Three Riveting Myths of Marketing Intent Data

    Three Riveting Myths of Marketing Intent Data

    Marketing intent data provides businesses insights about an individual’s online search and browsing activity. These insights will help businesses understand the topics of interest, challenges, and content consumed.

    Furthermore, the data is used to establish transparency of an individual or organization’s requirements, time, and buying signals, helping businesses align the purchase journey with marketing and sales activity. However, there are gaps in the intent theories giving rise to myths that can deter a robust intent-based activity. Here are three riveting misconceptions of marketing intent data.

    Myth #1- Intent Data is Identical

    Crucial intent can be retrieved from search history with an engagement with content, while the durability of intent data varies depending on whether the information comes from a first, second, or third-party source. Marketers utilize software review platforms that provide a second-party source from genuine buyers reading reviews and running comparisons as well as the competitors. B2B buyers value and are influenced by the qualitative content from reviewers identical to them. The primary way to procure quality intent data beyond shallow signals is to compare or contextualize the product void of purchase indication. Businesses need to consider whether to send top-funnel content to buyers who viewed the review platform or initiate solid conversations that engage the prospects based on the comparison. However, actual intent indications can only be provided at a company rather than on an individual level. Businesses can track interaction and intent at a systemic level by utilizing cookies and remarketing. Therefore, companies need to be familiar with the intent platforms that provide insights into an individual’s displayed intent.

    Also Read: Efficiencies of Marketing Data Warehouse

    Myth #2- Buyer Intent Does Not Influence Action and Anticipates “Ready to Buy” Intent

    Crucial intent data indicates the buyers action of care and consideration. However, if the data does not display an act of consideration within the target key accounts, it would not be insightful. Businesses need to outline the path a prospect follows from landing on the product’s page. The outline will need to display how the buyer landed on a product category page via web search. Additionally, it should indicate a buyer’s guide who accessed the top products with an understanding of the landscape. Furthermore, an outline of competitive product comparisons is done by reading long-form reviews that highlight crucial differentiators. At the same time, intent data is time sensitive as it’s related to search activities that display buyer’s interest. Businesses need to track the linear progression of overtime searches that highlight solid buying signals. Legitimate intent platforms enable companies to look at activity over multiple time horizons and help them to scrutinize activity and track patterns.

    Myth #3- Intent Data Platforms Are Pricey

    Businesses need to utilize the intent platform by factoring in a contact data solution to enable cross-matching intent to an individual to gain insights to initiate the process. At the same time, an internal team or an agency partner is required to proactively manage, monitor, and make sense of the intent data with a skilled individual to knit the intent platform with the MarTech stack for an efficient automated activity. Businesses need to invest high costs to achieve these actions. However, if an investment brings a trustworthy intent platform with a robust contact data solution and an efficient workforce to deliver the actions, it is all worth it.

    On the contrary, an inexpensive alternative could end up with junk data that is not as insightful. Therefore, businesses need to understand the deliverables and how intent data will support dispatching the required returns.

    Also Read: Meta Provides New Business Certification to Demonstrate Facebook and Instagram Marketing Competence

    Buyer intent data is not a passing trend. It recapitulates how businesses market, sell, and trade software to provide customers with a robust personalized experience. However, the source from where the intent data is procured and its effective implementation are crucial to the business’ success.

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