Lead generation is difficult. No doubt!
It is even more challenging to find highly qualified leads.
What if you could see the companies that are looking to buy the solution you offer, based on their internet activity? Think about it.
How is this possible?
With B2B intent data providers, you could get direct access to real companies ready to buy now instead of casting a wide net to find people in your target audience.
This would be much more beneficial for your sales and marketing teams, wouldn’t it? Absolutely!
Intent data from 3rd party B2B vendors can accomplish just that.
Intent data is one of the most effective methods to find companies which are ready to buy now and spend less time and resources on “maybes”.
The blog covers:
- Intent Data: What Is It?
- 3 Reasons To Bother With Buyer Intent
- Create Matched Linkedin Audiences
- Enhance Your Targeting
- Website Optimisation
- 6 Must-Have Third-Party Buyer Intent Tools
- Priority Engine
- G2 Intent
#1. Intent Data: What Is It?
Buyer intent data shows which companies are actively participating in the buying cycle based on a compiled set of data.
The companies in this dataset are actively sending out signals that they will be making a purchase in the near future.
These signals may include overt and covert actions which happen on 3rd party websites and your website.
- Covert signals: 3rd-party website data + your website [marketing automation + conversion/goals data]
- Overt signals: 3rd-party website data + your website [marketing automation + conversion/goals data]
|Covert Signals Showing Readiness to Buy||Overt Signals showing Readiness To Buy|
Buying intent is a consumer’s likelihood to buy from a company.
Marketing and sales professionals target specific leads with buying intent to increase conversions.
B2B intent data reveals a web user’s purchase intent, allowing you to determine if a prospect is seriously exploring or looking to buy your products or solutions.
#2. 3 Reasons To Bother With Buyer Intent
A key benefit of intent data is identifying active buyers.
B2B marketers use intent data to predict what a potential buyer is likely to buy, say, or do next.
Moreover, it gives marketers insight into how potential buyers behave on different websites.
Here are 3 benefits of Intent Data.
Create Matched Linkedin Audiences
ABM campaigns will be more effective if you use intent data. Your cost per lead will be drastically reduced if you show relevant ads to the right companies.
With data, you’ll present ads to familiar people with a better understanding of their interests. Conversions will be better when your brand is recognised.
The same applies to content marketing.
So the right people see it. The question is, for a deal to succeed, who needs to see this content?
Let’s target high intent leads with relevant content to get it in front of them.
Enhance Your Targeting
The more intent-driven your leads are, the sharper your Ideal Customer Profile [ICP] will be. It’s easy to know who’s interested.
We then just “Target these people.”
Marketers use Intent Data in everything they do.
Keep your team up to date on intent scoring so they can tailor their campaigns accordingly.
B2B marketing doesn’t always offer this flexibility. But if you use marketing automation with lead scoring on your website, you will be able to gather intent data.
This data can then be enriched with third-party intent data.
Lead nurturing campaigns can be built by your email marketers.
- Who’s ready for a forward call to action?
- What needs more time?
All of this data is valuable.
Another benefit of an accurate ICP. You can customise your website.
Three things about ICPs that you should be aware of
- ICPs change over time
- Industry changes may affect their suitability
- Identifying your ICP takes time.
You can constantly calculate intent data from your marketing automation tools plus 3rd party data. Then use the analytics to make small changes.
Website optimisation is part of this. You should create pages that are designed for regular and high-intent visitors.
Providing industry-specific information and providing relevant case studies would be helpful.
#3. 6 Must-Have Third-Party Buyer Intent Tools
There is no doubt that buyer intent data is powerful.
Where does all this data come from?
Businesses can now access more data thanks to a handful of tools.
The question is which one is right for you?
Here are six buyer intent data tools to help you make smart purchases.
With DemandJump, you can analyse your brand’s competitors and see more of the customer journey.
Find out what websites and terms prospects search for online.
What’s more, DemandJump analyses what content and ads your competitors publish along with their rankings.
It provides very useful information, although it is expensive if you track a lot of keywords or competitors.
When it comes to SaaS based platforms, Priority Engine is the best choice.
It provides direct access to active prospects’ accounts in real-time.
It also helps B2B tech organisations scale up their demand generation success, enhance their ABM performance, and enhance their sales productivity.
Platform insight on topical interests, recency, and relevance of activity, vendor considerations, and installed technology is provided exclusively by third parties.
A B2B buyer intent data tool, Leadfeeder reveals which companies visit your site and how they behave.
You can sort companies/ users based on location, behaviour, company demographics, and other filters (both basic and customizable).
In addition to CRMs, Leadfeeder integrates with Zapier, email marketing tools, and more to automate actions based on your rules.
Your marketing and sales efforts are tracked across all platforms with these integrations.
Finally, Leadfeeder is easy to use, provides access to proprietary data. It has a responsive support team.
Almost every industry is represented in G2’s extensive B2B software directory.
Intent data is now being repackaged from website visitors. G2’s database is highly actionable because it is segmented into clear categories.
Let’s say an existing customer starts looking at competitors.
As soon as that happens, G2 will notify you.
Getting to know why they’re considering switching will help you improve your relationship and retain them.
Using G2’s directory, you can see the common competitors that your prospects are looking at.
This means you can prepare for sales objections that are likely to arise. Plus, also create landing pages that compare your products favorably with those of competition.
G2 Buyer Intent can be integrated into your sales stack to automate tasks like retargeting warm prospects with LinkedIn ads or updating contacts who are switching companies.
ZoomInfo offers users a 360-degree view of their customers, prospects, and leads.
In order to reach out to their audiences, businesses need to understand what they want.
Besides its integration with CRMs, ZoomInfo offers an extension for Chrome so you can view prospects quickly.
Customer service though is poor and the interface is less-than-intuitive.
Kickfire is a first-party data platform that identifies companies using your marketing website or content assets.
Using Kickfire’s analytics tool, you can see which companies are visiting your site by cross-referencing the data with the IP database.
Accounts that are actively engaged can be viewed along with the pages that users are visiting.
You can also reach out to engaged prospects at the right time with Kickfire’s B2B database of contact details.
This will allow you to determine which employee visited your website, so you can identify the right person to contact.
Besides monitoring customer visits to your website, your customer support team can use it to detect signals that might indicate a customer needs extra help.
If you are considering any of these platforms, make sure you do your homework and weigh the pros and cons.
A good buyer intent tool should be able to capture and ascertain a buyer’s online research.
In addition to this, it should allow companies to proactively market to their respective users by providing good context.
Buyer intent data software costs a lot. A five-figure investment is expected.
It will deliver a return on investment for your business if you bring the data into your day-to-day sales work and use it to improve your response and close rates.
Everything boils down to your current needs.
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.
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