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?
Why use intent data?Posted on
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 creative is your advertising?Posted on
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.
One of the biggest inputs in my planning is what I think is changing/more prevalent in upcoming years. The trends that are going to accelerate and change the industry we know.
I thought some of you would like to see my notes specific to B2B Sales and Marketing for 2022 and beyond.
How well do you know your Data?Posted on
Modern marketing programmes are built on data...But how well do you know your data?
Knowing which data you need – and more importantly when to invest in it is critical to sales and marketing today. Investing too early can mean that it is stale by the time you need it – investing too late and it will sit there unused.
Understanding your data is key and here are 3 questions you should be asking yourself about your data.
Is ABM just Demand Generation?Posted on
Understanding the differences
There has always been a certain learning curve to implementing account based marketing. We typically work closely with our clients implementing it as a result.
The journey takes one of two routes – either targeting a small group of known accounts or a much larger group of unknown ones. Either makes sense depending on your marketing goals.
The next step always seems to happen though: the way marketers think about their market. The increased insight that comes from delivering an ABM programme leads to insight across campaigns and an increased understanding of the different segments.
The Impact of ABM AdvertisingPosted on
Thanks to Mike Maynard at Napier Marketing for inviting our CEO, Riaz Kanani onto their podcast.
Riaz & Mike spoke on:
- The impact ABM advertising has had on campaigns
- Successfully building an ABM programme
- The value of intent data
As well as the journey to setting up Radiate B2B.
Check it out here on Apple.
Prospects aren’t just companies, they’re people.
Radiate B2B founder Riaz Kanani sat down with Flavilla Fongang on her Tech Brain Talk Podcast to discuss how this is possible and what approaches are needed to land these types of clients.
- The Power of Relationships
- How you get your clients down the pipeline to trusting you.
- How ABM implementation is able to achieve this trust.
To listen to the Tech Brain Talk Podcast click here.
Account Based Marketing, or ABM, continues to be adopted by companies seeking to gain a step change in their marketing efforts.
But it is not for everyone. It remains a strategy for B2B companies selling to enterprise. Last week, I sat down with James Rostance, Presenter of The 414 and the UK’s No.1 B2B Marketing podcast to discuss the state of play for ABM in 2021.
ThinkHuman: Emotional IntelligencePosted on
The phrase Emotional Intelligence (EQ) first appeared back in 1964. But it was Daniel Goleman who made the phrase famous when he released his book Emotional Intelligence in 1995.
Goleman says that emotional intelligence was as important as IQ for success. This included the academic, professional, social, and interpersonal parts of life.
At work today, it is especially important. At Radiate B2B, we regularly discuss alignment between sales and marketing. It is one of the key foundations of a successful account based marketing programme. I would argue that sales and marketing leadership today need to have a high EQ to succeed.