Intent data is often considered the holy grail of marketers. It’s how they identify which prospects are interested and what motivates them to act. Intent data helps generate better B2B marketing leads and quality sales because it enables businesses to get in front of consumers at their highest point of interest.
With customer behavior and expectations evolving towards self-guided, digital-first decisions, the B2B buying path has become challenging. Companies struggling to identify the purchase intent of prospects and follow ever-changing buyer behavior are looking for a deeper understanding of the purchase intent of purchasers ahead of time to optimize the buying experience.
Buying B2B intent data from a reputable data supplier can help achieve this goal. Intent data offers insights into what buyers are looking for and how their searches bring them to the website of the company. It also helps businesses better understand potential buyers’ requirements, streamline purchasing processes, and establish a consistent sales pipeline.
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Here are four areas to consider when purchasing B2B intent data.
Ensure Data Ingestion Meets Compliance and Security Needs
In data quality management, data ingestion is a critical and essential stage. On the other hand, purchased intent data is difficult to process due to its unstructured nature. It’s vital to use data ingestion tools to build a successful migration that meets compliance and security requirements. For verification purposes, the data should also be immutable.
Following the data purification stage, all B2B buyer intent data should be sent to a Customer Data Platform (CDP), which will generate a record for each prospect and assist in activating the data for marketing purposes. The data is then encrypted to prevent unauthorized access while being stored or transferred. If several users want access to the data, the CDP should be backed up by the IT or marketing operations team.
Examine How New Accounts Are Assigned to Marketing Campaigns
For example, if a company offers accounting software, it can utilize intent data to determine which organizations are interested in its new offering. However, those identified prospects may not be in the vendor’s target market, and following them could waste marketing budget and ROI on a campaign that isn’t aimed at the right audience.
As a result, companies must consider how new accounts discovered through intent data will be assigned to marketing campaigns. They should figure out if the prospects for those accounts are in line with their company’s target market. As a result, technology suppliers might use various account selection strategies.
Purchase B2B Intent Data That Is Well-Structured
Marketers today have access to an enormous amount of customer data. Using this data to develop an effective marketing strategy is critical, but determining which parts to pass on can be challenging. As Account-Based Marketing (ABM) grows in popularity, this becomes increasingly critical.
Also Read: Three Reasons Why Omnichannel is Crucial in B2B Marketing
To combat information overload, businesses must purchase structured intent data from intent data providers. They must ensure that contact, account, and opportunity data is appropriately formatted and mapped to their data taxonomy for intent data usage and ABM. It is easier to obtain actionable insights from intent data that is more structured.
Ensure Intent Data is Accurately Mapped to Internal Segmentation Structure
Businesses must ensure that intent data purchased from any intent data source is accurately mapped to their internal segmentation structure in order to use the data for personalization and email and marketing segmentation. After the intent data is mapped to the internal segmentation structure, marketers can develop lead generation campaigns based on target personas and their online activities or purchase habits.
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