who are actively researching products or services. When your customer is in a buying mode the data is used to alert sales and marketing teams. When used effectively, it can dramatically boosts conversions and sales.
One of the strong signals of buyer intent is web searches and content consumption. Most often before making a purchase buyers prefer to do online research to support their decision.
So, what exactly is Intent Data?
Individual’s online activities, combining topic and context data collected as behavioral information is known as intent data. Intent data shows which leads or accounts are actively conducting research online. Intent data allows you to track the content individuals are reading online and their digital activity and their interests in purchase. For sales and marketing organizations intent data has become strategically important to prioritize their effort and find when is the right time and how to engage prospective buyers in a relevant way. It provides information on who to call, who to email, and how to segment paid activity,
Use Intent Data to drive revenue
Personalization of your website
Marketing and sales teams can identify visitors on your website and track the pages they visit. You can use personalization to serve tailor made content to match whatever accounts are already looking for to take a definite action. Based on IP address you can identify the company a visitor represents. This will boost visitors to categorize them through a form fill so that sales teams can engage with them.
Prioritize leads based on engagement
Many companies are now using context of the individual to enhance their lead scoring model. This will measure the intent of the visitor based on a culmination of activities. When leads visit overview page, their lead score will grow. If they visit your pricing page, indicating an even greater interest in buying, it will increase more until it touches an edge agreed upon by marketing and sales. Hence, an alert is sent to sales and marketing to connect with prospects. They can dynamically filter outreach lists for accounts that show active interest.
Develop known leads with personalized emails
Job designations in the B2B space change regularly, and often give no real understanding into the superiority, buying control, or even definite functions the lead serves within their business. Therefore, you are likely to send inappropriate content to leads and unqualified leads to sales. Categorize leads and place them in the correct nurture campaigns to identify who they are and their role within the organization and also the subjects they are involved in.
Identify potential customers
People consume content through social media and reviews, which will shape their opinions in certain direction or another. Therefore their purchase results are powerfully subjective before they even reach out to visit your website. Marketers have gradually turned to analytical platforms that mix with automation and CRM platforms to help them go through the topics that are actually relevant. Data can be incorporated to determine what prospective customers are likely to buy.
Intent Data can be used to analyze and retain customers, identify early buyer interest and to weight your lead scoring model. Based on their level of research sales and marketing teams can select ABM accounts. You can deliver more targeted ads to both known and anonymous prospects.
Intent data is best combined with other forms of data to build an account scoring model. It’s helpful to know who to engage with and if don’t have a phone number or email address for them, it may be considerate, but it isn’t actionable. Fit, Intent, and Opportunity are three categories when you think about buyer data.
- Fit data can tell you whether an organization or an individual contact is generally a good fit for our ideal buyer persona It includes different ways of segmenting and scoring prospects data and accounts. This includes demographics like job level, job function, age, and location, size/revenue, industry, and budget.
- Intent data is significant because it shows the timing is right to engage with your customers. You will see people who are actively showing intent to potentially purchase a solution and which valuable topics they are researching.
- Opportunity data is referred as Scoops which indicate favorable conditions, within an organization, like new rounds of funding, moves and shake-ups in the c-suite, mergers and acquisitions, new store openings, etc. All of these signals indicate favorable conditions for a sale and who would like to engage with us.
Intent data can help improve engagement across all of the use cases mentioned, and if used effectively it will lead to more sales and can be a powerful predictor of which leads are likely to buy. With sales and marketing teams overwhelmed with data about people who could be interested in their products, intent data is poised to become a key element of your data arsenal. Email Data Group’s Intent data allows sales and marketing teams to provide excellent service to customers, which can translate to more deals.
Amy John is a marketing executive with over 12 years of experience in the execution of marketing and lead generation strategies. Currently, she heads the marketing department at Email Data Group, a renowned B2B database provider.