Increasingly, companies worldwide are collecting huge amounts buyer behavior data for routine functioning. This offers a great opportunity for B2B marketers to strengthen their marketing campaigns. The collected data is a pool of knowledge and can do wonders if used in the right manner. Marketers who have access to this data can use intent-driven marketing to generate high quality leads. The following write-up will explain what intent-driven marketing means and how it can prove helpful for businesses.
What is intent-driven marketing?
Intent-driven marketing is a marketing strategy that helps businesses predict customers' purchase intent through an in-depth analysis of user behavior. It can be described as tailoring marketing campaigns to customers’ needs with specific intentions. Typically, it involves marketing a service or product based on a customer’s online activities that indicate their choice to purchase or consume that particular product or service. With this method, organizations junk the guesswork and make more effective marketing and campaign decisions for their brand.
Gone are the days for days of ‘spray and pray’ marketing as intent-based marketing, aka intent-driven marketing, has gained traction, and for good reasons. This methodology is beneficial for marketers as it helps them increase the quality of sales leads, landing page conversion rates, which ultimately increases revenue. Marketers have already made the shift from traditional and have included intent-based lead generation solutions into their marketing mix.
Why intent-driven marketing?
Buyer intent is one of the crucial elements of intent-based marketing. It answers three questions - what customers are interested in buying now, what they want, and where they want it. In many organizations, marketing teams focus on giving customers what they want, but intent-driven marketing takes a step ahead: Intent-based networking and intent-based branding help enterprises gather a tremendous amount of information about buyer behavior and activity to get a bigger picture of what they want.
Consumers today no longer follow a linear path to make a purchase. In fact, they are very specific about their choices. They want instant answers on their devices, look for precisely what they want, and expect brands to be able to provide it. Every time consumers search for a particular product; they express their intent.
This form of marketing takes the time factor into account. This means organizations need to be vigilant and take action as soon as someone expresses a strong intent. The key is to understand when someone is taking action that showcases a strong intent to transact with your business. This empowers the marketing teams to focus on the right customers and reach them at that apt moment when they’re most likely to make a purchase.
A good synergy between the sales and the marketing teams is essential for organizational growth. It’s also essential for the marketing teams to win the trust of sales. Intent-based marketing significantly helps with sales prospecting as it ensures only marketing qualified leads trickle down the sales funnel.
With intent-driven marketing, businesses can maximize their spend by driving more conversions than they would with more general tactics like demographics-based targeting alone. Businesses who incorporate data to understand consumer intent better and then align marketing to business outcomes can reach customers at the moment that matters — and drive sales as a result.
Where to reach out for intent marketing data
Some companies analyze the
digital footprints of buyers. They gather information related to the content
the person is consuming online. The following factors can help gather customer
intents effectively -
·
Product reviews;
·
Website visits;
·
Time on pages;
·
The content topic
on web pages;
· Downloads such as whitepapers.
Benefits of intent-driven marketing
·
Reduces
marketing costs
With intent-based marketing, companies can direct their marketing campaigns to people who have shown intent to make a purchase. This ultimately leads to minimizing the amount spent on broad-based marketing.
This means that enterprises can achieve their commercial goals with less budget. The remaining budget can be directed at other marketing campaigns to overscore their other targets. Many successful B2B marketers are not satisfied with achieving their target. The focus should be to outperform and generate the most value for the company.
· Makes campaigns more effective
Many marketers are already using a simple form of intent-driven marketing strategy. When selecting the keywords for Search Engine Advertising, organizations want particular ad groups to show when people search for certain keywords. This is a form of intent-based targeting. It is considered one of the simplest forms of intent-based marketing.
The next step, programmatic advertising, is a more advanced way of intent-based targeting. With programmatic advertising, one can place dynamic ads to people depending on the content they are reading, as an example. Moreover, people can see these ads only if they read a certain number of articles.
Here, the buying intent will be higher, and then it might even make sense to increase the bid for the ad space. Programmatic advertising is an automated process and is the best example of intent-based targeting. The money needs to be spent only once for the people with a buying intent.
Intent-driven marketing will help businesses reach greater heights
In today’s competitive environment, businesses need to make extra efforts to attract more customers. They need to state compelling reasons so that audiences trust their products and services.
Intent-based marketing is often challenging, but the results are worth it. It’s essential to follow the data. It must also be ensured that the data is of good quality. Organizations must also have good analytics to ensure sound decision making. Partnering with demand generation companies and or those providing marketing qualified lead services is a great idea, too. hey possess a deep understanding of the buyers' pain points; they can deliver on what they need and at the right time to help cut competition.
We are a demand generation company working
as an HQL service provider and PBM Service provider, we provide B2B
companies, like yours, with lead generation solutions.
Get in touch with us to give your sales a boost.
