Major Intent Data Benchments & Best Practices To Apply In 2022

What intent statements practices have you implemented in recent years, and have they had success? How big a role does intent data play within your company’s marketing strategy? According to the IFP, “99% of large companies use intent data in one way or another” within their marketing and sales strategies. If your company hasn’t used intent statements yet, you’re really missing out, and it’s worth reconsidering.

For many years, many B2B organizations have used intent data to collect signals of intent from multiple sources. It provides a 360-degree view that fuses interest in the topic with intent to buy, and to be successful in 2022 it is essential to build and maintain a data-centric mindset.

Here are three key intent data practices/approaches that can be used to not only stay current in 2022, but also unaffected by the evolving B2B marketing landscape.

1. Set best use practices for statements of intent

Let’s start with a simple example that draws a picture of the target data. You choose to target a healthcare provider with an email campaign highlighting a recent case study or use cases of an innovative electronic health record (EHR) application. The main goal in this case is to align certain types of content with the interests of the brand prospects.

From here, the next step is to use the insights from the intent data to segment potential customers and buyers according to their purchase intent. Overall, intent data helps organizations when it comes to insights into where a potential customer is in the buyer’s journey. Another step to take is to identify a common search path among potential clients. Next, discover specific trends, search terms, niches, content types, and interests for a particular target audience.

At this point, it’s time to create topic groups for specific use cases across the sales funnel. This information may be collected from first party data and customer data platforms. It’s also worth asking the intended data providers how they can help analyze the buyer’s journey. In general, intent data should be used to understand what content the audience is continually consuming online, and then brands can create their marketing campaigns accordingly.

2. Measure your current communication strategy against best practices

Additionally, intent statements provide a deep understanding of how a communication strategy is performing. It helps brands discover if there are any content gaps and if the right content is available at every stage of the buyer’s journey.

It is important for businesses to understand the types of content that their target audience is consuming on the various third-party platforms. From here, brands must use intended data insights to create content assets that resonate with their specific audience. Next comes customizing the content based on audience preferences and formulating an outreach strategy, which can be effective and successful. According to Gartner, “The right content marketing strategy and program will increase customer engagement.”

According to Gartner, by the end of 2022, about 70 percent of B2B marketers are expected to benefit from intent data. Therefore, it is in the best interest of brands to fill their content gaps within their current outreach strategy as a higher goal for 2022.

3. Audit future data regarding privacy and regulatory changes

With data nearing becoming the new and improved oil in the world of B2B marketing, privacy of data and personal information is becoming more and more regulated through GDPR and other forms of legislation. Thus, organizations must ensure that current and upcoming changes focused on data do not affect their marketing initiatives.

Overall, the main criterion and takeaway here is that brands protect the personal data of their users, adhere to current and future rules, and build better relationships with key decision makers. Remember the other main focus – implementing the best possible marketing strategies using intent data. Check out the informative intent statements articles below and see which strategies are worth implementing in 2022!

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