The E-superhero Of 2022 – Buyer Intent Data

Written by Sheena Ambarin, Content Creator at MidGear

We fancy the world’s great heroes because they, in fact, bring greatness to the society. Does the digital world too encompass life changers like them? Why not! There are tons of tools on the digital platform that make your life easy and then there’s a broad spectrum of information out there, which too, makes your life easy. Buyer intent data is one of its kind. So, why do we fancy buyer intent data? What makes it so important in sales and marketing? I’ll tell you about that in a bit. Let’s begin with knowing what it actually is.

Buyer intent data is a set of behavioural signals that show the intention of your prospects to purchase a product or service. Simple as it is, you got to implement this in your sales and marketing strategies to bring about growth and success to your company. CRM, website data, off-site activity and social media data are the most common sources of buyer intent data.

Stay alert, captain! The behavioural signals of buyer intent look somewhat like this –

• Your prospect visits your website and reads particular blogs.
• Your prospect visits your website frequently.
• Your prospect checks out particular pages on your website
• Your prospect engages with content or sales emails.

Bwahah, they’re being watched, fellas! ZoomInfo, 6sense ABM/ABX platform, Leadfeeder, G2, are some of the superb tools that keep a keen eye on the whereabouts of buyers. These evaluate and score each visitor based on their purchase intent — be it high, medium, or low — and can then help you engage the right opportunities.

Something to know - Closing more deals is the top sales priority for 75% of businesses. And it’s very important to know who is ready to buy and who isn’t.

Coming to the importance of buyer intent data, well, it helps companies like yours in a variety of ways. Let’s get to know what this superhero is made up of -

Buyer intent data helps in obtaining information from the prospects early in their buying journey

It’s totally worth it to be a step ahead of your competitors by detecting buyer intent signals as early and as fast as you can, and engaging the prospects before salespeople from your competitors’ side do.

Buyer intent data helps fine-tune your lead scoring

Your salespeople can distinguish between those prospects who are actively researching to solve their pain and those who are whiling away their time with no intension to make a purchase. This helps you prioritize the right prospects.

With buyer intent data, prospecting becomes easier

Your salespeople can communicate with prospects in a more personalised manner because they would know which content the prospects are looking at. Furthermore, they would be able to make the most of their time as they would be able to prospect for SQLs in a relatively short time than it would normally take them, as with intent data, they would be able to get to know how and what prospects are researching about your product.

There is an improvement in engagement with buyer intent data

You know how hard it can be to keep track of all the different ways buyers interact with your website. Your marketing team has many tools to help them monitor activity and assign lead scores, but what about people who go looking for solutions to B2B companies besides yours on the internet?

Buyers often go looking for solutions elsewhere on the internet. They are less likely to visit your website first if they don’t already know about your company and its products. Only a fraction of buyers actively searching for a solution will make it to your site without proactive sales and marketing outreach, and even out of those hitting your site, only about 10–15% may actively engage in a sales cycle to become qualified leads.

You can leverage buyer intent data to identify those prospects who are actually willing to engage in a buying cycle based on the type of content they are consuming.

With buyer intent data, your Account-Based Marketing (ABM) campaigns can be more precise

Account-Based Marketing is all about delivering relevant content to your leads, but in order to do this, you need to understand their progress along the buyer's journey.

In other words, you have to know which stage of the buying process they're in, what their challenges and objectives are at that stage, and what types of content will resonate with them best. Buyer intent data enables you to achieve these goals by providing insight into each lead's behaviour and interests.

Buyer intent data is an incredibly valuable tool for ABM because it helps you:

• Identify whether a prospect is actively researching solutions to certain challenges
• Determine the topics that interest your prospects most
• Track the progress of leads through the buyer's journey

By segmenting your lists and only providing relevant content to purchase-ready leads, intent data allows you to proactively nurture leads in your campaigns. This ensures that every touch point in your marketing corresponds to the lead's expectations.

Hard-core, isn’t it? You could so smoothly convert those leads into active customers by combining the buyer intent data with metrics like firmographic and technographic metrics. This is freedom to the digital era. A B2B prospect is already 67% of the way into their purchasing journey before ever engaging with a salesperson. This is where the buyer intent data comes into picture and saves your company’s time and efforts, making it easy for your salespeople to close sales, who have to focus on just the remaining 33%. Hail, buyer intent data? Companies say, why not!