Data on intent is an enthralling subject in the B2B marketing world. Some believe it’s something that will change marketing forever. Some also feel it’s a powerful tool for marketers in the present.
Intent data is now the most frequently used tool for marketing and sales teams.
Marketers conducting intent-driven campaigns can help them find and prioritize the best-fit active accounts.
Additionally, intent data helps marketers better understand these accounts and make sure they target them with a targeted, appropriate, precise, and effective method.
Defining Intent Data
Data on intent is a vast set of data that reveals the intention of a person or business to purchase a particular product or service about their online activity.
Marketing for B2B Sales teams and marketing utilize it to comprehend the cycle of buyers’ buying decisions quickly.
The most important thing is that intent data shows those who are currently actively buying.
Intent data can help B2B marketers determine the type of buyer a prospective customer is likely to buy or do later on the internet.
Additionally, it allows marketers to know:
- What are the behaviors of potential buyers on various websites?
- What do they care about?
- What are they searching for?
- What content are they reading?
- What topics are they constantly studying?
Types of Intent Data
Intent data is gathered from multiple digital sources and classified into two major kinds: third-party and first-party intent data.
First-Party Data for Intents
Also called Internal intent data or first-party intention data, are intent-related or behavioral data you gather by utilizing your own or other digital properties.
These properties may be the webserver behind your site or marketing automation platform, tools for analytics, and web applications.
Keep track of the filling-up of forms on the internet or content downloads. You can use social listening or follow online chats, email interactions, or delivery of emails. You may be collecting first-party intent information.
B2B marketers could benefit from first-party intent data to a certain extent
because it will only provide information about the engagement of a buyer or activities on your website.
It’s impossible to tell the actions your prospects are taking or doing online. Unfortunately, you can only gather valuable data on opportunities in one phase of the buyer’s journey.
Third-Party Intent Data
External or third-party intent data is collected by a third party other than your own company and third-party sources.
This provides a complete overview of your prospective customers and customers’ actions, behavior, and content consumption on your websites and technologies you do not own.
Third-party intent data provides an insight into the interactions your audience is experiencing online.
It will let you know your customers’ activities online before visiting your site.
It is typically collected from third-party B2B data providers or external vendors of data who run data co-ops or work with publishers. Additionally, it is sourced by companies that use IP lookups, cookies, or website cookies to gather information.
B2B marketers are advised to combine third-party and first-party intent information to benefit from the insights of intent or behavior regarding customers and prospects.
The power of first-party and third-party intent information can give you more insight into the intent of your customers and business goals, behavior, and interests, as well as research and many other activities online.
Ways to Utilize the Power of Intent Data in the B2B Market
Learn what intent-based data is and how it can help take your B2B marketing to a new height.
62% of professionals in marketing view hyper-personalization as a critical strategy?
When B2B marketers had to tailor their advertising campaigns solely on demographics and preferences, the days are gone.
Nowadays, marketers want to step up their personalization game one step higher by gaining a deeper understanding of the critical interests of their audience’s requirements, desires, and habits.
Intent data helps you accomplish hyper-personalization and enables you to perform real-time targeting. For example, it reveals what your potential customers are looking for or what subjects they are currently looking into.
Your B2B marketing teams can utilize these data to reach out to prospects via hyper-personalized messages and, perhaps most importantly, in the most effective manner.
Intent data will help you to understand more than keywords’ intent. It can also be used to comprehend:
- The motives of buyers of potential customers
- If they’re on the market for your product
- If they’re trying to find a competitor’s solution
- How do you categorize them according to the intent score, the topic of intent, or how they behave?
Allows hyper-personalization to be used by your marketing team while going after prospects who are most likely to buy from you or are most captivated by your brands.
Intent data helps you effectively implement hyper-personalization in your B2B marketing to:
- Begin to reach potential buyers earlier in their journey
- Target prospects to attract them when they’re looking for an answer
- Maintain existing customers and decrease the churn rate
2. More Brand Exposure
Intent data can be an effective instrument for B2B marketers looking to boost their brand’s recognition and get to the most potential customers.
It will inform you about your content marketing strategy by revealing the specific subjects your audience find attractive.
This allows you to create content that meets the requirements and issues of prospective customers and lets them know that you can solve their problems.
Sometimes, potential customers don’t know what they want to solve their issues or what they can do to fix them.
Intent data helps you to be able to reach prospects while researching the issues they face and showcase your company or product in the most professional light.
It also allows you to provide the best exposure to your company or product before potential customers arrive on your site or even contact you.
B2B marketers can also use intent data to improve and tailor landing pages, websites, and social pages to appeal to specific segments of your audience.
