Transform Your Business into a Sales Machine with Buyer Intent Data

Apurva Pathak | August 23, 2022 | 2654 views | Read Time : 05:30 min

Sales Machine with Buyer Intent Data
B2B buyer intent data provides insight into a user’s purchase intent. With this information, you can identify when a prospect matching your ICP is actively considering buying your product, or similar products or solutions. This intent data is collated from different digital sources that use cookies to analyze key intent search terms to zero in on when a prospect is in an active buying journey. With this information, B2B companies like yours can make campaigns that are very specific to these prospects and are more likely to convert them.

Let us take a look at how B2B buyer intent data can assist sales teams to achieve their revenue goals.

Identify High-Intent Target Accounts

In account-based marketing, a target account list has companies and accounts that are most likely to buy your product. This target account list helps your sales and marketing teams concentrate their efforts to push high-quality leads through the sales funnel. Using B2B buyer intent data, the sales team can know which prospect is showing key signals of purchase intent. These B2B intent data key signals include downloading resources, reading blog posts, signing up for a free trial, booking a demo, viewing the pricing page, and revisiting your website after the first interaction. Your sales team can segment the target list based on this information. Every lead can be broken down into three segments: high intent, medium intent, and low intent. Now that your sales team has the high intent leads, they can target these leads and convert them without wasting time on low intent leads that may not be ready to buy.

Your Sales Cycles Are Shorter than Ever

Salespeople often struggle with closing deals faster. The reasons behind this could be anything from wrong contact details to chasing imprecise, low-qualified leads and cold prospecting. Reaching out to accounts that do not show any intent to buy is a waste of time your sales team cannot afford if it wants to meet the revenue targets. With the help of B2B buyer intent data, your sales team gets actionable data insights on the accounts that are in the market and what they are looking for so they can approach these accounts confidently. Popular intent data providers provide more than 95% accurate contact information, company structure, and buyer group details on accounts so your sales team can connect with decision-makers directly and close deals faster.

Lead Prioritization is No Longer a Struggle

Prioritized lead scoring effectively puts sales managers and salespeople in a position to see real opportunities. B2B buyer intent data allows them to see what other paths leads can take even if they do not visit your website. They can understand which leads are in the final stage of the sales cycle in real-time. Leveraging this information, sales managers can align sales representatives based on the comprehensive overview of accounts without worrying about the initial ranking of the account with the help of intent-based marketing. It helps the entire sales team take advantage of the foresight that intent data provides to create an agile method to capture demand accurately.

Improved ABM Implementation

Enriching the B2B buyer journey with hyper-personalized content to target ICP in marketing as a part of intent data marketing becomes easy for your marketing teams. They can prepare content for each stage of the buying funnel, which consists of awareness, consideration, and decision-making stages. In the awareness stage, you can help your prospects narrow down their search and lead them to your brand. In the consideration stage, your sales teams can get in touch with the decision-makers who respond the most to your marketing campaigns and are in the stage to purchase your product. In the final decision-making stage, your customer support and sales teams can provide the prospects the assistance they need through content on crucial pages via a product guidance tool or a chat service. This way, your B2B account-based marketing strategy can be implemented with added accuracy.

Final Thought

Saving costs, generating more leads, and boosting sales becomes easier with the help of buyer intent data. Rather than letting your sales team wait for prospects to stumble upon landing pages, your business can leverage B2B intent data to gain a competitive edge by finding them first and offering them solutions to their problems through your products using buyer intent data strategies.

Spotlight

Haven Home Media LLC

Haven Home Media is a vertical media company focused on the home & garden category representing access to the #1 online audience of home enthusiasts (comScore) across 65 websites focused on home improvement, home design & decorating, DIY, and construction. Haven Home delivers unique advertising options for marketers and agencies including: targeted banner media, contextual targeting, social media solutions, custom brand integration, category sponsorships, behavioral targeting, video advertising, custom video production, lead generation, and video distribution...

