Programmatic ABM
Article | June 9, 2022
ROI matters in B2B business. Account-based marketing has reached a significant tipping point and has become an investment that could pay off for the years to come. It is because B2B marketers are achieving substantial results with the help of ABM, and those who haven't started using it yet are planning to implement it.
And why not? This type of marketing harnesses the best marketing tactics for creating highly relevant campaigns that positively impact a B2B businesses’ bottom line. Forrester describes ABM as "a strategy by which marketing and sales cooperatively work to pursue, establish, and grow in long-term and engage in revenue-generating relationships with specific accounts." As a result, its study says that 71 percent of companies that invest in ABM report that their return on investment is fairly or significantly higher than traditional marketing programs it used before.
Now that the importance of account-based marketing has come into the picture while detailing the reasons why ABM gives a better ROI. It is decisive to know why you should get interested in ABM.
Importance of Account-Based Marketing
ABM is vital to your marketing strategy because it helps you create a more targeted and effective campaign.
In other words, it has the potential to fuel growth for years into your B2B business future and develop stronger relationships with customers who matter most in support of your business objectives.
Understand that ABM is more than social media advertising that incorporates traditional marketing methods such as direct mail and email marketing.
Similarly, marketing automation is yet another crucial part of ABM. When you automate your ABM, you get qualified leads and prospecting activities. This gives you a competitive advantage over other companies in your industry so that you can get an insight into what your competitors are up to. But, most importantly, you get a higher chance of getting the right prospect to what you offer.
In connection to this, here comes an important step to include—creating relevant content. It is because when it comes to ABM, relevance is all that matters. Your offers need to be tailored for qualified prospects, and not all noise will cut through the clutter anymore.
A recent Forrester Consulting study by LiveRamp surveyed 312 B2B marketers across six industries found that nearly all marketers said their businesses are committed to using ABM as a revenue-driving strategy in the present time. Similarly, most marketers also reported a high level of confidence by using a wide range of ABM capabilities.
Let’s deep dive into five reasons why ABM offers a better return on investment than more traditional methods.
Efficient Operations for Sales and Marketing
ABM users highlight its role in bringing sales and marketing closer to collaborate on developing and executing sales and marketing strategies. As per Bizible’s research, marketers are now 40 percent more likely to align their strategy with sales because of ABM's strategy.
By putting the teams together, sales and marketing can coordinate their outreach and ensure client engagement is conducted high-value and meaningful.
Meanwhile, marketers benefit from a streamlined approach that lets them discard a far-and-wide marketing strategy favoring carefully chosen prospects. With having a focus on selected targets rather than scattershot marketing campaigns, marketers can now focus on harmonizing and automating their digital marketing efforts, which makes them ready to work on next-generation demand-gen platforms with the help of AI and machine learning. In this way, they can orchestrate their campaigns and exponentially grow the ROI of your business. This ensures the right account prospects and results in the most significant ROI potential.
This automated marketing approach reduces the marketing team workload and saves staff precious time while preserving huge marketing dollars. Thus, more efficient spending and a higher threshold for returns will bring a significant ROI to your business.
Master in Multichannel
Amid the rush to digital marketing, which is gaining prominence in the current time, the most effective ABM strategy and programs create a balance of online and offline approaches, fully integrated across sales and marketing. In addition, account-based marketing automation saves marketers from making unnecessary costs, so they spend less on marketing while still getting results.
Forrester's survey says that the key strengths of dedicated measurement solutions by ABM are the improved ability to track engagement and optimize across online and offline channels. This is so marketers can manage the frequency of engagement as well as precisely determine attribution.
A Personalized Approach
Personalization makes ABM so appealing to clients. ABM has a way of turning attention to detail, so it immediately gets a client’s interest. To be true, the marketing and sales teams have to be competent in conducting in-depth research of potential leads. When it’s done accurately, they will target clients based on their likelihood of converting, then develop personalized offers to get good results. For this, you have to keep a separate ROI of account-based marketing at the same level.
When you have such a narrow focus, you get a chance to communicate with the specific prospect and craft a better offer for them. By providing a personalized approach, you have a high chance to see increased ROI of your business.
