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Intent-Based Marketing and Integrating Around Better Data

Companies waste millions each year on online advertising that isn’t working, with marketing dollars going to poorly conceived targeting approaches that employ irrelevant data and generate meaningless clicks. Why? Many online advertising options aren’t mature enough to accommodate B2B buying processes with long purchase cycles and multiple stakeholders. That’s why many B2B advertisers are turning to a different data source to guide efforts: purchase intent.

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Buyer Intent Data

2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI

Article | October 7, 2022

6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The TEI study shows organizations using 6sense Revenue AI can achieve an ROI of 454% over three years, recouping their investment in less than six months with ROI increasing steadily thereafter. These results align with 6sense’s own analysis of customer data which indicates a significant increase in revenue growth obtained within the first two quarters of prioritizing 6sense Qualified Accounts (6QA) which are prospects in-market to buy a solution and represent an ideal fit. “As sales and marketing teams face increasing challenges to predictably grow pipeline and revenue while optimizing resources, our customers rely on 6sense as their unique competitive advantage to help them align on targets, maximize efforts, and significantly scale growth,” said Jason Zintak, CEO of 6sense. “We believe Forrester’s findings confirm that applying AI-driven insights to prioritize and target the right accounts at the right time with 6sense Revenue AI increases revenue and drives efficiencies across sales and marketing.” According to the study participants, before using 6sense Revenue AI their organizations’ traditional marketing and sales efforts had languished while costly time and resource investments no longer provided results. Frustrated revenue teams were ineffective, often using point solutions requiring significant manual effort while delivering little value. They selected 6sense to create pipeline more efficiently and predictably. Leveraging 6sense Revenue AI to capture buying signals and target the right accounts at the right time, the TEI study’s composite customer experienced the following benefits: Increased sales revenues: Interviewees reported that 6sense identified 6QA opportunities were more likely to close and had higher average contract values. By increasingly focusing on prioritized accounts, revenue teams delivered significant gains in profits for their organizations. 2X increases in average contract value 4X increases in win rate 31% increases in opportunity volume Decreased costs: Interviewees cited using 6sense to market and sell more efficiently and effectively. Acting on insights provided by 6sense unlocks significant resource optimization gains, including: 40% reduction in aggregate costs to qualify opportunities 40% reduction in effort to close opportunities 20-40% reduction in time to close deals Study participants reported a wide range of optimization and cost reduction benefits using 6sense Revenue AI including sales productivity gains from enhanced insights and better prioritization, tech stack consolidation, improved conversion rates across the buyer’s journey, reduced customer acquisition costs and optimized marketing spend. One interviewee indicated their customer acquisition costs dropped by nearly 50% within two years of implementing 6sense. “6sense Revenue AI is the first and only platform to apply the power of data, machine learning, and automation across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This means the entire revenue team makes insight-driven decisions, prioritizes time and resources more effectively, and realizes better outcomes,” said Amar Doshi, SVP of Product and UX at 6sense. “Our customers repeatedly claim results similar to those that participated in the TEI Study.” To develop the study, Forrester interviewed nine 6sense customers, identifying the benefits, risks, and outcomes they experienced while using the company’s product experience platform. Forrester’s (TEI) consulting practice develops business value justification analysis to help organizations understand the financial impact of a technology investment. The TEI methodology has been used for over 20 years by technology organizations. It consists of four components to evaluate investment value: cost, benefits, flexibility, and risk.

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Buyer Intent Data

Using Intent Data Throughout the Customer Journey

Article | August 23, 2022

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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Account Based Data

How Can an Effective Intent Data Strategy Enhance ABM?

