Being a B2B marketer in 2020 is a tough job. The list of tasks you are expected to perform is extensive. At a minimum, your job will entail defining buyer personas, creating timely and relevant content, performing market analysis, and creating stable conversion pipelines. To add insult to injury, even if you perform all these tasks admirably, there is no guarantee that your marketing campaigns are going to be successful.
The only way to ensure success is to be one step ahead of the game. Instead of responding to the situation as it unfolds, you will need to anticipate future scenarios before they become a reality, in order to capitalize on them when the moment comes. This is where intent data comes into play. Its claim to fame is the fact that it can help B2B marketers gain a deeper insight into the needs and wants of potential clients, thus helping them craft more effective marketing campaigns.
Intent Data is an online method that is based on the actions across the internet that connects the buyers and accounts to a position.
The key points of research to get Intent Data are:
Tracking your consumer’s search helps you understand what information should be broadcasted to them.
Offering insight to the consumers and their research behaviors, helps B2B Marketers customize messaging to their dedicated audience.
With the right action to your user’s interaction, it can help you generate leads that are more highly qualified even before they come to your website to buy.
Matching a person’s intent information with an organizational account, you will be able to develop a better understanding of what organizations are looking for, and what they’re interested in.
Combining the first four sources of data, your marketing team will perceive the intents of the company by examining paradigms and similarities that affect their future trends, actions, and behaviors.
Mastering some of the most common problems can help marketers manage smoothly and gain friction in B2B marketing. These challenges include:
- 1. Understanding your buyers
- 2. Ensuring Data Quality
- 3. Managing and Modeling Data
- 4. Aligning Sales and Marketing
- 5. Managing your Timing
This consumers activity includes:
- 1. Downloads of whitepapers, case studies, tech publications
- 2. Website visits
- 3. Product reviews
- 4. Time on website pages related to industry topics
- 5. Online subscriptions to newsletters and updates
- 6. Views of infographics
- 7. Attendance of webinars
- 8. Spikes in content consumption on a given topic
When consumers hit your website, you can trace the activity and upgrade the lead scores. Or when someone fills out and submits a form on your website, you can nurture them with ads and email, and likely convert them.
But have you ever thought of those prospects that are examining solutions like yours somewhere else on the web?
What if they are finding, but are not knowing about you? When your prospects visit other websites, you have no clarity of their activities or implicit intent.
Web searches and content consumption is a strong signal of buyer intent as 87% of pre-purchase research is done online.
Getting in market-ready plans is an effective way for customers and prospects because of intent data. It helps sales and marketing teams with segmenting activity and contacting the right people. Aso intent data is the fastest-growing solution in the sales tech stack stated by TOPO’s Account Based Marketing report.
There are three foremost use cases for sales and marketing teams using intent data in 2020:
- 1. Identify your buyer’s interest
- 2. Try Lead and prioritizing account
- 3. Try to analyze more and focus on customer retention
The success of marketing is massively based on data, but nowadays relying on customer data alone is not sufficient. This is where intent data benefits. The alliance of customer signals and intent data can create a better bird’s eye to support customer insights to the company’s success.
Benefits of using intent data include:
- 1. Identifying and leveraging a vast amount of contacts for account targeting, finding the ideal buyer
- 2. Having opportunity with potential customers that haven’t directly engaged with sales and marketing teams yet
- 3. Calculating more effective sales and marketing plans using content consumption
- 4. Maintaining and personalizing relationships with lead
Intent Data signifies that the time is right. People are actively showing the intent to purchase a solution. It’s important because it shows that the timing is right to engage.
It is currently the lifeblood of all marketing efforts and strategies, assets such as demographics alone will no longer suffice like in the old days. Enforcing intent data with various other buyer signals can help marketers be more powerful at what they do best – convincing their B2B consumers to buy.
Also, combining intent data with other signals makes it a strong fit, and so the chances of success become much higher. Eventually, it allows sales and marketing teams to provide more timely service to the users. For any B2B Lead Generation and Demand Generation services, VSynergize is the best option one can go with as we have worked with global clients for more than 17 years it has given us valuable experience and insight into what works best and produces results. Reach us now on 855-203-8196 or email at email@example.com