Buyer Intent Data
Article | June 20, 2023
Gain insights into 2023 buyer intent data trends. Explore key marketing technologies and strategies essential for businesses to enhance their ability to engage potential customers effectively.
Buyer intent data is indispensable for businesses in an increasingly fast-paced and data-centric account-based marketing (ABM) space. It serves as a compass guiding marketing and sales efforts by providing profound insights into consumer behavior and purchase intent. With this information, businesses can precisely target their targeted audiences, personalize their messages, and optimize their resource allocation, all of which result in higher conversion rates and a greater return on investment.
With rapidly changing customer behavior and evolving marketing space, buyer intent data has become the cornerstone of contemporary marketing and sales strategies. In 2023, it is set to reach new milestones, fueled by growing technological advancements and a deeper understanding of consumer behavior.
As a result, it is essential for B2B businesses and marketing teams to be aware of the emerging buyer intent data trends to adopt cutting-edge technologies and strategies that enhance their ability to understand and engage potential customers effectively.
Futuristic Buyer Intent Data Trends for 2023 and Beyond
In an era where competition is fierce and customer expectations are continually growing, harnessing the power of buyer intent data is not just advantageous; it's fundamental for achieving sustainable growth and increasing market share in the space. Furthermore, it bolsters customer engagement and loyalty by demonstrating a commitment to understanding and meeting their needs.
Businesses that embrace B2B buyer intent data gain a decisive advantage, positioning themselves as agile and customer-focused enterprises ready to thrive in the marketing domain. Consequently, staying informed about buyer intent data trends is not only a strategic advantage, it's a necessity for sustained growth and relevance.
Here are some of the latest buyer intent data trends that businesses must be aware of in 2023
AI-Powered Predictive Analytics
One of the most exciting trends in buyer intent data is the increasing role of artificial intelligence (AI) and predictive analytics. AI-powered buyer intent data tools analyze vast amounts of data to identify patterns and trends that might not be apparent to human analysts. This, coupled with predictive analysis, enables businesses to predict buyer intent more accurately.
With advanced AI algorithms, businesses are able to sift through vast datasets, recognize intricate patterns, and predict buying intent with unprecedented precision. This technological advancement enables companies to not only identify prospective customers but also create customized marketing strategies and engage them at the precise moment when they are most likely to make a purchase. In essence, AI-powered predictive analytics is elevating buyer intent data to an entirely new level, making it an invaluable asset for any forward-thinking business striving for marketing and sales excellence.
Integration of Multiple Data Sources
Buyer intent data relied on a single source of information, such as website analytics or email engagement metrics in the past. However, with increasing emphasis on understanding customer behavior, there's a growing recognition of a holistic view of buyer intent. This, in turn, is increasingly creating a need to integrate multiple data sources.
The trend of integrating multiple data sources provides a more detailed and deeper understanding of consumer behavior, thereby significantly enhancing the value of buyer intent data. Businesses can construct an extensive mosaic of each lead's digital journey by combining data from various touchpoints and channels, such as website interactions, social media engagement, email responses, and chat interactions. This multidimensional perspective provides more in-depth and accurate insights into buyer intent, allowing companies to tailor their marketing and sales strategies with unmatched precision.
Real-time Intent Monitoring
As businesses and marketers increasingly adopt advanced technologies, the days of post-event analysis are rapidly diminishing. Now, real-time monitoring of intent has become the primary focus. The strategy involves the use of innovative tracking technologies to detect and respond to buyer signals in real-time. The trend is increasingly gaining prominence as it allows businesses to respond to buyer signals as they happen.
When a potential customer exhibits strong purchasing signals, such as extended engagement with pricing pages, repeated product demo views, or initiating a live chat, real-time alerts trigger immediate action. This instantaneous response capability enables marketing and sales teams to provide highly relevant information and immediately deploy targeted messaging or offers, significantly increasing the chances of conversion.
Cross-channel Engagement
As businesses recognize the significance of engaging with leads and consumers across multiple channels, the need for innovative strategies, such as cross-channel engagement, is rapidly growing to ensure that businesses are present where their audience is, be it via email, social media, website interactions, or even chatbots.