Intent data is highly effective in targeting different segments of customers with other requirements and at each stage of their journey.
3. Marketing and Sales Alignment
Sales alignment and marketing are an absolute must to reach your sales and marketing goals and boost revenue growth.
It’s an essential element of account-based marketing (ABM) that is widely utilized in the B2B world of today.
The data shows that when companies implement ABM to align their sales and marketing teams better, they will be 67% more successful in closing transactions.
By using intent data, you’ll be able to keep sales and marketing team members on the same level and bridge the gap between the two teams. In addition, intent data helps create a common language among both groups and assists teams working in sync in pursuing an agreed-upon business objective.
Here are a few more ways that intent data helps promote sales and marketing alignment
- Let your marketers deliver the most in-market prospects to your salespeople to focus on to increase their win rate.
- Let your salespeople receive high-quality, qualified leads from marketers to accelerate sales cycles and increase conversion rates.
- You can save your sales and marketing time by cutting accounts that aren’t likely to work with you or who aren’t ready to purchase
- Let your marketing professionals share unique information about prospects, enabling them to develop essential conversation points for salespersons and more enjoyable sales interactions.
- Your marketers should be able to offer timely and efficient protection from the elements when salespeople start their outreach campaigns.
4. Hyper-Targeted Ads
Intent data is among the most effective tools to develop laser-focused PPC and show advertising campaigns.
It provides you with information about your prospective buyer.
- Search intent
- The desire to purchase
- Online behaviors and main interests
- They are currently looking into
This data then becomes an essential resource valuable to B2B marketers.
It allows them to serve hyper-targeted advertisements to potential buyers, converting them to paying clients.
Compared to ads targeted with just demographic indicators, advertisements served using intent signals alone are 40% higher in purchase intent lift and 30% more considering lift.
The ability to detect buying intent signals is crucial in creating retargeting ads that are well-timed with the correct CTA and message.
This can help avoid annoying potential customers or looking creepy when advertising retargeting, but instead target them with the proper goal, intention, and relevance.
5. Accurate Prediction of Buying
Intent data can allow B2B marketers to precisely predict buyers’ purchasing habits using an ever-changing method.
It provides specific context, significance, and the right time to a potential buyer’s purchasing behavior.
This allows marketers to target promising customers who are active in displaying purchasing intent signals or without explicitly proving their intent to purchase.
Intent data gives marketers more detailed data to predict the purchasing behavior of prospects.
It offers instantaneous snapshots or a more detailed glimpse of potential customers, including their online activities or behavior.
You can also determine which buyers you are hoping to attract will be within the conversion funnel. In addition, intent data lets you automate email campaigns to nurture leads and other pre-programmed activities based on the prospect’s intent or level of interest.
These tasks can be accomplished with intent data combined with your automated marketing software or CRM.
The statistics show that 73 percent of marketers in B2B utilize intent data in marketing emails. Additionally, 62 percent of B2B marketers agree that intent data enhances their nurturing and personalized workflows.
6. A Better Customer Experience
Intent data can help the B2B marketing staff design extraordinary customer experiences before and after purchasing.
For instance, it provides your marketing professionals with crucial insight into the pattern of behavior of online activity, changes in it, and the research of potential customers’ behavior. As a result, marketing professionals can now design valuable, value-added personalized content and send appropriate, relevant messages.
This allows the B2B marketing team to improve your brand’s connection with potential customers by engaging them through various mediums, such as email, social media, direct mail, web-based, etc.
If a prospective buyer is a customer, you can use the intent data to forecast churn and implement uplift analysis, survival analysis, modeling, and other churn models.
Intent data warns your marketers when customers search for alternatives or research competitors.
Furthermore, you B2B marketers can also use intent data to keep track of their customers’ changing preferences, requirements, and issues.
This can help you improve the quality of your marketing messages and content. It also allows more beneficial customer check-ins, which means you can provide better customer service.
It’s about getting more precision in targeting audiences and personalization or making better marketing decisions. Intent data is essential in a B2B marketing professional’s toolbox.
Its specific information about customers and prospects can assist you in maximizing the effectiveness of your efforts in marketing and ensure an increase in return on investment.
There are other strategy strategies for intent data that can improve business-to-business marketing.
The six strategies discussed here can allow your marketing team to create successful campaigns and get remarkable outcomes.
Before leveraging the impact of intent data on your B2B marketing, we’d like to offer an interesting suggestion: consider the possibility of combining intent data with B2B contact details.
This information combination does not just help you identify who is the most interested in your solution. It also lets you quickly and easily connect with the company’s decision-makers.
Your mission is to locate a B2B data intelligence firm that can provide this powerful data-based combination.