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.

OTHER ARTICLES
Buyer Intent Data

The 5 Things to Know About Account-Based Marketing

Article | March 14, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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5 Steps for Succeeding in Account-Based Marketing

Article | August 23, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | June 24, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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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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This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021. Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%. Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%). Intent data is fueling ABM efforts Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns. Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%. When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%). The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted. The challenges ABM marketers face Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%). The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%). Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%). This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry. For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper. About the 2023 ABM & Intent Benchmarking Study The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches. About Foundry, an IDG Inc. Company Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.

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95% of Tech Marketers Expect an Increase in their ABM Budgets Over the Next Year

GlobeNewswire | September 29, 2023

Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent. Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year. Here is a closer look at some of the findings from this year’s study: Tactics and tools supporting ABM The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021. Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%. Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%). Intent data is fueling ABM efforts Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns. Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%. When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%). The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted. The challenges ABM marketers face Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%). The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%). Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%). This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry. For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper. About the 2023 ABM & Intent Benchmarking Study The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches. About Foundry, an IDG Inc. Company Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.

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Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

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Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

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