Radiate B2B - Blog - Stay on top of all the latest secrets, insights and knowhow around intent data and account based advertising

Why use intent data?

Posted on January 30, 2023January 24, 2023 by Riaz Kanani

Intent data is a powerful tool for B2B sales and marketing efforts, providing valuable insights into potential prospects’ interests. Marketers can use the data to create more effective and targeted marketing campaigns, and increasing conversion metrics. Sales can use the data to prioritise outreach, contextualise messaging and increase meeting generation. Customer Success can use the data to identify churn within customers.

Here are 5 key reasons why you should consider using intent data for your B2B sales and marketing efforts.

1. Identifying prospects

Intent data can help you identify the right prospects at the right time. Knowing your ideal customer profile helps you know which companies might be interested in your solution at some point in time. Intent data narrows this list to those companies which are paying attention to topics relating to your solution today. This can help you focus your efforts on the most promising leads, rather than wasting time and resources on less-qualified prospects.

2. Understanding the buyer journey

Intent data can help you understand the buying journey of a prospect. By identifying the topics being researched, you can understand whether they are early in their journey and trying to identify how to solve a challenge, or are further along their journey and have identified what they need to solve a solution. This can help you tailor your messaging and positioning to better align with their needs and concerns, which can increase your conversion rate.

3. Accelerate Account-based marketing (ABM) programmes

Account Based Marketing (ABM) programmes require increased investment in targeted accounts. However, investing too much time and money too early leads to wasted effort and budget.

Using intent data to understand the level of intent and where they are intheir buying journey means you can trigger investment in an account. This reduces waste and means that investment happens when it is needed.

4. Identifying new opportunities

Intent data can show you which industries are spending time on particular topics. This can provide insight into accelerating growth in new industries and emerging trends and new opportunities that you may have missed. This can help you stay ahead of the curve and win new opportunities before your competitors do.

5. Identifying and reducing churn

Intent data can help you to reduce customer churn by highlighting which customers are spending time researching topics relating to your solution. This in turn allows your customer success team to prioritise their time, spending more time on customers who may potentially churn.

In conclusion, intent data is a powerful tool that can help B2B companies improve their sales and marketing efforts. By understanding the intent of potential prospects, you can better target your messaging and increase the effectiveness of your campaigns.

By using intent data, you can identify the right prospects at the right time, understand the buying journey, improve your ABM efforts, identify new opportunities and reduce churn.

How do you find intent data?

Posted on January 23, 2023January 23, 2023 by Riaz Kanani

Intent data helps B2B sales and marketing professionals understand who within their target audience are showing behaviour that suggests an interest in a particular area or topic. This may include people researching or interested to buy and everything in between. But how do you find intent data?

Intent Data can be sourced from intent data platforms, like Radiate B2B, web analytics tools, hiring, community review websites, event attendance, social media monitoring, surveys, customer feedback, and more.

What is the dark funnel?

Posted on January 17, 2023January 9, 2023 by Riaz Kanani

At its simplest the dark funnel is just word of mouth – where people share their knowledge, experiences or recommendations about a product or service with others.

It can be both positive and negative and is often invisible to tracking by sales and marketing teams. Yet sales opportunities that enter the pipeline because of word of mouth tend to close more often and faster. This is not surprising as conversations start on a stronger footing due to the recommendation coming from a trusted source.

So why the rise of a new term?

ThinkHuman: Maximising intent data with marketing

Posted on January 10, 2023January 4, 2023 by Riaz Kanani

Did you know you can double the performance of your advertising campaigns by using intent data with marketing?

I sat down with Karla Rivershaw, head of field and partner marketing at Infogrid, who has been using Bombora intent data (which is part of the Radiate B2B platform) since 2020.

We discussed:

How to combine intent data inside Hubspot to power LinkedIn campaigns
Use topics to contextualise messaging
Work with sales to notify (via Slack) and design email sequences.

From Karla: “Definitely, what I can say with absolute certainty is that introducing intent data really helps to initially open those doors with these people and just make sure that you’re landing the right message.”

Maximising B2B Intent Data for Lead Generation

Posted on January 3, 2023January 5, 2023 by Riaz Kanani

Intent data is now a critical tool in the armoury for sales teams when generating leads. All business-to-business (B2B) companies are constantly seeking new ways to generate high-quality leads and drive revenue growth. Intent data does exactly this.

At any particular time, 5% of companies are in market and buying. Identifying companies who are in market in normal times is a challenge. But in uncertain economic times, generating leads becomes even harder.

How creative is your advertising?

Posted on July 20, 2022January 4, 2023 by Riaz Kanani

We have been delivering company targeted B2B advertising (or account based advertising) for over 5 years now across the Internet and on LinkedIn.

While demand continues to increase each year – it is the creativity associated with these campaigns that have seen a marked change over that period.

Sales Statistics you need in 2023

Posted on June 15, 2022January 4, 2023 by Riaz Kanani

The changing buyer. The increasing number of stakeholders. The Covid-19 pandemic. All have served to transform the sales environment. Buyers are increasingly digital natives and less responsive to cold contact. Today, they also spend much less time with sales in the buying process. This page keeps track of all the sales statistics to help you understand the current environment.

We continuously update this page so check back for the latest updates.
(Last updated: January 2023).

ThinkHuman: The evolution of the outbound animal

Posted on May 19, 2022January 3, 2023 by Riaz Kanani

Our next LinkedIn Live event is… well… live on Monday 23rd May at 12.30pm. Given the huge number of requests after the last session, we have focused on outbound sales.

Specificially how outbound sales is evolving to respond to both a changing buyer demographic and a changing environment.

ThinkHuman: The end of sales and marketing alignment. The Changing Face of Sales.

Posted on March 29, 2022January 3, 2023 by Riaz Kanani

The sales and marketing environment looks very different today to three or four years ago.

Enterprise buyers are 57% of the way through the buying cycle before contacting a vendor with only 19% spent with all vendors combined.
Gartner

This combined with more stakeholders to nurture across more channels means change is a must. In turn, this has created an even greater need for more sales and marketing alignment. It has become a key topic as a result.

Creating joined up buying experiences that deliver in advance of first contact and right through to renewal increases and accelerates pipeline all while reducing churn.

Join us on 31st March at 11.30am BST to hear more on addressing sales and marketing alignment today. Attend here.