Modern B2B marketers face various obstructions in their daily activities. Data intelligence and technology benefit them a lot, but they have also raised the bar for marketing performance. While there is a lot of data available to support your marketing activities, using the right data at the right time requires a strategy.
When you are approaching prospects using marketing campaigns, there’s a fair possibility that one part of the audience is not in the right buying phase to engage with your content, or you are too late to reach out, or you are reaching them at the same time as the rest of your competitors. This is why B2B marketers are starting to see the importance of using Intent Data to generate better results from marketing campaigns.
Earlier we had covered Intent Data and its future in the B2B industry. In this article, we will focus on how Intent Data works for marketers and use cases of SalesInte’s Intent Data.
How Does Buyer Intent Data Work for Marketers?
In earlier years, B2B buyers used to connect with sales reps directly while buying a product or service. Gradually, the sales process evolved and many crucial steps were added.
Today, customers increasingly prefer to start their research online before buying, Smarketing has become the secret to ensuring that prospects get the necessary information they need when they engage with your company. Sales teams have come to depend on the marketing team’s efforts to help shorten the sales cycle.
And it is no wonder – armed with tools and data that provide key information about prospects and opportunities, marketers are expected to transform this data body into new leads and new sales. In this context, gathering and correctly applying buyer Intent Data can help marketers with this task.
Adopting a framework that places buyer Intent Data in one place with layers offers the marketing team visibility into customer actions. Data platforms make buyer Intent Data readily available to sales and marketing teams, expanding communication channels and eventually shortening the sales cycle.
Given that, it is important for you to know when you should focus on buyer Intent Data.
Is Intent Data for You?
While Intent Data sounds great, it’s not for every business. Don’t strive for Intent Data simply because you believe it’s the next big thing to do. Remember the following before agreeing to add Intent Data to the tech stack:
Are You in a Niche Industry?
If your product or service is extremely niche, then Intent Data might not be that effective for you. Since there will be fewer potential buyers looking for your solution, it is easier to concentrate on creating brand recognition instead.
Are You Executing an ABM Strategy?
Intent Data plays a vital role in a comprehensive ABM approach. You can customize your messaging based on your prospects’ buying intent to sharpen your ABM strategy. So if you are already executing an ABM strategy or planning to implement it, Intent Data will be helpful.
Have You Identified the Decision-Maker(s) Within Your Target Accounts?
If you haven’t, you may want to rewind and begin by uncovering your target market and the buyer persona. Once you have a hold of these two aspects, you can use Intent Data to better understand what those customers want (and need).
Using SalesIntel’s Intent Data to Power-Up Your Marketing Efforts
SalesIntel provides you micro-targeting to make more efficient use of the data. Marketing campaigns based on B2B Intent Data provide numerous use cases, allowing you to classify good-fit leads and prospects in an active buyer’s journey, improved lead prioritization, create more relevant content, and engage with more precise targeting.
Here are some of the use cases where SalesIntel’s Intent Data can ‘make a difference to your marketing efforts.
More Precise, Personalised Content Strategy
It’s not enough to just reach or contact your leads at the right time and place, you must also reach them with the appropriate messages to resolve their specific challenges.
By leveraging buyer Intent Data to identify where the prospects are on their buyer’s journey, it is possible to create content and Ad campaigns that are more specifically targeted to individual requirements and contexts.
Here, using Intent Data will empower you to refine your message and know precisely what will benefit a prospect, rather than sending generic messages that won’t always resonate-and thus won’t often convert.
Enhanced Ad Targeting
Just as the message itself becomes more focused when guided by purpose details, so does the medium; the channel strategy.
When you know the online landscape where you good-fit, active, intent-showing buyers are located, it’s easier to reach them with the right message in the right place.
Ad platforms are also extremely micro-targeted in their ability to target based on specific job titles, places, profiles, etc. When paired with Intent Data, you instantly have the ultimate formula for a tailored, highly successful ad campaign.
Advanced Lead Prioritization
Intent Data helps you create advanced lead scoring by classifying leads into different tiers based on their intent to buy. By using Intent Data in this manner, B2B marketers and sales reps can more readily differentiate between low-potential prospects and the ones that have the highest chances of converting.
Empowering Email Marketing
Email marketing has long been the medium that was and is being used to connect directly with the clients. Intent data, on the other hand, helps you to gain insight into the mind of your client. Combine the two of them and you might hit the jackpot!
With Intent Data, you can tailor your email campaigns to target the right audience at the right time. Leverage personalization by reaching your targeted audience and providing them what they expect!
If you use the power of Intent Data and incorporate it into your email marketing strategies, the conversion rates are expected to rise, and you also get a great chance to nurture a long-term relationship with your prospects, leads, and clients.
Aligning Your Account-Based Marketing Campaign
The age-old conflict between sales and marketing also arises from disputes about the quality of leads. This is also mirrored in ABM. The marketing team captures, nurtures, and scores the leads, and eventually sends them over the wall to sales. However, they might not be your ready-to-buy leads. Intent data platforms integrated with your CRM allow both sales and marketing to create a better understanding of B2B buyers in their targeted accounts.
With Intent Data based on the behavior of your prospects and leads, sales reps can be more informed about which leads to approach for hard-selling and which leads needs more nurturing. This is one important way Intent Data helps B2B marketers push ABM programs to their maximum value.
All Said and Done…
Using Intent Data will strengthen your marketing department on multiple levels. Not only does it support the marketing staff by automating tiresome procedures and making them more reliable and data-driven, but it also helps the sales team’s work simpler.
See how you can search and use buyer Intent Data.