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.