Generating Leads with Intent Data vs Generating Leads without Intent Data
In the past, individual openness to conversation and body language was sufficient to gauge their likelihood of making a purchase. Sales procedures, however, are becoming increasingly complex. There are fewer direct interactions but more channels, touchpoints, and parties involved. There will be times when you have a hard time deducing the buyer’s true motivations because of this. Therefore, even a seriously interested prospect might go cold before the deal is closed.
Lead Generation with Intent Data
Only 17% of the time that B2B buyers spend researching a purchase is spent talking to potential vendors, as reported by Gartner. It drops to 6% if there are multiple sellers.
A lack of relevant overarching themes and messaging can hurt a brand’s content marketing efforts if the right data and buyer intent signals aren’t used. Marketers can use intent data to better understand what motivates potential customers to take action.
It’s extremely rare for salespeople to be aware of when a potential customer is actively searching for their offering. That being said, there is little a potential customer can do if they don’t initiate contact first. Intent data is a game changer here!
Knowing what a potential buyer is interested in and if they are ready to buy are both things you can learn from the B2B intent data you collect.
Generating Lead Without Intent Data
Not using intent data in your B2B lead generation will narrow down your audience reach and hence you will lack in the data gathering game. Not knowing your audience’s intent and missing intent data will oblique your business in market research criteria.
Without Intent data, you will definitely fall back in lead scoring, delivering quality leads, knowing your customer’s intent & B2B personalization.
Intent data illustrates whether the user is ready to purchase in B2B markets. By using it, you can determine:
- what the users want
- which factors influenced their purchase decision
- if a prospect wants your products, solutions, or services
Despite its many advantages, however, intent data does not come without its share of obstacles or restrictions:
- It is not simple to find the necessary information. Limitations on both the legal and technical fronts are significant.
- There is a cost associated with collecting data from both the outside and inside. Either the fee established by the data provider or the cost of the actual implementation.
- There may also be issues with data quality (especially with data obtained from third parties). You can’t verify it until you see it in action.
Intent Data: Using It to Generate Leads
1. Make sure you know your prospects
Create user profiles for use in intent-based advertising. It’s important to involve key decision-makers in sales and marketing as you create your buyer personas. Make sure you have the answers to the following questions to help you along the way:
- For your business, who is your ideal customer, and what problems do they have?
- What are the most talked-about issues in their fields?
- What phrases do they use to look for answers in your field of work?
- Where can you find your ideal client?
- Which trade journals do they subscribe to? In addition, faith?
2. The importance of metrics in marketing
Metrics may shift to reflect shifting business priorities, but a good evaluation will still zero in on the essentials, such as:
- Conversion rates for leads
- Timing the sales cycle (time from initial contact to deal close)
- Value-for-money in lead generation
- Improvements in penetrating new key accounts and raising brand awareness
- Growth of ABM (account-based marketing) initiatives.
3. Platform knowledge
Depending on the requirements for the generation of leads, you might need a variety of different systems. Take into accounts such as demand generation automation tools, intent marketing tools, marketing automation platforms, customer relationship management (CRM) systems, and business intelligence dashboards.
4. Ensure that prospects are followed up with as soon as possible
Because your potential customers are shopping around between different businesses in search of the one that best suits their needs, speed is of the essence. A quicker response time will increase the likelihood of a prospect becoming a paying customer for your business. Your company’s sales representatives ought to be quick to send an email to the prospect containing content that is expressly designed to move the conversation forward and guide the prospect along the path to making a purchase.
5. Analyzing purchasing patterns to predict future purchases
You can get a comprehensive picture of a prospect’s purchasing patterns from their intent data. It makes it possible for marketers to communicate with prospective customers when those customers are interested in the services they offer or even before they have indicated a desire to make a purchase.
For instance, it provides real-time prospect accounts and in-depth analyses of both online behavior and activity. You are also able to forecast where your prospects will be located in the conversion funnel and determine whether or not they are open to the possibility of cross-selling. To accomplish this, it is necessary to personalize follow-up communications and monitor significant KPIs.
You can discover who among your customer base is looking for what by uploading your customer list into the software. If it is something that your company sells but they have not yet purchased it from you, now is the time to make your move and take advantage of the opportunity.
Your overall intent-based marketing and sales operations are affected by the intent database you collect on people’s intentions. When properly managed, it leads to the generation of leads that are both more precise and dynamic.
You will also be able to construct more targeted sales campaigns with the assistance of data from B2B Intent signals that demonstrates the interest of the prospect. There are always hints that can help you personalize your outreach and make it more relevant and appealing, and they vary depending on the product or service that you are selling.
If you sell the right product at the right price to the right person at the right time, success is waiting for you. You don’t need to waste your time and effort stabbing in the dark because the intent data gives you all of the “rights.”
It is not about locating the ideal client for your business. Rather than that, it’s about coming up with ways to turn every potential customer interested in your goods or services into the ideal prospect. The goal here should be harmony and shared advantage for both parties.