Enterprise Marketing: Accelerating B2B Growth with Intent Data

With tightened budgets and continued market uncertainty influencing marketing goals in 2021, businesses have a unique opportunity to propel their enterprise marketing strategy forward, using intent data.

Broad brush marketing strategies often lead to campaigns that target prospects that are not interested or ready to engage with the product or service. This approach results in substantial budget waste and decreases a brand’s ability to maintain sustainable marketing practices and scale growth.

With Intent data solutions, it’s possible to do more with less when brands focus on fewer accounts—especially ones with the highest propensity to engage or convert in the later stages of the buying journey. Intent data can help enterprises drive account engagement and revenue growth by optimizing spend to capture accounts most likely to engage in the near-term.

It is crucial that brands target prospects with precision, based on the services or products they are interested in, and convert top accounts before the competition does by delivering personalized messaging.

Capturing and Converting the Right Audience

Businesses have traditionally relied on basic demographic attributes to define their target audiences. But, these attributes don’t always show a prospect’s readiness and intent to engage with their solution. This can result in marketing spend being wasted on prospects who are not in the market for their product and distract the team’s attention from accounts that matter the most.

This is where account-based marketing (ABM) comes into play – it has emerged as a leading enterprise marketing strategy that narrows the focus. For this to happen, the right data toolkit needs to be leveraged in the marketing mix. This is where intent data comes in.

Today, businesses can personalize campaigns with precision with more granular demand intelligence available on the keywords and topics prospects are currently researching. They can engage potential customers across the buying journey and address their most critical pain points through website landing pages, paid display campaigns, and social media platforms.

The Right Time to Engage

Composing the right message, targeting the right audience, and serving the value proposition at the right time is easier said than done. For instance, CRM platforms may give brands daily insights on the right time to start a workflow, depending on when their audience may open an email. But, this suggestion may not be the right time in a particular prospect’s individual buyer journey for the brand to engage with them.

Intent data makes it possible for brands to have a clear sign of optimal timing when it comes to launching new B2B campaigns. With Intent data, they can create segmented email lists as per topics of interest and deliver highly relevant email nurture campaigns.

Enhancing User Experience

Intent marketing is crucial for B2B marketing success as it improves the user experience at every level. Delivering customer-focused advertisements relevant to a user’s recent searches gets more clicks as they want or need information on that particular product or service.

But if an advertisement targets demographics and not user intent, then they might view it as spam. With intent marketing, brands can deliver a better user experience that strengthens the brand in every way possible.

Increase in Sales Opportunities

Intent data also provides businesses with information that can be used to recruit engaged prospects to sales events and demos. It can also give insight resulting in successful sales phone calls and helps sales teams prioritize leads and rank accounts. Knowing the B2B buyers’ intent enables businesses to focus on the right leads at the best times.

At every stage of the buyer journey, intent delivers more value to the business. This value comes by way of increased traffic and qualified leads to the website, increased conversions on landing pages, and a boost in sales.

Improving the ROI of Paid Search Marketing

It is well-known that most people avoid pop-ups and use ad blockers, but if the ad itself, from headline to the Meta description, matches the buyer’s search intent, then they don’t care if it’s an ad. The key here is delivering purposeful content that satisfies the needs of the B2B buyers. Whether it’s SEO or SEM, the intent behind the keywords has an enormous impact on the success of a marketing strategy.

Combining buyer data, integrating behavior, and purpose can boost the revenue of a business. As per Google, “ads served with intent signals alone have 30% higher consideration lift and 40% higher purchase intent lift than when they are served using demographic signals alone.”