Buyer Intent Data
Article | October 7, 2022
Buyer intent data is sourced from either internal or external parties. When combined, it provides a comprehensive picture of how your targets behave online. Internal marketing teams provide first-party intent data through your company's website, automation platforms like CRM, or other in-house applications. Third-party data is gathered from buyer intent data tools.
According to a Gartner study, more than 70% of B2B marketers will use third-party intent data to target prospects by the end of 2022.
In an interview with Media 7, Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, talked about the importance of correct messaging in sales and marketing once you know your audience.
“I think the newest trends revolve around being a strategic resource, aligning marketing and sales, and using analytics to tailor messages to your audiences’ preferences or funnel stages.”
Buyer intent data tools provided by intent data providers like Bombora, Slintel, and ZoomInfo collect high-quality intent data to help you identify the accounts that show buyer intent, making it easier for you to understand their requirements and deliver solutions through effective content.
Let's find out how intent data can help your ABM strategy by making sales easier.
Buyer Intent Data: 5 Impactful Ways It Can Help You Boost Sales
Let us look at five benefits of buyer intent data that can help you boost sales:
Create Effective Content
In ABM marketing, the marketing team supports the sales team by generating qualified leads through effective content that addresses the prospects’ needs. There are more than a billion websites competing for a prospect’s attention. Focusing more on engaging your intended audience than on your search rankings could translate to more sales. This B2B intent data will allow your marketing team to analyze the volume and quality of responses to various online 'triggers' like keywords and social engagement. This way, the marketing team eliminates the guesswork in analytics and content research. B2B intent data can assist your marketing team in its intent-based marketing endeavors. The team can develop hyper-personalized, relevant, and timely content that can be used in your sales process to engage with new leads.
Identify Buyer Groups
In the B2B domain, multiple decision-makers sign off on purchase decisions. Your key accounts might have buyer groups, and this may pose a problem for your sales strategy. You will need to appeal to multiple personas who will then make unanimous decisions when purchasing your products or services. When combined with accurate, up-to-date contact information, intent data can assist in segmenting the purchasing process into relevant stages. Buying intent is useful not only for tracking and analyzing individual target prospects, but also for tracking and analyzing entire organizations. Overall, sales teams can craft perfect messages for any target persona that crosses their path, thanks to quality intent data.
Improve Lead Qualification
After your sales and marketing teams have developed an ideal lead generation strategy, you'll want to target leads with purchase intent. The majority of leads generated may not completely align with your ICP (ideal customer profile). If your product or service isn't even remotely relevant to what they're looking for, an automation system that is a part of your ABM services can remove them from your lead list. By delving into their product research activities, using intent data in lead management and outreach helps remove some of these roadblocks. It is critical to have a nurturing system in place and implement a lead scoring process. Intent data reveals where these leads fall within your segmentation, how interested they are in your solutions, and how their purchasing process works, so your effort or time is not wasted.
Increase Customer Retention
The same buyer intent technology that is used to find new prospects and customers can also be used for customer retention. According to Brain and Company, a 5% increase in customer retention can result in a more than 25% increase in profit. Monitoring intent signals can help you identify when a current customer interacts with a competitor or looks for alternatives to your product. It allows you to engage with them earlier and provides you with another opportunity to maintain your customer relationships.
Boost Team Productivity
According to HubSpot research, 40% of salespeople say prospecting is the most difficult part of their job. Buyer intent data eliminates prospecting (such as connecting on LinkedIn, getting past the gatekeeper, and sourcing emails), which results in more sales for your company. The most effective buyer intent software solutions can provide not only company-level intent information but also contact information for key decision-makers (all whilst complying with GDPR rules). This means your sales team can get right to the point and use the most up-to-date business intelligence to engage in more conversations with the right prospects. B2B intent data keeps your sales team on top of their game by allowing them to analyze and comprehend prospects on a more granular level.
Cloudera Generated over 30 Significant Business Deals Using Intent Data
Cloudera, an enterprise management company, harnessed intent data from Bombora and Just Global to run a hyper-targeted account-based marketing strategy across its sales, advertising, and marketing teams. As a result, it generated over thirty significant business deals.
