B2B Intent Data: Your Secret Weapon for Prioritized Outreach
Take aim, launch your lead generation campaign , and enjoy your new closed deals. As if prospecting was so simple! According to a HubSpot study, 61% of B2B marketers agree that generating traffic and leads is their top challenge .
The B2B buyer's journey has certainly changed over the last few years. Gartner found that prospects spend only 17% of their cycle meeting with potential suppliers and only about 6% actively interacting with a sales representative.
This means that sales and marketing teams must focus on high-quality leads so the time, effort, and budget deployed to convert them are spent as wisely as possible. Thankfully, intent data is here to help.
Often described as the collected behavioral information about digital users' web content consumption, intent data strategies can identify the most relevant interests of a selected target audience.
With these insights, vendors and advertisers can craft inbound content , remarketing campaigns , and other follow-up strategies that match exactly what their prospects crave.?
Let's dissect the concept of intent data and how you can use it to enhance your outreach efforts.
The Relevance of Intent Data Providers
Intent data providers offer sophisticated software platforms capable of gathering, processing, and revealing valuable information from website users all over the internet. Some examples of these data pieces are:
Hiring the services of B2B intent data providers allows companies to identify the companies who have the potential to become appealing leads. By matching companies displaying intent with ideal customer profile (ICP ) criteria, it is possible to target the most profitable leads inside a total addressable market (TAM).
There are two main types of intent data sources: first-party and third-party intent data. Here are some significant differences between the types:
First-party intent data
First-party intent data , or internal intent data, refers to all the information collected directly from your website. The IP addresses, submitted forms, and other first-handed data from online visitors can be accessed through specific platforms and plugins.
Third-party intent data
External intent data, or third-party intent data, involves information collected across all websites, blogs, webinars, case studies, product reviews, and other forms of web content.
By integrating intent data, sales and marketing teams can prioritize potential buyers who are actively searching for a solution, what topics are piquing their interest, and targeting only those that fit your ICP.
Read More: 8 Benefits of a First-Party Data Strategy
Access High-Quality Leads with Intent Data Tools
Companies that try to cluster and exploit first-party intent data through in-house efforts will come across a hard-to-swallow truth: It is a precious but limited asset.
Even with the help of active sales and marketing efforts, only 5% of B2B prospects are eager to have a sales-ready conversation when navigating through a provider's web page.?
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Many businesses find that leveraging intent data tools helps to craft the best buyer lists possible—derived from specific topics in the areas of promise for that brand—so their sales representatives can concentrate on closing more deals with in-market buyers.
CIENCE GO Intent is a tool that analyzes billions of intent data signals from verified users. It helps marketing and sales teams target the right leads from the earliest stages of their buyer's cycle so prospects can be properly nurtured until they are ready to become clients.
The GO Intent software accurately determines the semantic meaning of website pages to then match the identities of companies who are visiting them. This enables sales development representatives (SDRs ) to have a prioritized lead list of companies that match an ICP.?
By focusing on these accounts, not only do reps book more meetings with prospects, but the sales cycles are shorter with higher close rates.
“Given the scope of CIENCE’s thousands of lifetime managed service clients and tens of millions of contact records validated regularly, we’ve now added our secret sauce to prioritizing which of those accounts are actually in-market,” said Eric Quanstrom , CMO at CIENCE. “This is a game-changing moment for us and all of our customers.”
“We’ve had greater success focusing on intent-based campaigns than simply segmented (by industry, geography, or size of the company) outbound campaigns. It’s really all about prioritization for us—and now for our clients—who need not fly blind and leave which campaigns to run to whom, to chance,” said Quanstrom.
With tools like GO Intent on board, B2B brand leaders are more able to harvest the lowest-hanging fruits and close the best-fitting deals for their companies. What are your thoughts on intent data? Are you already deploying an intent data provider? Please share with us.
Before You Go
Check out our favorite content this week to get your sales and marketing juices flowing.?
Top-notch intent data platforms allow their partners to have a clear view of their website visitor's employee size, revenue, industry sector, and many more features. Consider these twelve intent data providers for your next alliance.
In this episode of the Enterprise Sales Development podcast, we speak with Richard Harris, founder of The Harris Consulting Group, a customized sales training program that helps sales reps. Be sure to check it out.
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