How to Use Intent Data to Enhance ROI & Drive Sales Growth
Identifying In-Market Accounts
If you could identify the precise prospects and accounts in-market for your solution - then target them with the right messaging to suit their specific buying stage, challenges and interests - wouldn’t you?
As B2B marketers increasingly struggle to reach and resonate with the right audiences in a sea of competitive noise, B2B intent data - data that identifies exactly when someone is in-market, or considering a particular solution - provides an accurate effective solution.
In short, B2B buyer intent data allows you to identify exactly if and when a B2B prospect is actively considering, or looking to purchase your product or solution, enabling informed, timely campaign decisions.
Looking in more detail, intent data is information collected about a company’s digital activity, to provide insight into their purchase intent and online research behaviour. Using insight from a range of 3rd party data sources, over time and mapped to the buyer’s journey, this insight allows sales and marketing teams to build a clear view of a target’s challenges and buying motives, topic searches, intent velocity (how active they are around that topic), and other account intelligence.
Why Should I Consider Intent?
As only a small fraction of any potential market is in an active buying journey at any one time - particularly for high investment products, such as B2B technology solutions - without buyer intent insight, it can be hard to maximise the value of sales and marketing activity. No marketer wants to spend all of their budget targeting someone who isn’t interested, or won’t be able to purchase for a long time!
But by incorporating intent data into sales and marketing campaigns, it’s possible to pinpoint intent to purchase at exactly the right time, and target your engagement appropriately for maximum results.
Gain Insight Into Purchase Intent
With the advantages of intent-driven campaigns clear, let’s delve into the different types of data available.
Predictive Vs Intent Data
When looking for intent solutions, it’s easy to feel inundated by solutions and vendors, and it can be tricky to identify precisely what intent services are being offered.
As an example, it’s important to understand the difference between predictive intent, or predictive analytics, and intent data or intent monitoring platforms.