Manage, Monitor Data Governance and Privacy
Maintaining the privacy of prospect data is crucial for B2B organizations. In today’s time, where the lines between B2B and B2C marketing are increasingly blurred, applying strict governance policies over the use of prospect data is a must. In addition, people expect brands to respect privacy preferences and actively work to build trust.
Every dollar counts in a crisis. But almost one-third of marketing professionals are still planning to increase their investments towards ABM in the next calendar year. Moreover, decision-makers expect those investments in digital to yield substantial business benefits; the pressure to deliver is higher than ever. So, to have an actual ROI of account-based marketing is equally crucial to enjoying a significant revenue of your business.
ABM Encourages to Measure Performance
By integrating ABM strategy and account-based marketing automation, marketers can identify and reinforce the most effective strategies to measure the performance of marketing efforts that exclusively depends on ROI generation. It’s easy to measure acumens when you have highly focused accounts and well-sorted campaigns. You need to perceive what content approach gains traction and what attempts fail to succeed.
In a nutshell, when the businesses are identified, an account-based approach will offer precisely what a business needs; this will help your business gain maximum ROI.
So, plan now for an account-centric marketing future. Your team can accelerate deliver strong business ROI out of account-based marketing automation programs by considering a cross-channel B2B business solution that can help fill capability gaps and evidently prove the worth of your ABM marketing efforts.
Frequently Asked Questions
How effective is ABM for generating ROI?
When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue.
What is a good ROI percentage for ABM?
A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional.
What are the top 3 reasons to choose ABM marketing?
The top three reasons are:
To reach the right prospect that matters according to business
To gain a competitive advantage
ABM shortens long sales cycles
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Buyer Intent Data
Article | June 20, 2023
Discover the top 10 buyer intent data tools for businesses to leverage advanced data analytics and real-time intelligence for gaining valuable insights into buyer intent and drive revenue growth.
The ability to effectively harness and leverage buyer intent data has become imperative for organizations striving to stay ahead of the competition in the dynamic modern business landscape. In this era of empowered consumers, businesses must go beyond surface-level understanding and delve into deeper motivations and preferences of their target audience. As organizations strive to understand their customers on a deeper level, sophisticated buyer intent software and tools have become indispensable for extracting actionable insights.
With the implementation of these sophisticated solutions, businesses can unlock invaluable insights into customer behavior, preferences, and purchase intent, enabling them to make informed decisions, tailor their marketing strategies, and ultimately drive substantial business growth. The following are some of the best buyer intent data tools and software essential for organizational growth:
SalesOS
Developed by ZoomInfo, SalesOS is a cutting-edge go-to-market platform tailored for B2B companies. It boasts the largest, most accurate, and regularly updated database of insights, intelligence, and purchasing intent data pertaining to companies and contacts. Complementing this wealth of information, SalesOS incorporates additional tools such as Chorus for conversation intelligence, Engage for sales engagement, and RingLead for data orchestration. Integrating these tools with existing systems, SalesOS equips go-to-market teams with the necessary resources to engage prospects and customers effectively. With SalesOS, organizations can optimize their sales efforts, close more deals, and achieve their sales targets with precision and efficiency.
Terminus Intent Data
Terminus Intent Data is a robust software solution that equips sales and marketing teams with precise insights to identify their most promising opportunities and evaluate their conversion potential. It leverages a combination of first-party and third-party intent data, enabling teams to focus their efforts strategically. With its native, multi-channel ABM campaigns, organizations can select and prioritize accounts demonstrating intent to buy throughout the entire buyer's journey. In addition, by initiating targeted brand promotion to companies exhibiting intent interest, Terminus helps businesses establish an early impression and activate their sales teams at the optimal time. With Terminus Intent Data, companies can optimize their go-to-market strategies, enhance customer engagement, and drive growth by capitalizing on valuable intent-driven insights.
Demandbase One
A comprehensive and intelligent go-to-market (GTM) suite, Demandbase One, empowers businesses to outpace their competition. With its single platform for orchestrating and automating seamless buyer journeys, Demandbase One enables organizations to accelerate their go-to-market strategies. The platform revolves around robust account intelligence, allowing teams to identify opportunities earlier, engage prospects more intelligently, and streamline the deal-closing process. It offers a complete GTM package, encompassing solutions for account-based experience (ABX), advertising, sales intelligence, and data. Alternatively, businesses can adopt the specific solutions they require at their own pace. Whichever path they choose, Demandbase One optimizes GTM operations, leading to a superior buying experience and positioning organizations for success in the competitive marketplace.
