Making Use of Intent Data
We've all been pushed to adapt, evolve, and grow in a new environment as a result of this upheaval in the B2B market.
Interactions are more computerised than ever before. All of the buyer's research is being done on the internet, at their own pace, and on their own time. The last thing anyone wants to do after one too many Zoom calls with a vendor is to book another one. On the vendor's side, it's more difficult to keep customers in mind. This conflict has profoundly changed the way firms communicate with customers.
Many B2B marketers are turning to Precision Demand Marketing, a buyer-driven strategy, in light of these new realities and shrinking resources. It is possible to personalise the purchasing experience to fit the changing demands of your prospects using digital signals from buyer behaviours and intent data supplier Bombora's products.
Correct information. The ideal purchaser. Exactly at the proper time
Marketers may learn about individual consumer pain points and accurately target buyers as they study prospective purchases by combining digital signals like intent data. To do this, it's critical to reach out to potential customers as soon as they enter the market. Since just 15% of customers are actively searching for your product or service at any given moment, it's unlikely that many people are actively looking for your product or service. Your prospect's interests may be gleaned from intent data, allowing you to decide how and when to interact. An effective B2B marketing strategy relies on the correct use of intent data, which provides clarity, focus and accuracy.
People sometimes get bogged down in their precision marketing efforts because they don't know where to begin because there are so many options. Prioritizing your target accounts is easiest if you start with intent data. For example, by focusing on channels such as content syndication, you may save money and resources in the long run. Identify the accounts that are most likely to buy from you, and then use content syndication to create leads from those accounts. Depending on their degree of intent, you can then assign new leads to nurturing programmes or directly to your business development representatives (BDRs) if their level of interest is sufficiently high.
Make sure to keep track of how long it takes between the score and your subsequent outreach if you're utilising intent data as a starting point.
Set your priorities straight.
In order to be successful in your strategy, you need a list of specific target customers. This list may and should originate from a variety of sources, including your present client base, new markets, or potential expansion into other industries or regions. Intent data may help you prioritise your target accounts and identify which buying groups may be interested in your service.
Remember, there is just one process: the buyer's process, which replaces the marketing funnel and the marketing process. In order to start off on the right foot, it's crucial to engage your buyers early in their research and discovery phases and provide them with information that corresponds to their needs and pain areas.
Investigate the potential in third-party information.
First-party intent data in marketing automation systems has long been useful to marketers. Even if first-party intent isn't accessible, inbound leads and website traffic originating from third parties can be quite helpful nowadays.
First-party signals can be significant, but in many cases, the buyer journey has already begun. Buyers who have visited your website and may have taken advantage of your free white papers can be identified through the use of first-party intent (FPI). Third-party intent data allows you to assess intent in the locations where marketers conduct their initial research on third-party websites.
Before they start looking for providers, third-party lets you catch folks earlier in the process when they're merely exploring concepts or difficulties. It's vital, of course, to get in front of potential customers before they narrow their search to a few select suppliers. This will ensure that your brand is on the small list of options that they will be evaluating.
It aids you in leveraging your greatest content to reach where consumers are conducting their initial research and choose your communication channels. To guarantee that your data is comprehensive and marketable.
A smart use of intent may have a favourable effect on other channels and initiatives as well as improving engagement.
Achieve better results while respecting the buyer-seller connection
Your job as a marketer is to make sure people have access to the information they need when they need it, and then to advertise your product or service along the way. When developing content for early-stage pipeline prospects, marketers should leverage intent data to guide their decisions.
There is no one-size-fits-all approach to marketing, but there are distinct buyer groups and itineraries. This enables a firm to reach customers where they are, with material and themes that are specific to their needs. A product-specific approach is what they're doing to engage current consumers and potential customers, and then nurture them over time.
Moving ahead is a foregone conclusion.
Marketers that make good use of intent data may track the results all the way to revenue. Lead scoring is a good place to start. To find out more contact us today.