What is Intent Data and How Should Sales Teams Use to Effectively Drive Prospecting Efforts
Intent data is a powerful tool to supercharge your prospecting efforts. Don’t you agree with us? Let’s dive into what we just said.
Data is the lifeblood of all B2B marketing efforts. However, relying solely on the collected data to connect with the prospects doesn’t give the desired results. Every modern marketer knows the value of B2B intent data and how it should be used to go ahead with achieving business goals.
Intent data not only gives you a competitive edge, but it also helps you gain a thorough understanding of your customers needs. With the help of intent data, you can create a solid and reliable sales pipeline for your sales teams to manage.
Simply knowing the value of intent data doesn’t suffice; you must also know the right way to use it to your advantage. Let us find out more about intent data and how your sales teams should use it to drive prospecting efforts.
Intent Data: The Above and Beyond
Intent data is data, but beyond that, it is called supreme business intelligence that offers accurate insights into how a user behaves on your business website, app, or social media, reflecting his purchase intent. Intent data doesn’t just tell you about the basic behavior of the user; it gathers granular details from sources such as search engines, websites, industry publications, and many more.
According to a study by Demandbase, 70% of B2B buyers conduct online research before making their final purchase decision. Intent data captures such search queries, uncovering the intent and interest of a user to purchase a particular product.
Some advanced intent data tools can also track the amount of time a user spends on specific pages and how often they are navigating between the internet website pages. It is a detailed insight, offering deeper insights into their specific interests and buying stage.
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How can you leverage the intent data can you leverage the intent data to Lsuperchargeyour Ssales
1. Banking on Early Opportunities
Use intent data to tap into prospects earlier in the buying process. You can break in and engage with the prospect before any other salesperson does so. Research on B2B companies has proven that 70% of the companies do business with salespeople who approach them early.
With the help of intent data, you can approach your prospects earlier and guide them through their journey. It will ensure the success of your marketing initiatives.
2. Lead Scoring
Intent data helps to recognize the interests of different prospects. With the help of intent data, you can easily distinguish between a user who is simply reading the content on your website and one who is actively trying to cater to their pain point through the information on your website. The information reflects whether a lead fits your ideal customer profile.
Contrary to the traditional lead scoring models, intent data works faster, offering better results.
3. Account-based Marketing
Every effective marketing campaign lies on the foundation of building relationships with prospects. This is where account-based marketing comes to the rescue. Intent data comes in handy when it comes to building engaging and lasting relationships with the right prospects.
We are aware that ABM requires technographic and firmographic data that helps you make the most of every possible avenue to collect more information. Eventually, it helps you to laser-focus your approach.
4. Developing a Better Content Strategy
Intent data also helps you develop a better content strategy that interests your ideal customers. As a marketer, you can use a variety of SEO tools to pick the most trending search terms and topics. By incorporating them with intent data, you get access to a new level of data to improve your content marketing strategy.
5. Targeted Marketing
Finally, you can utilize your intent data to target leads exhibiting specific signals. It is easy to make your marketing campaigns more targeted. Following the trail of your intent data, you can prevent yourself from wasting your time and advertising budget on futile customers who aren’t keen on buying anything.
As per your ideal customer profile, you can achieve your goals by offering specific content that helps your B2B buyers cater to their pain points.
Why is intent data the future of B2B marketing?
Intent data can fuel the efforts of any marketer and salesperson. It drives the campaigns in the right direction because it helps to comprehend the intentions of the buyers. When businesses can better understand buying patterns and triggers by becoming aware of their actions, marketing and sales teams can tailor a strategy as per the intent and interest of a particular buyer profile. This way, the likelihood of conversion increases.
Overall, intent data helps in recognizing the “ready-to-buy” prospects and adjusting their campaigns accordingly.
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