Identification
Identification, a powerful software solution developed by RollWorks, offers B2B businesses the capability to identify and engage their target accounts with precision. Leveraging advanced data intelligence and machine learning, Identification empowers marketers to uncover the companies visiting their websites and gain valuable insights into their intent and interests. It assists businesses in accurately identifying both known and unknown website visitors, enabling them to personalize their interactions, tailor messaging, and prioritize outreach efforts. With Identification, companies can optimize their account-based marketing strategies by effectively targeting high-value accounts, utilizing ideal customer profile (ICP) insights, and accessing sales intelligence. By capitalizing on this comprehensive tool, organizations can enhance engagement with their most valuable accounts, resulting in increased conversions and revenue growth.
Integrate Marketplace
Integrate Marketplace, powered by a global network of trusted partners and expert campaign strategists, empowers B2B businesses to execute turnkey brand and demand programs that generate qualified, compliant, and marketable leads. With its custom programmatic display campaigns and diverse content syndication partnerships, the software enables businesses to establish brand recognition among target accounts and drive demand effectively. Integrate also helps companies to leverage unified technology to run precise, holistic campaigns while gaining valuable data insights by incorporating media channels and providing a consistent buyer experience. The key features of Integrate Marketplace include predictable pipeline generation, meticulous brand campaigns, and beautiful cross-channel buyer experiences, facilitating businesses to drive measurable results and accelerate their demand generation efforts. As it works with vetted partners, Integrate Marketplace expands its reach on a global scale, ensuring that brand and content exposure reaches the desired markets.
Company Surge
Company Surge, a comprehensive data intelligence solution developed by Bombora, provides businesses with valuable insights into buyer intent. Leveraging a vast B2B intent data database, Company Surge empowers organizations to gain a deep understanding of the topics and interests potential customers are researching across the web. Businesses can refine their understanding of their target audience, identify key accounts displaying buying signals, and optimize their marketing and sales strategies accordingly by harnessing this database. Company Surge helps businesses enhance their lead-generation efforts, personalize their messaging, and improve overall marketing effectiveness, resulting in higher conversion rates and revenue growth. With the power of intent data, businesses can make informed decisions and strategically align their efforts to meet the needs and interests of their prospective customers, driving meaningful business outcomes.
MRP Prelytix
MRP Prelytix is a purpose-built software solution that addresses the specific needs and challenges faced by enterprise sales and marketing teams. With over 20 years of experience in serving these teams, MRP Prelytix simplifies the complexities of the operating environment and enables coordinated account-based programs alongside existing marketing initiatives on a global scale. The software's key features include enterprise administration for efficient management, omnichannel orchestration for cohesive marketing campaigns, pre-built integrations for seamless data connectivity, and revenue-driving analytics for actionable insights. Recognizing the distinct requirements of enterprise-class marketers, MRP Prelytix offers a mature and sophisticated platform that facilitates seamless coordination of ABM programs across teams. Integrating the capabilities of MRP Prelytix, enterprise sales and marketing teams can optimize their operations, enhance customer engagement, and drive revenue growth in their highly sophisticated operating environment.
6sense Revenue AI
6sense Revenue AI transforms the way organizations drive pipeline and revenue, offering advanced capabilities for capturing anonymous buying signals, targeting ideal accounts, and recommending effective channels and messaging. Removing guesswork and streamlining sales efforts, the platform empowers sales, marketing, and customer success teams to improve pipeline quality, accelerate sales velocity, increase conversion rates, and drive predictable revenue growth. 6sense also enables businesses to uncover hidden signals and missed opportunities in their funnel, utilizing intent data from multiple sources to accurately match buying signals to accounts across devices, channels, and locations. With features such as dynamic account targeting, predictive analytics, and a centralized tech stack, businesses can craft precise audience-building strategies, automate workflows, and engage buyers through hyper-targeted advertising campaigns and conversational emails.