Conclusion
B2B buyer intent data can help you boost sales by accurately identifying target accounts that show buyer intent. Using buyer intent tools that give clean intent data can help your sales team generate revenue and scale your business.
FAQ
How does intent data help with sales?
With the help of intent data, your sales team can target and qualify leads swiftly and accurately as it provides all the crucial background information on the leads. Accurate targeting translates to more conversions and sales.
Where does the intent data come from?
Intent data is usually provided by third-party data providers through buyer intent data tools. These tools collect intent data from data-sharing points like B2B websites, media publishers, and other relevant sources.
How is intent data beneficial for improving an account-based marketing strategy?
With the help of intent data, you can personalize your website, focus on your inbound leads with respect to their engagement with your content, nurture leads with email marketing, and identify prospective customers who haven’t engaged with you yet. These factors can enhance your ABM strategy.
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Core ABM
Article | June 20, 2023
This article was originally published in the MarketingSherpa email newsletter.
You can’t work in the marketing industry these days without constant talk of data. Data-driven marketing. Big data. Marketing analytics. Facebook is worth more than $650 billion, and it’s not because cat pics and grilled cheese sandwich selfies are so valuable. It’s because Facebook is just a big ol’ bag of user data.
But I must admit and you might find yourself in the same boat using data doesn’t come naturally to me. I work in marketing because I’m a creative, not a statistician.
If you feel the same way, here is an analogy that changed my mind. I was interviewing Wharton’s Peter Fader and Sarah Toms. We were discussing how Electronic Arts used data to improve the product. “When they realized the power of the data that Pete was just talking about, they had a bit of a crisis about identity. They're like, ‘but we're a creative company. How can we now be all data, all the time?’” Toms said.
Zach Anderson, the chief analytics officer at Electronic Arts, won over those creative hearts and minds with this analogy: Cooking competitions shows where the chefs are doing incredibly creative things with ingredients that are given to them.
So data is really just another ingredient you have at your disposal as you make your creative take on a classic matzoh ball soup or marketing campaign.
“Data is actually a good thing that they should be embracing because it allows them to be even more creative,” Toms said.
So with that approach in mind, let’s look at a few examples of using data as a force for the good while improving marketing results.
Example #1: Focused view of data helps nonprofit that sells through ecommerce identify the best opportunity for revenue increase
Data can quickly become overwhelming. So many numbers. How do you find the opportunity?
TenbyThree© is a nonprofit that actually sells products. The charity sells baskets created by artisans in rural communities of developing countries to help the artisans pull themselves out of extreme poverty.
And it had a whole lot going on with its team pulled in many directions. Where to focus? That focus because particularly important with the rise of COVID-19.
TenbyThree mostly sold these baskets in brick-and-mortar locations like Whole Foods Market, Disney theme parks and specialty retailers. But with the pandemic came a massive drop in foot traffic and thus sales, so the nonprofit has tried to increase ecommerce sales through its website.
The MECLABS Institute team (parent organization of MarketingSherpa) worked with TenbyThree to determine where to focus its conversion optimization discoveries.
This data analysis uncovered an opportunity hidden in plain sight product tags. Each basket sold in stores had a tag with information on how to connect with the individual artisan who created the basket by going to TenbyThree’s website.
Very few customers were using this feature. If the tags could be optimized to get more people to use the website’s artisan lookup feature, that increase in traffic would also likely help produce an increase in sales through the website.
In The Marketer as Philosopher Episode 2, The Data Pattern Analysis: 3 ways to turn info into insight you can see the methodical approach used to uncover this data insight to help you identify more opportunities in your own data. The episode also teaches viewers how to use a Data Pattern Analysis Tool (you can download the tool for free here).
To get more data help, you can participate in a Live Coaching Session with Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, on Thursday, August 20th 2020, from 1 p.m. to 2 p.m. EDT. In this Q&A session, participants will learn how to set up and use the Data Pattern Analysis Tool, simplify their data with three key dials, and apply the principles of The Marketer as Philosopher: Episode 2 to their own company.