Article | August 19, 2022

Harnessing the power of intent data to create effective account-based marketing strategies can help sales and marketing teams effectively achieve their goals. According to HubSpot, Google processes approximately 63,000 search queries every second. Of these queries, a significant few may be associated with your business. These web searches count as behavior, and they make up intent data. Intent data is of two types: internal (gathered from websites, automation systems, and other software like CRM) and external buyer intent data (review sites, competitor’s websites, forums). Intent data is captured by buyer intent data tools. It provides insights into a customer’s behavior, interests, pain points, needs, and expectations. These insights can be leveraged to pinpoint users closest to making a purchase decision. You can then work to convert them into customers swiftly. The Power of Intent Data Intent data is the number one priority for account-based marketing strategies. Companies harness the power of intent data by integrating it into the workflows of their sales and marketing teams. With the help of intent data, they can tailor their interactions to the needs of their users and create valuable connections with them. Primarily, intent data helps prioritize a list of target accounts that should be pursued for conversion. Furthermore, some companies also create specialized groups and targeted lists to hyper-personalize their content offerings to influence purchase decisions. Once the sales and marketing teams are aware of the position of a user in the sales cycle, they can focus on pushing them forward in the buying process with the help of personalized content. Charles Crnoevich, Vice President of Partnerships & Business Development at Bombora defines intent data as: “Intent data helps B2B teams better their prospect and customer experience at all stages of the buyer journey. From top-funnel ad messaging that meets prospective buyers in their initial research phase, to bottom-funnel sales messaging that includes context around specific product needs, intent insights give every touchpoint the ability to be backed by data. It eliminates room for human guessing and the risk of being irrelevant to your audience.” Let us look at how intent data is transforming businesses and the importance of an intent data strategy to scale your business. Target Account Selection Relying only on basic firmographic data is a thing of the past when it comes to selecting a target account. Here are five steps that you can follow to create a target account selection based on the intent data you gather: Defining Your ICP Revenue should not be the only factor you consider while defining your ICP. Look at the cost to convert, lifetime value, and churn rate. Observe what your best customers have in common. Is it their company size, their domain, the challenges they face, or their growth rate? Once you know these details, consider finding a solution for their problems. You may have more than one ICP if you have multiple products, features, and services on offer. Understanding the Intent Based on the key signals like downloads, sign-ups, booked demos, or reading certain pages on your websites that buyer intent data tools record, you can understand the intent of the user. Once the intent is clear, you can gather your data with the help of buyer intent tools. Gathering Relevant Data Lead generation platforms like Leedfeeder, email marketing platforms like MailChimp, CRM platforms like HubSpot CRM, and marketing automation platforms like WebEngage are your sources of intent data. How you gather data depends on the platforms you are using. Most lead generation platforms will allow you to download the data in an Excel sheet or a CSV file. What is great about this kind of data is that you can always combine the spreadsheets from all these sources and clean up the inconsistencies. Segmenting the Target List Segmenting your target list is very important to understand which accounts are high intent. The other categories can be of medium or low intent. Filter out the low intent accounts first. These accounts aren’t quite ready to make any purchase decisions. Add them to your remarketing list or your account development team can nurture them. The medium and high-intent accounts can stay on your list so your sales and marketing can focus on them. Targeting Key Accounts Once your teams have the list of key accounts they need to target, they can create an effective strategy to approach these accounts and push them towards conversion. They can accelerate their conversion efforts with the help of email marketing, content marketing, advertising, and direct mail. Finding the right leads at the right time can help a great deal with targeting. With the help of B2B intent data, everything functions smoothly once you find the right key accounts. Message Selection The best part about B2B intent data is that it doesn’t miss any important information about the account, so your messaging strategy is based on facts and not speculation. Quality intent data will provide the prospect’s research history, going as far as including searched products and companies. The otherwise invisible, actionable prospect trends can thus come to light, and you can create messaging that can help you beat your competition. According to a Gartner research study, more than 70 percent of B2B marketers will utilize third-party intent data to target their prospects or initiate engagement with buyer groups in selected accounts by the end of 2022. Message optimization may not be at the top of the chart for the most impactful uses of intent data, but it does play an important role in helping content marketers be successful. Buyer intent data enables them to better align their sales pitches to accommodate the buyers’ interests and needs that they discover using the third-party site buyer signals. Decreasing Churn Rate By monitoring the intent data signals of clients who search your competitor’s website to find alternatives to the products or services you provide, you can know which clients need more attention and support. This information indicates that these clients do not find your product or services up to the mark or are not fulfilling their needs and expectations. You can set up triggers for such clients and ask for feedback from them to find out the shortcomings of your product or service. You can use the feedback as a guide for future product development and reduce your churn rate by retaining clients. Another interesting approach would be to provide your team access to reliable and clean intent data so they can make decisions to enhance the sales strategy. Image Source: Orbitmedia Sales Outreach According to Gartner research, prospects spend about 50% of their time trying to find information from third-party sources. Usually, the sales team has to wait for a buyer to either fill out a form or perform a trigger action to be classified as a prospect. However, with buyer intent signals, prospect movement is revealed. The prospect’s intent indicators help the sales team decide when to outreach. Enhancing Content Personalization Use third and first-party data to create informed blog content, email marketing campaigns, and other content marketing initiatives to appeal to your prospects. By leveraging the intent data at hand, you can offer what the clients want in an appealing way. You can target their entire buyer persona by creating a more effective content strategy. Your content marketing team can know the topics they need to cover in their marketing efforts. It can also improve the existing content to make it more impactful. Discovering New Leads Whenever a customer searches for products or services that you offer or topics relevant to them, third-party intent data aggregators can track them and notify you about this customer. If