Monthly Archives: December 2021

Everybody’s talking about intent data and how it’s extremely critical in increasing ROI. However, marketers need to focus on strengthening intent data strategy to fully optimize it. In order to achieve the objectives of intent data, it’s important to recognize the top challenges of intent data and devise a plan to overcome those challenges.

Did you know that one of the topmost challenges of intent data faced by marketers is to create a solid strategy in order to fully optimize the power of intent data? Following this top challenge, marketers often face other challenges such as measuring the impact of intent data, converting data into insights efficiently, verifying the validity of intent signals, and acting on those intent insights efficiently to make proper use of intent data.

In order to avoid wasting costs on resources and missed opportunities, marketers must address the above challenges and focus on resolving them at the very beginning of deploying intent data.

Let us discuss some of the best ways to tackle the above challenges in order to optimize intent data for increased ROI.

Focus on strategy-

Strategy can enable any solution or tool to work fully or to be able to achieve the objectives set at the very beginning of deploying that solution or tool. Same goes for intent data!

One of the best ways to begin building a robust strategy for intent data is to focus on prioritizing accounts. One can also focus on other important and supporting channels that allow you the time to focus on specific accounts that are taking interest in your services or products. Such strategic decisions can help convert potential leads into sales easily.

Once you start getting the desired results, don’t forget to analyze and measure them. A part of your strategy should also be to make sure all the teams involved in the use of intent data are on the same page. For example, marketing and sales teams must be on the same page right from the stage of discussions on how to optimize intent data. Any other function in the organization that might be directly or indirectly involved in intent data should ideally be a part of any intent data related decisions in the organization.

Analyzing results-

It’s not only about how to use intent data for getting the desired results, it’s also important to monitor the results and analyze the metrics that can tell a lot about the strategy. To measure the results effectively you need to look at the key performance indicators and analyze the final results in comparison to the set metrics. This analysis can help you build a stronger strategy each time.

Comparison of metrics pre-intent and post intent can show you the progress, performance and can give you a birds-eye view of how to program intent data differently each time. It can reveal some finer nuances of the strategy in the form of results and help you understand what is working and what is not and where it is that you need to strengthen your strategy for all your future intent data-based programs.

Evaluate multiple channels-

For assessing all sources of intent signals, one must consider multiple channels for validating signals and evaluating the value of those signals. Taking a more comprehensive approach while analyzing intent signals can bring more accurate results. While you do this analysis it can also provide information about some weak signals that bring no value to your business and you can further avoid spending time in that direction.

Marketers must also include the following elements when considering intent data for enhancing sales-

• Investing in understanding buyer’s journey
• Aligning intent strategy objectives with business goals
• Establishing base performance metrics and elements that are critical in analysis of results

Conclusion-

Intent data is very useful if you want to enhance ROI. However, the intent data science is still evolving. Marketers need to note the challenges of intent data and the possible hurdles that might prevent them from optimizing intent data for best business outcomes.

Integrating intent data in the top of the funnel marketing activities can amplify b2b revenue growth and strengthen ties with potential prospects. This can literally accelerate lead generation and can be very helpful in demand generation. Let’s explore the immense possibilities of intent data for enhancing b2b business growth.

It is all about providing authentic, account level information on various behavioral aspects of potential prospects that can enable marketers to recalibrate their marketing strategies for better success.

The whole objective of intent data is to simplify the complex b2b processes by getting to know the prospect better.

Though intent data seems to be gaining much popularity amid b2b marketers, it still doesn’t seem to have been explored fully.

Benefits of intent data at a glance-

• Redirects efforts and time of sales and marketing teams to those prospects that are actively showing interest in your products or services
• Generates demand by helping to create interesting insights or content assets for potential leads and to stay ahead of your competitors
• Helps to set realistic targets for better results
• Helps make proactive marketing decisions by creating strong strategies to engage leads

According to a survey carried out by Bombora, almost 73%, nearly three-quarters of respondents of the survey had reported that they plan to roll out strategies and use intent data in 2021. This trend will surely continue in 2022 and in the near future too, as intent data is creating incredible results for b2b marketers.

Intent data is quickly becoming an integral and essential part of data-driven and performance-driven marketing. It can provide incredible insights in the early stages of the buying cycle of the prospects. It can help marketers to prioritize prospects and high-level accounts for ABM and other marketing and sales accounts. It can also help companies to come up with relevant messaging, hyper-personalization, nurturing leads precise targeting through email marketing, and generating demand in today’s competitive market.

Here are some significant uses of intent data as per research by Bombora-

• To identify new accounts – 56%
• Align sales and marketing- 51%
• Customized messaging – 33%
• Monitor potential customers- 33%
• Enabling sales – 29%

Brands are using intent data and are now beginning to see the potential power of intent. They have realized that the best way to win leads is to be proactive, generate demand and give them what they need. This is also helping marketers to stay ahead of their competitors.

How marketers can accelerate business growth by using intent data as per research by Bombora-

• Personalization- 49%
• Account based initiatives- 37%
• Crafting relevant messaging- 33%
• Email marketing- 32%

Intent data can be useful to companies who are looking at ABM as a potential b2b sales and marketing activity. Intent data can help ABM initiatives by identifying target accounts by monitoring prospect activity. It can enhance personalization for engaging further with the prospects.

