How Intent Data Enhances Revenue Generation

Intent data can substantially boost your revenue generation program's efficiency and effectiveness. When evaluating this new marketing strategy, it’s important to understand that the data is typically offered to marketers for purchase in several forms.

• Publishers will sell the data to help advertisers target specific companies that indicate buying intent
• Providers will offer dashboards to marketers that show company and topic intent data scores in real time. This data can help marketers create more effective advertising and lead nurturing campaigns. Plus, companies that show buying intent can be handed off to sales reps and SDRs for account contact.
• Historic intent data can be purchased that presents a company’s research activity by topic over a 12-month period. This data is helpful in planning and deploying marketing and sales resources more effectively across different vertical markets, applications, and target accounts.

At present, marketers are applying intent data in three areas:??

1. To deliver more targeted ad content
2. To enhance email marketing campaigns
3. To create more personalized customer experiences

But intent data offers far more opportunity to enhance B2B and life science marketing effectiveness.

Optimize account-based marketing (ABM) strategies.

As individual prospects traverse the web on their personal research journeys, intent data providers collect, aggregate, and map their activity by topic, industry, and company. This enables marketers to focus ABM initiatives on accounts that appear more likely to buy. With this list of accounts ranked by activity level and aligned with topics of interest, marketers can more easily adopt an ABM strategy and build highly targeted prospect lists. That knowledge permits the serving of content that will be most helpful for the prospect company’s buying journey. In addition to scoring a company’s overall level of buying interest, the individual topics each account is currently researching can also be determined, making the targeting of lead-nurturing content more effective.

Prioritize personalized outbound sales lists at scale.

Inside, field, and industry sales representatives can create prioritized and more personalized outbound account lists at scale with intent data that signals more intense buying interest.

Enable remarketing to competitors’ prospects.

Intent data provides early warning signals that permit remarketing tactics to competitive companies’ customers and prospects when they show signs of active buying research.??

Conduct events and conferences with greater attendee interest and engagement.

Companies showing active buying signals can be targeted for events, conferences, and webinars ? ensuring their attendance and attention amidst their purchasing journey.

Reduce account churn by providing early warning of customers and clients seeking other suppliers.

Intent data can alert companies when their customer and clients are engaged in buying research and considering other suppliers.

In our next blog post, we will explore additional ways marketers can benefit from intent data. For a more detailed review of intent data use, download our eguide, Intent Data: An Exciting Step Forward in Active Buyer Identification.

by Rick Whitmyre, Partner

Reference

• Using Data to Drive Demand, Act On, February 2022.