Over the past few years, the impact of intent data has only been expanding in the b2b industry. From simply ‘trying out’ intent data to making it an integral part of the got-to-market strategy; b2b marketers have now matured to actually use and optimize intent data for enhancing sales. Majority of b2b organizations are now incorporating intelligence that is sourced from intent data to be used in their sales and marketing strategies.
Let us see how intent data has impacted and changed the way b2b marketers do business today.
The early applications of intent data were more for identifying and finding buyers in the market. But today, marketers need more than just being able to find customers. They need a hand-raise from the buyers which is not easy to come by especially in the long sales cycle of b2b buyers. In such a scenario, intent signals have come as a rescue to resolve this b2b challenge.
Here are some advantages of intent data and how it has been able to make a huge impact on business in various different ways-
Several business owners are thrilled by the impact of intent data. It is showing a very positive impact on the overall business and sales growth. Intent data is helping to impact beyond short-term pipeline results as it is also helping companies in the longer sales cycle too. Many are witnessing faster conversions, better relationships with prospects, and incredible insights into the buyer’s journey.
Apart from the benefits and advantages of intent data, what marketers need to address today is how to best manage intent data. It is clear that the intelligence it brings across sales and marketing domains is the real value of intent data. Marketers need to optimize it, use it to their advantage to not only convert leads and to enhance sales, but also to understand their end customer well.
Intent data is also helping marketers to focus on their marketing dollars and has helped them bring more relevance in their content and content marketing efforts. With hyper-personalization dominating the market, more and more business owners are looking at intent signals to create relevant messaging and communication to reach the right audience.
Conclusion-
Intent data has come at the right time to solve many challenges of the b2b market. It has not only resolved the long sales cycle challenge of b2b, but it also helping marketers to up their sales quotient and convert leads faster than before. All one needs to do is use and optimize intent data and also learn how to manage it well.