Marketing success is becoming increasingly data-driven, but relying solely on customer data is no longer sufficient. In this scenario, intent data is useful. Integrating customer indicators and intent data can provide a superior glimpse, allowing the organization to use customer insights.
B2B companies are becoming increasingly data-driven in all aspects of their marketing operations, such as the email channel. Whenever intent data is used in email, marketers may use it to improve their communications personalization, immediacy, and appropriateness.
An intent-based b2b email marketing campaign addresses prospective customers as quickly as they express interest in a specific topic. The prospect’s interest is mentioned in the email, and a proactive strategy is provided.
In order to deploy genuine, intent-based email marketing, you must first collect intent data. Intent data, also known as behavioral data, is any action taken by a customer that indicates what they are interested in.
Among the ocean of changes, the way you connect with your customers will have the most impact on your organization. In the B2B sector, email marketing has always been and continues to be the medium of choice for communicating effectively with customers. In contrast, intent data provides you with insight into your customer’s thinking. When you link the two, you might have hit the jackpot! Let us examine:
Statistics point to one conclusion: Email marketing is poised to dominate the B2B industry!
Here’s the evidence:
As per HubSpot, the most common approach employed by email marketers to boost effectiveness is message personalization.
Within social media networks, there is a lot of behavioral data. Depending on their tweets and following relationships, potential purchasers can be identified on Twitter. You may locate possible customers on LinkedIn by checking at their job titles, businesses, group connections, influencers they follow, and articles they post and remark on. On Quora, you can see which people keep asking questions about specific categories. With Meetup.com, you may view the customers who joined certain gatherings.
By combining the two platforms, each lead who interacts with you on social media gets to your marketing platform and vital data such as their business name, job description, and location. You may then use your marketing platform to construct a program that searches for keywords or hashtags from your customer’s social media interactions.
The action will then be added to an activity log on your social demand generating platform, which is used to trigger emails, evaluate leads, and permit b2b sales. Many marketing systems even enable you to construct smart lists from such data in order to track lead behavior, such as those who react to a personal message or click on a link.
You can personalize email campaigns with Intent data and intent-based marketing to reach the appropriate audience at the right time. Utilize personalization by addressing your specialized audience and providing them with what they expect!
If you harness the energy of intent data and include it in your email marketing efforts, your engagement levels will undoubtedly rise, while you will also be able to cultivate a long-term connection with your clients.
Adoption of intent data in B2B marketing follows a similar technological curve: a good concept is conceived and delivered to market, but frequently in a tricky format. At some point, innovation takes that concept to a tipping point where its target audience easily uses it.
Our objective at Mandit Solutions was to deliver intent-based leads in the hands of b2b marketing end customers, which required creating a user experience tailored to marketers and implementing capabilities to suit each B2B marketing business case.
Intent signals, for example, show that a prospective firm has begun the internet research phase that immediately preceded a purchase. Once fully informed of this information, most B2B marketers opt to deliver material to organizations in this extremely exciting position that is considerably different from the typical instructive, nurturing content they provide on a continual basis.
With the data supplied by intent signals, marketers can deliver material that is much more mid-funnel and product-focused, with a focus on uniqueness, case studies, and ROI – comparable to what we may send to people who pass a specific lead sequence is a set, because on a consolidated level.
Since it involves connectors with marketing automation systems such as Marketo and Eloqua, one example of what the productization of intent data might entail is that marketers can design “put it and leave it” email campaigns that distribute the customized content. Consider what more marketers will appreciate when a target company undertakes research online. That intent data simple truth will be nourished into their Chart and will automatically trigger the email campaign that was intended for companies in that scenario and, at the earliest stage possible, their customer’s journey.
A/B testing has seen gains in click-through rates of 300-400 percent. Nevertheless, in the greatest test ever run by B2B businesses, it has been seen that a strong and prosperous of 451 percent over several dozen large-scale email advertisements.
These are eye-catching numbers, but they don’t account for the even bigger effect that marketers will have by being able to deliver them the targeted mid-funnel material stated earlier – it will also move the meter where it counts the most — in increased MQLs, SALs, Opportunities, and Revenue.
Intent data helps you provide better answers to problems than your rivals and allows you to make better use of marketing resources, both of which lead to more leads and, eventually, more revenue.
Have you been using intent data to guide your email campaigns? We’d love to hear from you back.