Conclusion-

Before you decide to begin using intent data, you also need to evaluate the short term and long term business goals of your organization. This way you can also know how to optimize intent data and which other marketing activities can be supported by intent data.

B2B lead nurturing programs are gaining momentum as marketers are getting desired results and faster lead conversions. Content syndication can help you get warm leads that convert easily and help build stronger relationships with prospects. Marketers can use content syndication as a part of their lead nurturing programs to accelerate lead conversion and ROI.

There are many challenges that marketers have to face in lead generation. Low email open rate, lower conversions, long sales cycles and more. Therefore, an outreach program that is designed to increase visibility, enhance brand awareness and collaboration to attract new and potential leads can change the fate of lead generation. Content Syndication can help b2b marketers achieve just that!

Most common challenges faced by b2b marketers-

• Lack of knowledge of target audience
• Incomplete information about potential buyers
• Lack of information of buyers’ journey
• Email campaigns that do not reach the right audience
• Not getting in front of the right audience at the right time
• Lack of personalization in campaigns and messaging
• Lack of analysis of results of  lead generation campaigns
• Absence of collaborative efforts to reach out to the right audience
• Lack of insightful data and content assets
• Sales and marketing teams not being on the same page

Though there are a lot of challenges, there are also ways to get lead generation processes and results streamlined with a little bit of innovation. Analyze the current content assets that you have and design an effective content syndication program that helps you to target bigger audiences each time, discover more leads, create more influence, enhance brand awareness and even generate demand.

So, how does content syndication help marketers to get more b2b leads and convert them easily into business?

Increase visibility-

Content syndication is a process wherein you collaborate or post content on third-party websites, generally the ones that are high-performing sites. The content must be relevant to the target audience and should be of high quality. It should be able to add value to the knowledge of the target audience. Once you are out there in front of the right audiences through content syndication, it can certainly help you to increase brand visibility and also increase the chances of reaching the right audience.

Reach a wider audience-

Bigger and a varied audience can enhance your chances of reaching potential leads that you are looking out for. Reach more and more people and get more leads! It is the exposure to more people that can help you to even discover a new target audience. Content syndication helps you to widen your reach for increasing the probability of getting more leads that convert quickly.

Get warm leads-

The use of gated content across wider audiences can help you discover warm leads that can convert easily. You can get relevant and useful data of prospects using gated content and thus increase your chances of engaging with them further. Getting warm leads is a big step in successful lead generation. It helps marketers shorten their sales cycles.

Build rapport with prospects-

Content syndication is not only an opportunity to collaborate, but it is also an opportunity to build a stronger rapport with prospects. It’s a great way to build trust and transparency for long-term business relationships.

Conclusion-

Content syndication can be a big game-changer for b2b marketers and organizations. Simply know how to optimize it for getting warmer leads and to reduce the common challenges of lead generation. Get to know how we can help you with content syndication for more leads!

There’s a belief in the b2b market that demand generation is a challenging marketing initiative or activity and it involves complex strategies as against lead generation. This is certainly not true. Such myths and more myths are keeping marketers away from utilizing the true potential of demand generation. Many are building strategies believing these myths. Considering the huge potential of demand generation, it’s necessary to debunk these myths in order to optimize the power of demand gen.

This blog talks about some of the myths surrounding demand gen and how this knowledge can help b2b marketers create better business outcomes.

Demand generation involves a single channel approach-

This is a big myth and marketers often think that if they adopt demand gen they will have to stick to only one single channel. However, the actual implementation of demand gen can and should involve a multi-channel approach. You need not adopt only ABM or only email marketing or paid ads alone. You can always use these different channels in combination for optimizing your demand gen efforts.

The very objective of a solid demand gen strategy is to have a very comprehensive approach and implementation of activities surrounding demand gen. If you focus on only one channel it can defeat the whole objective. It can also defeat the purpose of having a dynamic marketing initiative for better results.

Demand gen demands a combination of marketing initiatives for better lead conversion. You simply won’t be able to realize the true potential of demand gen if you decide that all the marketing activities will be conducted in silos. Hence the myth that demand generation involves a single channel approach needs to be debunked for better results.

Demand generation is an extension of lead generation-

This is one of the biggest myths amid marketers. Sure demand generation is all about creating brand awareness in order to create more opportunities, but it functions independently even though its ultimate aim is to help attract more leads that have the potential to convert easily.

Demand generation can be a bit complex but it can develop and help nurture better relationships with the client. On the other hand, lead generation is about identifying the target audience and then contacting the right leads, which is a more simpler and direct approach.

Demand gen takes a more educative or insightful approach towards leads and thus has more depth to it. This is also the reason why demand gen can help in strengthening rapport and relationships with clients and create a more loyal customer base.

There’s another myth that says, demand gen doesn’t need special skills. This myth also needs to be debunked, because it can impact your entire process of hiring resources. Demand gen is an independent marketing activity that impacts the ROI. It is not just about leads it is also about fostering relationships. This proves that b2b organizations need to either hire specialized and skilled resources or they need to partner with demand gen experts.

Conclusion-

There will be innumerable myths and misconstrued beliefs about demand gen. But considering its high potential and value in impacting sales and ROI of any business, marketers must learn more, have proper knowledge about demand and adopt the best practices of demand generation while debunking its myths.