The behavioral patterns of B2B users are constantly evolving. In recent years, the purchase habits of the B2B buying community have progressively changed:
However, these actions are mostly conveyed individually and online, and as a result, almost 75% of B2B users prefer online purchases.
This leaves little or no room for marketing and sales teams to interact with B2B buyers before they make a purchase. Therefore, the traditional marketing and sales tactics are rendered ineffective. Consequently, marketers are facing various challenges that affect the way they do business, as they must adapt and embrace customer-centered marketing strategies.
It’s All About Data
Savvy marketers rely on data to make informed marketing decisions. At a time when 61% of B2B transactions start online, intent data is critical.
Buyer intent data is a marketing intelligence tool that aggregates prospects’ behavioral signals, thus determining their place in the marketing funnel, and ultimately their intent.
By understanding prospects’ intent, marketers can utilize intent data to find qualified leads, improve and personalize marketing campaigns, generate relevant content, and more.
Buyer intent data supports the customer-centered marketing approach.
It gives marketers a clear picture of what their prospects are interested in, what products and solutions they are searching for, and the areas they struggle in. Also, intent data allows marketing teams to observe which stage of the buyer’s journey B2B users are at, and whether they’re ready to make a purchase or not.
Teams can then provide them with relevant and appropriate solutions and interact with them accurately and timely.
How do Marketing Teams use B2B Intent Data?
Marketing teams can use intent data to boost the effectiveness of their marketing efforts. There are numerous ways marketers can utilize B2B intent data in their favor while creating an advantage over their competitors.
1) Identify Buyer Interest
2) Improve Account-based Marketing Campaigns
Intent data can produce more successful ABM campaigns. After gathering insights on what certain accounts are researching, marketing teams can target them with personalized marketing campaigns.
Instead of creating a generic campaign for all prospects and leads, marketers can now create campaigns tailored to buyers’ interests. Consequently, by using intent data, marketers can convey a cost-efficient ABM marketing campaign.
3) Tailored Email Marketing
For years, marketers have used email marketing as a medium to connect with prospects and improve performance. Moreover, 59% of them say email marketing generates the most ROI for their company. Now, marketing teams can supercharge their strategies by combining email marketing with intent data insights. The result?
Tailored email campaigns to the right audience at the right time, increased conversion rates, and personalized approach to connecting with prospects.
4) Content Strategy
Intent data can help marketing teams optimize their content strategies in numerous ways. Based on prospects’ interests, they can create relevant content for each stage of the buyer’s journey.
Additionally, intent data can help marketers choose relevant keywords, streamline their SEO efforts, and ultimately create a better understanding and more profound relationships with their prospects.
5) Lead Generation
Generating quality leads remains a top priority for marketers. With the help of intent data, they can not only generate new leads but also evaluate them. By understanding where prospects are and what they are searching for, marketers assign values to the prospects’ actions and accurately predict their next steps.
Equipped with this knowledge, they can segment and prioritize accounts that are further into the marketing funnel.
Statistics show that 90% of consumers prefer personally relevant messages. Thus, with the help of the unique dataset intent data provides, marketers, can initiate targeted advertising to deliver personalized messages and product offerings to their target audience.
Furthermore, they can create targeted account lists and provide seals teams with valuable leads that show active interest to reach them at the most opportune time.
On a Final Note
Utilizing intent data for marketing strategies can be a powerful tool in the hands of marketers. It enables them to obtain a broader knowledge of prospects’ interests and pain points and creates possibilities for personalization and targeted strategies.
Consequently, it provides insights that can generate more leads, create better relationships with prospects, increase ROI and sales rates, and gain an advantage over their competitors.
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- DGR_DG129_SURV_B2BBuyers_Jun_2020_Final.pdf (rackcdn.com)
- Using Buyer Intent to Drive Your Marketing Strategy – Marketing Insider Group