Traditionally, it’s been difficult for B2B marketers to find leads, forget about finding highly qualified leads, which is even a tougher nut to crack.
But what if you get to know exactly those companies that are looking for precisely the same solution/product as you offer?
Your sales and marketing teams would be a lot more productive and will be able to close more, and that, too, on time as they will not have to cast a wide net. Instead, they will get a list of companies that are ready to be closed.
This is exactly what intent-driven marketing is all about – it uses buyer intent data to point out exactly those companies that are active in the buying cycle.
Further, intent data allows marketers to gain insights into the purchasing intent of potential buyers and, thus, engage with these high-quality leads who are purchase ready.
In fact, intent-driven marketing is a strategic weapon that helps B2B marketers convert Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL).
In this article, we’ll briefly discuss the basics of intent data – what it is and what makes it different from other approaches.
An overview of Intent-Driven Marketing
Put simply, intent-based marketing is all about marketing a service/product based on the intent data received. It provides custom insights into the interests of potential customers and, thus, helps align with their mindsets.
This eliminates the hassle of casting a wide net towards a target segment to find out exactly those people who might be interested in what you have to offer.
B2B buyer intent data for sales and marketing teams is a pool of information about an individual or a buyer about their preferences and behaviors, sending out strong signals that they are ready to buy soon.
Easier said than done, B2B lead generation companies specializing in B2B data management solutions can help generate leads based on intent signals to warm up cold outreach campaigns.
Benefits of Intent-Driven Marketing for B2B businesses
Here’s why and how intent data can help you further sales and marketing campaigns. There are many areas where intent data can do wonders:
Bet on early opportunities: One of the most important aspects of intent data is that it helps tap prospects early in the buying cycle.
One of the best ways to get ahead of the competition is to get in touch with the prospects more than your competitors do.
Gradually, B2B marketers are recognizing how Intent-driven marketing can fuel conversion rates.
Lead Scoring: Intent data can also provide insights into those buyers who are researching a pain point actively and those who are just reading about a particular topic and do not intend to make a purchase.
This will help you gauge if a potential customer fulfils your ideal customer profile or not and, hence, allow you to prioritize.
This is where Marketing Qualified leads service providers can help identify buyer purchase signals based on intent subjects that organizations have thoroughly explored.
Convert leads to Sales Qualified Leads: The conversion of Marketing Qualified Leads (MQL) to Sales Qualified Leads is one of the most crucial steps for the marketing teams. Armed with intent data, marketers can engage with high quality leads.
Integrated intent data from multiple sources for content and engagement strategy will target the MQLs at an appropriate purchase point in the buyer journey.
Intent data can fuel Account-based marketing (ABM) strategy: When it comes to Account-Based Marketing (ABM), it’s all about targeting accounts that are the best fit your product/solution.
Data is an indispensable component of ABM but buyer intent data makes an organization stand out.
Armed with the intent data, sales and marketing teams can send personal messages, respond to potential buyers effectively and detect interest early in the cycle.
Intent marketing data can help personalize ABM campaigns, and you can segment your account reach based on intent behaviors.
It is useful and powerful because it can be used to reach out to a relevant set of audiences for ABM campaigns; those accounts can be targeted by importing them into advertising platforms.
Fuel Your Sales Pipeline: Having an innovative B2B lead generation campaign is not enough to drive results. Marketers need to walk an extra mile beyond just identifying and engaging.
It’s important to get in-depth knowledge about the target market, understand buyer behavior, and approach them with unique content.
Personalizing your marketing plan has gone beyond demographic and firmographic data on your target audience.
In a world where sales must do more with less – time, money, and attention – intent data provides insight into where to concentrate effort and engage in activities.
Enter intent-driven marketing that goes beyond traditional ways of using demographic and firmographic data to target. Intent data helps create effective and personalized campaigns.
Wrapping it up
Most marketers and sales professionals know how and why intent-driven marketing is beneficial and can help achieve business objectives.
At the same time, the hard truth is that intent data ROI is a tough nut to crack. Few know how to use data smartly to gain maximum advantage of the customer insights it offers in abundance.
Those who are leveraging intent marketing data need to understand that apart from building systems that process multiple data sources and ensure data quality, they also need to devise a strategy to realize the true impact in a timely manner.
It’s important to know how to extract crucial information from such data. This is help cut competition and allows businesses to stand out, gaining a competitive edge.
Such challenges are just the tip of the iceberg. Some of the best B2B lead generation companies can help you build a list of pre-qualified leads that are detail heavy, including buyer intent and behaviour.
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