B2B companies are dependent on data for a successful marketing campaign. Intent data is essential to learn and understand the buyer’s purchase decisions and journey to influence better demand generation methods, and intent data makes this more efficient. As per Forbes, companies who use data-driven marketing have an advantage and are 6x more likely to be more profitable yearly.
Intent-based marketing helps companies generate personalized experiences for customers, develop pertinent communication, and reduce the cost of customer acquisition. Such an approach is considered critical in today’s high competition. Intent data helps a company to address the right prospect’s need, at the right time, by utilizing the proper channels. Intent data gives B2B marketers the superpower to educate themselves about the online activities of their prospect and strategize actionable insights.
The Trend of Intent Marketing
Forrester’s research shows that 74% of firms want to be “data-driven,” but only 29% believe they are good at connecting analytics to action. Businesses see the opportunity that data provides. That leads to marketing and sales teams continually looking for data that will make their lives much easier and help them close more deals.
Intent marketing means that companies are looking at intent data to uncover new sales opportunities that they previously wouldn’t have been able to find. It shows marketers a range of factors and buying signals to determine whether an account is worth targeting or not.
Future of B2B Marketing With Intent Data
Knowing the intent of the buyers is imperative for any marketer gaining a higher success rate. Identifying prospects’ behaviors help marketers understand what companies want and what causes them to purchase and when. With the requisite data, marketers can target a specific profile and create personalized advertising to increase the possibility of a buying decision.
Intent data is expected to deliver what appeared impossible back in the day: a go-to-market operating system for organizations. This operating system recognizes the target prospects that should be reaching that day, week, month, or quarter based on buying signals that show a greater level of purchase intent and interest. It is expected to come from more sources and potentially even comprise personal activities that are not part of the office. Once gathered, this combination of professional and personal identities permits the B2B organizations to target ads directly to the CEOs of companies of an exact size and in a specific region and sector.
As B2B marketers, intent data helps you to study the online activity of your prospects and strategize actionable insights such as:
1) Getting a Better Understanding of the Prospects
Intent Data enables B2B marketers to identify a prospect’s interests based on their digital behavioral patterns, like looking up for a solution or downloading branded collaterals. This data helps marketers develop and then simulate the prospect’s profile, devise a better marketing strategy, implement targeted campaigns, and achieve a more significant outcome.
2) Nurturing in a More Strategized Manner
There’s no room for off-the-shelf engagement in B2B marketing, and gone are the days when one size could fit all. Buyer intent data gives you a more targeted and focused approach to nurturing based on your prospect’s intent signals. Once you’ve identified your prospects, engage with them, and nurture them on a priority basis.
3) Enhancing ABM
Intent Data is a great time-saver, and you can avoid wasting time on leads that fit a profile but show no active interest in your service at the moment. Instead, focus on prospects that offer interest through their online activity, identify and plan marketing campaigns for target accounts, and modify them accordingly.
4) Needle-Focused Content Marketing
Intent data helps you fill the gaps by showing what topics your targets are actively researching; those are vital to your SEO, content marketing, and lead generation success. The whole idea is to create content at every stage of your prospect’s buying journey and engage them with relevant content at each step of the sales process.
5) Developing Personalized Communication
The buzzword is personalization, and it has become an integral aspect of digital communication. Personalization has benefited the marketers in many different areas, from building strong customer relationships to conversion rates. Intent data helps personalize your messaging and make it more relevant to the topics that the prospects have been researching.
6) Hyper-Focusing and Optimizing the Customer Experience (CX)
As per 2020 reports, customer experience will top the list that brings value to a brand. Prospects want brands to service their needs and concerns. Therefore, by optimizing the customer experience, you are establishing and promoting loyalty to your brand.
Intent data helps you monitor customers just like you do prospects. It identifies spikes in product and service categories related to the ones they already have. Customer intent data plays a vital role in pointing to specific problems the target wants to solve, enabling you to hyper-focus your solutions for their pain-points.
7) Enhancing the Marketing Turnout
From emails to social media posts to digital ads, all of these can be dynamic and relevant to the customer’s interest. Intent data enables marketers to bring in ROI for the marketing campaigns executed. The more intent the marketing and sales team has, the more effective it will be. Intent Data is one of the most potent tools B2B Marketers have today.
Data is quintessential for all marketing efforts and strategies, and assets such as demographics alone may soon become obsolete. Leveraging intent data with a multitude of other buyer signals can help marketers to be more effective and convince their B2B customers to buy. And while learning intent data may be complicated, it pays off when applied.
With big data gaining more relevance, intent data becomes a valuable tool that helps marketers by giving them clear patterns from billions of data—allowing B2B marketers to target the right customers at the right time. Intent data provides all the information marketers need to generate targeted, more personalized marketing strategies and optimize the revenue- the future of B2B marketing efforts.