The CRO’s Guide to Using Buyer Intent Data to Fill Pipeline

Every sales officer, be it a VP, revenue officer, or sales manager, always loves to see a strong and consistent sales pipeline, but none more so than the Chief Revenue Officer (CRO). All your efforts are focused on increasing the pipeline to ensure your team meets the required KPIs and quotas.  

CROs face a host of challenges. Connecting to the right decision-makers, the volume of the qualified leads, and ensuring that the team is maintaining and building accurate data are only a few. Above all, the major challenge is to manage these hurdles and generate sales without spending too much time on them. Get hung up on one part of the process, and you lose momentum elsewhere.

Any company’s success hinges on its ability to generate leads. While advertisements and cold outreach are common strategies for generating leads, buyer intent data is the future of lead and revenue generation.

What is Buyer Intent Data, and Why Should It Be in Your Database?

Intent Data is a set of behavioral signals that helps you judge your prospects’ intent to buy a product or service. Your prospects are already seeking solutions to issues that you might be able to solve. They go online, research, seek answers, and learn about tips, tricks, and products.

According to studies, 89% of consumers undertake independent online research before making a B2B purchase; the good news for you is that the research that the majority of people are currently doing can help you uncover fresh, qualified leads. Intent Data tracks lead behavior both on and off your site allowing you to find companies already in the market for your services. 

Understanding prospects’ intent and triggers also aids organizations in determining what motivates people to purchase. With this information, marketing and sales teams can target a certain profile and provide a customized approach to boost the possibility of a purchase decision.

Businesses may identify “ready to buy” prospects and fine-tune their campaigns using a variety of aggregated intent signals. Intent Data can be used for future prospecting because it reveals patterns that might assist you to increase your prospects’ purchasing decisions along their buyer journey.

For example, if prospects that read in-depth guides on a specific problem in your industry tend to close easily, your team can create more of those guides and use them in the buyer’s journey.

Given that, if your competitor doesn’t already use the Intent Data, they might soon start using it. This report shows that 25% of B2B businesses are currently using Intent Data, while another 35% are preparing to use it within a year.

How Intent Data Helps Your Team Increase Sales Pipeline and Revenue

If you can master the talent of reaching out to potential buyers before they approach you, you can close a deal before your competitor has their hat in the ring, reduce your sales cycle, and lower your client acquisition costs.

Because your competitors may not be using Intent Data, they may continue to use blind targeting and untargeted client acquisition techniques. B2B salespeople and marketers who use intention data correctly may acquire prospective buyers faster and move them down the funnel more efficiently than their competitors. In other words, you get to fish upstream.

Intent Data also enables you to develop a more effective ABM approach and expedite your sales pipeline. Intent Data not only allows you to broaden your reach but provides you with data that you may not be able to obtain on your own. This information allows you to locate more customers in the market, score leads precisely, and alter your ABM campaign with personalized messaging.

Quickly Prioritize Leads to Close Faster

Top of the funnel leads can be generated in huge numbers. However, identifying if the lead needs more nurturing or is ready to buy is a challenge. If you can identify ready-to-buy leads at the initial screening, you can close sales quicker. 

Any revenue officer wishing to increase their success rate must first comprehend their buyers’ intent. Understanding prospects’ behavior and triggers help businesses determine what motivates consumers to buy and when they do so. With this information, marketing and sales teams may target a certain profile and deliver a tailored approach to demand, increasing the likelihood of a purchase decision.

The lead funnel is built around lead priority and nurturing. You must choose the appropriate messaging for nurturing based on the lead’s intent. Businesses can identify “ready to buy” prospects and fine-tune their ads/outreach using a plethora of aggregated intent signals.

To summarize, Buyer Intent Data helps distinguish individuals who are actively exploring a problem from those who are browsing. This information indicates whether or not a lead fits your ideal customer profile, making prioritization simple.

Fuel Your Sales Pipeline

Driving company success involves more than merely following a step-by-step plan. You must identify and engage demand throughout your marketing funnel.

Creating unique lead generation campaigns is no longer enough. It is essential to conduct research on your target market, understand their behavior, and approach them with unique material. Personalizing your marketing strategy has progressed beyond demographic and firmographic information.

In a world where sales teams must do more with less – time, money, and attention – Intent Data provides insight into where to concentrate effort and engage in activities. To maximize your sales pipeline, you should focus on Intent Data. 

Watch this webinar by Intent Data leaders Bombora and SalesIntel where we have covered how to use Intent Data to fuel your sales intelligence and drive pipeline growth.

Once you can connect the dots between what your B2B buyers or leads need and their buying signals, then you can make every conversation productive. You’re able to maximize pipeline growth while minimizing wasted time.

Start Incorporating Buyer Intent Data

For B2B CROs, Intent Data is becoming a significant piece of the sales equation. It can be incredibly valuable on its own. However, it works best when paired with other data points such as technographic and engagement metrics to create a holistic scoring model that also reflects qualifying criteria and engagement. If used in the right combination, Intent Data can be a powerful predictor of which accounts have the highest chance of closing.

That is why we have teamed with Bombora to provide all of our customers with access to these vital insights from within the SalesIntel platform. With SalesIntel, you can find and contact organizations that are already seeking a solution, allowing you to quickly move through the buying stages and minimize your sales cycle.

SalesIntel provides precise and complete B2B data, including contact data, firmographic, technographic information as well as buyer Intent Data. SalesIntel’s Intent Data will assist you in detecting and learning the intent themes that are actively being studied by accounts. With SalesIntel, you can see the best accounts for outreach and then immediately access decision-maker contact information.

SalesIntel has a simplified Intent Data search in our B2B data portal so that you can quickly get the actionable data you need to boost lead generation.

Do you want to get started with Intent Data?