Demand generation strategies draw from a number of sources, coming a long way from creating a simple email list. Nowadays, getting the right data from the right sources is a more complex and costly process, which is why marketers need to make the most of intent data to achieve demand generation goals. Marketers must be able to use important behavioral information collected from potential customers to increase the value of demand generation strategies, and create a relationship with leads; personalized messaging, discovering purchase intent, and other strategies can help achieve this.
The reason why intent data is so valuable is that it shows the bigger picture of who your qualified leads are, what they do, and what drives them to make purchase decisions. When used adequately, companies are able to personalize the way they approach potential customers increasing the likelihood of closing a deal. Knowing what they do, how they do it, and when they take action, gives marketers an edge on when to contact their targets with the right information and tip them towards closing.
Tools like email marketing benefit greatly from this strategy. With an already high ROI of 38:1, marketers who add the power of intent data can increase opportunities when creating emails with personalized messaging to their prospects and aid them into a solution. Armed with the knowledge of their target’s behavior, marketers can craft emails that will get to the core of their target’s motives to buy.
Your company can employ these three methods to improve demand generation strategies:
Improve Account List Segmentation
You should be able to create a much more segmented list than the usual demographics your CRM data churns out. You can get deeper insights that can result in a 26% increase in open rates with a six-fold increase in transaction rates.
Prioritize Activities with Intent Scores
Intent data creates a dynamic account list that shifts depending on the intent scores that prospects have depending on a number of factors when they interact with your brand. This gives you a better idea when customers are ready to buy. Marketers can then focus on prioritizing those with higher intent scores to give them the final push they need to purchase your product and/or service, thus increasing your ROI.
Identifying Accounts Beyond Your Radar
Potential prospects are spread out widely especially in a globally connected business environment, your current marketing strategy may only be hitting the obvious points; ignoring completely your total addressable market and missing out on an even bigger sales potential. Working with intent data helps you identify more prospects with high intent scores that you may not have thought exist by searching for look-alike companies or key decision-makers. While it may not be a silver pill, the important point is that you have opened doors to new markets and to a wider net of qualified sales leads.
Getting Specific with Messaging
Demographic segmentation is one of the most important tenets of marketing. The idea is to know who the market is and what these segments want that leads them to a purchase decision. But traditional segmentation is not enough as most marketers will still send the same message to a broad spectrum of people. This is problematic especially in this day and age where on-demand strategies are in vogue. Your company needs to adapt to this wave and have your information messaging personalized exactly to the right market at the right phase in the buyer journey.
Intent data helps current market segmentation efforts to fine-tune customer profiles to see how much each person on your list is worth spending more time on or if and when they need more information to guide them. When coupled with email marketing, the barriers of personalization become much easier to cross. Barriers including data silos, content relevance, and behavioral context can all be addressed thanks to the additional information that intent data delivers to marketers. This lets marketers know how to personalize their emails to get a better response.
What’s Their Intent?
Intent data, as its namesake says, is all about the intent of your prospects. It sheds light on what they perceive to be important, allowing marketers to craft the exact message that their audience needs to hear. And as an important point, your intent data moves with the changing needs and behaviors of your target, which means that your marketers can invest more time and resources on targets that have a higher chance of converting with a higher intent score.
Dynamic intent lists are very important in helping create a strategy for your company. In this case, keeping an accurate intent score is crucial. With accurate scores, you will be able to create a strategy where your team can focus on creating more personalized messages for those with higher scores. And while some of them may not be ready to buy yet, you can be sure that you have placed your brand in the crosshairs of your prospects, putting you at the right position when they are ready to buy.
For this to be effective, your intent data should never be static, your company needs to adapt to a highly fluid business environment, which changes depending on behaviors and needs.
Always Be On the Lookout
To be able to make the most out of your intent data, your marketers need to be focused on those with high intent scores. This is not to say that those with low intent scores should be forgotten, rather your marketers should be putting less effort in them until their intent scores become higher to merit attention.
More importantly, intent data should be used to expand your current market base. Intent data can open doors for you with companies that have similar “intents” that may not look like your current demographic and discover new high value accounts. As an example, while you may be marketing to BPOs for VOIP services, others like game development companies that employ a global workforce may seem different, but have similar intents that make them prime potential customers.
Intent data can be your marketing team’s best friend if you keep accurate scores to ensure a dynamic set of data. Having this can help your marketing team create information and messages that are highly personalized, increasing the rate of your transactions six times over.
Powered by the largest intent ecosystem in the space, PureSyndication pushes your content into the hands of your target buyers using multi-channel outreach efforts. PureSyndication leads are supplemented with robust intent data layering, providing marketing and sales teams with accurate intent data to accelerate the buying process.
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