B2B marketers have realized the importance of intent data and that it plays a major role in generating leads and getting those leads converted into business. However, many understand only the basics of intent data and it still isn’t clear to them why quality needs to be emphasized upon and prioritized when it comes to generating leads. This blog talks about the many benefits of quality intent data for generating good leads.
There are different types of intent data and each has a role to play when it comes to b2b sales. Though quality may not be directly relevant when it comes to types of intent data, each type certainly has the power to impact getting the best leads and converting them into sales. But most importantly it is how you optimize quality intent data that matters the most when it comes to b2b lead generation.
Contact level intent data-
Lead generation is challenging and b2b is complex. In such a scenario b2b marketers need to focus on simplifying sales processes so that the sales cycles get shortened. Intent data helps them do just that. There are several best practices for sales enablement and lead qualification; however data is paramount to success at every stage of sales cycle. Quality intent data therefore has a major role to play for simplifying b2b sales and making lead generation less challenging.
One of the many things that marketers overlook is that of contact level intent data. In such cases, third party data can be of great use as follows-
- To help identify buyers’ challenges and intent so as to get the messaging right
- To help track the buying journey to understand the different stages of the prospect
- Monitor important competitor engagements and market analysis
Cost-effective and reliable-
Gathering first-party data is cost-effective as resources within the organization can do it. One of the sales team members or data team can gather the first-party data and it can be authentic too. Also, it can be more reliable than any other form of data.
Another advantage of first-party data is that you can have a lot of control over the data. With third-party data, organizations have little control over the data. However, when gathering data yourself, you have much control over it and can decide what it is that you need. You also be able to save a lot of time which can otherwise be used or invested in capturing good leads.
Quality intent data should always be a priority if you really want to optimize data for lead generation. One of the many things you can achieve is that you can get best MQLs and SQLs with high quality data.
Strategized and focused communication-
You can greatly benefit from third-party intent data if you are focusing on ABM. Also, knowing what the customers are looking for can help you to strategize your messaging and communication for nurturing leads. If you get to know the level of interest of prospects you can then strategize and have email campaigns set up to nurture those leads and get them converted quickly.
Grow your sales pipeline-
Third party intent data can help save a lot of your time. If your sales team is involved in gathering data, then they obviously lose some of their time that could otherwise have been utilized in building the pipeline and in generating demand. Gathering third party intent data can also help you to grow your database that is verified and valuable for lead generation and conversion.
Conclusion-
Data alone cannot augment sales or enhance lead generation and conversion. It’s important to have quality data with you to do the same. Quality intent data can therefore help you to get qualified leads, shorten sales cycle and build a stronger sales pipeline for better lead gen and demand gen results.
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