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.
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.
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?
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.
- 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.”
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.