With Intent Data, information on online behavioral activity of an individual is collected. This can be used in the B2B space to zero-in on prospective customers and target them with appropriate marketing strategies. But what is this Intent Data? Say, you put up a blog post on you website about a SaaS product and share it on social media. Visitors click on the link and read the post. You could assume everyone who reads the post is a prospective customer, but that isn’t necessarily true. Amongst the potential clients, there will be students who are interested in the subject, industry analysts, people who work in the same field etc. So to separate the wheat from the chaff, context is needed-- A deeper insight into whom the visitor reading the post is. This is where Intent Data comes into play.
You can find out which company the individual works at, about their company, what their role is at the company—all helping you better understand the visitor. But you can get more context and further pin-point if you have a future client by seeing what other websites he/she visits, what is read, what they share and talk about on social media (with regards to similar products/services your company deals in), and which business related groups they are a part of online. For example, a person generally interested in the field or maybe a student of the subject will look up, ‘What is CRM?’ Whereas, a person who is looking to buy at some point in the future might search and compare different types of CRMs. Finally, the person who is ready to buy might narrow in on a particular CRM software and search and read up on it specifically. This is when you know they have intent to buy. And if you are a company that sells CRM software, this information is precious.
Want to know more about how your company can benefit from this?
With this Intent Data in hand, you can discover prospects, personalise your website for segments of your audience, incorporate the data as part of your lead scoring, and nurture the leads with targeted emails, among other things.
We can agree that Intent Data is valuable. But how do you go about gathering this information. There is first-party data. That is if someone visits your own site or clicks on a link posted on your social media pages, it is easy to track this using marketing automation tools. But, every time, a link is clicked on, a search is inputted; any thing of interest happens in the online universe, the action is captured. If someone reads or downloads an article on an industry-specific website, that is relevant to your business, the information is saved. This person could be a possible customer for you. Now the issue is sorting through these gigantic amounts of data and taking what your business needs—this is a monumental, exhausting and time-consuming job. So what most businesses do is that they turn to third-party sources for this data.
Bombora, is one such company that is an aggregator of B2B intent data. IBM for its product Watson’s Analytics used Bombora along with LinkedIn, to lower costs-per-registration by implementing an account based marketing approach. This was done by combining LinkedIn’s sponsored content and account targeting tools with Bombora’s information on businesses expressing greater intent on IBM’s selected topics. You can read more about it here.
Intent Data has to be leveraged fully, to be of any use. And gathered from the right source. If you are getting your Intent Data from a third-party source, make sure they are GDPR compliant. This information you collect on customer behavior can be used for account-based marketing, targeted advertising, and to help marketing and sales teams personalise their interactions with their audience. By using Intent Data along side other prospect information, and by using it at the right time to predict and approach the prospective buyers, you can get the maximum benefits out of it.
Topics: Digital Marketing