this customer hasn’t already interacted with your business, then these are new leads your teams can pursue with appropriate messaging and tailored content. Enabling ABM Strategy In ABM marketing, knowing which accounts to target is the most crucial step. With the help of data insights on specific accounts, you can build a focused ABM strategy. You can analyse their research data and interpret their buying intent, and based on that, you can add them to your target list. Measure and test the content they interact with and what makes them move further along the sales funnel. You can find the content that isn’t creating any impact and replace it. Adapting an ABM strategy in real time becomes easy, so you are more customer-centric than ever before. Improving Marketing Automation Intent data tells you exactly where your prospects are in the sales funnel. Use this information to trigger certain actions to nurture these prospects. For example, once you find that a certain prospect has stopped consuming the awareness-stage content on your website and starts devoting time to consideration or conversion-stage content, you can trigger a change in the kind of marketing content you send out. Targeting Keywords Effectively Search engine marketers find long-tail keywords important because they are descriptive, relevant, and do a great job of implying the buyer’s intent. However, it is challenging for advertisers to target long-tail keywords because they do not have enough search volume. This affects ad visibility as compared to when high volume keywords are used. To get the same results with the long tail keywords, companies need to optimize many long tail keywords. Automated bidding technologies can easily carry out this task. By using your third-party intent data, you can know the kind of long-tail keywords your audience is searching for. Use your website analytics to discover fresh information on keywords and then use it to target keywords or create relevant ads. You can also automate ad personalization with the help of intent data aggregators that identify qualified leads based on information like domain and device advertisement. You can then place the right ads on your audience’s devices. Now that we know how intent data helps with account-based marketing, intent based marketing, and other marketing endeavors, let us look at the key elements of an intent data strategy and how to make the most of it. 8 Key Elements of an Effective Intent Data Strategy We have already established how important intent data is in B2B marketing in improving targeting, lead generation, lead nurturing, and overall customer experience. When it comes to creating an effective intent data strategy, you should follow these guidelines: Align ABM Initiatives & Intent Data Strategy In an ABM strategy, you can deploy intent data for account prioritization in the following ways: Fuse intent data with your defined ICP Identify your target accounts and check which of these are showing buyer intent. Your sales team can have relevant information to talk to these accounts and convince them to make a purchase. Segment accounts showing intent but don’t align with your ICP You can increase your sales pipeline by segmenting the new accounts by showing buyer intent but not aligning them with your ICP. This is especially useful for companies with a smaller database. Define Your Goals and Strategies Break silos and work towards the same goals. Get a buy-in from the higher-ups in the company and let the teams know what to achieve with the intent data. Share the intent data strategy with every team member, align the goals and metrics, and train those who need to know more about intent data. Integrate the Data from Different Systems Increase the efficiency of your intent data strategy by integrating systems like CRM to improve the visibility and performance of the funnel. A step-by-step approach goes a long way when it comes to an intent data strategy. Start with a Small Pilot Trial and tweaking your intent data strategy can be a good idea. Create an intent data framework for a small set of accounts and share it with a limited group of sales team members at your company. Streamline your processes through this pilot test. Once you know the intricacies of what works and what doesn’t, you can launch intent data strategies with other sales teams. Collect Performance Metrics Ensure you collect your conversion rate before rolling out a pilot program for testing. This way, you can compare the before and after. Monitor the performance metrics throughout the program. Your marketing and sales teams can go over the metrics together to see what tweaks are needed to the intent data strategy before multiple teams adopt one. Gather Buyer Journey Intelligence Identify trends through specific search terms, topics, asset types, features or product interests so you can create topic clusters for specific content that can be distributed throughout the funnel. You can do this by gathering first-party data from your marketing automation software, CRM, and other customer-data platforms. You can also interview customers to get any other useful information to understand a buyer’s journey better. You can also engage intent data providers to find out more about historical buyer journey analysis. Monitor Important Topics Select the right topics to monitor. The intent data will only work if you know which specific topic or clusters of topics will determine the status of a prospect. Choose the topics that are critical for success. Remember, the higher the use cases in a fuller, the lower the number of topics you should monitor. As you move down the funnel, be more specific about the topics you want to monitor. Explore Potential Integrations By integrating your intent data with the right platform, you can amplify the results of your intent data strategy. Since intent data supports the complete customer lifecycle and increases the value of your other martech software or sales-tech investments, it is important to explore integrations that may enhance your sales and marketing strategy. When used wisely, intent data can transform your business, one department at a time. It can also ensure customers’ satisfaction and help you scale your business faster than you ever imagined. Ultima Generated ROI in Eight Weeks Through Cognism Ultima, a UK-based infotech company led an example by generating ROI in just eight weeks using intent data provided by Cognism. "Our sales cycle is typically 6-8 months long. At Cognism, we saw ROI in 8 weeks from intent data and direct dials. One deal pays for a year’s Cognism subscription." - George Mckenna, Head of Cloud Sales at Ultima. Conclusion Creating an effective intent data strategy can be a game-changing factor for your business. With its implementation, not only will you be able to connect with your customers on a deeper level, but you will also be able to get higher win rates than your competitors that practice manual prospecting. FAQ How can you collect intent data? You can collect intent data through signals like website clicks, social media ad clicks, length of time spent on a website, email newsletter subscription behavior, or frequent website visits. What are the benefits of intent data in B2B marketing? With the help of a good intent data strategy, you can find new potential leads, focus on companies already a part of your sales funnel, promote yourself to your customers early on in their decision-making process, prioritize your leads, and personalize your outreach. These benefits can drive your sales growth. How does intent data help in ABM marketing? ABM marketing is also intent-based marketing. Intent data for ABM is an asset as it helps with account prioritization (lowering the scale of the program to focus better on key accounts) and account activation through personalized and specific marketing messaging.

