The b2b industry is evolving and so is the b2b customer journey. In order to understand the customer and the customer journey well, marketers need more reliable and strong data.
Data that is intelligent and relevant is high-value data! Challenging streams of b2b such as lead generation and demand generation need the support of the right data. This is where intent data comes into play!
By leveraging the power of intent data you can reach the target audience and prospects that are looking for solutions that you have to offer.
So let us see how intent data can empower demand generation.
Intellitech Solutions partners with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale.
Immense amounts of data and content is dominating the market today. What this means is that prospects are out there searching for solutions and they are easily able to find those solutions even before you contact them.
Marketers are already witnessing a shift from traditional ways of doing lead gen to predictive and behavior-based marketing with a more customer-centric approach.
Marketers now prefer to create opportunities that will generate demand for the customers instead of chasing those leads. Intent data activates everything right from awareness to purchase, thus enhancing the chances of success in demand generation.
With content being available everywhere, customers today prefer to do their own research and they also find the solution providers on their own. Naturally, the b2b buyers are well aware of what they want and they are making their buying decisions way before they talk to a sales person. This is alarming and hence demand generation could come to the rescue of b2b marketers.
The Power of Intent Data-
Intent data helps you with signals about prospects’ buyer intentions. It gives the right amount of relevant data to help you identify the purchase inclinations of the prospect. This can help you to contact the prospects ahead of time before they make any buying decisions.
Intent data unveils information about your ideal customer and their buying habits and signals to their online pre-purchase activities. It gives you the behavioral information about the prospect’s online activities.
Intent data provides marketers with predictive intelligence data that allows the sales and marketing teams to contact buyers early on.
So how does intent data impact demand generation?
Prioritizing leads-
Intent data can help you to know which leads can convert fast or are at the decision-making stage, so that you can prioritize them quickly. This can help you to shorten the sales cycle too.
Identifying the buying intentions-
Intent data helps sales and marketing teams to analyze the customer signals and predict buyer intentions. Also, by knowing the kind of content the customer is consuming, it can give you a predictive sense of what the customer might be looking for.
Analyzing the competition-
Intent data not only gives insights about the customer’s purchase intent, but it also gives insights about which are the competitors that your customer intends to buy from. This also helps you to analyze what it is that your competitors are doing differently.
You can use this knowledge to your advantage. This will help you to come up with better solutions than your competitors and also make yourself visible to your customers before your competitors do it.
Personalization-
One of the most critical aspects of successful b2b sales and marketing is personalization. Whether it is content assets, email marketing offers or messaging through your campaigns, one thing that strikes a chord with your customer, is, personalization.
Intent data helps you to know the customer well with plenty of insights. This can help you to come up with personalized campaigns, or personalized messaging. It can also support you in personalizing marketing activities.
Conclusion-
Intent data is the fuel that you need to empower your lead gen and demand generation activities today. It’s one of the best ways to get to know your customer and personalize and strategize your marketing initiatives. It can create better demand generation opportunities that can bring more business.