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Intent Based Marketing Is Vital To B2B Success in 2022

Companies all over the world today collect buyer behavior data. 

This presents a massive opportunity for B2B marketers to improve their marketing programs. 

In marketing, buyer data is synonymous with knowledge. 

The more information you have about the buying patterns of your customers, the sharper your messaging and conversions get.

Marketers armed with this data can use intent-based marketing to generate high-quality leads. 

So, what exactly is intent-based marketing and why are marketers hell-bent on mastering it? Go through this article to find out.

  1. What Is Intent-based Marketing?
  2. How Intent-Based Branding Personalizes Your Content Campaigns
  3. Intent-based Marketing Powers Your Content Strategy
  4. Buying Data Informs Your SEO Campaign Success
  5. How Buyer Data Boosts Your Landing Page Conversions
  6. Intent Puts Your Paid Search Marketing ROI On Steroids
  7. Customized Marketing Automation Pumps Up Your Revenue
  8. Intent Adds Oomph To Your Local Marketing Efforts
  9. Buyer Intent Data Accelerates Your Sales
  10. How Data Smoothens Coordination Between Different Teams
  11. Data Enhances User Experience
  12. Conclusion

What Is Intent-based Marketing?

Tailoring marketing campaigns to customers’ needs (with specific intentions) is intent-based marketing. 

Intent-based marketing removes the element of guesswork. 

There are two parts to this.

  1. Intent-based branding analyzes the behavior of their target audience online
  2. Intent-based marketing uses data on buying behavior to tailor marketing offerings to customers.

Intent-based buying data provides insight into:

  1. Why are your prospects browsing the web?
  2. Which stage of the customer journey are they in?
  3. Are they researching solutions, or are they ready to make a purchase? 
  4. What steps must you take to get in front of them?

How Intent-Based Branding Personalizes Your Content Campaigns

The importance of intent-based branding in content strategy cannot be overstated. 

Standing out from the crowd is becoming increasingly challenging. 

When you incorporate B2B intent data into your marketing strategy, it helps you achieve 5 amazing benefits:

  1. Get rid of the noise
  2. Promote yourself earlier in the decision-making process of a buyer
  3. Locate potential leads.
  4. Prioritize your leads
  5. Personalize communications

Intent-based branding can also:

1. Help you visualize the perfect customer
2. Improve your customer engagement
3. Enhance your content marketing
4. Personalize content in real-time for customers
5. Improve your overall marketing effectiveness

Branding Powerfully Personalizes Your Campaigns

Intent data connects your keywords to your buyers. 

While demographics will always have a place in the marketing playbook, the brands that understand and respond to intent are better positioned to be there and be useful for all of their potential customers, not just those that fit an age and gender profile.
Source: Think With Google

Appropriate information at the right time matters in outbound and email efforts. 

Focusing on intent data removes campaign targeting and messaging problems.

“51% of marketers feel improving contact data quality is the most critical impediment to email marketing success.”
Source: Ascend2

Using intent data is more than just tracking how users engage with your website. 

Buyers who visit a competitor’s website or social media and conduct intent-based activities are followed by AI and machine learning, today. This data too is available.

Intent-based Marketing Data Powers Your Content Strategy

Content is what customers want – compared to intrusive ads, emails that clog inboxes, and salesy messages on Landing Pages.

This explains the dramatic rise of content marketing in B2B and B2C segments.

70% of marketers are actively investing in content marketing. (HubSpot, 2020)

78% of companies have a team of one-to-three content specialists. (SEMrush, 2019)
Source: The Ultimate List of Marketing Statistics for 2021

What marketers have also realized is that content marketing generates 3x more leads than paid advertising. Even better, it costs less than paid ads.

What’s also interesting is that customers who are used to content relevance will abandon websites that do not fulfill their needs.

Your conversions will improve when you blend demographics and purpose in your keywords.

Conversely when your competitors do this before you, they will reap the improved benefits.

Distributing relevant content to your prospects at the right moment is critical. Your intent data informs every component of your plan, including:

  1. Theme
  2. Buyer personas
  3. Buyer journey maps
  4. Content format, copy, and CTA
  5. Keyword strategy

A good content strategy generates leads, sales, and conversions. 

Intent-based targeting provides a competitive edge by targeting buyers with relevant content, at the correct time.

Buyer Data Informs Your SEO Campaign Success

Incorrect keyword targeting may enhance traffic, but it will decrease SERP rank if it doesn’t fit the searcher’s intent. 

Intent marketing companies categorize keywords based on a buyer’s readiness to buy. 

