How to Use Intent Data in B2B Marketing Strategy?
Data is the main ingredient to the success of your marketing campaigns considering this; B2C marketers have been putting intent data to their use. How about B2B marketers? Do they find it easy finding B2B intent data online? In this article, we will study how B2B organizations can gather intent data.
Imagine you were searching on Google so that you can order fresh flower online. After you find several good options you abandon the search. However, on the basis of digital footprint that you left online, your Facebook feed has an ad from a small flower company. How did this happen? Of course, it’s the power of B2C intent data that allowed the company to use this data to convert you easily. With the strong online marketing tactics and search engine optimization, the small startup could retarget you and follow up on you as you had already shown pretty much of interest.
What is the case with B2B industry?
B2B buyers also search for the solutions online but the digital footprint they create online is rather pretty bigger having more depth and breadth as compared to B2C buyers. B2B buyers too search online, download the documents, listen to webinars, visit websites, and read articles, etc. Although, there is a similarity in the way they both carry out the search process, there are multiple challenges in converting B2B buyers on the basis of their online search data.
Comparatively, it is easy to convert a B2C buyer because only one person is involved in the decision. However, convincing a B2B takes a lot of efforts as multiple decision makers are involved in the decision. So, you should be able to identify all the individuals doing the online search and identify if the group of search entries came from a specific organization. Identifying the source can help you know if they were isolated instances of online search or concerted efforts put by several decision makers from a particular organization.
B2B organizations need data for following 3 purposes –
- To gain insights into which companies are doing online research
- To prioritize leads using a lead scoring model
- To identify what are the upsell opportunities by identifying what customers are doing
In today’s buyer-centric world intent data has made our job easy and it can be used in different ways to increase sales. Once you decide what search terms you are interested in, you can gather data from different third-party sources like Bombora, 6Sense, etc. Third-party data will provide your company, location through IP address. Create a buyer’s persona of the person you think is mostly involved in the buying decision. If you are targeting searches related to marketing, you know that the director of marketing is the person who would be interested in your services. Once you identify the ideal buyer of your products or services, you need to find such individuals in your marketing database.
Use tools like LinkedIn and data solutions like Discover.org to find more such potential buyers. Next thing you do is, target these buyers with potential buyers with social media content, digital ads, emails, and other campaigns relevant to search terms they use. As a result of your campaigns, if they get in touch with you, you are right on the track. Once you get these leads you can nurture them for next 2-3 weeks and until their purchase intent is hot.
To make B2B intent data useful, you also need to use other data as indicated in the picture below.
While Fit data allows you to do the segmentation, Opportunity data allows you to identify the new selling opportunities such as mergers and acquisitions, new office openings, new rounds of funding. Using buying intent signals along with this data can boost your sales growth.
Although some may think that the person who responds to your campaigns usually does not hold the authority to make the decision in the worst case, but you can at least be sure that these people have at least some influence. It is necessary to know the entire buying unit in B2B process. Marketing with intent B2B intent data needs some tactics and follow-up. Intent data can be useful to your sales and marketing teams to know who they can call and email. As 68% of the individuals like to do their online independently, intent data allows you to reach them earlier in their buying cycle.
One more challenge people face with B2B intent data is many of the buyers privatize their searches and hence remain anonymous. Also, if the marketers have to wait for a month until they can use intent data, then it is of no use. However, as we saw above, B2B intent data can be greatly be used to your benefit. Why not give it a try? Contact us for more information. Don’t wait for your prospects to download whitepapers rather target them using intent data even before they approach you.
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