5 Essential Elements of an Intent Data Strategy

Intent Data Strategy
Intent data is a modern sales intelligence tool that helps you capture a prospect’s buying signals. By using an effective intent data strategy, you can be the first to reach out to a prospect and aim for a conversion.

In an interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about the importance of data in converting leads.

“With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.”

According to SalesIntel, 97% of B2B marketers agree that intent data will give brands a competitive edge.

Intent data collects signals that come from consumption of content like:
  • Blogs and infographics
  • Product comparisons
  • Product reviews
  • Message boards
  • Case studies
  • News

However, it can be challenging to incorporate intent data into marketing and sales initiatives. Regardless of whether you're working with first-party, second-party, or third-party intent data, it can have multiple applications across a range of systems and workflows and may overwhelm your team.

An excellent B2B intent data approach can ease the process and use of intent data. Motivate your team to harness the power of intent data to drive business growth.

5 Essential Elements of an Intent Data Strategy

52% of B2B tech companies implement an intent data strategy in their account-based marketing program. (Source: SalesIntel)

This statistic shows that more and more B2B marketers are seeking the help of intent data to make their account targeting more effective.

Let us look at what essential steps you should take while integrating B2B intent data into your account-based marketing program.

Alignment: Your Intent Data Strategy Should Line up with Your ABM Strategy

To get the results you expect, synchronize it with your ABM marketing strategy. You can use intent data in different ways to optimize your account-based marketing. Here are two of the many ways it can help you with target account prioritization:
  • Bind the intent data to your ICP criteria. Which ones show buyer intent out of the accounts that match your ICP? This information can help your marketing team push these accounts further into the funnel. Your sales reps will have meaningful communication with these target accounts. Overall, the chances of conversion will go up because you know the intent of your ICP-based target accounts.
  • There may be net new accounts showing buyer intent but they fall outside your pre-defined ICP. Segment these accounts and increase your sales pipeline. If your company doesn't have a lot of data, this use case can help you change or define your ICP criteria and help your sales pipeline.

Buy-In: Bring Your Teams Together

For all the teams to come together and work towards the same business goals and objectives, you need to get buy-in from the C-suite of your company. Only your leadership can drive your sales and teams to break silos and work with the mindset of establishing processes and using tactics that can create harmony between them. Ensure that the teams understand what you want to achieve with intent data for ABM. Share it with them and align on a follow-up strategy, metrics, and key accounts. Set up training programs so that your teams understand the newness and precision that intent data will bring to account-based marketing.

Testing: Begin with a Small Pilot

Apply your strategy to a small set of accounts. Involve limited sales team members within your company, probably a team you are closely associated with, to oversee the use of intent data in B2B marketing through your ABM program. This can help you understand where the strategy needs to be tweaked and what approach you need to use while using intent data. Pilot testing is an effective way of streamlining and recording your processes. It can be the foundation for implementing all your intent data initiatives for other sales teams over time. Get everyone on board to analyze the results of your pilot test and then decide on the best way to integrate intent data into your account-based marketing program.

Analysis: Examine the Performance Metrics

To gauge the impact of intent data on your account-based marketing program, you must collect conversion rates before the pilot test. This way, you can compare the before and after rates and examine how intent data helps ABM. Marketing and sales teams can look at what works and eliminate what doesn’t. This learning curve is crucial before you use intent data companywide.

Integration: Collate Your Systems with Intent Data

You can amplify the impact of your data strategy by integrating it with your systems like CRM, marketing automation software, and ABM platform. Through intent-based marketing, you can increase the performance and visibility of your brand throughout the sales funnel. Integration can also spearhead landing deals and expand your account-based strategy across different domains.

Implementing an intent data strategy step-by-step can lead to success and benefit all teams across all departments, increase customer satisfaction, and enable you to scale your business.

Kazoo Saw a 2-3x Increase in Reply Rates after Using Bombora’s Company Surge

Kazoo, an employee experience platform, integrated data from Bombora’s Company Surge buyer intent data tool with its 6sense account engagement platform data. It saw a 2-3x increase in reply rates.

