The performance of B2B sales and marketing is heavily reliant on data. However, simply using the data to reach out to your prospective clients is insufficient. Every good marketer and salesperson understands the importance of B2B data and how it can help them achieve their overall business goals. 

A strong understanding of consumer expectations combined with data intelligence will not only offer you a competitive advantage but will also assist you in developing a solid and reliable pipeline for your sales team to take over.

What is B2B Intent Data?

Intent data is a compilation of behavioral signs that can help you figure out whether your desired buyers want to buy the offerings. With intent data, B2B sellers resist behavior gestures to search where consumers are in their buyer’s journey. This research assists you to personalize marketing messages and sales pitches in combination with the buyer’s interest.

How does Intent Data work

Intent data is gathered from a variety of digital sources and primarily relies on cookies to monitor key intent search words. As a result, it can be used to determine when a target account or user is in the middle of a purchase cycle, allowing for more informed and timely campaign responses. 

Wouldn’t it be great if you could pinpoint the exact prospects and accounts in the market for your solution, then target them with the right messaging tailored to their unique purchasing level, challenges, and interests?

The main outcome of combining the above benefits – and with the intent of creating a considered basis in your campaigns – would be an increase in sales.

Here are the top 5 ways to use intent data to generate revenue – 

1. Make the user experience more personalized especially for anonymous users.

People’s actions are deemed “anonymous” when they visit your website before filling out a questionnaire. The user/visitor is not anonymous per se because we do know some of their details. You may recognize a visitor’s company and/or industry based on their IP address alone with the right technology. On a personal level, however, the visitor is still considered anonymous. We have no idea about who they are or how they fit into their business or industry. 

They could be the CEO or CMO, but they could also be a student or an intern.

You can use web personalization to deliver personalized content to incentivize users to take a particular action after you mark them “anonymously” on your website and monitor the pages they visit. In most cases, anonymous personalization is used to allow visitors to identify themselves by filling out a questionnaire so that marketing and sales can contact them (or not).

2. Engage with leads according to their level of interaction.

Many businesses are now using behavioral data to refine their lead scoring model,  generating leads, thanks to the widespread implementation of marketing automation. This scoring model tries to measure the visitor’s motive based on a series of behaviors. When leads visit your product overview page, for example, their lead score will rise by 5.

It will rise by ten points if they visit your pricing page, showing a greater desire to buy, and so on. Then, when a lead’s score exceeds a marketing and sales-agreed threshold, a warning is sent to sales, instructing them to contact the user.

Intent Data from third parties can also be integrated into the current lead scoring model. 

3. Nurture known leads with personalized content and messaging

It is not enough to contact known leads at the right time and in the right place; you also need to contact them with appropriate messaging that addresses their specific problems. It’s possible to design content and campaign advertising that is more specifically tailored to individual needs and situations by using purpose data to recognize where a customer is in their buying process – which, of course, aligns perfectly with ABM.

Rather than sending a generic message that may not always connect – and therefore will not always convert – using data will allow you to pinpoint your messaging, recognizing exactly what will benefit a prospect.

4. Improve your ad targeting by identifying potential customers who haven’t yet interacted with you.

Before they even contact you or visit your website, your prospects’ buying decisions are heavily affected. People, for example, consume content through their social media and read reviews online, all of which form and drive their opinions in one direction or another. These actions are referred to as third-party behavioral data. The number and unstructured nature of third-party behavioral data are enormous. 

As a result, few businesses have the resources or experience to incorporate big data into their marketing and sales processes. As a result, marketers are increasingly turning to Intent Data and to predictive analytics tools that interact with marketing automation and CRM platforms to help them sort through the noise and figure out which third-party topics are important. 

Predictive account scoring models may use anonymous third-party subject data to assess the probability of prospective accounts purchasing. This data is used to classify target accounts for outbound campaigns and to prioritize new inbound inquiries from high-scoring accounts’ leads. 

The medium, or channel strategy, will become more targeted when guided by purpose data, just as your messaging does. It’s easier to reach your good-fit, intent-showing, engaged customers with the right message in the right place when you recognize their online environments.

When you combine the ability of ad networks to target unique job titles, places, demographics, and other factors with purpose data, you have the perfect formula for a personalized, highly successful marketing campaign.

5. Make ABM Campaigns More Informed

The ability to improve interaction inside good-fit target accounts using personalized, appropriate and resonant content to help them overcome their specific challenges is a fundamental feature of ABM (Account-Based Marketing). 

Intent data-driven ABM (Account-Based Marketing) campaigns can profit in a variety of ways. By focusing on accounts with active intent to buy, campaigns can fine-tune their targeting, build more personalized messaging, and prioritize target user interaction.

Why B2B Intent Data matters more than ever in 2021

COVID-19 pandemic has transformed the way B2B businesses work, and the unsettling has widely changed. For marketing and sales experts, Intent Data will help you refocus on what matters most in 2021. To continue to offer unique value as the leading B2B data provider globally, and in the future to upgrade the quality, scale, and diversity of the data, we put forward the data powerhouses under a single roof.

When you combine one or more of these strategies, you will surely see a significant push in the revenue. Let us know what worked for you in terms of B2B Intent Data! 

For more information about B2B Intent Data feel free to directly reach us on 855-203-8196 or email at info@vsynergize.com

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