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ABM Accounts

Five Things That Can Make a Difference to ABM in EMEA

Article | May 26, 2022

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The TEI study shows organizations using 6sense Revenue AI can achieve an ROI of 454% over three years, recouping their investment in less than six months with ROI increasing steadily thereafter. These results align with 6sense’s own analysis of customer data which indicates a significant increase in revenue growth obtained within the first two quarters of prioritizing 6sense Qualified Accounts (6QA) which are prospects in-market to buy a solution and represent an ideal fit. “As sales and marketing teams face increasing challenges to predictably grow pipeline and revenue while optimizing resources, our customers rely on 6sense as their unique competitive advantage to help them align on targets, maximize efforts, and significantly scale growth,” said Jason Zintak, CEO of 6sense. “We believe Forrester’s findings confirm that applying AI-driven insights to prioritize and target the right accounts at the right time with 6sense Revenue AI increases revenue and drives efficiencies across sales and marketing.” According to the study participants, before using 6sense Revenue AI their organizations’ traditional marketing and sales efforts had languished while costly time and resource investments no longer provided results. Frustrated revenue teams were ineffective, often using point solutions requiring significant manual effort while delivering little value. They selected 6sense to create pipeline more efficiently and predictably. Leveraging 6sense Revenue AI to capture buying signals and target the right accounts at the right time, the TEI study’s composite customer experienced the following benefits: Increased sales revenues: Interviewees reported that 6sense identified 6QA opportunities were more likely to close and had higher average contract values. By increasingly focusing on prioritized accounts, revenue teams delivered significant gains in profits for their organizations. 2X increases in average contract value 4X increases in win rate 31% increases in opportunity volume Decreased costs: Interviewees cited using 6sense to market and sell more efficiently and effectively. Acting on insights provided by 6sense unlocks significant resource optimization gains, including: 40% reduction in aggregate costs to qualify opportunities 40% reduction in effort to close opportunities 20-40% reduction in time to close deals Study participants reported a wide range of optimization and cost reduction benefits using 6sense Revenue AI including sales productivity gains from enhanced insights and better prioritization, tech stack consolidation, improved conversion rates across the buyer’s journey, reduced customer acquisition costs and optimized marketing spend. One interviewee indicated their customer acquisition costs dropped by nearly 50% within two years of implementing 6sense. “6sense Revenue AI is the first and only platform to apply the power of data, machine learning, and automation across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This means the entire revenue team makes insight-driven decisions, prioritizes time and resources more effectively, and realizes better outcomes,” said Amar Doshi, SVP of Product and UX at 6sense. “Our customers repeatedly claim results similar to those that participated in the TEI Study.” To develop the study, Forrester interviewed nine 6sense customers, identifying the benefits, risks, and outcomes they experienced while using the company’s product experience platform. Forrester’s (TEI) consulting practice develops business value justification analysis to help organizations understand the financial impact of a technology investment. The TEI methodology has been used for over 20 years by technology organizations. It consists of four components to evaluate investment value: cost, benefits, flexibility, and risk.

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Buyer Intent Data

Transform Your Business into a Sales Machine with Buyer Intent Data

Article | August 23, 2022

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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Account Based Data

