Powering Up ROI with Process Intent

    Powering Up ROI with Process Intent

    Every brand today is looking for ways and means to accelerate RoI. The best possible competitive edge available to all marketers is the process stems from recognition of intent.

    Any strategist will confirm that unless there is a method, plan, or process in place, it is impossible to get an activity streamlined efficiently to produce a successful and desired outcome. It holds true for all teams, organizations, and systems within any company. This paradigm has never been truer than in these trying times, where everything has an inflated cost attached to it.

    The increasing complexity of the enterprise world, with the added chaos of digitization at an accelerated speed, can easily derail any company’s best-laid plans.  Armed with clear processes, and logical governance models, it is still possible for companies to pull through, and even gain a competitive advantage. This is the road to gaining faster RoI from all initiatives and investments.

    The secret is to cut through the chaos, wading knee deep in terms, strategies and new methodologies that arise every day. The path to B2B marketing success is on this way.

    Also Read: CMOs Reduce Customer Churn Rate

    Intent based marketing – basically arising from purchase intent monitoring, is an age-old concept. Marketers have been using it subconsciously, and every time a marketing leader’s head turns to follow a gaze of interest for his or her product, he is essentially confirming to intent-based marketing. It has been around since humans started selling- and has been the best way to get a faster RoI, eliminating wastages on unproductive leads and communication.

    Clearly, as resources get costlier, budgets get streamlined and priorities become increasingly returns focused. With clarity on demand intent, the only focus is on getting to the highest returns at the lowest cost. The objective is to get the maximum possible response to outbound and inbound marketing efforts.

    There are two fold advantages in working with intent based strategies. Firstly, with clarity on purchase intent, it is easier for a marketer to go forward confidently, offering the best deals and getting the highest possible engagement, since no time or resources are spent in identifying interest from a large field of data. The needs of the prospect are clear, and with the KPIs in view, it gets easier to hold a fruitful conversation, often leading to a successful deal. The challenges to the deal are also much clearer, and with complete transparency, everyone knows what the way forward.

    Also Read: ROI Essential for B2B Marketing Success

    Also, with intent data, it is also easier to gain leadership and other stakeholders’ support within the organization as well. There is better alignment with existing concepts and strategies since there is much less floundering and much more focus.

    To ensure the best value is derived from intent offerings, there are some questions that need to be answered.

    Firstly, is the deal valuable enough? Validate the size, effort and outcome against the goals of the team, and the business objective. Bagging a deal is not quite enough, it should also be a relevant and profitable one, financially as well as principally. Secondly, the focus here has to be in terms of how the intent based deal will add value to the company’s customer landscape. There needs to be ample data collated to get to an intent focus, so that should be support for this question.

    There needs to be clarity on the definition of success in this case. And this could be defined both as the point of closure as well as the success of the journey. It’s not a ‘point solution’, but an entire movement from intent data to deal closure.

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