In an era where consumers frequently switch between channels during the purchasing journey, cross-channel engagement ensures that businesses are consistently present and responsive. It improves the customer journey, enables complete data capture and analysis, and contributes to a more in-depth and accurate understanding of buyer intent. Cross-channel engagement enriches buyer intent data by providing businesses with a more detailed and real-time view of their audience's behavior and preferences, ultimately resulting in more effective marketing and sales strategies and stronger customer relationships.
Hyper-personalization
The hyper-personalization trend is ushering in a new era of consumer intent data utilization by bringing personalization to new heights. The approach utilizes the abundance of available consumer intent data and AI-driven content recommendation engines to deliver personalized experiences to individual leads and customers.
By analyzing a prospect's past actions, preferences, and interactions, businesses can create hyper-personalized content and offers that precisely align with their interests. It also optimizes time, ensuring that engagements occur exactly when a prospect has the highest possibility of converting. This level of personalization increases the chances of conversion as well as fosters a deeper connection between brands and their target audience. Hyper-personalization is not merely favoring consumer intent data; it is elevating it, enabling businesses to deliver exceptional, one-to-one experiences that boost engagement, trust, and brand loyalty.
The Bottom Line
Buyer intent data is the lifeblood of modern businesses, providing vital insights into consumer preferences and behavior. It enables companies to determine when potential consumers are prepared to buy, allowing timely and targeted marketing and sales efforts.
Staying informed about the latest buyer intent data trends enables businesses to employ cutting-edge technologies and strategies that improve their capacity to comprehend and engage potential customers. Companies can improve their techniques, enhance customer targeting, and optimize resource allocation by foreseeing and adapting to these trends. Furthermore, being aware of these trends is crucial for maintaining customer trust and compliance with evolving data privacy regulations, thereby ensuring the ethical and responsible use of data.
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Account Based Analytics
Article | August 3, 2022
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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Core ABM
Article | June 4, 2021
There’s a new business world evolving—a digital-only marketplace driven by the recent global pandemic. It impacted every company, forced them to change the way they operate, market, and sell. Proven best marketing practices, such as Account-Based Marketing (ABM), are commonplace for B2B marketers. That said, the new reality and new normal is forcing companies to rethink how they can optimize their strategy to be more accurate and direct with a one-to-many engagement model.
As COVID-19 continues to be spreading, B2b marketers (you) should take advantage of the downtime to assess and scale your business in the evolving digital-only marketplace. This is because once you exit from this crisis, businesses would be ordinary.
So, one of the most effective ways to keep your marketing strategy dynamic is to look for fresh ideas, tactical approaches, get creative with adding personalization, and include some empathy in messages to help customers during this period of uncertainty.
With account-based marketing, set a relatively new concept of marketing strategies to scale your business. Understanding this, you can better deliver the right solution to your targeted and potential customers.
As you are defining and refining your ABM marketing strategy, how can you help customers more with solutions precisely? It’s time to explore new ways to communicate and engage more and more accounts.
Get Creative with Your ABM Strategy
ABM may not be a new concept in the B2B space. Still, there’s always an opportunity to freshen up your strategy and get creative with different aspects. The most influential and budding trend of being creative is personalization. Yes! Personalization will let you focus on your target audience and achieve brand recognition and higher conversions.
Identify a List of Ideal Target Audience
As ABM is about tailoring campaigns to specific accounts, the first thing you need to do is to identify a list of important accounts for your campaign. The easiest way to begin is by asking your sales team to pick accounts from the existing customer data.
Finding companies matching your ideal target customer helps narrow down your focus for a longer period. Once you have a list of companies, use the same social media strategies to search their profile pages and find similar companies. But, sometimes, there might be some companies on social media that do not match your ideal customer profile. In such cases, you can research for each of the “similar” accounts you find.
Want to know how to proceed? Read further.
