With continued market volatility and constrained budgets already influencing goals in 2022, marketers have a great opportunity to leverage intent data to move their enterprise marketing strategy forward smarter, faster, and more efficiently.
COVID-19 has had a significant impact on the way B2B businesses operate, and the disruption is far from done. To meet their revenue targets, marketing and sales leaders must reorganize and reassess their strategy.
Broad brush marketing strategies often lead to campaigns being presented to prospects who are not interested or ready to engage with the product. This strategy results in significant budget waste, which limits a company’s capacity to scale growth and sustain marketing practices in the long term.
Leveraging intent-based marketing to its full potential improves landing-page conversion rates, the quality of sales leads, and, eventually, revenue. Businesses that want to make the most of prospect intent data, however, must have a sound strategy in place.
Also Read: Four Strategies for B2B Marketers to Drive Revenue
The Power of Intent Data
Personalization is critical if companies want to reinvent marketing and sales in 2022. Limited prospect information, however, limits marketing outreach, resulting in generic marketing strategies. With intent data, B2B businesses can use behavior signals to figure out where their customers are in the buying process. This information allows them to tailor marketing messages and sales pitches to the buyer’s preferences.
Companies can increase lead generation by utilizing these insights across a bigger pool of potential prospects by collecting and evaluating buyer signals from sources with a high volume of quality traffic. Buyer intent data expands the prospect pool by gathering vital behavioral data prior to any purchase action. The question is how can companies leverage this data to make their B2B marketing more effective?
Here’s a look at some of the ways revenue teams benefit from data like this.
Increase Sales Outreach
Buyers devote over half of their time to gathering data from third-party sources. According to a Gartner research from 2020 “Emerging Technology Analysis: Leveraging Intent Data for Marketing and Demand Generation,” sales professionals often wait for prospects to complete an action before determining their interest. Buyer intent signals eliminate the need for sales professionals to wait for an action to occur. Marketers can help their sales colleagues by tracking their online activity and ranking leads depending on the results.
Also Read: Building B2B Marketing Campaigns for Positive Outcomes
Personalize Messaging
According to the Granter survey, by the end of 2022, more than 70% of B2B marketers would leverage third-party intent data to engage with their prospects. That’s a big step forward, and part of the motivation stems from the desire to be more relevant to buyers.
To generate more targeted ads, businesses must use intent data. This way they will have a better probability of turning prospects into quality leads. Intent data provides a raw look into a prospect’s research history, which encompasses a variety of companies and products. Using this data to customize messaging can help companies stay ahead of the competition and in touch with customers.
Reduce the Rate of Churn
Intent data can also provide insight into current consumers’ perceptions of the company. Perhaps they are looking for alternatives to the current program. If they’re looking into competitors, it’s possible they’re considering terminating their relationship with the company. Proactive conversations with such customers before it’s too late can save the account.
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