Intent-based sales and marketing for B2B organisations

Intent-based campaigns targeting individuals whose online activity shows purchase intentions, either collectively or in combination with others, is a highly attractive proposition. For anyone defining demand generation activity, it promises to fast-track intelligence around products and services using search criteria which can then be purchased to build highly targeted account-based campaigns.

This highly successful technique was pioneered in the B2C space and is incredibly successful because individuals are in charge of their own purchasing decisions. Clever analytics behind the scene are able to take advantage of both rational and emotional factors in play during the purchasing journey. As such, large retailers make a significant investment in both the technology and skills required to deliver intelligence to the process.

Considering the leap?

It’s fair to say B2B generally follows in the wake of B2C techniques and practices and we’re being driven by other trends such as personalisation, account-based marketing, retention marketing and the like, marketing automation is becoming even more dominant in B2B marketing strategies.

In general, there are two main types of intent data that track potential customers using IP addresses and browser cookies.

First-party intent data (engagement data) tracks activity on your own website and campaigning, while third-party intent data tracks your competitors’ websites via third-party analyst sites and publications. Combining these different types of intent data can boost strategies like targeted outreach and account-based marketing (ABM).

Using a comprehensive data provider, companies can best gauge how to combine data types to maximise their own unique account scoring model. When choosing an automated intent data provider, look for a platform that offers a flexible scoring model as well as broader context and granular detail.

Choose and analyse data wisely - deep vs shallow intent

In the first place, there are degrees of intent. Knowing what your options are and how you’re going to use what’s presented to you in the first place is incredibly important. The more layers you include, the more expensive it will be to create or buy, yet the rewards will be greater – in time.

The additional complexity for B2B arises because an IT purchase is invariably influenced by a number of individuals over time and not, as with B2C, based on the individual’s impulses and desires. There’ll be a range of people researching, taking demos, authorising trials – especially if it’s a significant investment for their company.

What’s the data telling you?

Whilst you’ll know the size, revenue, location of businesses and even certain technology stacks within businesses you’re targeting, the intent data won’t tell you if an interested buyer is a qualified buyer. What you do next with this information is key.

Fig 1: Example Intent matrix

Buyer beware

Therefore, purchasing the initial data ought to be just the start. We recommend caution if the next step in the process is handing it straight to the sales team to start dialling. Changes in buyer behaviour over recent years (pandemic aside) shouldn’t be underestimated and research tells us they can be quickly turned off by pushy sales approaches.

Don’t throw the baby out with the bathwater

As I mentioned before, as intent data is such a powerful tool it’s tempting to be single-minded and throw out other methods of customer engagement. In general, it’s a mistake not to use other forms of marketing and sales approaches, rather integrate them into an ongoing intent-based nurture programme.

Put yourself in your customer’s shoes

It’s worth referencing best practices from leading B2C business examples of good use of intent data, by approaching intent marketing through the lens of individual buyers. This means creating great content and delivering it in a well thought out, intent-based programme whilst giving them what they need at exactly the right time.

Focus on quality content creation and social engagement.

There’s also a great deal of “noise” around so simplified information and differentiation are absolutely key.

Technology is invaluable for aggregating and interpreting large amounts of data, yet marketers need to also pay attention to what customers and potential customers are saying about them online and in the real world. Just because a business claims to be “Market Leading” doesn’t make it so – paying attention to what conversations buyers are having is a key part of the intent-based activity.

Intent data + science = demand generation

As a forward-thinking business, you may well have mar-tech deployed to manage the extended buyer engagement process. Yet the vast majority of B2B companies are cited as never fully optimising their automation technology, with many utilising only an average 20% of its capability. This can be for a number of reasons, not least because of the lack of skills needed to deploy beyond email marketing and basic campaign sends as well as the high cost of licenses to obtain the most insightful features.

Quick flings are out

Ultimately, maximising intent data takes building a long-term relationship with your customers. Intent data isn’t about instant gratification; it’s about building a sustainable pipeline that integrates multiple data types and traditional marketing with the end goal of satisfying each customer’s unique needs and desires.

Make intentions a reality

To sum up, when deciding whether to have an intent-based strategy, it’s important to consider two things:

1.      Is buying intent-based data right for my business?

Yes, if you’re prepared to see it as a first step and then continue to manage the complexities around buyer journeys that will lead to successful sales.

No, if you plan on handing it straight to the sales team and telling them to “go do their number”.

2.     Is creating intent-based data right for my business?

Yes. Then refer to (1) above.

If you’re already thinking about intent-based sales and marketing and could do with more information about how to get more out of it, we have a team of experts ready to offer advice on strategies, deployment, or both, that will ensure performance and results.