Capture
Capture, offered by Clearbit, is a versatile software product designed to assist businesses in obtaining accurate and comprehensive lead data in real time. With Capture, sales and marketing teams can instantly enrich lead information by entering an email address or domain. Key features of Capture include the ability to reveal hidden pipeline opportunities, find critical buyer contact information, add new records to the CRM, and seamlessly integrate with the entire technology stack. Leveraging Clearbit's vast database and powerful algorithms, the software provides valuable details such as company information, social media profiles, and job titles. It also empowers businesses to streamline lead qualification, personalize outreach, and enhance the effectiveness of sales and marketing campaigns by seamlessly integrating with existing workflows and systems.
PurePush
PurePush, offered by Demand Science, is an innovative software solution that revolutionizes B2B content syndication. It enables businesses to effectively target their desired audience and deliver tailored content across various digital channels. PurePush leverages advanced targeting capabilities and precise audience segmentation to ensure the right content reaches the right individuals at the optimal time. It also assists organizations in amplifying their content visibility, expanding their reach, and driving engagement with high-quality leads. The software provides actionable insights and analytics to optimize content syndication strategies, allowing businesses to nurture prospects, generate quality leads, and accelerate their sales pipeline. With PurePush, enterprises benefit from dedicated customer experience managers who provide exceptional support and guidance throughout each campaign, ensuring a seamless experience.
Conclusion
The integration of buyer intent data software and tools has become essential for businesses aiming to maximize their growth potential in the business landscape today. The top 10 tools for finding intent data discussed in this article offer a wide range of features and capabilities that enable businesses to gain valuable insights into buyer intent, optimize their marketing and sales efforts, and drive revenue growth.
The growing integration of advanced technologies, such as data analytics, machine learning algorithms, and real-time intelligence in buyer intent data tools, further empowers businesses to identify high-value accounts, personalize their messaging, prioritize their outreach efforts, and deliver exceptional buyer experiences. With the ability to uncover hidden signals, target the right accounts at the ideal time, and make data-driven decisions, businesses can significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and ultimately achieve their growth objectives. Embracing these buyer intent data tools as part of a comprehensive business strategy will give organizations a competitive edge in the dynamic and ever-evolving B2B landscape.
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Account Based Analytics
Article | August 3, 2022
Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy.
In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began.
"B2B companies should adopt ABM technology to level up their communications and react quickly."
ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams.
Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform?
How Salesforce Created Its ABM Program
Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program:
Defining ABM
Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts.
An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are.
By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services.
Choosing a Suitable Account-based Platform
Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program.
Putting Together a Dedicated Team to Ensure ABM Program’s Success
Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations.
Identifying Strategic Target Accounts
With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP).
Engaging the Target Accounts
After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI.
Using Data for Continued Engagement
Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage.
Cultivating Customer Relationships
Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with.
Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously.
By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI.
How Salesforce Got a 30 Percent Close Rate by Using ABM Technology
While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign.
Creating an ABM Program like Salesforce
Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue.
To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next:
Do you think ABM is right for your business?
Are there any customer accounts that require special attention?
Can your business fund expert consultation for ABM and eventually an ABM program?
Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business.
Conclusion
ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth.
FAQ
How does ABM differ from a traditional lead generation marketing strategy?
ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts.
What is an ABM platform?
An ABM platform is a technology that helps marketers run their ABM programs at scale.
Why is ABM important in your marketing efforts?
With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.
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Account Based Data
Article | August 19, 2022
Getting the attention of the target audience at the right time is the aim of every B2B marketing strategy. Most consumers research products and services before making a purchasing decision. B2B companies are no different. This means potential accounts are always on the lookout for a solution to a problem they are facing in their business. These are prospects that will convert into approachable leads and eventually customers if you offer them just what they are looking for, just when they are looking for it.
To find these lucrative prospects, marketers like you need to harness B2B buyer intent data. B2B intent data gives you deep insights into your marketing ICP’s behaviour, pain points, and requirements. With this important data, you can give your sales team promising leads they can follow up on.
In an interview with Media 7, Marc Laplante, CEO and Co-founder of Intentsify emphasized the importance of intent data.
