4 Ways You Can Leverage Intent Data in B2B Marketing

Written by Payal Parikh, Director of Customer Engagement at Heinz Marketing

The last blog post I wrote about What are intent data, different types of intent data signalsAnd And why do you need intent data. I’d like to dig deeper into this topic and provide some information on how to take advantage of intentional data in B2B marketing.

Intent data is an individual’s web content consumption, it monitors key search terms. It can determine when the target account or potential customer is on an active buying journey. B2B intent statements provide insight into a web user’s purchase intent; This allows you to determine if and when a potential customer is considering or actively looking to purchase your products or solutions (or similar). This enables informed and timely responses to the campaign as well as well-crafted sales outreach.

How to make use of intent data

Now that we know what intent data is and the different types of intent data, let’s look at some use cases where you can use intent data to increase revenue.

Identify potential clients

When a potential customer contacts you on your website, they are taking a long time on the buyer’s journey. They already know they have a problem and are looking for a solution. It is possible that they have already done some research, talked to their peers, consumed content on social networks, and looked for you on review sites. These activities are also called 2second abbreviation and 3research and development Party intent/behavioral cues.

Intent data platforms take these unstructured big data and feed it to you in an organized manner. They tell you who is doing a Google search for keywords that interest you. They are also categorized as “in-market” accounts and leads. You can start reaching these “in-market” audiences before they form an opinion about your brand or before they reach you.

Customized web experience

Dynamically customized content for site visitors is an important component of most ABM software. You can engage every website visitor with a personalized and relevant experience – and watch your conversion rates go up exponentially. As I mentioned above, when web visitors look to purchase, and find time to check out your website, they are in the moment of their highest intentions. With real-time personalization, these visitors grab their attention and take them to the next step in sales.

Website customization happens in real time, and you don’t have to spend time and energy on customizations. Accelerate revenue by enhancing the customer experience, right at the front door – your website – all the way to the conversion. This will help your marketing money move forward and increase the productivity of your sales teams.

Share personal leadership

With your existing marketing automation platform, you are likely already using 1St Behavioral cues of the party and you see it in your lead recording. The existing Lead Score model helps you identify a target lead based on the different activities they display by interacting with your content. For example, when someone opens an email that you register, and when someone visits a specific page on the website, you register it.

You can merge 3research and development Party intent statements on your registration form. When a potential customer searches for relevant topics online but does not show an interaction with your content. You can start reaching and meeting these potential customers wherever they are in their buying journey. Intent data platforms usually provide you with an audience at different stages of their journey. You can set up marketing campaigns and programs that target these individuals and accounts based on where they are on their journey. This will help them get into the conversion funnel faster, thus contributing to your overall revenue.

This is an interesting post from one of my colleagues about the features and functionality of the various ABM platforms.

Personal Sales Awareness

The best salespeople outperform all other salespeople because they ask the right questions. Even when handing over a bunch of “random leads,” a great salesperson succeeds because he’s trying to understand the customer. They get information that can improve the customer journey. In other words, they customize it. The more personalized the customer journey, the higher the chance of closing the deal. And with intentional data, you can hyper-personalize the customer experience to unprecedented levels.

What keeps me up at night isn’t if we’re going to close the deals we’re in. It’s that there are deals out there where we’re not even in the conversation. Does this sound familiar?

What about the scenario when the sales team has a list of the top 100 accounts but doesn’t know how to rank them in priority order based on relevance and timing?

Intent statements can help in all of the above scenarios. It can tell you if an account has shown a recent interest by searching for solutions online and what exactly problems and solutions they are looking for.

I’m sure there are other scenarios where you can take advantage of B2B intent data to grow your conversion funnel and increase revenue contribution. Let me know in the comments below if there is a specific use case where you have seen success.

If you’d like to explore how to use intent data in your sales and marketing approach, email me for a free 30-minute consultation.

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