Example #2: Targeted database helps tent maker pivot
It would be an understatement to say that COVID-19 has forced businesses to make significant changes. We’re all living it, we all know the impact.
But some changes are more difficult than others. When that change is to focus on a new ideal customer, it can be difficult to pivot quickly. Many companies have built their customer base and customer contacts over many years.
This is where external data can be helpful.
For example, TentCraft sells tents to event producers for concerts. But the events industry halted worldwide in March. While the team always knew they were too narrowly focused on just one industry and should diversify the business, they never got around to acting on it.
But as the saying goes, necessity is the mother of invention.
Suddenly they needed to pivot their entire go-to-market approach and find a new target customer quickly. The team came up with the idea to turn concert tents into drive-thru COVID-19 testing facilities, but they never sold to hospitals and didn’t know any hospital administrators.
The team looked for a way to quickly enter a new market without increasing overhead. They worked with ZoomInfo to get data and insights for hospitals and other healthcare systems.
They used the company and contact search to quickly execute a layered approach. The marketing team would start with a broader approach to outreach building an outreach list of 2,000 to 3,000 contacts. Based on open rates, responses and conversations, they learned not only about the specific roles they should be targeting but also what their pain points were.
The sales team would use this information to create a more targeted outreach list of 100 to 200 contacts and then tailor messaging and visuals to demonstrate how TentCraft could address the specific pain points.
The click-to-open rate for the broader emails ranged from 15% to 28% while the more targeted lists typically ranged from 35% to 45% with a handful nearing 60%. Keep in mind, when you see those numbers, that this was all cold outreach.
Because they had phone numbers, job titles and location data, the marketing team was able to supply this information to the sales team in real-time when emails were being opened and links being clicked. This helped the teams prioritize, move to conversation quicker and shorten the sales cycle.
Over $600,000 in revenue disappeared in March alone, but during the first two months of this pivot the company booked more than $2 million in revenue, and April was the biggest revenue month in company history (during a pandemic with the core revenue shut off). They are now 12% ahead of last year’s pace. In the first month of the pivot, they went into contract with more than 100 healthcare facilities which, remember, is an industry the tent maker had no prior experience with.
This pivot was reactive. And while it has worked out thus far, the mindset in the company has now changed.
“A big takeaway for our team is that we need to always be pivoting to new markets, new products, features and partners. That means pairing speed and agility with execution,” said Matt Bulloch, President, TentCraft.
Example #3: Test data shows the benefits of value sequencing for HR software
There may be many elements of appeal in your company’s value proposition. But your customer may not be ready to receive them all at once. That’s why effective value sequencing is so important.
Where in the customer journey should the customer be introduced to different elements of your company’s value? Data can help show you the way.
David Richter wanted to use marketing data to discover how to position his company’s brand and the messaging used at each stage of the marketing funnel.
Richter works for CIPHR, a software platform that serves HR departments. “It’s a crowded market, and in any one year we find ourselves competing with upwards of fifty different vendors. In terms of functionality, it’s incredibly rare that any one provider has a distinctive edge over the entirety of the market. If functionality does get developed that is a game changer, then it’s quickly replicated by other similar providers,” said Richter, Director of Marketing, CIPHR.
The one thing that sets CIPHR apart, according to Richter, is its attitude to integrating its people management platform with specialist, third-party tools. Since larger competitors have strategically acquired complementary businesses, they are less incented to integrate with third-party tools they don’t own, Richter says.
However, Richter had concerns about leading with this “connectivity” in marketing communications.
“Connectivity is the USP (unique selling proposition) that CIPHR has hung our hat on in our marketplace and the position we want to build a strong brand around,” he said. “The trouble is that, at the initial point of engagement, most HR professionals, when looking for an HR system, aren’t thinking about what it can integrate with.”
Including terms like “API” or “integration” in subject lines cut the HR SaaS platform’s email open rate in half. Approximately two-thirds of all sales leads are generated through CIPHR’s website, so getting the messaging optimized for conversion is essential.