OTHER ARTICLES
BUYER INTENT DATA

Account Selection: How To Win Before You Start

Article | October 7, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

Read More
BUYER INTENT DATA

5 Steps for Succeeding in Account-Based Marketing

Article | March 14, 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.

Read More
BUYER INTENT DATA

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

Article | April 15, 2021

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.

Read More

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.

Read More

Spotlight

Haven Home Media LLC

Haven Home Media is a vertical media company focused on the home & garden category representing access to the #1 online audience of home enthusiasts (comScore) across 65 websites focused on home improvement, home design & decorating, DIY, and construction. Haven Home delivers unique advertising options for marketers and agencies including: targeted banner media, contextual targeting, social media solutions, custom brand integration, category sponsorships, behavioral targeting, video advertising, custom video production, lead generation, and video distribution...

Related News

ACCOUNT BASED DATA

Life Science Connect Scales Webinar Program with ON24, Achieves 5x Revenue Growth

Life Science Connect, ON24 | February 08, 2023

Life Science Connect, a media publishing, marketing, and sales enablement company, increased its webinar program output by four times and improved efficiency by 95% with the help of ON24, a leading digital engagement platform. Life Science Connect was able to reach its target audience and have more meaningful conversations with prospects and customers by using ON24's solutions. This resulted in a fivefold increase in revenue. Life Science Connect selected ON24 as its platform because it could quickly deliver valuable content to a large number of people and get a source of first-party data that was unmatched. With ON24 Webcast Elite, Life Science Connect added the capability to scale its webinar program and save nearly 40 hours of work a month. With this data-driven approach, Life Science Connect was able to measure, track, and report on the success of its webinars in a way that helped the company figure out what its audience likes. The virtual event director at Life Science Connect, Miles Szkoda, said, “The first-party data we generate with ON24 is more substantial than we can get anywhere else.” He added, “We integrate ON24 data with our internal marketing data to get a holistic view of the people who engage with our content. That is powerful.” (Source - Businesswire) The data-driven insights that come from the ON24 platform are what make Life Science Connect stand out and give its clients more value. This enhanced capability helped Life Science Connect make more informed decisions about content and marketing strategies. About Life Science Connect Life Science Connect is an online community network that serves the life sciences industry, from discovery to commercialization, by connecting its reader audience and strategic partners to eliminate inefficiencies and accelerate the advancement of innovative solutions. It is a division of VertMarkets, a B2B media company, and offers a range of resources, including publications, events, training, and web portals. The Life Science Connect network covers a broad range of topics in the industry, including clinical trials, biopharma, medical devices, and outsourcing. About ON24 ON24 is a digital engagement platform that helps organizations engage, understand and build relationships with their audience. With its portfolio of webinar, virtual event and content experiences, businesses can drive engagement and generate first-party data to increase revenue. The platform is used by over 2,000 customers worldwide, including large technology, banking, healthcare, and industrial companies. ON24 is headquartered in San Francisco with offices globally, and its services allow organizations to connect with millions of professionals for billions of engagement minutes per year.

