Do you think just doing traditional marketing will give you results? Well, obviously the answer is no. You have to try and execute new successful marketing strategies in order to gain a competitive edge over your competitors. One of the best ways to do this is to use Intent marketing. According to a survey conducted by Demand Gen, “Only 25% of the B2B companies use intent data and monitoring tools.” However, Intent marketing has many benefits as you can target the right audience at the right time. This increases the chances of securing more deals and generating higher ROI. Keep reading the blog to know how Intent marketing can be the game-changer for B2B Marketers.
Benefits of B2B Intent Marketing
Intent marketing is the marketing of a product or service based on the intent shown by the customer’s actions and activities. Now we will tell you how B2B intent marketing can boost up your marketing strategy.
1. Helps in Content Strategy
Content plays a vital role in influencing and getting leads. According to a report by CMI, “ Content marketing gets 3X more leads than paid search advertising.” Most of the customers click away from the website when they don’t find relevant content. This lets you lose website traffic. To build a strong content strategy you need to understand what your customers want and what their pain points are. The best content strategy is the one that delivers the relevant content at the right time.
Intent data can help you to build well-defined buyer personas. It will help you get a clearer view of what your customers want. You can then create relevant and comprehensive content accordingly keeping their intrusions in mind. You can also see what all platforms they are accessing your content on and what they are liking more.
2. Improves your SEO
According to a report by the State of Inbound, “61% of the B2B Marketers say that improving SEO and enhancing visibility is their top inbound marketing priority.” However, for achieving this intent data is very important. Using keywords and synonyms might increase your traffic temporarily. But it won’t be helpful in the long run if it doesn’t match the web searcher’s intent. The most important factor is that your content should be ranked by Google.
For Google, search intent is the topmost priority. The content ranked by google is based on how relevant it is to the query. Your content should be able to satisfy user intent. This way you will be able to get ranked higher by Google.
3. Landing page conversion rates
Landing pages play an important role when it comes to securing deals. According to a report by Marketo, “Strategic landing pages are used by 68% of B2B businesses to acquire leads.” You can use intent data to meet your buyer’s specific goals. You can know what stage of the buying journey they are in and what their pain points are.
You can design your landing page according to the prospects and enhance their experience. Adding relevant images and videos will help to grasp their attention. You can add bolded and colorful texts along with bullet points and right positioned CTAs. Adding informative and educative content will increase user satisfaction.
4. Intent marketing improves the ROI
Paid search marketing is a smart way to target B2B buyers. People these days avoid pop-ups and use ad blockers. But if the ad itself is relevant to them and matches their needs then what? Of course, they will click on it. According to research by Blue Corona, “49% of people say they click on text ads.” Using intent marketing you can do ad-targeting more accurately. You can know who’s visiting your website
The key to getting more leads is to deliver relevant and purposeful content. It should tackle the pain points and satisfy the needs of your B2B buyers. When you are doing paid advertising it is important that you should know the volume of searches and competition. You should choose the right keywords for your ads and try to deliver the best value content to your searchers.
5. Increases Collaboration between Teams
Intent data helps to connect the teams for the shared goals. First, the data team collects information about the prospects’ preferences, actions, and behaviors. Then, the marketing team creates content and marketing strategies according to that. This results in more qualified leads to the sales team. Also, the sales team can get information from the data team about which leads are ready to be contacted. Focusing on buyer intent can help to acquire leads and increase customer loyalty.
6. More Personalized Campaigns
Marketing campaigns help to enhance brand visibility and generate leads. Intent data helps in delivering the right message at the right time. This tempts the users to click through and subscribe to get more information. Intent data can help you to know when a cold prospect starts searching and clicking on similar topics. You can then retarget them before your competitors and increase your chances of securing a deal.
Intent data helps you to know your prospect’s actions and activities. You can know when users are interacting with your website, social media, ads, etc. Artificial Intelligence and machine learning give information about potential buyers and their intent. Based on that you can carry out more personalized marketing campaigns.
7. Increases Sales Opportunities
Intent data helps businesses to deliver more value at each stage of the buying journey and increase sales opportunities. It provides useful information to the B2B Marketers about the engagement of the prospects. Intent data also helps them to prioritize the leads based on their intent and how close they are to making a decision. This helps you to target the B2B buyers with the relevant content at the right time. You can know when the prospect is ready to be contacted by the sales representatives.
8. Enhances Customer Experience
Intent marketing is the future of B2B marketing success because it improves the user experience. Facebook’s ability to show ads that are relevant to the audience helps to get more clicks. Therefore, you must give people the information that they want or need. So if your ads target the demographics but not the intent. Then, people might view your ads as spam and even report them as irrelevant. With intent marketing, you can deliver the right information and enhance the user’s overall experience.
Putting It Together
Intent marketing is the process of marketing products and services based on the intent of the consumer. Intent data is the information about the prospect’s actions and activities on your website or social media. Using Intent data B2B Marketers can know where the customer is in the buying journey. This way the marketers can target the potential customers more effectively and secure more deals. Intent marketing aids in creating personalized marketing campaigns which further increases the conversion rate.