How Buyer Intent Data Gets You More Customers

Article | August 19, 2022

Harnessing the power of intent data to create effective account-based marketing strategies can help sales and marketing teams effectively achieve their goals. According to HubSpot, Google processes approximately 63,000 search queries every second. Of these queries, a significant few may be associated with your business. These web searches count as behavior, and they make up intent data. Intent data is of two types: internal (gathered from websites, automation systems, and other software like CRM) and external buyer intent data (review sites, competitor’s websites, forums). Intent data is captured by buyer intent data tools. It provides insights into a customer’s behavior, interests, pain points, needs, and expectations. These insights can be leveraged to pinpoint users closest to making a purchase decision. You can then work to convert them into customers swiftly. The Power of Intent Data Intent data is the number one priority for account-based marketing strategies. Companies harness the power of intent data by integrating it into the workflows of their sales and marketing teams. With the help of intent data, they can tailor their interactions to the needs of their users and create valuable connections with them. Primarily, intent data helps prioritize a list of target accounts that should be pursued for conversion. Furthermore, some companies also create specialized groups and targeted lists to hyper-personalize their content offerings to influence purchase decisions. Once the sales and marketing teams are aware of the position of a user in the sales cycle, they can focus on pushing them forward in the buying process with the help of personalized content. Charles Crnoevich, Vice President of Partnerships & Business Development at Bombora defines intent data as: “Intent data helps B2B teams better their prospect and customer experience at all stages of the buyer journey. From top-funnel ad messaging that meets prospective buyers in their initial research phase, to bottom-funnel sales messaging that includes context around specific product needs, intent insights give every touchpoint the ability to be backed by data. It eliminates room for human guessing and the risk of being irrelevant to your audience.” Let us look at how intent data is transforming businesses and the importance of an intent data strategy to scale your business. Target Account Selection Relying only on basic firmographic data is a thing of the past when it comes to selecting a target account. Here are five steps that you can follow to create a target account selection based on the intent data you gather: Defining Your ICP Revenue should not be the only factor you consider while defining your ICP. Look at the cost to convert, lifetime value, and churn rate. Observe what your best customers have in common. Is it their company size, their domain, the challenges they face, or their growth rate? Once you know these details, consider finding a solution for their problems. You may have more than one ICP if you have multiple products, features, and services on offer. Understanding the Intent Based on the key signals like downloads, sign-ups, booked demos, or reading certain pages on your websites that buyer intent data tools record, you can understand the intent of the user. Once the intent is clear, you can gather your data with the help of buyer intent tools. Gathering Relevant Data Lead generation platforms like Leedfeeder, email marketing platforms like MailChimp, CRM platforms like HubSpot CRM, and marketing automation platforms like WebEngage are your sources of intent data. How you gather data depends on the platforms you are using. Most lead generation platforms will allow you to download the data in an Excel sheet or a CSV file. What is great about this kind of data is that you can always combine the spreadsheets from all these sources and clean up the inconsistencies. Segmenting the Target List Segmenting your target list is very important to understand which accounts are high intent. The other categories can be of medium or low intent. Filter out the low intent accounts first. These accounts aren’t quite ready to make any purchase decisions. Add them to your remarketing list or your account development team can nurture them. The medium and high-intent accounts can stay on your list so your sales and marketing can focus on them. Targeting Key Accounts Once your teams have the list of key accounts they need to target, they can create an effective strategy to approach these accounts and push them towards conversion. They can accelerate their conversion efforts with the help of email marketing, content marketing, advertising, and direct mail. Finding the right leads at the right time can help a great deal with targeting. With the help of B2B intent data, everything functions smoothly once you find the right key accounts. Message Selection The best part about B2B intent data is that it doesn’t miss any important information about the account, so your messaging strategy is based on facts and not speculation. Quality intent data will provide the prospect’s research history, going as far as including searched products and companies. The otherwise invisible, actionable prospect trends can thus come to light, and you can create messaging that can help you beat your competition. According to a Gartner research study, more than 70 percent of B2B marketers will utilize third-party intent data to target their prospects or initiate engagement with buyer groups in selected accounts by the end of 2022. Message optimization may not be at the top of the chart for the most impactful uses of intent data, but it does play an important role in helping content marketers be successful. Buyer intent data enables them to better align their sales pitches to accommodate the buyers’ interests and needs that they discover using the third-party site buyer signals. Decreasing Churn Rate By monitoring the intent data signals of clients who search your competitor’s website to find alternatives to the products or services you provide, you can know which clients need more attention and support. This information indicates that these clients do not find your product or services up to the mark or are not fulfilling their needs and expectations. You can set up triggers for such clients and ask for feedback from them to find out the shortcomings of your product or service. You can use the feedback as a guide for future product development and reduce your churn rate by retaining clients. Another interesting approach would be to provide your team access to reliable and clean intent data so they can make decisions to enhance the sales strategy. Image Source: Orbitmedia Sales Outreach According to Gartner research, prospects spend about 50% of their time trying to find information from third-party sources. Usually, the sales team has to wait for a buyer to either fill out a form or perform a trigger action to be classified as a prospect. However, with buyer intent signals, prospect movement is revealed. The prospect’s intent indicators help the sales team decide when to outreach. Enhancing Content Personalization Use third and first-party data to create informed blog content, email marketing campaigns, and other content marketing initiatives to appeal to your prospects. By leveraging the intent data at hand, you can offer what the clients want in an appealing way. You can target their entire buyer persona by creating a more effective content strategy. Your content marketing team can know the topics they need to cover in their marketing efforts. It can also improve the existing content to make it more impactful. Discovering New Leads Whenever a customer searches for products or services that you offer or topics relevant to them, third-party intent data aggregators can track them and notify