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minute read
August 3, 2021

5 Practical Ways to Utilize B2B Intent Data and Enhance Your ROI

Written by
Kiko Fronda

At its most basic, B2B intent data tells you if and when a lead or prospect is actively considering your product or service for their business. It is culled from a range of data sources and helps businesses pinpoint when a target lead or prospect is moving along further in their buyer’s journeys. It’s pretty powerful stuff especially when you consider that reaching out to buyers not actively looking might be a waste of your time and resources.

Why does it matter?

Well, imagine that you’re setting up a marketing campaign to push your latest product into the market. Naturally, you’ll have your marketing and sales teams clocking long hours to set things up. At that point, you’re only halfway through. Let’s then say that you approached your B2B leads database haphazardly—basically, asking your marketing and sales teams to reach out to everyone. Chances are they’re going to be calling a lot of people not interested in what you have to offer instead of focusing on those that are.

It’s a scenario faced by many businesses that can lead to frustration and, quite frankly, a loss of revenue. Now imagine that same team reaching out to those who clearly are interested and on the verge of making a purchase. In this scenario, you’re likely to experience higher conversion numbers and greater ROI on your salary and ads expenditures. It’s clear that if you aren’t using intent data, you’re missing out big time.

So how exactly do you leverage intent data?

1 – Re-organize your B2B database.

One of the most basic uses of intent data is in the re-organization of your B2B leads database. For one, you should prioritize those who are more likely to buy than others—that’s the obvious move to make with the intent data that you have. For another, you can also reclassify the rest of your leads into respective points on the buyer’s journey. Doing so will allow you to nurture them further by providing the information they might need to change their thinking and intentions.

Every person on your B2B database is valuable. Sure, some will require more work than others to convert into a paying customer, but it pays off in the end. Of course, the caveat there is that your intent data should be of the highest quality. The risks that you face if it isn’t include misclassification of leads, ineffective nurturing approaches, or even leads that turn you down outright. So, you certainly want to make sure you’re getting data from a great source.

2 – Expand your target lists.

Intent data is also especially useful is you go for account-based marketing (ABM) campaigns. That is, if you want to target very specific companies, very specific people, with a very specific set of conditions. The value of intent data here is that you can readily identify who among those in your B2B leads database fits the bill. Armed with this, you can readily plan and personalize your account-based marketing efforts with ease .

Better still, high-quality intent data will allow you to expand your ABM target lists to include more leads who fit the bill as far as specific targeting is concerned that you may have not yet added before. Once again, this becomes an opportunity to add more people into your database. That’s the beauty of intent data, it tracks all interactions with your business, your presences, and your content. Provided the quality of your intent data is good, you can expand your target lists to your liking.

3 – Tailor your content to match.

Intent data also gives you an advantage when it comes to your content marketing efforts. When you know where your prospects spend most of your time on your website, for example—be it a specific service or product page, or even your company’s own story—you get an idea of what they like to see, what information they need. You can then easily refocus your content team’s efforts towards that specific topic and even that specific medium.

It’s easy for businesses to fall in love with their own content. At the end of the day, however, what should direct your content production are the numbers. Is it something people read? Is it what they search for? Is it in a format and medium that they gladly consume? These are the key questions to answer and many of the answers can be found when you look through intent data on your visitors and prospects.

4 – Place your content in front of the right people.

Naturally, as you start creating content that your prospects want to consume, you’ll start seeing even more traction. This serves as a validation of sorts that allows you to hone in on what your prospects are looking for. You can leverage your content even more if you syndicate it. At its most basic, content syndication is a strategic tool by which you use a medium to place your content in front of the people who need to read it.

A common medium by which you can syndicate content is email. In fact, it’s one of the more effective methods out there. A carefully crafted, personalized campaign goes a long way towards getting information to your prospects. You could also opt for dedicated content syndication platforms that host your content and gatekeep it. That is, your prospect needs to give their contact details and, usually, consent to be contacted to gain access. Either way is very effective.

5 – Create a nurture stream.

Last, and certainly not least, you can and should use the intent data you have to craft a nurture stream that guides your prospects through their buyers’ journeys. Each step of this stream should deliver content (via syndication even!) that is appropriate to where they are at the moment. For instance, you wouldn’t flash prices to someone who has just started, nor would you give basic factsheets to someone further along their journey.

These nurture streams benefit from high-quality intent data in identifying who are the best candidates for redirection into the flow of the stream. Because—again—when you know how interested a person is in what you offer and what it is they need insofar as more information is concerned, you can tailor your approach and your materials accordingly. It comes full circle really, proving just how invaluable intent data is to any business.

Go for quality data, every time

We specialize in high-quality, first-party leads at Internal Results. Our database of over 60M+ B2B contacts in every industry imaginable with every key job title out there is carefully verified and segmented along key datapoints—like demographic, firmographic, and technographic lines. Whatever your ideal customer or prospect is, we have the leads you want to have. We even run content syndication campaigns that will tell you who’s interested in your content and what exactly piques their interests.

And, yes, we also assign buyer intent scores so you can gauge who is most likely to purchase. This key data, as we’ve covered, saves you time, money, and effort in building up your marketing and sales strategies—and the content that is their medium of delivery. If you’ve been struggling getting the right people, we can help.

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