Successful companies divide keywords based on intent instead of only looking at competition, volume, and history.

AHREFs discovered “among 1.9 billion keywords only 29.13 percent have three or more words”.
Source

Google prioritizes search intent too: focusing on intent first protects businesses against algorithm updates.

How Data Boosts Your Landing Page Conversions

Marketing experts can use the available data to better their advertising by improving messaging targeting specific target profiles. 

Sales and marketing teams simply prioritize and find relevant leads based on the prospects’ potential to buy. 

This specialized data informs you about potential consumers’ intentions and interests. 

How do you use intent data effectively for Landing Pages?

Buyer intent data aids B2B marketers in creating landing page content specific to prospect interests and issues. 

Intent data helps identify a prospect’s buying stage and the challenges or reasons keeping them from closing the sale. 

So you can develop the landing page content needed to communicate, engage, and nurture the potential client at the right time with intent data.

Customized Marketing Automation Pumps Up Your Revenue

Marketing automation allows you to achieve critical business goals. 

It helps you nurture your leads and convert them into loyal customers. 

“Organizations that reply to new leads within one hour are 7X more likely to qualify them.”
Source: Harvard Business Review study. 

Automation ensures rapid reaction, increasing revenue. It helps retain existing clients. 

Keeping existing consumers costs less than acquiring new ones. 

Customers will be more satisfied if you use marketing automation technologies (like CRM). 

These tools organize data and simplify processes for customer reps—improving service quality, building loyalty, and seeding confidence.

Marketing automation solutions assist in making your firm more responsive to clients and leads. 

Knowing which marketing methods are working and which are not will help your marketing staff improve them and increase sales.

Intent Marketing Puts Your Paid Search Marketing ROI On Steroids

Even though many consumers use ad blockers and avoid pop-ups, they don’t mind the ad matching their search intent.

75% of users click on ads to find authentic and relevant information.”
Source: Curvearro, 2020

Content that meets the needs of B2B buyers is the key to success. 

“The intent behind your keywords has a huge impact on the success of your marketing.”

Source: Search Engine Land

Intent Marketing Adds Oomph To Your Local Marketing Efforts

Intent data adds value to your business at every level of the buyer journey. 

This value is realized through increased purchases, total traffic, and qualified leads. 

Buyers seek content that matches their aim while addressing their location. 

In fact, according to Google, “local searches lead 50% of mobile users to visit stores within one day.” 

You can use search intent and demographics to better define you local PR, buyer’s offers, and product positioning. 

Buyer Intent Data Accelerates Sales
“51% of smartphone users have purchased from a company/brand other than the one intended as a result of the information presented.”
Source: Think With Google

Organizations which are laser-focused on their B2B buyer’s objectives generate fresh leads.

Intent marketing data engages prospects with sales events and demonstrations. 

The intent knowledge results in successful sales. It assists sales teams in prioritizing leads and establishing account rankings. 

Understanding the intent of your B2B buyers enables salespeople to focus on the right leads at the right time.

How Data Smoothens Coordination Between Different Teams

Intent data enables each department to work toward a common goal. 

Customer service information assists your marketing team in developing content to handle inquiries. This means that your sales teams will receive qualified leads. 

If you reduce departmental silos and place a premium on buyer intent, then you can boost:

  1. Loyalty for your brands
  2. Recognition of your brands
  3. The # of fresh sales prospects
  4. Awareness of Trends
  5. The Lifetime Value [LTV] of the customer

Data Enhances User Experience

Ads will sound spammy if the targeting is based on demographics rather than if it’s intent-based. 

B2B intent based marketing provides a better user experience. You may utilize several methods to collect and analyze data on your website.

  1. View organic searches on your site using tools such as AHREFs 
  2. How do your keywords stack up against offsite searches? 
  3. Can you combine intent data from multiple sources to get a full view. Can you use data from internal teams, such as customer service?

You can then sort intent-based buyer data into three categories that straddle the buying funnel: awareness, interest, and action.

This helps you create tailored content for all the stages of the buyer journey.

The overall user experience improves at each step of the journey, as a result.

Conclusion 

According to ThinkWithGoogle, to find a brand’s website, B2B audiences perform twelve searches (approximately). 

Each click that results, reveals who they are, what and why they are searching. 

Companies who understand their customers’ needs and deliver them on time have an edge over competition which don’t do this.

Intent-based marketing tools aid in research, strategy, planning and measurement of your marketing campaigns. 
All this adds teeth to your marketing campaigns and ensures that your prospects receive the right information, at the right time.

 

 

 


 

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