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.