Read More

ACCOUNT BASED DATA, BUYER INTENT DATA

Demandbase Delivers the First 100% Free Account Identification Solution

Demandbase | December 06, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the release of the industry’s first completely free Account Identification solution. Intended for companies who are in the dark about unknown web visitors and struggling to reach them, Demandbase Account ID Free Edition identifies accounts with unparalleled accuracy and match rates. This enables intent-driven advertising and marketing campaigns and improves sales conversations through more actionable and accessible insights. For the first time, such a solution is completely free. “Roughly 98% of web visits are unidentified, making vast amounts of web activity difficult to act on,” said Jackie Palmer, VP of product & industry marketing at Demandbase. “Roughly 98% of web visits are unidentified, making vast amounts of web activity difficult to act on,” said Jackie Palmer, VP of product & industry marketing at Demandbase. “Because of this, most marketers and sellers have chosen to ignore it, missing out on numerous opportunities in the process. With Account ID Free Edition, B2B revenue teams finally have an easy-to-use, no-cost way to reveal previously unknown visitors and tap into Demandbase’s industry-leading technology — no strings attached. We’re proud to make these insights more actionable, convenient, and accessible to all, delivering them directly into an organization’s Google Analytics.” Demandbase has spent more than 10 years refining its proprietary account identification technology. Its highly trained machine learning and AI models constantly evaluate hundreds of billions of data points in the form of behavioral signals, volume and time patterns, and real-time signal processing in combination with traditional methods, like IP registries, to select the best identification for an account. Through our proprietary account identification technology and unique third-party data, Demandbase Account ID is able to identify, with high accuracy, accounts that are engaging with a brand. It can also track visitors consistently across offices and homes, and while on VPN. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

BUYER INTENT DATA

With a Potential Recession Looming, Brands Want More Data: Merkle's Friedberg, Bombora Company Surge

Merkle, Bombora | December 12, 2022

The economy has been flirting with a full-blown recession for months, a fear that continues to influence business decision-makers. While the obvious signs, such as hiring freezes and employment stats, get splashed across the media, other indicators are more subtle, and potentially more helpful. Among business service brands with 10,000 employees, interest in "analytics and reporting" has increased 14 percent over the last three months, according to Bombora Company Surge®. There's no question that of all the core demand-gen functionality, reporting and analytics has had the slowest adoption. The reasons for this seem fairly self-evident and are probably topped by the fact that most marketers don't gravitate toward data because it's hard to do it well. It's relatively easy to run a report. The real question is whether you can leverage the information you capture to make meaningful changes to your business. Necessity is the mother of all invention. Intent data also show that across manufacturing companies, interest in "data-driven marketing" is up 616 percent over the past three months compared to the previous three. Recession-like economic conditions may be forcing these firms, traditionally slow to innovate in sales and marketing, to explore new and more effective ways of marketing using data. What does that mean for marketers as budgets become tighter? It's a little early for New Year's resolutions, but budgeting season is upon us. Here are a few ideas to consider as you think ahead for an uncertain 2023: Hire an analyst (or someone) with an affinity for numbers. Many marketers are not quant-jocks, neither drawn to nor excited about doing analytics work. (Disclosure: the author is currently subsidizing a soon-to-graduate candidate with a degree in Applied Math from U.C Boulder and would be happy if he were hired by someone. Anyone!) Reporting and analytics are necessary for success, but they aren't sufficient in and of themselves. It's insights that drive success, and to deliver insights you need to understand how they can impact business. Identify someone on your team that understands the business well enough to leverage the work of an analyst to derive better decision-making. Consider leveraging external expertise in the development of your data and analytics programs. That includes both the technology infrastructure and also KPI identification and ongoing insights. Working with an agency that provides services to a broad range of industries can bring a perspective to challenge your current thinking. Marketing ROI/return on marketing investment (ROMI) and validating the contribution of programs have always been important, but 2023 might be a do-or-die year for making it a reality. This column appeared first in ANA's Industry Insights: https://www.ana.net/miccontent/show/id/ii-2022-12-recession-data About the data this column cites Bombora monitors the average weekly interest, by company, in 12,000 topics across highly trafficked, research based B2B sites across the web in the Bombora Data Cooperative. The Data Cooperative enables Bombora to track in-depth content engagement of business professionals in a privacy-compliant way, with direct relationships with business publishers. The content engagement data covers multiple channels of business research, everything from news and blogs to white papers, directories, and product reviews. The millions of web pages and content types are aggregated into topics, with a Bombora proprietary natural-language processor. These topics incorporate context, meaning, and relationships in words. All this content engagement, surrounding 12,000 business topics, is aggregated to a company level, then measured against a 12-week baseline. This aggregation allows Bombora to identify when a business professional is simply reading an article, to when a company is signaling intent to buy a product or solution. Mr. Friedberg's column looks at key advertising topics as they are being researched at the top 500 brands and top advertising holding companies. Mr. Friedberg's industry experience makes him uniquely well positioned to interpret this business research, and to base actionable insights on the data. Malcolm Friedberg is demand generation practice leader at Merkle B2B.

