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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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