you about this customer. If this customer hasn’t already interacted with your business, then these are new leads your teams can pursue with appropriate messaging and tailored content. Enabling ABM Strategy In ABM marketing, knowing which accounts to target is the most crucial step. With the help of data insights on specific accounts, you can build a focused ABM strategy. You can analyse their research data and interpret their buying intent, and based on that, you can add them to your target list. Measure and test the content they interact with and what makes them move further along the sales funnel. You can find the content that isn’t creating any impact and replace it. Adapting an ABM strategy in real time becomes easy, so you are more customer-centric than ever before. Improving Marketing Automation Intent data tells you exactly where your prospects are in the sales funnel. Use this information to trigger certain actions to nurture these prospects. For example, once you find that a certain prospect has stopped consuming the awareness-stage content on your website and starts devoting time to consideration or conversion-stage content, you can trigger a change in the kind of marketing content you send out. Targeting Keywords Effectively Search engine marketers find long-tail keywords important because they are descriptive, relevant, and do a great job of implying the buyer’s intent. However, it is challenging for advertisers to target long-tail keywords because they do not have enough search volume. This affects ad visibility as compared to when high volume keywords are used. To get the same results with the long tail keywords, companies need to optimize many long tail keywords. Automated bidding technologies can easily carry out this task. By using your third-party intent data, you can know the kind of long-tail keywords your audience is searching for. Use your website analytics to discover fresh information on keywords and then use it to target keywords or create relevant ads. You can also automate ad personalization with the help of intent data aggregators that identify qualified leads based on information like domain and device advertisement. You can then place the right ads on your audience’s devices. Now that we know how intent data helps with account-based marketing, intent based marketing, and other marketing endeavors, let us look at the key elements of an intent data strategy and how to make the most of it. 8 Key Elements of an Effective Intent Data Strategy We have already established how important intent data is in B2B marketing in improving targeting, lead generation, lead nurturing, and overall customer experience. When it comes to creating an effective intent data strategy, you should follow these guidelines: Align ABM Initiatives & Intent Data Strategy In an ABM strategy, you can deploy intent data for account prioritization in the following ways: Fuse intent data with your defined ICP Identify your target accounts and check which of these are showing buyer intent. Your sales team can have relevant information to talk to these accounts and convince them to make a purchase. Segment accounts showing intent but don’t align with your ICP You can increase your sales pipeline by segmenting the new accounts by showing buyer intent but not aligning them with your ICP. This is especially useful for companies with a smaller database. Define Your Goals and Strategies Break silos and work towards the same goals. Get a buy-in from the higher-ups in the company and let the teams know what to achieve with the intent data. Share the intent data strategy with every team member, align the goals and metrics, and train those who need to know more about intent data. Integrate the Data from Different Systems Increase the efficiency of your intent data strategy by integrating systems like CRM to improve the visibility and performance of the funnel. A step-by-step approach goes a long way when it comes to an intent data strategy. Start with a Small Pilot Trial and tweaking your intent data strategy can be a good idea. Create an intent data framework for a small set of accounts and share it with a limited group of sales team members at your company. Streamline your processes through this pilot test. Once you know the intricacies of what works and what doesn’t, you can launch intent data strategies with other sales teams. Collect Performance Metrics Ensure you collect your conversion rate before rolling out a pilot program for testing. This way, you can compare the before and after. Monitor the performance metrics throughout the program. Your marketing and sales teams can go over the metrics together to see what tweaks are needed to the intent data strategy before multiple teams adopt one. Gather Buyer Journey Intelligence Identify trends through specific search terms, topics, asset types, features or product interests so you can create topic clusters for specific content that can be distributed throughout the funnel. You can do this by gathering first-party data from your marketing automation software, CRM, and other customer-data platforms. You can also interview customers to get any other useful information to understand a buyer’s journey better. You can also engage intent data providers to find out more about historical buyer journey analysis. Monitor Important Topics Select the right topics to monitor. The intent data will only work if you know which specific topic or clusters of topics will determine the status of a prospect. Choose the topics that are critical for success. Remember, the higher the use cases in a fuller, the lower the number of topics you should monitor. As you move down the funnel, be more specific about the topics you want to monitor. Explore Potential Integrations By integrating your intent data with the right platform, you can amplify the results of your intent data strategy. Since intent data supports the complete customer lifecycle and increases the value of your other martech software or sales-tech investments, it is important to explore integrations that may enhance your sales and marketing strategy. When used wisely, intent data can transform your business, one department at a time. It can also ensure customers’ satisfaction and help you scale your business faster than you ever imagined. Ultima Generated ROI in Eight Weeks Through Cognism Ultima, a UK-based infotech company led an example by generating ROI in just eight weeks using intent data provided by Cognism. "Our sales cycle is typically 6-8 months long. At Cognism, we saw ROI in 8 weeks from intent data and direct dials. One deal pays for a year’s Cognism subscription." - George Mckenna, Head of Cloud Sales at Ultima. Conclusion Creating an effective intent data strategy can be a game-changing factor for your business. With its implementation, not only will you be able to connect with your customers on a deeper level, but you will also be able to get higher win rates than your competitors that practice manual prospecting. FAQ How can you collect intent data? You can collect intent data through signals like website clicks, social media ad clicks, length of time spent on a website, email newsletter subscription behavior, or frequent website visits. What are the benefits of intent data in B2B marketing? With the help of a good intent data strategy, you can find new potential leads, focus on companies already a part of your sales funnel, promote yourself to your customers early on in their decision-making process, prioritize your leads, and personalize your outreach. These benefits can drive your sales growth. How does intent data help in ABM marketing? ABM marketing is also intent-based marketing. Intent data for ABM is an asset as it helps with account prioritization (lowering the scale of the program to focus better on key accounts) and account activation through personalized and specific marketing messaging.