Research Each Account
Unlike research for personas, ABM is not about targeting an individual. Instead, it requires proper account-based research! So, what information you need to get initially and collect to start your research? It’s recommended to start with the following:
Market-wise: Includes industry, company size, and competitors
Company-wise: Marketing share, revenue, and past revenue records
Client/Audience wise: Buying power, designation, influencers, and management
In most cases, this information will be visible on the company website, press releases, social media pages, or annual reports. One of the most critical aspects of the research phase is identifying and getting access to key decision-makers. The more you identify them, the more successful will be your ABM campaign. It is because, today, the number of people involved in decision-making is growing. According to Gartner, in a typical firm with 100-500 employees, approximately 7-8 people stay engaged in the buying decisions. But you need to convince. How? Good content plays a crucial role here.
Content? How? Read the next point to understand.
Use Dynamic Content
Creating dynamic content is a great way to have personalized communications with your target accounts. Whether emails, newsletters, subscriptions, websites, blogs, and videos, among others, are the best ways to initiate personalization in your marketing strategy when doing ABM.
Demand Gen Report’s survey found that 95% of B2B buyers choose a solution provider through content. This helps them navigate each stage of the buying process. Here are ABM’s most effective content-based marketing tactics:
Personalized content: 78%
Emails: 68%
Social media: 57%
Targeted display ads: 50%
Search engines: 50%
Mobile ad: 48%
To understand how dynamic content plays a key role, hop to the next level.
Generate Relevant Content
What kind of content engages B2B buyers? It is relevant and informational content because such contents are more attractive, which interests a buyer is to engage with you. Also, in terms of the most effective ABM strategies, personalized content ranks number one!
So, how you make relevant content? The standard approach in ABM for B2B marketers is to create tailored content for a specific industry. But you can also customize content for particular accounts. It is an excellent practice to review the existing content before you customize content for any specific account. It will give you more ideas and insights.
For example, blog posts, case studies, white papers, and e-books are the most considered relevant content for your ideal target account. Then, categorize by stage in the sales funnel. Whether they fall under the top of the funnel (includes blogs, articles, videos, and infographics), middle of the funnel (includes eBooks, case studies, white papers, and video tutorials), and bottom of the funnel (includes free blogs, blog samples, quotes, etc.). This way, you know accurately the type of content (a relevant one) that needs to be sent to a buyer based on the funnel stage.
However, if you have no content that rings with your ideal customer, interview existing customers that match their profile to understand their top business challenges. This becomes extremely powerful and results in attracting more and more potential customers in the future.
In this context, only 42% of marketers communicate with their customers as part of their content research phase. Without interviewing existing customers, the content created might not be relevant. Thus, it becomes one primary reason buyers don’t engage with brands.
Use Personalized Content
Today, content personalization is playing a pivotal role in the new digital marketing landscape. It is working on customizing the content-based interests of audiences and their challenges. It can help you target your specific market segments more accurately and enable more chances of conversion. Personalization of content aims to ultimately understand how the businesses will benefit from your products and services.
To increase the size of your marketing net through ABM strategy, it is vital to be sure that your target accounts resonate with your content across the following touch-points:
Use personalized content on social media platforms to gain maximum outreach
Utilize advanced programmatic ads to communicate directly to your target accounts
Develop landing pages precisely to one target account or multiple accounts that have similar needs within a similar industry
Tell your Story to Connect
If you want to stand out from the crowd, your ABM strategy must be unique instead of being cut and dry. Storytelling is a perfect opportunity to be creative in showcasing your business (brand). Such an approach gives a broad perspective to your audiences. Hence, they learn more about your brand, the solutions you provide, and the benefits they might gain from the collaboration.
Storytelling in your content-based ABM strategy can take on many forms, such as:
Combine product videos with case-studies related to the target account’s needs.
In case-studies, use relevant success stories during targeting. Allow them to see themselves as the business in the case study.
Highlight the past customer experience to the target account.
Share your company culture and milestones.
These points attribute holistically to create proper storytelling— one of the most critical aspects of content-based ABM strategy for marketing.