Read More

ACCOUNT BASED DATA

Life Science Connect Scales Webinar Program with ON24, Achieves 5x Revenue Growth

Life Science Connect, ON24 | February 08, 2023

Life Science Connect, a media publishing, marketing, and sales enablement company, increased its webinar program output by four times and improved efficiency by 95% with the help of ON24, a leading digital engagement platform. Life Science Connect was able to reach its target audience and have more meaningful conversations with prospects and customers by using ON24's solutions. This resulted in a fivefold increase in revenue. Life Science Connect selected ON24 as its platform because it could quickly deliver valuable content to a large number of people and get a source of first-party data that was unmatched. With ON24 Webcast Elite, Life Science Connect added the capability to scale its webinar program and save nearly 40 hours of work a month. With this data-driven approach, Life Science Connect was able to measure, track, and report on the success of its webinars in a way that helped the company figure out what its audience likes. The virtual event director at Life Science Connect, Miles Szkoda, said, “The first-party data we generate with ON24 is more substantial than we can get anywhere else.” He added, “We integrate ON24 data with our internal marketing data to get a holistic view of the people who engage with our content. That is powerful.” (Source - Businesswire) The data-driven insights that come from the ON24 platform are what make Life Science Connect stand out and give its clients more value. This enhanced capability helped Life Science Connect make more informed decisions about content and marketing strategies. About Life Science Connect Life Science Connect is an online community network that serves the life sciences industry, from discovery to commercialization, by connecting its reader audience and strategic partners to eliminate inefficiencies and accelerate the advancement of innovative solutions. It is a division of VertMarkets, a B2B media company, and offers a range of resources, including publications, events, training, and web portals. The Life Science Connect network covers a broad range of topics in the industry, including clinical trials, biopharma, medical devices, and outsourcing. About ON24 ON24 is a digital engagement platform that helps organizations engage, understand and build relationships with their audience. With its portfolio of webinar, virtual event and content experiences, businesses can drive engagement and generate first-party data to increase revenue. The platform is used by over 2,000 customers worldwide, including large technology, banking, healthcare, and industrial companies. ON24 is headquartered in San Francisco with offices globally, and its services allow organizations to connect with millions of professionals for billions of engagement minutes per year.

Read More

ACCOUNT BASED DATA, BUYER INTENT DATA

Demandbase Delivers the First 100% Free Account Identification Solution

Demandbase | December 06, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced the release of the industry’s first completely free Account Identification solution. Intended for companies who are in the dark about unknown web visitors and struggling to reach them, Demandbase Account ID Free Edition identifies accounts with unparalleled accuracy and match rates. This enables intent-driven advertising and marketing campaigns and improves sales conversations through more actionable and accessible insights. For the first time, such a solution is completely free. “Roughly 98% of web visits are unidentified, making vast amounts of web activity difficult to act on,” said Jackie Palmer, VP of product & industry marketing at Demandbase. “Roughly 98% of web visits are unidentified, making vast amounts of web activity difficult to act on,” said Jackie Palmer, VP of product & industry marketing at Demandbase. “Because of this, most marketers and sellers have chosen to ignore it, missing out on numerous opportunities in the process. With Account ID Free Edition, B2B revenue teams finally have an easy-to-use, no-cost way to reveal previously unknown visitors and tap into Demandbase’s industry-leading technology — no strings attached. We’re proud to make these insights more actionable, convenient, and accessible to all, delivering them directly into an organization’s Google Analytics.” Demandbase has spent more than 10 years refining its proprietary account identification technology. Its highly trained machine learning and AI models constantly evaluate hundreds of billions of data points in the form of behavioral signals, volume and time patterns, and real-time signal processing in combination with traditional methods, like IP registries, to select the best identification for an account. Through our proprietary account identification technology and unique third-party data, Demandbase Account ID is able to identify, with high accuracy, accounts that are engaging with a brand. It can also track visitors consistently across offices and homes, and while on VPN. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