To prove to the senior leadership that CIPHR should tailor the focus of its messaging through each stage of the sales cycle, Richter’s team decided to try different messaging on various landing pages on the website. The landing pages were only used for PPC traffic from the same, exact match keywords with the same ads displayed to generate the click.
Landing page headline #1 — Generic HR Software with benefits message, e.g., “HR Software that reduces admin and helps you to work more efficiently,” converts traffic to inquiry at 14.1%.
Landing page headline #2 — HR Software with connectivity message, e.g., “HR Software with brilliant connectivity,” converts traffic to inquiry at 10.2%.
Landing page headline #3 — Connectivity message with no mention of HR Software, e.g., “Connect your people data throughout your organization,” converts traffic to inquiry at 6.4%.
Armed with this data, CIPHR’s leadership is now happy to lead with relevant, product and benefit-led messaging on the website (pre-engagement) that positions connectivity as the differentiator. “We now also have a strong lead nurturing campaign to educate leads about the benefits of connectivity,” Richter said.
Example #4: Online meditation school’s A/B testing on blog doubles student enrollment rate
If you engage in A/B testing, you can learn from real customer behavior to serve your customers better while improving results. Here’s an example.
“In building our platform, we have seen immense success from using a data-driven approach for most of our marketing decisions,” said Kyle Greenfield, Founder, TheJoyWithin.org. “One example is how we used Google Optimize testing combined with heatmap and flow data from Hotjar to improve our blog layout.”
The online school for meditation, happiness, and personal empowerment discovered that less than 1% of blog readers were signing up for a free meditation course. The bounce rate was between 79-81% even though most readers were spending three to five minutes on the site.
The team tested two elements of the blog's layout the sidebar and one inline internal ad placement.
The team tested a new approach to be more direct about different options new students have on the platform. They moved away from a banner ad with the headline “Discover a Clear, Modern Path to Bliss” coupled with a list of potential benefits. The new approach was a direct question to the user, asking “How Can We Help?” coupled with a one-sentence explanation of what was offered, and three possible paths: “learn how to meditate,” “increase my happiness,” and “manifest my dream life.”
They tested different variations of this idea, and ultimately found that making the message clearer and more direct, with fewer graphics and design elements, resulted in better conversion.
This change was combined with testing of the placement of the inline ad. It began as a top-line insert before the post. But the team discovered that users were more engaged when the ad was placed a few paragraphs into the blog post. The previous data informed this decision, since the team knew users were already reading the content and scrolling down the page.
With this change, the team was able to more than double student enrollment rates and reduce bounce rate by 12.5%, to 70%.
Example #5: Incubator generates 300 leads to help the fight against hunger
For marketers looking to do good in the world, sometimes they overlook a data basic your website should have a landing page with the ability to capture data from those interested in helping the cause.
For example, Not Impossible Labs (NIL) describes itself as a one-of-a-kind technology incubator and content studio dedicated to changing the world and making the impossible possible for individuals faced with a range of problems (what it calls “absurdities”).
Most recently, NIL tackled the absurdity of hunger, made all the more pressing by the COVID-19 pandemic. Prior to the pandemic, NIL began working with Salesforce and Postmates on a prototype platform to feed insecure people at scale. The incubator created a text-based service that connects people in need of food with pre-paid, nutritious, to-go meals from nearby restaurants. A child or family in need of food can text “hungry” and the solution connects them with nearby restaurants with extra food that would likely go to waste.
In March of 2020 when the pandemic hit the United States, NIL was in the midst of deploying programs across the country to serve some of the 42 million people, of which 15.9 million are children, who go hungry each year.
How did they make it possible or should I say, not impossible to fight hunger? A marketing landing page.
Verndale and Sitecore offered pro bono help to create a landing page on the site to capture information from visitors in a form connected to a customer relationship management (CRM) platform to store the data.
