WHY INTENT DATA IS USEFUL FOR B2B MARKETING?

These days, having the correct data is increasingly vital for B2B marketers. They need to rely on it to gain insights to target the right audience and succeed in this competitive market. But depending on customer data is not enough to be successful. In that case, B2B intent data came into the action to gain a better understanding of your audience.

When it comes to utilizing this data, one of the main barriers for B2B marketers is defining its actual value. The B2B intent data will provide you with a better understanding of the buyer's journey and how they make purchase decisions.

This article will go through every bit of information about intent data and how it will help you implement better B2B lead generation strategies.

What is Intent Data?

Intent Data is the set of behavioural signals that helps you to understand the intention of your prospects to purchase a product or service.

Gathering the basic information from your customer will allow you to start tracking the intent of your products and services. As a result, it will enable you to gain more qualified leads and potentially increase ROI.

Consider these research points if you are looking to get intent data

If you are looking to get this data, you need to focus on these key research points.

● Search:- The keywords your customer's research will say a lot about who your customers are. You can track your customer's searches to narrow down what information should be broadcast to them.

● Action: Knowing how your audience interacts with your brand through different channels will help you see what user experience prompts them to go and buy from your company. As a result, you can generate more qualified leads.

● Firmographic:- As you are trying to segment people, your marketing team must also be focusing on segmenting the organizations interacting with you. In this way, you can develop a better understanding of what organizations are interested in.

● Predictive:- Your marketing team must aggregate the first four sources of data to perceive the company's intents by analyzing patterns that affect their future, trends, actions and behaviours.

Different types of intent data

Primarily there are two types of intent data. It can be either first and third party.

1. First-party

First-party data is engagement data that comes from tracking user behaviour on your website. In simple words, tracking or monitoring buyers' activities on your company website is considered first-party data.

It may include data collected using various visitor analytics software such as Google Analytics, CRM or any other technology you are using on your website. With the help of first-party data, you can see which companies are visiting your site and with which content they are interacting.

Moreover, it provides more qualified information to marketing and sales teams. Data from your social media profiles, subscription-based emails, surveys, reviews and customer feedback are some examples of first-party data.

2. Third-party

On the other hand, third-party data is offsite data collected from interactions on third-party sources and websites that you do not own. You can use a third-party B2B intent data provider to collect data from thousands of high-value analyst sites like Gartner as well as publications like Forbes.

You can also use third-party tools such as Google Trends, SEMrush and Answer the Public to gain insights on search intent.

However, both these types of data will provide businesses with valuable information that can help you redefine your marketing strategy.

What are the benefits of using intent data for B2B marketing?

It is becoming increasingly challenging to stand out with the most pre-purchase research online. But using B2B intent data, you can build a successful marketing strategy.

Below, we will show you some benefits of using this type of data for B2B marketing.

1. Get in front of the potential customers earlier

If you know when your potential buyers are researching your products, you can reach out to them earlier and convince them to buy your products. In this case, you could decide whether the audience chooses your product or your competitor.

Throughout all the phases of a customer's pipeline and buying phase, the sales team can also initiate lead nurturing.

2. Generate potential B2B leads

Instead of searching for a similar product, the audience will be doing the research right now and aren't going to your website. You can use B2B buyer intent data and lead scoring techniques to boost these research spikes' sales and marketing team.

You can set up an appointment and ultimately close the deal by generating B2B leads.

3. Lead Prioritization

You can easily optimize your lead scoring model if you know how engaged prospects are on your website. Are your key pages receiving a lot of traffic? You received several returns but have your sales representative contacted them? Based on these questions, you can start prioritizing your marketing strategies.

4. Personalized outreach

Personalizing your campaign will make it more successful. If your sales team is researching to open that email or take that call, they will be armed with relevant insights to convert your prospect.

If you better know your potential customer's buying behaviour, you will make more informed decisions, spend less time chasing leads and convert more valuable prospects into actual customers.

You can combine your B2B buyer intent data with your industry expertise to put your message in front of the right prospects. Through a network of over 250 IT and software publisher websites, a lead generation expert can access over 35 million B2B members.

WHY LEADSINEL

At LeadsIntel, our Intent Data is not is enriched with human Intelligence. First sophisticated AI and machine learning algorithms extract intent data and then we apply human intelligence to make it 100 % accurate and completely aligned with your needs.

LeadsIntel’s amplified intent is the best bank for your buck. Using this enriched Intent Data, you can make the best use of your marketing budgets.

For a free intent data sample, do write to us at hello@leadsintel.io