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Intent Marketing: Removing Guesswork Out of Marketing

Apurva Pathak | October 7, 2022 | 2475 views | Read Time : 06:00 min

Intent Marketing
In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight).

In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert 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.”

Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire.
 

Intent Marketing: The New Normal in B2B

Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them.

One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. 

Power-up Your Content Strategy

The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts.

An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time.

Drive Sales and ROI

Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision.

Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal.

Data-driven Marketing Personalization

Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level.

Increase ABM Efficiency

B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing.

Summing It Up

Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

Spotlight

Story Worldwide

Story Worldwide is an integrated, full-service agency specializing in creating lasting brand narratives. Founded by an award-winning journalist and a publisher, Story employs a holistic approach to create platforms rooted in consumer and brand truths.

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InMoment and Contentsquare Partners to Help Businesses Visualize CX

InMoment | September 25, 2023

InMoment, a prominent provider of Experience Improvement (XI) solutions, has announced that it has partnered with a worldwide leader in digital experience analytics, Contentsquare, to help businesses visualize customer experiences (CX) in order to add an additional layer of analysis and visualization for revealing digital experience behaviors. Managing Director of InMoment North America, Mehul Nagrani, said, In today’s world where consumers research brands and purchase products & services digitally, our collaboration with Contentsquare and their digital analytics tool suite combined with our text analytics and AI-powered platform is key to enabling businesses make even more informed decisions across all customer touch points. [Source – Business Wire] Nagrani stated that, together with their technology and expertise, they are poised to unlock new dimensions of user experience, and they cannot wait to see what the future holds. InMoment's XI Platform and integrated CX strategy collect data signals from various sources and leverage award-winning AI-powered tools for richer analytics. Through their collaboration with Contentsquare, CX teams and marketers gain valuable insights into user behavior and in-page experiences for website and mobile app visitors. Contentsquare's suite of advanced digital experience analytics tools and Session Replay capabilities enable teams to identify specific pain points in the customer journey, facilitating quicker, data-driven actions to further enhance the customer experience. Executive Vice President of Global Business Development & Partnerships at Contentsquare, Gilad Zubery, stated, Contentsquare’s suite of advanced digital experience analytics tools is connected perfectly with InMoment’s, which drives business growth and value through an integrated customer experiences approach using AI and strategic expertise to assist businesses contextualize their data and prioritize their business efforts across the whole customer journey. We are very proud and thrilled about this partnership! [Source – Business Wire] The collaboration between InMoment and Contentsquare empowers businesses to gain a deeper understanding of user behaviors and issues beyond the digital experience. This enhanced insight enables them to make informed decisions about when and how to engage with customers effectively. About InMoment Headquartered in South Jordan, Utah, InMoment is a leading Experience Improvement (XI) solution provider. The company's mission revolves around assisting clients in enhancing experiences at the critical intersection of customer, employee, and business needs. At the core of their operations lies the connection of clients with their most essential priorities, accomplished through a distinctive fusion of data, technology, and human proficiency. Leveraging their cutting-edge technology platform, extensive domain knowledge, and worldwide teams of specialists, they bring a distinct emphasis on Experience Improvement (XI) to enable clients to seize pivotal moments.

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