Buyer Intent Data
Article | March 6, 2023
The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities?
While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.
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Programmatic ABM
Article | June 9, 2022
The pandemic has changed the marketing world to a great extent. Customers have tremendously adapted to online buying.
The pandemic has forced B2B customers to adapt to new ways of buying and selling. Customers are ready for online meetings and connecting digitally as far as the buying approach is concerned. The only thing that matters to them is that the solutions should answer their hurdles or challenges like personalization and strategizing marketing so
But for the selling process, B2B marketing strategies needed creativity. Companies had to put their heads together to convince a buyer through conversations on digital platforms. It was not easy. But B2B companies have taken up the challenge and managed to come out with flying colors.
Let us look at the changed scenario of B2B marketing.
The Changed Scenario for B2B Marketing
In 2020, when the world came to a standstill, people expected it was just a break, and they might return to their lives in no time. But this myth was busted when people had to adopt the new normal instead of going back to normal.
Every industry faced challenges, including the B2B industry. Imagine the industry, which had the habit of meeting decision-makers and convincing them with presentations, had to do all the work digitally.
But they found solutions after some months of struggles, and the businesses were back on track. Of course, there were difficulties on the way, but they answered every obstacle with time.
B2B marketing best ideas include account-based marketing, conversational ABM, personalized campaigns, correct use of data, and more. These paved a path for successful B2B marketing amidst the pandemic.
Thus, learning from them, we have curated a list of tips for successful B2B marketing.
Tips for Successful B2B Marketing
These best ways to market B2B are listed after diving deep into the struggles of B2B marketing. The experts of this area have experienced hurdles and implemented these solutions.
Have a Buyer-centric Approach
In an interview with Media7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that,
“If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.”
So, you understand how essential the customer is! These days it is more about the customer than about sales. Therefore, you must have a 360-degree alignment with the customer’s needs and preferences. Through this, you have better chances of conversion.
Take Risks
The market is very unpredictable post the pandemic. The companies that you thought may not require your service can be the ones changing the game. So, do not refrain from taking risks. First, of course, calculate the risks, but they take them.
For example, before the pandemic, some businesses may have invested massive resources in digital marketing. As a result, they might not see the results immediately. But meanwhile, the pandemic erupted, and Boom! They were the only ones who survived in the market.
Thus, the results of a calculated risk may be harmful or positive, but you either earn profits or learn something valuable from it!
Implement ABM
If you are a B2B marketer and have not implemented ABM in your marketing strategy, you need to do it immediately. Account-based marketing has the best conversion rate compared to the traditional methods.
And this is the best strategy to be implemented post the pandemic. The reason is that companies have various challenges and need immediate solutions. Thus, if you filter the best clients, address their struggles, and target them, they will waste no time in approaching your sales team.
But this is possible only when you design the best ABM strategy. Click here to know more about account-based marketing for B2B.
Have an Agile Approach
Clive Armitage, CEO at Agent3, believes that,
“We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.”
It means that Agent3 changes its strategies and services as per the clients and market demands. They also keep the clients in the loop of the changes and innovations happening in the market.
Thus, have an agile approach. Be ready to change your marketing growth strategies and plans according to the conditions around you.
Be Future Ready
The example set by the rental car company Hertz shows how future-ready they are with their latest investment. Despite their business being affected by the pandemic, it resurfaced itself through trusted investors. But instead of following the age-old techniques of rental cars, they ordered 100,000 Teslas to electrify its fleet.
Not only did Tesla’s shares hit sky-high but, Hertz was all over the news. This critical investment defines how Hertz is making itself future-ready as it knows the future is electric cars.
This example explains how important it is to invest for the future, considering the changing customer demands. Hence, implementing the latest technologies like AI and machine learning in marketing campaigns can make you future-ready. Plus they also create a great impression in the mind of the customers.
And We Conclude
Remember, marketing is all about understanding your customers and delivering what they want. Once you know your customers, you have hit the bull’s eye. So hit targets by taking risks, investing in technology, and developing a personalized approach.
And most importantly, adapt to the changing world to thrive in it!
Frequently Asked Questions
How to identify a successful B2B marketing plan?
Analyze your marketing performance
Perform competitor analysis
Define your marketing goals
Identify your marketing budget
Implement the latest B2B marketing trends
How successful is ABM strategy in B2B marketing?
Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing.
Does ABM guarantee a 100% success rate?
Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients.
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Buyer Intent Data
Article | August 23, 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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ABM Accounts
Article | July 13, 2022
ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM?
Follow these four simple steps:
Look for Potential in Target Accounts
Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity.
Go Beyond the Lead-based Approach
Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes.
Participate in Buying Group Marketing
Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach.
Upgrade Your Sales Approaches
Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities.
With an Empowered Sales Team, Your ABM Engagement Rises
An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.
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