Personalize Your Website
Creating a dynamically personalized and highly relevant website is extremely important to target accounts. Based on their behavior, location, profile, and other attributes, a website provides a different experience to your targeted accounts. Imagine browsing a website and seeing your industry on its homepage—wouldn’t you be intrigued to browse further? This is how a part of personalization works. So, personalize your website by tailoring content, gathering events, webinars, discussion forums, and collaboration with your industry leaders. These attributes help personalization become more powerful, as you gain the ability to catch target account’s interest the moment they click on your website.
To create a personalized website, remember these points:
Diversify your content through blog posts, infographics, video or slide presentations, etc.
Your website’s structural flow should accommodate a straightforward user experience.
Easy navigation of the website to encourage leads
Perform testing on keywords, pricing info, placement of CTAs, layout, images, landing pages, and contact forms.
Boost the quality of your content for accuracy, coherence, and tone.
Distribute Content to the Right Person
The foremost goal of ABM strategy to scale your business is to reach the right person at the right account. It is necessary so that you can engage, nurture, and build a strong connection.
What’s the most effective way to create content to reach the right person?
It’s an Email. Emails still work efficiently than any other content form when it comes to campaigns. The content for it needs to be highly relevant to contact a single account or a group of accounts that match your ideal customer’s profile.
E-mail is not just limited to marketers. Sales representatives can use email too! 92% of businesses pay attention to emails even if it’s sent from a company that they have never done business with. They read an email that contains ideas that might be relevant to their business. Also, 78% of decision-makers have taken appointments or attended an event inspired by cold emails.
So, do not be mistaken with email marketing dead just yet!
To understand it more, know-how a direct mail can be effective:
80% of mail gets attention and opened.
56% of buyers initiate contact with the help of direct mail.
59% of buyers enjoy receiving direct mail from brands they like.
The average ROI for mail campaigns is between 18-20%.
Therefore, with mails, you can target a particular account and tailor the content particularly for them. Also, you can tailor the content to include personal details such as company logo, names, and job titles. Because this helps clients remember your company details than of others on top of their minds.
Explore Experimental Marketing
Experiential marketing in ABM strategy can combine real-world and virtual touch-points to promote higher campaign engagement. Refining your ABM campaigns around the tenants of experiential marketing can increase the likelihood of a conversion and strengthen your brand loyalty with target accounts.
To do experiential marketing in your ABM strategy program, keep the focus on the following tactics:
Create new content messaging to connect to the new focused target audience.
Create a client value proposition on an account-by-account, including content marketing tricks.
Focusing on an emotional connection between the target account and your brand to give solutions is essential
Apply your content marketing strategies to a digital and real-world customer experience framework.
Include all of your standard digital marketing channels, in-person events, and one-on-one meetings
Lastly, Re-think Everything
While the COVID-19 pandemic has left a wake of loss and misfortune in the B2B business world, the new digital-only reality will accelerate digital transformation across every B2B enterprise. More importantly, this will catalyze to resolve puzzling technology, skills, and organizational challenges that have prevented marketing teams from fully delivering a rich customer experience through their ABM programs. So, you should re-think everything at this time, including your tech stack, to increase the number of marketing technology.
Leveraging a one-size-fits-all approach to ABM does not work, especially in a COVID-19 affected world. Now, more than ever, you need to include and demonstrate empathy and engage target accounts with the right content and message in your ABM strategy. By this, marketing organizations can quickly understand which accounts are in a buy-cycle and contribute to the virility of your campaigns within your accounts to expand coverage and conversion results.
Frequently Asked Questions
How effective is ABM?
ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business.
How does personalization help ABM strategy to scale?
If you have included personalization, here are ways that help your ABM strategy to scale:
Create a strategic design, including creating empathy maps for each target audience segment or customer personas.
Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more.
Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points.
Automate process: Campaign creation, content creation through emails, and more.
How to prepare ABM strategies?
Follow these steps to prepare ABM strategies:
Build the sales bridge to establish alignment between sales and marketing leadership.
Define your segments.
Align marketing and sales processes.
Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR.
Host consistent planning sessions with territory-level managers.
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