“In B2B marketing and sales, intent data is typically understood as a tool to identify or prioritize which accounts we should target for advertising, lead generation, and sales follow-up. These are undoubtedly powerful use cases. But they represent only part of the intent data’s value. You should also use intent data to convert those accounts down the funnel into customers and revenue. Intent data, if granular enough, will highlight your target accounts’ problems, interests, research into competitors, geographic location, and buying stage.”
Let us take a look at what buyer intent data can do to bring you the sales numbers you want and how it can enhance your B2B account-based marketing strategy.
Buyer Intent Data Brings You Ready-to-buy Customers
Every user has a unique online behaviour, which can be distinguished using behavioral signals that uncovers the topic, product, or service the person needs. This information gives insight into the perceived intent of your marketing ICP. As a marketer, this information will help you plan effective advertising campaigns. The sales team can use this data to design the right pitch tracks, demos, and collateral to convert members from your targeted buying group. Additionally, this data can also help your customer success teams identify existing accounts that showcase a churn risk or an upsell opportunity. It’s a win-win for three teams at once.
B2B intent data uses website data, off-site activity, CRMs, social media data, and content consumption data from online content like infographics, blogs, product comparisons and reviews, discussion boards, case studies, and news to pinpoint buyer insights.
Intent Data Improves the B2B Buyer Journey
The B2B buyer journey is a combination of accounts navigating through early stage (awareness content to identify the problem), middle stage (exploring solutions), late stage (comparing vendors that offer solutions) and finally the last stage (purchase/upsell/churn). Between exploring solutions and comparing vendors, lie hidden opportunities that haven’t reached you. Intent data can bridge this gap for you.
Intent data providers give you data that is tailored to keywords that are relevant to your business and use case. This data targets buying locations at the website level and aggregates signals across a corporate family. Deep learning and natural language processing (NLP) are used to screen the content to achieve relevancy and to map billions of unique online engagement events every week. Analytics pinpoint the accounts that are showing any kind of buying activity and correspond to your targeted keywords. All this actionable data can shorten your buyer’s journey towards conversion.
Identifying early-stage prospects
At this stage, intent data signals surge around the keywords or topics that relate to the general challenges and pain points of your prospects because they are looking at the cause of their problem. They will try to find a elementary solution and get to know more about the products and services different brands are offering.
Identifying middle-stage prospects
The intent data signals at this stage will show a higher level of activity around topics or keywords related to a precise product or service category because the prospects have already identified the root of their problem and the options they have to address it.
Identifying prospects ready to purchase
At this stage, the signals are mostly focused on topics related to your brand, your specific product names and features, and your competitors’ product names. These prospects are ready to spend and should be approached at the earliest to achieve conversion.
Sources of Buyer Intent Data
Intent data providers offer two types of intent data:
1. Internal Intent Data (First-party Data)
This data is collected in-house through a marketing automation platform or through application logs if you have a web-based app. You can control what you collect and how you collect it and act on the data instantly. You can customize the purchase intent to your liking.
2. External Intent Data
External intent data is third-party intent data and is collected outside of your business. It is sourced via IP lookups, cookies or specific websites. However, third-party cookies will be phased out soon. So, B2B marketers need to rely on first-party cookies, data points, contextual advertising, and tracking technologies to get information on their prospects. Read more about cookie-less ABM here.
B2B Buyer Intent Behavioral Indicators
Actions that prospects carry out on your website or the internet are compared with the behavioral data of prospects that become SQLs (sales qualified leads). Here are some behavioral indicators that show purchase intent:
High intensity engagement with your brand’s social media posts
Exploring your product or pricing pages
Exploring product or service customer review page
Reading articles about your product’s features on your blog
The frequency of prospects’ website visits and the actions they take
Content consumption, like downloading e-books, templates, or any other resources
What Does Buyer Intent Data Do for You?
While implementing account-based marketing techniques, you should prioritize intent data above everything else. Capitalize on the potential of intent data by incorporating it into your sales and marketing workflows. Adjust your interactions to match your prospects’ demands and establish meaningful connections with them.
