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The vast bulk of Intent Data is purchased by marketing teams engaged in demand generating activities from 3rd parties.
It is true that the original use case was to identify the 3 percent of potential buyers who were actively looking for a product, or service at any particular time using the Larger Market Formula.
Intent Data for prospecting provides a solution for the most common demand generation use cases.
This blog covers:
- 6 ways to leverage Intent Data for Prospecting
- How to Optimize and Implement Intent Data
- Facilitate Sales
- Conclusion
Let’s dive in.
#1. 6 Ways To Leverage Intent Data For Prospecting
- Identify Active Accounts And Active Contacts
- Prioritize Accounts For Account-Based Marketing (Abm)
- Retarget Those Who Have Expressed Interest
- Leverage Events With Intent Data
- Anticipate Key Trigger Events (Hiring, Funding, Etc)
- Gain From Conversational Marketing
You’ll observe that product, competitive data, and content marketing are all examples of how prospecting Intent Data can be applied to other marketing functions.
You can also benefit from Intent Data by improving
- Understanding of personas
- Identifying product opportunities
- Developing new content insights, and
- Gathering competitive intelligence
#a. Identify Accounts And Contacts
Once upon a time, Intent Data only identified accounts that were “surging.” That’s no longer the case.
Contact level Intent Data reveals both active accounts and the individuals who are actively involved in those accounts.
This information enables you to deliver hyper-personalised, re-marketing and outbound sales cadences, that are tailored to the prospects needs.
#b. Prioritize Accounts For ABM
Every company has a one-to-many ABM lists that is far too large for them to keep track of.
The ability to identify which accounts are active, as well as which roles are active within those accounts, facilitates the coordination of the prioritisation and marketing processes.
#c. Retarget Those Who Have Expressed Interest
If you already know who the account belongs to, it is frequently possible to retarget to the domain and filter for the common roles to which you sell.
You can create lookalike audiences or custom audiences when you know who the person is, especially if you have a large number of email addresses [over 100 emails is good for starting out, though 1000 or more will be more accurate]
This allows for far more efficient and effective retargeting that delivers a contextually appropriate message rather than blanketing the account.
#d. Leverage Events With Intent Data
Do you find that events consume a disproportionate amount of your financial resources?
Do you want to reach out to people who are likely to attend important industry gatherings?
Or even the events of your competitors?
Intent Data will identify them for you to nurture in order to set up appointments with your own sales team, encourage participation at your events, and promote your sponsorships more effectively.
#E. Identify Key Trigger Events
Do you have a critical window of opportunity during the transition of the CTO or CMO position within the target company?
Or when it receives funding or hires a specific employee for a particular position?
What happens if they open a new branch office?
Google alerts help you with this. Newsgroups are useful too for this.
Ensure that your prospecting Intent Data includes information about these important trigger events.
#f. Gain From Conversational Marketing
You invest significant time and effort into the process of getting traffic to your website.
However, by incorporating Intent Data into the chatbot experience you provide, you can increase the effectiveness of your conversational marketing efforts.
You can ensure chatbot engagement through proper orchestration that adds contacts or entire domains to segments based on various attributes.
Read: Intent Data: The Missing Link In Your Account-Based Marketing Strategy
#2. How To Optimize And Implement Intent Data
When it comes to CRM and marketing automation systems, an excessive amount of Intent Data that’s pumped in, lies unused.
Your marketing, business development, sales development, and account executive teams may not understand how to find, analyse, and react to data.
When your prospecting is efficient, implementation of Intent Data leverages it in 3 ways.
- Combine The Dots To Make Them Smaller
- Analyse and Interpret The Information
- Pay attention to the Content and Messaging
#a. Combine The Dots To Make Them Smaller
When it comes to supporting data activation, it is absolutely necessary to provide proactive alerts and even automated coaching.
You can enable this through simple workflows that alert an AE to activity by key contacts in an active opportunity.
Or, by suggesting the appropriate cadence to a BDR based on observed activity.
#b. Analyse And Interpret The Information
If you process individual signals correctly, it has the potential to reveal a considerable deal of relevant information about their source.
Signals from single contacts and multiple contacts from the same company, when combined, often reveal much more detailed pattern than single contacts alone.
The process of optimising prospecting Intent Data entails crunching and massaging the entire integrated data stack to extract the most valuable insights.
#c. Pay Attention To Content and Messaging
It is not uncommon for important information to be thrown away as a result of careless email cadences.
You’re going to need a lot of written content, and it has to be of a particularly high standard.
Assuming your typical buying team has 4 to 5 purchasing functions and the buying journey has four to five key phases, you will need messaging and content for 16 to 25 different scenarios.
In addition to case studies, guides, and data sheets, you may require more than 100 content pieces in total.
Paid advertisements, email, phone scripts, website content, chat bots, social selling, and direct mail will all be used to deliver these messages to customers.
Read: How Intent Based Marketing Changes Your B2B Marketing Strategy
#3. Facilitate Sales
Sales channels impact the company’s revenue growth and account management.
Because of this, it makes sense to share the same insights to the team responsible for channel sales as you do for the team responsible for inside sales.
You should, however, try to simplify the process as much as you can by streamlining it. This makes things easier.
That could mean relying on your own channel account managers to provide the insights, or creating workflows that alert the channel in ways that empower them better.
You have to ensure this without extensive (and likely impractical) channel sales training on how to use third-party prospecting Intent Data.
The most important thing, however, is to convey these potent insights all the way down to the level of the prospect sales contact — irrespective of the context in which it takes place!
Read: How to Predict B2B Prospect Behaviour With Intent-Based Marketing
#4. Conclusion
The vast majority of Intent Data is purchased by marketing teams that are actively engaged in activities that generate demand.
Prospecting Intent Data offers a solution to the vast majority of the most common application scenarios.
Personas are a tool that can assist businesses in recognising product opportunities, developing new content insights, and gathering intelligence on their competitors.
When a company expands its operations by opening a new branch or receives funding, Intent Data can be collected.
Additionally, you can activate Google alerts and newsgroups to get this information.
Good orchestration should add contacts or entire domains to segments based on a variety of attributes of each of those contacts or domains.
Intent Data entails crunching and massaging the integrated data stack. You’ll need messaging and content for 16 to 25 different scenarios.
The messaging itself leverages multiple formats: paid advertisements, phone scripts, content on websites, chat bots, social selling, or direct mail.
Accelerate your leads with Intent based Marketing today!
Digitalzone puts your B2B leads and sales on steroids.
Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Demand Research and Content Creation
Get in touch with us today, to accelerate your sales.
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