“We kept everything simple, from messaging and experience design, to providing several frictionless pathways to get involved. More conversion points created more opportunities to engage,” said Ross Lucivero, Manager Director of Verndale's Los Angeles office.
NIL was able to gather data on approximately 300 leads who were ready to give, partner, spread the word, nominate a new city or get involved in their local community.
“The newfound capability to capture individual leads as well as scale our ability to re-engage audiences is a game-changer,” said Joseph Babarsky, Director of Strategy & Partnerships, Not Impossible Labs.
That re-engagement relies on the ability to have the data about who has visited the landing page previously and then present another marketing message to them a call-to-action on the Not Impossible homepage for those who have visited the Hunger campaign page but had not converted through a form submission or donation. “This customized prompt re-engages informed visitors and drives them back to the campaign environment to take action,” said Liz Spranzani, EVP of Technology, Verndale.
“If you have an open mind the seemingly impossible can become possible. You can see this proven time and again through the work Not Impossible Labs has done to help individuals with a range of disabilities and, of course, with their hunger project,” said Paige O’Neill, CMO, Sitecore.
Example #6: The inner workings of a customer review site
Most discussions I’ve seen about data use in marketing focuses on categorizing how the data is collected. First-party data is collected by the company itself, and third-party data is sold to you by a company that aggregates data from many other companies.
In addition to how data is collected, you should also consider how customers experience data. I would categorize that data in two ways data you control and data you don’t.
The data you control might be in your advertising or your website, like “Nine out of ten dentists recommend Brusha Brusha toothbrushes.”
The data you don’t control can be shared in the press or social media, and especially on review sites. One example is a site called Best Company.
“The entire mission of Best Company is to harness data to improve the decision-making process for consumers across several industries. As a company, we believe we are changing the world for good by empowering consumers to make the best possible decisions with their money. We are a truly independent and impartial review site, promising accurate rankings and honest reviews and refusing to reward unmerited ranks for money,” said Rebecca Graham, Content Manager, Best Company.
What this means for your company is that customers’ product and service experience is also part of your marketing. The more you can control and optimize the experience, the more you can optimize this type of data for your brand. “When reviews are available for all to see, companies practicing business with high value and integrity will naturally emerge as reputable leaders, whereas less trustworthy companies drop lower in rank,” Graham said.
You can also learn from these websites as well. They provide valuable customer intelligence about how your brand is being perceived by real customers as well as opportunities for social proof and third-party credibility you can leverage in your marketing. “For example, on business lender Lendio's reviews page, prospective clients can see breakdowns of the star ratings on 400+ verified customer reviews, including the ratings of sentiment criteria like value for your money and customer service. Lendio, which currently has an average of 4.7/5 stars from customer reviews, can leverage the data referenced above by sharing on social media and through content marketing and email marketing copy,” Graham said.
So pull out your company’s value proposition, take a look at how you express it in your marketing, and then see where customers agree and disagree. Where can you learn from customers to express elements of value in your marketing that customers are experiencing but you’re not communicating well? For example, Cotton Mask Co. discovered that its face masks were especially helpful to hearing aid wearers by monitoring customer reviews, and pivoted its marketing accordingly.
But also, take a good hard look at the reviews and determine where your brand falls short. Is it because customers assume your company has a certain element of value that isn’t part of your stated value proposition? If so, change your marketing to clarify. Or is it just that your company is not living up to its value proposition? In that case, you have the data to show why the marketing department should get involved in the customers’ product and service experience to improve it.
Since consumer reviews platforms provide data to customers when they are considering a purchase decision, it is important for brands to understand how they operate. So I asked Graham for a bit of an inside look at Best Company. There’s some she couldn’t share (like how their algorithm works), but I hope the below mini-interview helps you get a better understanding of how this data about your company ends up online and a little more about the companies that put it there.
MarketingSherpa: How do you make money? What is your business model?
Rebecca Graham: Our two revenue streams come from:
1) Lead generation for affiliate partnerships
2) Business Suite subscriptions.
Like many sites, we may be compensated through affiliate relationships with the companies on BestCompany.com. But we do not have any relationships with companies that guarantee or impact their ranking or score and we never will.