Conclusion

When combined with additional data, B2B intent data can help you develop a scoring model that considers fit and engagement, making it more effective. If you use intent data in B2B marketing correctly, it can be a great way to improve your ABM strategy.

FAQ

How can an intent data strategy enhance ABM?

It can help in ABM marketing by indicating early buyer interest, facilitating content personalization, and helping with creating targeted account lists and lead scoring.

How can sales and marketing teams benefit from intent data?

Sales and marketing teams can use intent data for ABM to create effective go-to-market strategies, accurate target account segmentation, and personalized outreach.

What does intent data do to improve lead scoring?

Intent data provides predictive purchase insights. With the help of this information, you can approach the accounts close to making purchase decisions.

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6sense, the leading platform for B2B organizations generating predictable revenue, announced today that it has been named a Leader in the 2023 Gartner Magic Quadrant for ABM Platforms report for the third consecutive time. 6sense is positioned highest for Ability to Execute and highest score for Completeness of Vision in the Leaders’ Quadrant. For the Account-Based Marketing Platforms report, 6sense received the highest score for all three Use Cases evaluated by Gartner, including New Account Acquisition, Account Retention, and Account Expansion. This recognition, we feel, validates what we hear from our customers every day: 6sense is integral to executing ABM in an ever-evolving B2B buying environment, said Latane Conant, CRO of 6sense. For more than a decade, we’ve obsessed over perfecting a revenue platform that delivers the highest-quality data and AI to sellers and marketers so they can confidently build pipeline and revenue. Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). They have high market visibility, high market penetration, strong market momentum, and a clear, long-term strategic vision and roadmap for growing their ABM platform business. Their customers report high levels of satisfaction and success with their implementations. Leaders also have initiated plans for geographic and industry expansion.” In September 2023, 6sense was honored as a Gartner Peer Insights Customers' Choice in the Voice of the Customer for Account-Based Marketing Platforms. The recognized vendors meet or exceed both the market average Overall Experience and the market average User Interest and Adoption. Additionally, 6sense was named a leader in the Cloud Ratings Category Report for ABM Software Platforms based on over 4,000 customer ratings. These accolades highlight the exceptional value and satisfaction that B2B sales and marketing professionals find in the 6sense Revenue AI platform. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

Read More

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6sense CEO, Jason Zintak, Honored by Goldman Sachs for Entrepreneurship

Business Wire | October 27, 2023

Goldman Sachs (NYSE:GS) recognized CEO of 6sense, Jason Zintak, as one of the Most Exceptional Entrepreneurs of 2023 at its Builders and Innovators Summit in Healdsburg, California. Goldman Sachs selected Zintak from multiple industries to be honored at the two-day event. Since Zintak joined 6sense in 2017, the company has grown astronomically by every measure: employee, customer, net revenue retention, and revenue growth. With a reputation for making smart moves, prioritizing people, and creating a culture of innovation, Zintak leads the company towards its mission to revolutionize the way B2B organizations create, manage and convert pipeline to revenue. To be recognized for entrepreneurship by Goldman Sachs is an incredible honor, said Jason Zintak, 6sense CEO. This recognition reflects the strength and passion of our team and our commitment to a growth mindset which fosters ongoing learning, curiosity and innovation. Our collective entrepreneurial spirit at 6sense started with our founders and leaders and continues today across the organization as a defining element of our success in delivering real value to our customers. “We’re delighted to recognize Jason Zintak as one of the most exceptional entrepreneurs of 2023,” said David Solomon, Chairman and CEO of Goldman Sachs. “Like everyone in this year’s class, Jason has been a visionary in their field, pushing forward innovation and redefining markets. We are excited to harness Goldman’s convening power to bring together these dynamic leaders and hear their insights.” In addition to honoring the most exceptional entrepreneurs, the Summit consists of general sessions and clinics led by seasoned entrepreneurs, academics and business leaders as well as resident scholars. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anythingⓇ, with 6sense. About Goldman Sachs Goldman Sachs is a leading global financial institution that delivers a broad range of financial services to a large and diversified client base that includes corporations, financial institutions, governments and individuals. Founded in 1869, the firm is headquartered in New York and maintains offices in all major financial centers around the world.

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