Having real-time, high-quality, accurate B2B data on your target buyers is key to making your marketing and sales productive.
Have you ever wanted to…
… reach in-market audience segments through an in-person event?
… promote content that grabs your prospect’s attention?
… turn online prospect interaction into actual revenue?
A high-performing lead generation program gives you a holistic view of the buyer’s journey and helps you build a strong rapport with each client through targeted outreach.
Data That Matters for Effective Lead Generation Strategies
Every lead generation mission starts with a set of well-defined goals: attracting interest and building long-term connections with top-tier prospects to ultimately (and repeatedly) sell a product. What happens next is determined by a carefully orchestrated data strategy.
Data is the all-powerful architect of your lead generation programs as it builds your targeted selling approach from the ground up to help you enrich decision-making. And yet, your campaigns shouldn’t be bound up in all types of information—the quality, usability, and functionality of your data prevail over quantity.
Let’s take a look at the data that can up-level your lead generation strategy.
1. Firmographic Data
The market is increasingly rife with potential customers, but which organizations fall right within your target zone?
Using firmographics is a surefire way to gain deeper insight into your prospects. Firm demographics are descriptive characteristics of your target audience that unearth your ideal organization’s:
➤ Industry—What is the Standard Industrial Classification code that indicates the company’s type of business?
➤ Legal status—Is the targeted company privately or publicly owned?
➤ Company size—How many employees work for this company?
➤ Company structure—Where is the company headquartered? Does it have a subsidiary?
➤ Revenue—What are the company’s quarterly and annual profits?
➤ Location—In what region is your targeted company located? What about its branch offices?
➤ Sales cycle—On average, how long does this company take to close a deal?
Categorize each organization within your target market and group the ones with shared firmographics together (e.g. industry, location, or company size) to properly divide your audience, adapt your lead generation program to different segments, and ensure that your selling message resonates with your prospects.
2. Technographic Data
Now that businesses frequently replace outdated infrastructures, IT spending is either growing or staying steady.
With rising IT budgets come a few questions:
➤ What are the current technology choices of your target audience?
➤ How are they using that system?
➤ What is pulling business leaders towards a certain software?
➤ What tool is missing from their technology stack?
➤ What software will your ideal target buy next?
Technographic data allows you to make sense of your prospects’ technology usage and buying habits. This invaluable intelligence helps you prioritize your lead generation efforts and craft customized offers based on each prospect’s technology-buying triggers, needs, or interests.
With context around a company’s technology-adoption patterns, you’re also more likely to connect with the right target audience, increase prospect engagement, and accelerate the buying journey.
3. Intent Data
When a prospect visits a product page on your website, that individual is expressing an active interest in your offer. A prospect rarely just stumbles on your website, so treat every visit as a buying signal that indicates this person’s possible next move.
Purchase intent, however, is not limited to your website traffic; all the information gathered about your in-market audience’s online activities fall under the umbrella of intent data, including:
➤ Topic data.
Have your prospects provided their information through a contact form?
Are they reading articles from an industry-leading magazine?
➤ Context data.
Who is filling in a form to request content (e.g. a webinar, infographic, or report) from your website? Can this person influence the decision-making process in his organization?
Intent data is the real-time sales intelligence you need to decrypt buyer behavior, hyper-personalize the user experience, and prioritize the prospects with the highest propensity to purchase.
For a strong lead generation program, weave all this data into the multiple touchpoints of your sales cycle—a well-informed strategy is more likely to drive higher conversions.
Growing Your Sales
Lead generation programs thrive on high-quality data. Mixing internal and external data sources helps you unearth vital revenue-generating insights. To ensure maximum data usability, however, ongoing maintenance is required.
It’s important to conduct regular quality checks to measure the integrity of your consistently-acquired customer data or let Infotelligent, a trusted B2B data provider, do the heavy lifting for you.
What else? What are some of your thoughts on the different data types for lead generation?
If you liked this post, here is a brief intro to Infotelligent…
We are a leading “Sales Intelligence” SaaS platform for the world’s most successful sales and marketing teams.
Infotelligent’s mission is to give you accurate contact information about your ideal customers with buying intent insights to help you grow your sales faster. Our platform provides accurate and comprehensive information on your target customers. This enables you to reduce your sales cycles, increase your win rates, and grow your sales.
Are you a CRO, VP of Sales, or a VP of Marketing? Take a look below on how you can identify your target buyers accurately and in real time when they show an intent to buy.
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