A basic profile is free for any qualifying company in the United States. The purchase of our B2B Business Suite reputation management product can't bump up your brand's rank, but it can provide traffic-based insights regarding your profile page as well as enhance it for improved visual aspects and thoroughness, such as featuring product images and videos, adding an FAQ section and highlighting how you stand out from your competitors.
MS: How do you get reviewers? How do you verify them?
RG: Best Company receives thousands of review submissions each week. Every review that is submitted goes through a very thorough moderation process to ensure its accuracy prior to it being published on BestCompany.com.
Reviews are generated in four ways:
1) Organic and direct traffic, i.e., from users visiting our site
2) BestReviews, our review generation process in which we collect reviews from customers on behalf of the company. We offer fully managed email and phone review solicitations for companies with customer contact lists as well as a custom form for companies to utilize for outreach themselves.
3) Reviews from charity and fundraising groups
4) Reviews solicited from our members
ALL reviews, whether organic or company-solicited, are subject to our review moderation process, which include email address verification and analysis via our fraud threshold algorithm (the details of which we do not divulge in order to prevent companies from trying to “game” the system).
Furthermore, Best Company reserves the right to reject or remove reviews that violate our standards, which includes content that does not relate to the company or company's service being reviewed, appears to be incentivized, or contains false information.
We also encourage consumers to resubmit reviews with their most up-to-date experience with a company.
MS: How do you ensure your data isn’t manipulated by companies to make themselves look better?
RG: Here are a few of the protocols we have in place to ensure accurate claims regarding the data on our site:
Companies are not given a numbered rank until they have at least 10 reviews on their profile.
Badge accreditations are only made available to companies meriting them (such as #1 ranked company or a position in the Top 10)
A company cannot hide or delete negative reviews from their BestCompany.com profile
Best Company believes the moderated reviews published on its site to be valid unless proven otherwise by the company with factual evidence of false information, moderation errors, or duplicate reviews. More information regarding disputes can be found here.
Example #7: Independent financial adviser cites his sources to build credibility
This next example is a bit of a different take on using data in marketing, but I thought it was worth bringing to you because I’ve noticed the marketing industry has a rampant problem with crediting sources.
There are so many bold-faced marketing claims that shout and brag. But why should anyone believe those claims?
Alec Tuckman shared with me the story of a seminar he was conducting about stock market performance. He was frequently challenged by an attendee.
“Not wanting to make him look bad in front of his spouse, I did not get confrontational or upset, I simply pulled out a thick notebook full of Wall Street Journal clippings I have compiled over the last five years,” said Tuckman, owner/operator, Wealth Management Partners of Los Angeles.
Every one of those articles was supportive material for the statements Tuckman made about the market. While he didn’t get the business from that particular attendee, Tuckman felt that it gave him instant credibility. “Data is the best marketing tool,” he said. “Being able to cite a credible, well-known source gives you credibility.”
But don’t just cite any data, or you may end up hurting your brand’s credibility. “Make sure the data is from a reliable source. I wouldn’t recommend quoting something you read from a friend on Facebook IM when you’re trying to prove you are an expert on a particular subject like the stock market. Make sure you are sourcing material from credible sources like Kiplinger’s, The Wall Street Journal, Forbes and Bloomberg,” Tuckman advised.
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Programmatic ABM
Article | June 9, 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 | September 21, 2021
Do you target your high-value clients using account-based marketing? Have your sales and marketing teams gathered all the data required to set up a marketing campaign for your valuable clients? Well, if you have hit the start button, then you should be well-versed with conversational marketing strategies, too.
What Is Conversational Marketing?
Conversational marketing is a one-to-one conversation with the client or customer to provide them with an enhanced shopping experience. This conversation can include chatbots, live chats, filling up contact forms, or feedbacks.
Conversational marketing helps in generating leads, revenue, and personal connection with the customers. This approach also helps in understanding the pain points of the customer at a personal level. As a result, this personalized approach attracts the customer, enhances their buying journey, and makes them feel connected to the brand.
