Using Intent Data Strategies for B2B Marketing
B2B marketing is a tough job in 2022. Among the many tasks, you must perform is an extensive list. You are responsible for creating and analyzing market data, creating and maintaining stable conversion pipelines, and defining buyer personas. One of the advantages of using intent data for B2B marketing is maximizing the results of the buyer persona’s you are working with.
What is B2B Intent Data?
B2B Intent Data is insight into the digital activity of companies to make predictions about their buyer intent. Searches, website visits, and downloads can be tracked to generate purchase intent data so your sales and marketing teams can generate targeted leads.
Top Benefits of Using intent data for B2B Marketing
Increasing amounts of pressure are being placed on B2B sales and marketing teams. With most pre-purchase research taking place online, it’s becoming increasingly difficult to stand out from the crowd. The following factors are some of the top benefits of using intent data for your B2B marketing strategy:
1. Take the noise out
For high-cost B2B solutions, only a small percentage of potential customers will be engaged at any given time. You have a better chance of beating your competition if you take the noise out and focus on companies already engaged with your website or have started researching your area of expertise. Not only do you increase conversions, but you also improve your marketing value and precision.
2. Promote yourself earlier in a buyer’s decision-making process
Knowing when potential buyers are researching your solution allows you to reach out to them earlier and encourage them to buy your solution. Your advantage over your competitors could decide whether they choose your product or theirs.
The sales team can also initiate lead nurturing throughout all phases of a customer’s pipeline journey and buying phase. The personalized messages can then be tailored even more to the prospect’s needs by gathering their intent data at the start.
3. Find potential leads
The person doing the research right now isn’t going to your website; instead, they are searching for a similar product or solution. To alert your sales and marketing teams of these research spikes, we can use B2B intent data and lead scoring techniques. By finding potential leads, they can set up an appointment and ultimately close the deal.
4. Lead prioritization
With intent data, you can optimize your lead scoring model by knowing how engaged prospects are on your website. Are your key pages receiving a lot of attention? You’ve received several returns, but your sales representatives haven’t yet contacted them? Based on user interest, you can start a lead prioritizing exercise to maximize your marketing efforts.
5. Personalized outreach
Your campaign will be more successful if you personalize your outreach. Your sales team will be armed with relevant insights to help convert your prospects if it’s a subject they’re researching to open that email or take that call.
Knowing your potential customers’ buying behaviors will help you make more informed marketing decisions, spend less time chasing dead leads, and convert more valuable prospects into actual customers.
The use of B2B intent data in the context of a marketing strategy, and by combining it with your industry expertise, can put your message in front of the right prospects at the right time. Rich Contacts, a lead generation expert, has access to over 35 million B2B members through a network of over 250 IT and software publisher websites. Visit our intent data solutions page to learn more.
Final Thoughts
Your organization can benefit from collecting and utilizing intent data in many ways. The automation of tiresome processes and resulting in more accurate, data-driven campaigns benefit both your marketing team and your sales team. Marketing-sales loop success is affected by some factors that intention data analysis influences positively.
Due to its growing popularity and accessibility, some of your competitors may already be using it. It has been found that approximately 25% of B2B companies used intent data and monitoring tools.
For this reason, B2B businesses of all types will have to become increasingly adept at accessing the right data and utilizing the right technologies. In this regard, it’s worthy of serious consideration.
