How to Make Use of Intent Data in B2B Marketing

How to Make Use of Intent Data in B2B Marketing

The most successful account-based marketing (ABM) systems employ a comprehensive approach that integrates the sales pipeline and marketing funnel. However, if there is one specific area that teams frequently overlook when preparing for ABM success, it is in-pipeline opportunity management.

Driving company success demands more than simply following an end-to-end plan. You must go beyond simply identifying and engaging demand in your marketing funnel. We assist our clients in utilizing actual purchase intent data to enhance the opportunity management process and expedite deals in collaboration with the sales force.

Figuring out what to do with behavioral data once you get it is a crucial aspect. Here are four ways marketers can become genuine partners to the sales team by assisting them in using intent data to speed the B2B funnel.

1. Accounts and buying groups should be prioritized.

Marketing qualified leads (MQLs) do not supply enough information to assist speed up the sales process. MQLs, despite their importance in conventional demand creation, don't give much insight into account activity. MQLs frequently leave sales unsure whether they should expand their emphasis on a specific account or buying group.

?By providing quality purchase intent data to the sales team, you can give both the account-specific and individual contact-specific information required to justify a greater focus on a certain opportunity. Identifying the buying team inside a B2B customer should be one of your primary sales objectives. You must collect vital information about them in order to fuel marketing and sales processes. Why? Because if you don't have visibility into the entire buying team and what they're studying, you'll wind up with more false positives (people who connect with you but aren't interested in making a purchase) or, even worse, false negatives (in-market account, but not active with you, so you cannot see the opportunity). This wastes both your marketing and sales teams' time and resources.

?Supplementing your first-party data with information on subject interests, vendor consideration of accounts, and active prospects you have not yet engaged will give crucial insights to better understand demand, act intelligently on it, and so expedite your path to revenue.

?2. Create an Opportunity

?Marketing automation tools frequently struggle to acquire data on complete buying groups. When it comes to recording buying group demand status, customer relationship management (CRM) solutions fall short. When looking at fresh prospects, these difficulties become quite clear.

?Rather than restricting visibility and comprehension by identifying only one person for each opportunity, you may leverage contact-level intent data to include many active contacts inside a buying group. Aside from identifying purchasing groups, you can help your sales staff by teaching them to look at what critical contacts are investigating.

Understanding the collective buying team's preparedness - the relevance, recency, and intensity of their activity — is crucial for deciding how to design and prioritize your approach. The activity of these connections is important since it reveals where they are in the buyer's journey and what subjects of discussion will resonate with them. When a salesperson knows purchasing team activities in terms of intensity, content interests, and buying stage, they can be considerably more efficient in their time allocation and message.

3. Defeat Your Opponents

?Marketing's capacity to raise prospect awareness and consideration levels have traditionally been the first-party activity. You create traction and pipeline with no understanding of how ideal accounts engage with your competition. By going beyond first-party data and gaining access to third-party data sources, practitioners may now monitor accounts at all stages, particularly inside the active pipeline. When these data include the real persons involved and their interests in your rivals, your sales staff can customize their dialogues to handle competitive risks much more effectively.

For example, if you find active research happening around a certain rival product or a subject that a competitor is attempting to build up, you can bet this account or buying group is examining these aspects. When they obtain late-stage documents, they are most likely compiling a shortlist. This is the moment for your sales team members to deliver vendor comparison papers and promote your solution appropriately.

?4. Save Suspended Opportunities

?Stalled prospects are all too often overlooked by sales and marketing teams. Things that aren't moving don't get as much attention because there's so much demand to provide outcomes. By monitoring stopped accounts with third-party purposes, you can uncover vital activities that might otherwise go undetected. That will offer you a clear notion of what you can do to break back in and regain momentum.

?Reconnect with offerings that speak directly to what you now see as the prospects' true problems. Directly applicable case studies may be a valuable tool since they give precise examples of how other businesses have handled comparable problems with your assistance.

?With the ability to view account activity outside of your own systems, blocked opportunities become an easy option to increase the pipeline. In the long run, you may reduce average time in the pipe by enhancing your re-engagement techniques with blocked chances. And it's very possible that you'll discover how to speed up deals of all kinds.

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