BUYER INTENT DATA: HOW DO THEY INCREASE SALES?

Data about buyer intent is obtained from internal or external sources. When taken as a whole, it paints a complete picture of how your targets act online. Internal marketing teams offer first-party intent data via the website of your business, automation programmes like CRM, or other internal software. Buyer intent data technologies are used to collect third-party data.

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By the end of 2022, more than 70% of B2B marketers will target prospects using third-party intent data, according to a Gartner report.

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The necessity of appropriate messaging in sales and marketing once you understand your target was discussed in an interview with Media 7 by Laura Goldstone, Director, Communications and Branding Strategy at adaptable Intelligence.

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The newest trends, in my opinion, are on being a strategic resource, coordinating marketing and sales, and using analytics to personalise communications for different audiences or funnel stages.

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It is easier for you to understand their needs and provide solutions through effective content when you use the buyer intent data tools offered by intent data providers like Bombora, Slintel, and ZoomInfo. These tools collect high-quality intent data to assist you in identifying the accounts that demonstrate buyer intent.

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Let's explore how facilitating sales using intent data might benefit your ABM strategy.

Five significant ways that buyer intent data can increase sales

Let's examine five advantages of customer intent data that can increase your sales:

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Create Effective Content:

The marketing team assists the sales team in ABM marketing by creating qualified leads through compelling content that caters to the demands of the prospects. A prospect has to choose between more than a billion websites for their attention. Sales may increase if you concentrate more on engaging your target audience than on your search rankings. Your marketing team will be able to evaluate the quantity and quality of responses to different online "triggers," such as keywords and social activity, using this B2B intent data. The marketing team may then do analytics and content research without any guesswork. Your marketing team's intent-based marketing efforts can benefit from B2B intent data. In order to engage new leads in your sales process, the team can create content that is highly tailored, timely, and relevant.

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Identify Buyer Groups:

Multiple decision-makers approve purchases in the B2B sector. Your sales strategy could be complicated by the existence of buyer groups at your main accounts. You will need to appeal to a variety of personas so that they will all agree to buy your goods or services. Intent data can help partition the purchasing process into pertinent stages when combined with reliable, current contact information. In addition to tracking and evaluating specific target prospects, buying intent is helpful for tracking and analysing entire enterprises. Overall, quality intent data enables sales teams to create the ideal communications for each target persona that comes their way.

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Improve Lead Qualification:

You should focus on leads with buy intent once your sales and marketing teams have created the optimal lead generating plan. The bulk of leads produced might not entirely match your ICP (ideal customer profile). An automation system that is a component of your ABM services can delete them from your lead list if your product or service isn't even remotely related to what they're looking for. Utilizing intent data in lead management and outreach assists in removing some of these barriers by diving into their product research activities. A lead scoring procedure must be put in place along with a nurturing system. Intent data tells how interested these leads are in your solutions, where they fit inside your segmentation, and more.

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Increase Customer Retention:

Customer retention can be accomplished using the same buyer intent technology that is used to locate new prospects and clients. A 5% improvement in client retention, according to Brain and Company, can lead to a profit rise of more than 25%. You may spot when a current customer engages with a rival or searches for alternatives to your product by keeping an eye on intent signals. It gives you the chance to interact with them earlier and gives you another chance to keep your consumer ties strong.

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Boost Team Productivity:

According to HubSpot data, prospecting is the hardest aspect of salespeople's jobs for 40% of them. Buyer intent data removes prospecting, which increases sales for your business. Examples of prospecting include connecting on LinkedIn, getting past the gatekeeper, and sending source emails. The best buyer intent software systems may offer company-level intent data and contact details for important decision-makers (all whilst complying with GDPR rules). This implies that your sales force can have more in-depth talks with the appropriate prospects and use the most recent business intelligence. By enabling your sales staff to evaluate and understand prospects more thoroughly, B2B intent data maintain them at the top of their game.

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Using intent data, Cloudera produced over 30 significant business deals.

Intent data from Bombora and Just Global was used by enterprise management company Cloudera to operate a highly focused account-based marketing campaign across its sales, advertising, and marketing teams. It consequently resulted in more than thirty big business deals.

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Conclusion

By precisely identifying target accounts that have buyer intent, B2B buyer intent data can assist you in increasing sales. Your sales staff may increase income and expand your company by using solutions that provide clean intent data about the buying process.

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FAQ

How does intent data help with sales?

Your sales team can target and qualify prospects quickly and precisely with the aid of intent data because it gives them all the necessary background information. Increased conversions and sales are a result of precise targeting.

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Where does the intent data come from?

Through buyer intent data tools, third-party data providers typically give intent data. These solutions gather information about intent from relevant sources, including media publishers, B2B websites, and other data-sharing locations.

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How might the use of intent data help an account-based marketing strategy?

You can customize your website, concentrate on your inbound leads' interactions with your content, nurture leads with email marketing, and find potential clients who haven't interacted with you yet with the aid of intent data. These elements could improve your ABM strategy.