BUYER INTENT DATA

With a Potential Recession Looming, Brands Want More Data: Merkle's Friedberg, Bombora Company Surge

Merkle, Bombora | December 12, 2022

The economy has been flirting with a full-blown recession for months, a fear that continues to influence business decision-makers. While the obvious signs, such as hiring freezes and employment stats, get splashed across the media, other indicators are more subtle, and potentially more helpful. Among business service brands with 10,000 employees, interest in "analytics and reporting" has increased 14 percent over the last three months, according to Bombora Company Surge®. There's no question that of all the core demand-gen functionality, reporting and analytics has had the slowest adoption. The reasons for this seem fairly self-evident and are probably topped by the fact that most marketers don't gravitate toward data because it's hard to do it well. It's relatively easy to run a report. The real question is whether you can leverage the information you capture to make meaningful changes to your business. Necessity is the mother of all invention. Intent data also show that across manufacturing companies, interest in "data-driven marketing" is up 616 percent over the past three months compared to the previous three. Recession-like economic conditions may be forcing these firms, traditionally slow to innovate in sales and marketing, to explore new and more effective ways of marketing using data. What does that mean for marketers as budgets become tighter? It's a little early for New Year's resolutions, but budgeting season is upon us. Here are a few ideas to consider as you think ahead for an uncertain 2023: Hire an analyst (or someone) with an affinity for numbers. Many marketers are not quant-jocks, neither drawn to nor excited about doing analytics work. (Disclosure: the author is currently subsidizing a soon-to-graduate candidate with a degree in Applied Math from U.C Boulder and would be happy if he were hired by someone. Anyone!) Reporting and analytics are necessary for success, but they aren't sufficient in and of themselves. It's insights that drive success, and to deliver insights you need to understand how they can impact business. Identify someone on your team that understands the business well enough to leverage the work of an analyst to derive better decision-making. Consider leveraging external expertise in the development of your data and analytics programs. That includes both the technology infrastructure and also KPI identification and ongoing insights. Working with an agency that provides services to a broad range of industries can bring a perspective to challenge your current thinking. Marketing ROI/return on marketing investment (ROMI) and validating the contribution of programs have always been important, but 2023 might be a do-or-die year for making it a reality. This column appeared first in ANA's Industry Insights: https://www.ana.net/miccontent/show/id/ii-2022-12-recession-data About the data this column cites Bombora monitors the average weekly interest, by company, in 12,000 topics across highly trafficked, research based B2B sites across the web in the Bombora Data Cooperative. The Data Cooperative enables Bombora to track in-depth content engagement of business professionals in a privacy-compliant way, with direct relationships with business publishers. The content engagement data covers multiple channels of business research, everything from news and blogs to white papers, directories, and product reviews. The millions of web pages and content types are aggregated into topics, with a Bombora proprietary natural-language processor. These topics incorporate context, meaning, and relationships in words. All this content engagement, surrounding 12,000 business topics, is aggregated to a company level, then measured against a 12-week baseline. This aggregation allows Bombora to identify when a business professional is simply reading an article, to when a company is signaling intent to buy a product or solution. Mr. Friedberg's column looks at key advertising topics as they are being researched at the top 500 brands and top advertising holding companies. Mr. Friedberg's industry experience makes him uniquely well positioned to interpret this business research, and to base actionable insights on the data. Malcolm Friedberg is demand generation practice leader at Merkle B2B.

Read More

Events