From identifying target groups to educating decision-makers about AI-driven intent data usage, it’s becoming increasingly evident that B2B marketers must play a role in helping AI-driven intent data usage thrive. This is necessary for intent data to become a potent vehicle for empowering B2B marketers and their campaigns, and ultimately transform marketing.
Intent data isn’t exactly new. Majority of marketers in the B2C world, use e-commerce sites to gather information about their customer’s intentions. The abundance of data available on these platforms corresponds to B2C firms’ use of emotion to market their products. It allows marketers to keep a close eye on customer behavior and assess how they feel about specific products. In the B2B business, however, where marketing output is more niche in character, intent data is still in its infancy.
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AI can help get there. In today’s dynamic brand landscape, identifying numerous forms of intent is critical for efficient B2B marketing, as is acting on buyer intelligence for measurable success. However, doing so at scale in the B2B sector is difficult, requiring expertise and intelligent technology, as well as internal advocacy to promote its development and adoption.
The importance of intent data
It’s difficult for B2B marketers to pass up the promise of obtaining greater visibility into audiences when they actively look to engage in an expensive business solution. While the use of account-based marketing (ABM) in B2B is growing and proving to be efficient in identifying, tracking, and targeting new clients during the lead-generation process, most B2B marketers are just scratching the surface of what an ABM strategy can do.
Enhancing intent data with AI
The importance of AI in identifying the right audience based on intent data cannot be overstated. Even without AI, obtaining the data that signals intent is a difficult undertaking in and of itself. However, if real business volume is to be accomplished, computing the detailed category and level of intent is something that cannot be done entirely without AI.
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AI’s greatest strength in the industry is its ability to predict and influence outcomes based on data, targets, and training. The more data there is, the better the AI will be able to predict. Big data has been a buzzword for years, but with the advancement of AI, there are now ways to exploit the massive amounts of data that make it “big.”
If more data leads to better predictions, personalization becomes easier. This is why AI-driven intent marketing is so effective: it allows B2B marketers to target potential customers with the right content, at the right time, in the right place. AI-driven intent data gives B2B organizations a competitive edge in cutting through digital and brand clutter by personalizing ABM campaigns to each customer’s unique decision-making process. This is critical in today’s marketing landscape.
Adoption and development
According to Demand Gen Report’s “2021 Database Strategies & Contact Acquisition Survey Report”, B2B companies want to go beyond basic firmographic and demographic data to get more detailed information about potential customers, with 62 percent planning to add intent insights into their processes. While awareness and demand for AI-driven intent are increasing, many B2B marketers are still unsure how to integrate it.
For B2B companies, going against the grain and trying something different from their existing technology and marketing methods is uncommon. Because high-value transactions have more at stake – both financially and in terms of client relationships – many B2B companies are cautious to make operational changes.
This is especially true when it comes to the use of intent data, which is frequently disregarded by B2B marketers owing to a lack of awareness. Furthermore, many businesses have no idea where to look for intent data, how to use it into marketing campaigns, or what tools or companies might assist them do so efficiently.
It is, however, easier to persuade decision-makers to integrate intent data solutions across the marketing function by consulting an experienced data partner and developing effective use cases that demonstrate the impact and performance of intent data.
To create a solid intent data use case, B2B marketers must first establish their audience profiles and pain areas so that they can gather intent data accurately right away. B2B marketers can get the most out of the data they gather and maximize their budget by identifying which specific details to track and the products to market. This will ensure that potential customers are targeted with relevant material in the long run, as well as have a favorable impact on company reputation.
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