They now have technological developments at their disposal which help them out in many ways. Yet, the innate challenges of marketing are still there and need to be addressed in the ever-changing marketing dynamics.
In this scenario, marketers today are much more technologically equipped to gather and organize the available data concerning their existing clientsand prospective ones. They can respond in real-time to satisfy customers’ needs.
Customer intent and the ability to collect and apply this phenomenon is highly beneficial when it comes to B2B marketing.
Intent Data Defined
With the help of Intent Data,amarketer is able to foresee and predict the future actions of their existing and prospective customers, as well as the visitors to their websites.
There are two methods of obtaining the intent data. It can be acquired through the website of the business by using the unique softwareand other tools that can record and analyze the activitiesperformed by the users.
The second option is to simply purchase this information from vendors who specialize in providing such data.
Whichever option you choose, you can have the data without revealing your identity or the name of the company you are working for. This information can also be obtained from customers by requesting them to fill out forms on a voluntary basis.
Possession of an appropriate and comprehensive data becomes extremely useful when you are carrying out B2B marketing.In the article below, we will discuss some of the benefits of intent data on B2B marketing.
Benefits of Intent Data on B2B Marketing
Knowing the Buying Intention of Prospective Customers
People, who are making purchases for their companies, usually carry out quite a thorough market research before placing orders.
More than 60% of B2B buyers would browse at least three vendor websites before making up their minds. More than 30% would review four to five such websites.
While prospective buyersare viewing these websites, they leavea digital trace that allows you to predict their buying intention.
An analysis of this digital trace provides you with intelligence regarding the buying intentions, preferences, and plans of a specific organization.
When you have this information, you can pitch your own product to buyers having known exactly whatthey are looking for, and how your own product can satisfy their needs.
Obtaining Knowledge about Prospective Customers
If you are able to obtain appropriate data from third party information, you can find out who your prospective clients can be.
This task is rather simple. Monitoring the social media websites of companies can allow you to understand what business they are in, and what are their particular requirements.
If you target these companies with advertisementsfor your products as well as content that suits them, there is every chance they will become interested at some point in time. The thing which is very important in this regard is your timing.
You must reach these prospective customers before anyone of your competitors does. Thekey here is the right kind of insightand your ability to discern their activities into a demand. The idea is to know what a company wants so that you have cooked up a practical strategy to offer them the right products or services.
Targeting with Customized Content
It is obvious that you must customize your content for all those prospective buyers who are showing interest in your product or service. These prospective clients must have visited your website while seeking out the required product or service, and visiting your website proves that they are serious about the purchase.
Customization and personalization have become integral aspects of contemporary digital marketing these days.
Marketers who use this technique during marketing campaigns claim to have benefitted greatly in all aspects of customerengagement inclusion relationshipmaintenance, conversions, and all the way to the bottom line of the business.
The utility of content based on intent data with B2B marketers is obvious because it is derived from the activities of the customers as well as the information they have been seeking.
Providing Great Sales Leads to the Sales Department
When you have a set of comprehensive intent data at your disposal, you can easily analyze which one of your website’s visitors are serious about making a purchase.
You see the CEO of a company looking at your productsand then looking at the same products on different other websites. It would probably mean that he or she is comparing prices of the same product. It would also mean that the CEO has taken time to carry out this activity and thus, a purchase is being pondered.
This is a great leadand can be immediatelyforwarded to the sales department so that they can work on it, and make an instant sale.
Intent data provides you with an edge over your competitors because you have pretty certain information about a prospective sale. It exponentiallyincreases the efficiency of your sales and marketing efforts.
The Final Word
The future of intent data on B2B marketing is very bright. The collection and utilization of intent data will revolutionize the entire marketing game in the years to come. It will allow your marketing team to be accurate in approaching a prospective client, and make life easier for your sales team because they will not have to work hard convincing a prospective buyer about how your product
The intent data provides you with a competitive edge. Its popularity is increasing every dayand it cannot be ruled out that many of your peers in the market may already be using it.
It is the right time that you also embrace this phenomenon in order to increaseyour sales and ROI.