Primarily, intent data helps prioritize a list of target accounts that need to be pursued. Once the sales and marketing teams are aware of a user's location in the sales cycle, they may focus on moving them along in the purchasing process with customized content. Let us look into what intent data can do for your business in detail:
Efficient Prospecting
According to a survey by HubSpot, 75% of businesses ranked being able to close more deals as their top sales priority. With intent data, a prospect that is in the market to buy is easier to find because of predictive analytics. You already have your ICP in marketing in place and when prospects match this list and are in the market to buy, buying intent data efficiently puts your brand in front of these leads. Apart from this, buyer intent also helps segment your target list based on the intensity of the purchase intent. Targeting accounts with high intent through email marketing, content marketing, advertising and direct mail becomes easier.
Enhances Outbound Sales
The higher the quality of leads, the easier it becomes for your sales team to convert them. Buyer intent data lets your sales team know the exact position of a lead in the buying cycle. Instead of wasting time emailing unqualified leads, your team can approach these prospects which match your ICP in marketing and start a meaningful conversation. Intent data also increases the ROI of your B2B content syndication efforts.
Superior Lead Scoring
Your marketing team can predict prospects’ purchase intent based on what they are researching. They can do lead scoring with precision and supplement your sales team’s efforts. They don’t have to rely on traditional lead scoring methods where they add points to a lead’s score when certain actions are performed. Intent data uncovers possible paths that your leads can take even when they are not on your website.
Personalized and Targeted ABM campaigns
Personalization is key for any B2B account-based marketing campaign to bring the results you expect. The most effective method to enhance your ABM strategy is to map out your buyer journey and sprinkle it with relevant content to influence leads. You can also use intent data to strategically personalize and rank your ABM demand generation campaigns, so that every touch point of your ABM campaign meets your prospects' expectations.
Relevant Content
Creating content that can catch the attention of your prospects while offering solutions and value is crucial to get the conversions you expect. Intent data will help you see the correlation between topics and the context of those topics with the solutions your prospects are looking for. If you are aware of the questions that your prospects have before they go to market, you can answer them through your content. Buying intent data offers you just that. Let intent data drive your content strategy to give your prospects just what they want.
Intent Marketing
Intent-based marketing is when you know just where to spend your time and budget. In intent marketing, the focus lies on analyzing the intent of your prospects and strategizing how to meet them. Spending less time trying to target and rank keywords with low or irrelevant intent can help you increase your ROI, make an ironclad content strategy and a streamlined lead generation process that results in conversion and revenue.
Assessing Buyer Intent
Understanding and calculating buyer intent is not an easy task. It depends on these three factors:
Recency
Buyer intent that reports how recently a prospect engaged with your content is valuable so that your sales team can approach leads who have visited your website.
Frequency
Frequency indicates the intensity of your prospects’ intent to buy a product or service to solve their problems. If they visit key pages that have information on pricing, case studies, customer stories, etc., your sales team can reach out to them immediately.
Engagement
When your sales and marketing teams score leads, one of the most important parameters on their scale is engagement. If a prospect is engaging with the content on your website, through a chatbot, or as a result of an email campaign, you know it’s a great time to reach out to them.
Apart from these factors, buyer intent data tools also use variables like firmographics, technographics, account size, and job titles for accurate buyer intent mapping so that you can reach out to your marketing ICP with a personalized message in your intent-based marketing strategy.
Metadata Sees 42% Dip in CPL with G2 Buyer Intent
Metadata, a demand generation platform that runs paid campaign experiments and self-optimizes them to generate revenue, invested in G2 buyer intent. Their cost per lead (CPL) dipped 42%, their click-to-open rate for ads increased 114%, and their average deal size for ads spiked by 18%.
Final Thoughts
Buyer intent data changes the way you interact with your prospects and leads. Harness buyer intent data tools to have an edge over your competitors and get more conversions.
FAQ
What are the essential elements of an intent data strategy?
Align your intent data strategy with your ABM strategy, get buy-in from the C-suite, begin with a small pilot, analyze performance metrics, and integrate your systems with intent data.
How are B2B marketers leveraging B2B buyer intent data to boost revenue?
B2B marketers use intent data to create effective content, identify buyer groups, improve lead qualification, boost team productivity, and increase customer retention to boost revenue.
How does intent data enhance your lead scoring process?
Predictive purchasing insights help you find prospects in the market so you can make a list of accounts that are close to making a purchase decision. This makes your lead scoring process easier and better.
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