How Can Marketers Generate Their First Party Intent Data
When it comes to intent data, we all have been thrilled by its benefits. Users are surprised by what intent data has to offer them as it targets them with the ads of the products that they been searching online. Yes, intent data is very actionable and allows the marketers to understand what the needs of both their prospects and existing customers are. It allows them to optimize their content and create messages that address the pain points of their online visitors whether new or old. As the data is so helpful for the marketers in general, we are going to discuss in this article how marketers can generate their first party intent data.
There are quite a few third-party intent data providers like Bombora, TechTarget, Madison Logic. We will study in detail how these data providers gather their data from different sources. Partner networks and publisher sites are the most common sources that are used as they are rich with content as your users and prospects consumer a lot of data from these sites. You can understand their propensity to buy from the volume of their search and from the amount of information they consume.
The idea of getting intent data from third-party buyers is attractive as it is very difficult for an individual organization to gather a huge collection of data that covers a variety of topics. They also have to gather analyze information about buyers purchase intent from that data. Third-party providers give you a break from these tasks by doing major of work. Although using intent data from third-party providers saves you all the operational and institutional changes, it is not as accurate first-party intent data.
Fundamentally, this is true because first-party intent data comes directly from your own website visitors. You can observe exactly how the visitors engage with the content that is there on your website. On the contrary, third-party intent data is provided by the vendors and is accurate in helping you identify the prospects (the correct person or accounts) and the topics they are interested in. However, this alone is not sufficient and hence B2B marketers should also generate their own first-party intent data rather than acting upon third-party data alone through marketing automation or sales calls.
How to generate first-party intent data?
Usually, a salesperson notices the details about you and guides you further. We need an online style adviser to fill in the gap. Yes, there are online style advisers who can understand your physique, personality, and choices. Who can serve as your online style adviser when it comes to B2B industry? That is surely the role to be done by intent data. Now let’s understand the hidden power of metadata to create better customer experiences today!
When you use marketing automation and CRM tools you will get to know information about clickstream i.e., series of URLs your visitors navigate to on your website. However, URLs don’t give you the context of data. This is where you can use metadata to know what your visitors have been trying to see. You need to make sure you tag the content with the respective metadata. Articles could be tagged with different metadata topics, for example, people, product, places, organizations, etc. One article isn’t sufficient to determine visitors’ intent based on metadata but as they keep reading, you will have an idea about their purchase intent. Adding metadata makes it easy for the systems to understand the topic of content at more granular levels. If you use content analytics along with that, you not only will be able to identify the topics of the discussion but also know the weighting of the content is. This will help you know how prominent the particular topic is.
Of course, adding tags is a difficult task and managing a large number of content items is not an easy task. However, machine learning technology (like content intelligence) can be used to handle massive data which adds metadata on its own.
For the B2B organizations with very few content items can go for third-party intent data but the organizations with a lot of with many product offerings can rely on first party intent data as they get a lot of onsite traffic. With first party intent data, you can identify the website visitors at an individual level. When they fill up lead capture forms, you can know their names and from their online behavior, you can identify their business needs.
Businesses can become a brand publisher by moving their focus from the products to content. Content is the medium through with your leads are nurtured and credibility is built. Hence, by producing volumes of content, you can gather first–party intent data.
Whether it’s first party or third party intent data, it is always useful for you as it enables you to make informed decisions. Why no follow the tips given above to generate your own first-party intent data? If needed we are ready to help you with third-party intent data. For more information contact us.
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