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ABM Accounts

Five Things That Can Make a Difference to ABM in EMEA

Article | May 26, 2022

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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AI-Driven Intelligent Engagement Cloud Platform Predicts Sales with 90% Accuracy

EIN News | April 27, 2023

Intelligage, a fast-growth software company that turns every video call into invaluable data-driven sales playbooks, today released its Intelligent Engagement Cloud to help Sales and Customer Success teams onboard faster, qualify more confidently and forecast more accurately. Founded in 2020, Intelligage quickly gained traction among Customer Success teams by combining conversational AI with intent analytics to help leading businesses turn customer insights into positive outcomes. “Intelligage was born when the pandemic created a tectonic shift in the way the world works together, and we knew it would never go back. Sales at every scale are - and will continue - being conducted via video in our hybrid workforce. Now, the scale and recent acceptance of AI has unleashed the power hidden in the massive data from recorded calls. This offers an unequaled advantage to our customers.” says Bryan Plaster, CEO and Co-founder of Intelligage. “Using dynamic emotional states and body language, we can couple Machine Learning with this biometric data to predict with confidence a person’s intent. We see limitless possibilities in economic disruption.” With software sales increasingly relying on video technologies, call recordings have become standard practice for training purposes. It’s a treasure trove of data, but these calls are rarely being analyzed to determine real customer and prospect intent. Intelligage quickly and accurately conducts that analysis to help go-to-market teams learn more from every interaction, from qualification through renewal. Optimizing video is essential after the SaaS industry’s dramatic correction. As 2022 came to a close, the growth-at-all-costs focus shifted quickly and dramatically towards Rule of 40, where if a company's revenue growth rate were to be added to its profit margin, the total should exceed 40%. With shrinking software budgets and downsized teams, “do more with less,” has become a common strategy. Leaders who couldn’t afford to forecast inaccurately or experience unexpected churn quickly realized that coaching after a call was too late. Intelligage generates personalized coaching plans, based on both sales methodology and a rep’s emotional intelligence (EQ) to hone in on exactly which skills a rep needs to improve. “This application is a game changer! After each call, I see what resonated with each buyer and how best to follow-up. It lets me know which deals will close or renew while also highlighting where buyer intent is slipping and how to intervene.” Ira Shaughnessy, CRO at Intelligage. Qualify, win and retain customers with confidence and accuracy What customers and prospects say is only 7% of the conversation; Intelligage will add the missing 93% with the power of EQ, AI and Machine Learning. Bain & Company highlight how a 5% increase in client retention can boost profits by as much as 95%. Learn how Intelligage customers are onboarding new reps 60% faster, predicting churn with 90% accuracy and much more on April 25th at 11am CT. Attend the Intelligage Launch Party, April 25th (Register Here) From discovery through renewal, Intelligage offers insights that allow GTM teams to build dynamic, data-driven playbooks while capturing non-verbal sentiment and buyer intent on every video call. Sales and CS leaders know which calls to review and when buyers are most engaged. Join Intelligage leadership, customers and advisors on April 25th to learn how to coach with more personalization, qualify opportunities with more accuracy, forecast with more confidence and prevent churn more predictably. Dallas-based Intelligage (previously CompleteCSM) allows customers to gain more from video interaction. Intelligage helps customers optimize playbooks in real-time by leveraging the true sentiment of buyers and customers while helping to prevent churn when overlaid with CRM opportunity data. Learn more at https://intelligage.io.

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Byonic.ai Redefines the Future of Digital Marketing

Byonic.ai | August 24, 2021

The next generation of AI- and ML-powered marketing is coming soon. Byonic.ai is the first-of-its-kind end-to-end platform for personalized lead insights, creative content, account intelligence, intent-based data, account-based marketing, and marketing automation. It allows data-driven teams to align their marketing, product, and customer success goals with revenue growth and sales. Byonic.ai uses an extensive database that identifies the purchasing intent and habits of in-market prospects at various points in the sales and marketing cycles. AI capabilities target the right people at the right time, providing users with unparalleled real-time engagement opportunities that help turn prospects into well-qualified customers. The platform uses predictive and actionable insights to discover the highest-quality leads for more successful marketing and sales outcomes. Users can measure campaign success with extensive reports and analysis. The end-to-end repeatable process embedded within Byonic.ai allows users to: discover, build, target, deliver, analyze, engage, and convert. Account intelligence finally meets artificial intelligence. How Byonic.ai Works Byonic.ai will revolutionize digital marketing for: Marketers MarTech/Operations specialists Demand gen professionals Sales professionals Agency/media partners Client success professionals B2B marketing and sales professionals can use the platform in several ways: To discover which marketing strategies resonate best with audiences To use first-party intent signals to unlock insights from prospective buyers To learn what campaigns are the most effective and generate the greatest ROI To use AI to predict your marketing funnel and the highest quality lead potential To segment data based on budget, interest, time, and authority "Most platforms weren’t built as a one-stop-shop for all your marketing campaign needs," says Snehhil Gupta, Chief Technology Officer, at Bython Media, creators of Byonic.ai. "Now, you get a full suite of end-to-end capabilities that include account intelligence, lead insights, marketing automation, and creative content, powered by AI/ML and wrapped in one simple and intuitive platform to run smarter campaigns." Byonic.AI will launch in Fall 2021. Marketing and demand generation professionals can sign up for an early demo on the company's website, http://www.Byonic.AI.

