3 Ways to Use Intent Data to Drive Revenue

 

We have discussed a variety of marketing trends and know that marketers are constantly looking for new ways to improve their marketing methods. We know that intent data is one of the recent trends in the market. This makes it important to understand what it is and the 3 ways in which you can use intent data to drive revenue. This article mainly talks about the uses of intent data along with the basic understanding of what intent data is.

intent data in hands of marketing and sales team

Sources: https://www.phocuswire.com/uploadedImages/News/Distribution/GettyImages-868717156.jpg

 

Intent data is a massive volume of data in the hands of your marketing and sales team and thus the marketers need to be informed of the ways in which you can leverage this data. It is crucial to understand what intent data is to help your sales and marketing teams to appreciate the importance of leveraging intent data.

 

Intent data is information provided about prospecting audience’s online behavior. How is it possible for you to collect online information?

 

When your prospecting audience is searching for solutions online they search on Google. They are later directed either to your website or that of your competitor. The website behavior equips marketers with plenty of details about visitors. They come to know the topic data which shows the topics the visitors are interested in. But this does not suffice the marketing needs as you also need to have context data with you. But what is context data?

Knowing the topics that interest people isn’t sufficient; you also need to know key individuals that can affect the buying decisions. Once you know the context of the individuals can help you are interested in your content you the data becomes more actionable as it allows you to personalize your approach even more. Context data give you information like –

 

  • Which company does the individual work in?
  • What is their job role? Do they contribute to the buying decision? –

 

These questions help you to understand if the visitors want to buy or they are merely interested in information.

 

  • Does this individual fit into my ideal buyer’s profile?

How does knowing topic data and context data help you better your marketing approach?

1. You can personalize the content for your anonymous visitors

Intent data doesn’t just provide you topic data but also helps you identify the users searching for a particular keyword. This eliminates the guesswork that you have to do in finding what role the individual exactly has in the organization. Even though you create buyer’s persona for content syndication, you cannot personalize your content much unless you context data.

2. You can reach buyers that matter with intent data

It becomes easy for your inbound leads based on the intent data as you know the depth of their interest in your products way before they get in touch with you. This makes it easy for you to get in touch with the individuals who don’t only fit into your buyer’s persona but those who are actively seeking for your solutions.

 

Using lead scoring models you can score the leads depending on their behavior on your website. You can get insights as they navigate through your product pages, pricing pages, etc and decide the depth of their interest. This is possible with first party intent data but did you know – third party intent data can help you to know such insights about your competitor’s prospects? This makes you aware that these are the sales qualified leads and your sales team can take appropriate actions without waiting for these leads to be qualified in your lead scoring model which happens only after they visit your website. Don’t you now think that intent data is really beneficial to you?

3. Personalizing emails made easy with intent data

Usually, email lists are segmented based on the job titles which keep changing. Also, the roles and responsibility are not the same across all organizations. The segmentation is not as accurate as expected. In this case, using context data provided by intent data can reveal their roles and responsibilities which ultimately results in better segmentation.

Are you now thinking to use intent data so as to benefit from it? If yes, before going for third party intent data do your best to ask following questions to those vendors – What context data can they provide about the buyers? Can they provide information such as company, name, etc which you can use in lead scoring models to identify who is who? Understand the potential of your vendors to provide you intent data by asking several questions as mentioned.

 

Identify the higher quality leads and know the topics they are interested in with us for we are ready to provide you with intent data just as per your requirements. Contact us through email for more details.

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Vikas Bhatt

Author Vikas Bhatt

Vikas is the co-founder of OnlyB2B ITES Pvt Ltd and a Demand Generation cum Data Cleansing Expert. He has 10+ years of experience in B2B Lead Generation, Data Mining, and Content Syndication. Say hi on vikas.bhatt@only-b2b.com

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