Buyer intent data is frequently obtained from either first (internal) or third (external) parties and, when combined, gives a holistic view of target account activity.
Internal marketing teams provide first-party intent data via your company’s website, automation platform, or other in-house apps. Third-party data is also gathered from outsourced firms, which is more expensive.
However, for certain companies, the expense is worthwhile. According to a Gartner report, more than 70% of B2B marketers would use third-party intent data to target prospects by the end of 2022.
In order to find intent and usual customer behavior, buyer intent data tools assist segments in evaluating the customer journey. They also determine which buying signals are most appropriate for your sales team to respond to.
The following are some ways your sales team may use buyer intent data to drive sales:
After your sales and marketing teams have collaborated to develop the ideal lead generation plan, you’ll want to target leads who are likely to acquire your product or service. Unfortunately, most leads generated will not be completely aligned with your desired customer profile.
If your product or service isn’t even vaguely relevant to what they’re looking for, you want an automatic system to remove them from your lead pool. By delving into their product research activities, using intent data in lead management and outreach helps remove some of these roadblocks.
It is critical to have a nurturing system in place in addition to adopting a lead scoring procedure. Buyer intent data reveals where these leads fall under your segmentation, how interested they are in your solutions, and how their purchase process works.
A single individual does not determine purchasing choices in the B2B world. They frequently have buyer groups, which makes selling more challenging. It would help to appeal to numerous personalities, who must then make consensus judgments when purchasing items or services.
When combined with correct, up-to-date contact information, intent data may assist in segmenting their purchasing process into appropriate stages. Buying intent is helpful in tracking and analyzing individual target prospects and for tracking and analyzing whole enterprises.
For example, if a company builds a new office in a new area, they would almost certainly want facility solutions. Identifying their breadth of facility needs, budget, and C-level personalities enable outreach teams to customize their message.
Overall, sales teams can design these excellent communications for each target persona that crosses their path using significant intent data.
The benefits of personalization are self-evident: individuals prefer material that is personally relevant to them. Personalized messaging is critical in sales and marketing efforts for creating relationships with both individual prospects and entire accounts.
Intent data provides information on what should be included in such personalized communications. In the present context, what services are they interested in? What are the problems they face in their industry?
Depending on the buyer stage, personalized messaging might entice them more than a generic, one-size-fits-all message. These interests and issues are recorded, recognized, and delivered to relevant teams so they may distribute their messages at the proper time using a buyer intent tool.
Intent data, along with pushed purchase signals, enables a more accurate deployment of your outreach plan. And as previously said, its deployment is dependent on buyer journey phases, personalities, and buying criteria.
Tailored (or even untailored) material may then be recycled and distributed across several platforms in order to attract additional prospects. The scope of lead creation may be customized based on the precision of your intent data.
Pulling relevant sales knowledge to your target audience is one approach to employing intent data for your outreach plan. This might include market knowledge and current trends that you can include in your article.
Churn isn’t fully preventable – customers switch to rivals, limit their spending, and alter business plans — most of it is beyond your control. But it does happen on occasion.
Tracking purchasing signals is vital even after a prospect becomes a new customer. Using intent data alerts account executives when existing clients are going to switch to a rival for their product or service requirements.
Intent data tools’ trigger notifications may be set up to alert teams when competitor solutions enter the market, putting your customers in the crosshairs.
Buyer Intent Data Tools Can Assist You in Mastering the Buyer’s Journey
To remain competitive in your industry, you must employ data-driven sales methods. Buyer intent data keeps your sales team on top of their game by allowing them to analyze and understand prospects on a more detailed level.
With such knowledge, sales may develop a complete, three-dimensional image of the buyer’s journey and the stages it entails.
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