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EIN News | April 27, 2023

Intelligage, a fast-growth software company that turns every video call into invaluable data-driven sales playbooks, today released its Intelligent Engagement Cloud to help Sales and Customer Success teams onboard faster, qualify more confidently and forecast more accurately. Founded in 2020, Intelligage quickly gained traction among Customer Success teams by combining conversational AI with intent analytics to help leading businesses turn customer insights into positive outcomes. “Intelligage was born when the pandemic created a tectonic shift in the way the world works together, and we knew it would never go back. Sales at every scale are - and will continue - being conducted via video in our hybrid workforce. Now, the scale and recent acceptance of AI has unleashed the power hidden in the massive data from recorded calls. This offers an unequaled advantage to our customers.” says Bryan Plaster, CEO and Co-founder of Intelligage. “Using dynamic emotional states and body language, we can couple Machine Learning with this biometric data to predict with confidence a person’s intent. We see limitless possibilities in economic disruption.” With software sales increasingly relying on video technologies, call recordings have become standard practice for training purposes. It’s a treasure trove of data, but these calls are rarely being analyzed to determine real customer and prospect intent. Intelligage quickly and accurately conducts that analysis to help go-to-market teams learn more from every interaction, from qualification through renewal. Optimizing video is essential after the SaaS industry’s dramatic correction. As 2022 came to a close, the growth-at-all-costs focus shifted quickly and dramatically towards Rule of 40, where if a company's revenue growth rate were to be added to its profit margin, the total should exceed 40%. With shrinking software budgets and downsized teams, “do more with less,” has become a common strategy. Leaders who couldn’t afford to forecast inaccurately or experience unexpected churn quickly realized that coaching after a call was too late. Intelligage generates personalized coaching plans, based on both sales methodology and a rep’s emotional intelligence (EQ) to hone in on exactly which skills a rep needs to improve. “This application is a game changer! After each call, I see what resonated with each buyer and how best to follow-up. It lets me know which deals will close or renew while also highlighting where buyer intent is slipping and how to intervene.” Ira Shaughnessy, CRO at Intelligage. Qualify, win and retain customers with confidence and accuracy What customers and prospects say is only 7% of the conversation; Intelligage will add the missing 93% with the power of EQ, AI and Machine Learning. Bain & Company highlight how a 5% increase in client retention can boost profits by as much as 95%. Learn how Intelligage customers are onboarding new reps 60% faster, predicting churn with 90% accuracy and much more on April 25th at 11am CT. Attend the Intelligage Launch Party, April 25th (Register Here) From discovery through renewal, Intelligage offers insights that allow GTM teams to build dynamic, data-driven playbooks while capturing non-verbal sentiment and buyer intent on every video call. Sales and CS leaders know which calls to review and when buyers are most engaged. Join Intelligage leadership, customers and advisors on April 25th to learn how to coach with more personalization, qualify opportunities with more accuracy, forecast with more confidence and prevent churn more predictably. Dallas-based Intelligage (previously CompleteCSM) allows customers to gain more from video interaction. Intelligage helps customers optimize playbooks in real-time by leveraging the true sentiment of buyers and customers while helping to prevent churn when overlaid with CRM opportunity data. Learn more at https://intelligage.io.

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The next generation of AI- and ML-powered marketing is coming soon. Byonic.ai is the first-of-its-kind end-to-end platform for personalized lead insights, creative content, account intelligence, intent-based data, account-based marketing, and marketing automation. It allows data-driven teams to align their marketing, product, and customer success goals with revenue growth and sales. Byonic.ai uses an extensive database that identifies the purchasing intent and habits of in-market prospects at various points in the sales and marketing cycles. AI capabilities target the right people at the right time, providing users with unparalleled real-time engagement opportunities that help turn prospects into well-qualified customers. The platform uses predictive and actionable insights to discover the highest-quality leads for more successful marketing and sales outcomes. Users can measure campaign success with extensive reports and analysis. The end-to-end repeatable process embedded within Byonic.ai allows users to: discover, build, target, deliver, analyze, engage, and convert. Account intelligence finally meets artificial intelligence. How Byonic.ai Works Byonic.ai will revolutionize digital marketing for: Marketers MarTech/Operations specialists Demand gen professionals Sales professionals Agency/media partners Client success professionals B2B marketing and sales professionals can use the platform in several ways: To discover which marketing strategies resonate best with audiences To use first-party intent signals to unlock insights from prospective buyers To learn what campaigns are the most effective and generate the greatest ROI To use AI to predict your marketing funnel and the highest quality lead potential To segment data based on budget, interest, time, and authority "Most platforms weren’t built as a one-stop-shop for all your marketing campaign needs," says Snehhil Gupta, Chief Technology Officer, at Bython Media, creators of Byonic.ai. "Now, you get a full suite of end-to-end capabilities that include account intelligence, lead insights, marketing automation, and creative content, powered by AI/ML and wrapped in one simple and intuitive platform to run smarter campaigns." Byonic.AI will launch in Fall 2021. Marketing and demand generation professionals can sign up for an early demo on the company's website, http://www.Byonic.AI.

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