Intent Scoring: Best Practices

Intent Scoring: Best Practices for B2B Sales Teams

Over time, there has been a shift in marketing and sales with a greater focus on data-driven efforts. This is where Intent Scores matter…

Intent Score is a mechanism that gauges how willing a visitor who visits your website is to purchase your product/service. It can be as simple as a request for more information. The Intent score is calculated technically and the score is based on their website visitor’s behavior, channel of entry, and other contextual information. This score typically falls between the range of 0 and 1.

Once a visitor’s conversion probability is known, he or she can be classified into the following three categories:

Low intent
Medium intent
High Intent

Of course, visitors in the high intent zone have a better chance of conversion, and marketers must always work on bringing their visitors to the high intent bucket.

The quantum of intent data can overwhelm sales and marketing teams. To help you, here are some tips which you can get more results:

1. Personalize your website experience for anonymous visitors

The word ‘anonymous’ is a bit misleading because these are visitors who visit your website but do not fill out a form. With the right technology at hand, you can identify the company or visitor based on their IP address.

Once these visitors are recognized, you can track the page they view and use web personalization tactics to serve them with customized content based on their profile/interest. In most of the cases, anonymous personalization is a means to encourage visitors to identify themselves by filling out a web form.

2. Prioritize inbound leads based on engagement

While most digital marketers are using 1^st-party data to optimize their lead scoring model, they can also incorporate 3^rd-party intent data into the existing scoring models. When information from both data is used, marketers can hit the iron while it is hot.

3. Nurture known leads with personalized emails

Marketers and sales people must accurately categorize leads and place them in the right nurture campaigns. This can be done using 1^st and 3^rd party behavioral data to identify not only who they are but also what their roles are in their respective organizations.

4. Identify potential customers who haven’t engaged with you yet

Any prospect’s purchasing decision is determined much before they even visit your website. For instance, the audience engages with their favorite brands on social media and reads reviews that shape their opinion and pushes them in one direction.

Here, the 3^rd party data can be used along with predictive account scoring models to know the likelihood of a prospect buying from your brand.

Read More: Inflation and the Consumer Dilemma

Once you are done improving your visitor’s experience with your brand, you can use the following tools to boost your efforts.

1. Lead Feeder

Leadfeeder is one of the most popular B2B intent data tools. The tool helps to know which companies are visiting your website and what they do when they get there.

The features of this tool comprise a wide range of filters both basic and customizable. Marketers and salespeople can easily integrate Leadfeeder with other tools like their CRM, Zapier, and other existing tools in their marketing-sales ecosystem.

2. ZoomInfo

Next on the list is ZoomInfo, which is essentially a business database to give users a 360-view of customers, prospects, and lead opportunities.

ZoomInfo is a powerful intent data tool helping businesses to understand who their audience is and what they want. It is integrated with other marketing tools like CRMs. You can also get a ZoomInfo extension for Google Chrome.

3. KickFire

If you are looking for precise 1^st party intent data by channelizing anonymous website visitors, KickFire is the perfect tool for you. Sales and marketing teams can use the data to offer personalized content in turn, improving the sales outreach.

4. DemandJump

DemandJump is a tool designed to remove the blind spots by showing more of the customer journey. The tool also helps to analyze competitors’ behavior so that you know what your prospects are doing on the web.

5. Tech Target Priority Engine

The tool offers you real-time access to leads ranked based on their purchase intent and engagement level. Companies can use this information to refine their sales outreach, improve ABM strategies, and generate more leads.

The tools shares what topics the prospects are interested in and how they have interacted with such content in the past.

Final Word

Intent data scoring is the need of the hour but before buying and tool, make sure you know everything about intent data scoring and your brand’s marketing-sales requirements.