What Does Conversational ABM Mean?
Conversational marketing, when incorporated in ABM, is known as conversational ABM. And it is an essential step in enhancing the client’s journey through conversational ABM.
Conversational ABM is an essential aspect of account-based marketing. When targeted clients click on the ad campaigns or visit your website, they must receive a tailored treatment.
Let us explain this with a basic shopping example.
Assume that you are an owner of a luxury brand that sells cars. Your brand needs a public figure and, you have been targeting a couple of high-value clients for the same. You have been using ABM strategies to get to them. Finally, one day, one of them walks into your store. So what do you do?
Of course, you have the best salesperson attend to them. This salesperson knows everything about the client and addresses their pain points through a lucid and formal conversation. As a result, the client feels that you have made efforts to know them and address their challenges. They understand that for you; they are more than just a customer.
This personalized conversation constructed with the help of research data is known as conversational ABM.
Importance of Conversational Marketing in ABM
“Conversational marketing is about leveraging the power of real-time conversations and two-way dialogue to engage customers and seamlessly move them through your marketing and sales funnels. This could be online chats, social media channels, or live brand experiences, but the end goal is the same — engaging with customers one-on-one to stand out from the competition and humanize your brand.”- Nicole Bojic, SVP of strategy at InVision Communications:
Conversational marketing is of extreme importance. Conversational ABM helps you stand out in your client’s vision. Once the client visits your website or clicks on the link curated for him, your team needs to be super ready to provide them a personalized experience.
This approach of conversational marketing will help to:
Connect the client to the brand
Build rapport with the client
Make the client feel that you are well-versed with their pain points and challenges.
Build a personal relationship with the targeted businesses
Ensure conversion and client retention
How to Strengthen ABM Using Conversational Marketing
Conversational ABM is developed in the most personalized and formal way.
Conversational marketing in ABM is carried out through chats, calls, or in-person meetings. It is always better for a real person to have a conversation with the client in real-time instead of using chatbots. Align strategies so that your team instantly connects to the targeted client as soon as they visit your website or click on the relevant link.
They should have a personalized approach right from the beginning.
The best way to keep the clients connected is by involving them in a formal conversation while addressing their challenges and pain points. The live chat option has limitations, so your team should know when to switch from chats to audio or video calls. But, again, do this while keeping in mind the convenience and comfortability of the client.
Whatever the mode of communication is, you need to consider the following points while initiating conversation ABM.
Direct your sales team instantly to start the conversation as soon as the target account lands on your website. It may include enabling push notifications through emails, messages, or any other conversational marketing solutions.
Ensure that the welcome messages and conversations are streamlined with the research and ad campaigns. The client should feel connected, in sync, and cohesive.
Greet your target accounts with human-led chats over automated chats. This step amplifies a seamless customer experience.
Sculpt the conversation totally about the buyer’s account. They should feel that you have made great efforts to know them and address their challenges.
Your content needs to be customized to address their specific needs.
Know when to upgrade from a chat conversion to an audio/video call to take things forward.
Go beyond basic conversations and show how much the client matters to you.
Do everything to provide them with a premium and over-the-top sales experience.
And the Conversation Leads to Conversion.
Based on a survey by DemandGen Report, 95% of target accounts said they would choose the solution provider who helps them navigate through each step of the conversion process.
Conversational ABM is a critical step for a successful ABM. Thus, ensure you prepare your sales and marketing team for the best conversational approaches. This will eventually lead to successful engagement and conversion of the targeted clients.
Frequently Asked Questions
What is conversational marketing?
Conversational marketing is encouraging conversations that are client-centric. These one-to-one conversations are designed to provide a personalized and premium customer experience. The conservations are aligned with the research and specifically address the pain points of the customer.
What is ABM strategy?
Account-based marketing is a marketing strategy that concentrates on creating strategies and targeting high-value clients. This client list for ABM is curated while keeping in mind that these are the most likely to convert. The strategy consists of gathering maximum data about the client and creating tailored ad campaigns or pitches for them.
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