LinkedIn Advertising offers advertisers both brand and performance led advertising opportunities. But what does it take to make a great LinkedIn advert?
Today, B2B advertising offers many approaches to reaching your target audience. While it has traditionally been much easier for B2C companies (companies that sell to individuals) to target their ideal target audiences, it has been much harder for B2B companies (businesses that sell to other businesses) with a defined customer base to reach their target audience precisely.
B2B companies have niches that are smaller than entire industries and/or company sizes. Their ideal customer profiles are made up of many attributes including industry, company size, current performance, technographics and more.
Today, though it is possible to reach smaller niches and not waste media budget.
Using intent data for B2B sales and marketing efforts allows you to identify potential customers earlier. But how can you maximise use of intent data?
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.
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.