Data on intent. It’s more than simply a new term to update your B2B lexicon. According to Ascend2, RollWorks, and Bombora study, 97 percent of B2B marketers feel that intent data will provide them a market edge in the coming year.
What is the definition of intent data?
Intent data is account-level, dynamic information that indicates interest in a company category or specific items and services.
Intent data can be based on direct contact with firm assets such as a website, or it can be based on content consumption by users throughout the web. Virginia Beach IT companies may use it to identify potential customers and send them contextually appropriate and customized messages.
Brands may also utilize intent data to better understand your open possibilities or current clients and help them go through the conversion, retention, and growth funnels.
What are some of the ways that B2B marketers are utilizing intent data?
B2B marketers today have access to more data than ever before, but how are they leveraging intent data to establish their brand ahead of the competition?
Ascend2, in collaboration with Rollworks and Bombora, polled 126 B2B marketing experts, and the following are some significant findings and takeaways from the study.
Insight 1: B2B companies are using intention data to attract new customers.
With prospecting efforts in mind, B2B marketers are embracing the usage of intent data. According to 56 percent, 51 percent, and 38 percent of B2B marketers, discovering new accounts to target, synchronizing their sales and marketing activities, and prioritizing accounts for solicitation are the top three primary aims.
Takeaway: Consider an account-based strategy if your martech aim is efficiency. Account-based marketing (ABM) is a fit-first strategy to B2B marketing that ensures you’re only promoting to the most likely accounts to purchase. According to research, ABM is successful in reaching 94 percent of marketers’ core objectives.
Insight 2: Real-time meaningful intent data might be challenging to come by.
Data quality is a significant barrier for 56 percent of B2B marketers when employing intent indicators and half of those polled said they have difficulties making intent data useful. Digital marketing Virginia professionals who have a plan to capitalize on intent data are better equipped to conduct focused content and ad campaigns, support sales teams, and generate more money.
Takeaway: Intent data can be effortlessly integrated into ABM platforms, making deployment simple. This allows marketers to act rapidly on data and increase accounts at a large scale.
Insight 3: The Source and Quality of Data Are Critical
When integrating an intent product into a technological stack, marketers must first assess goals to articulate better what they require. This keeps a tech stack bloated and superfluous tools from being purchased. Over two-thirds of marketers (67 percent) are most concerned about the quality of data given by an intent data service, while 44 percent say the data source is critical.
Takeaway: Above everything, B2B marketing technology must be simple to use and adaptable. You’ll want to seek tools that let you design and measure your programs in the most efficient method possible for your company.
Insight 4: B2B marketers leverage intent data for customization and targeting.
Marketers may use intent data to personalize their messages across several platforms. Delivering customized ad content (52 percent) and personalization initiatives (49 percent) are the most practical methods to use intent data, according to around half of B2B marketers. Intent data may be used to power many aspects of sales and marketing, from ad text to landing sites to the subject field in sales outreach.
Takeaway: The more you understand what your accounts want, the easier it will be to reach out to them with the proper offer. In this case, intent data may be used to personalize online ads for important accounts based on the themes they’re interested in.