B2B intent data is for marketing what a pair of glasses is for the eye—it helps marketers see their customers more clearly and provides useful insight into a web user’s purchase intent. This translates into more visibility regarding the buyer’s journey, which allows marketers to create more timely, informed campaigns.
“With intent, you can see 3x, 3.5x more leads that convert into sales – this is something we’ve seen across different organizations and verticals.” – Jon Clarke, CEO at Cyance Ltd.
In the digitized era, the needs and demands of customers have evolved. Today, it’s no longer enough to build a campaign and hope for the best.
As only 2-5% of any audience is actively seeking to purchase at any one time, marketing campaigns must now consider timing, context, and relevance as predictive elements for engagement. Approaching buyers at their Zero Moment of Truth is very often what makes the difference between success and failure in today’s marketing landscape.
This “lightbulb moment” allows marketers to tap into the hyper-distracted minds of today’s customers and create more targeted and personalized experiences that engage and retain them.
By leveraging intent data, marketing players can easily gain high-value insights into the target’s pain points and buying motives, topic searches, intent velocity, and other account intelligence. This is especially useful for sales development reps, as it aids them in improving the efficiency of their outbound marketing strategies.
Sales prospecting in 2020 is highly dependent on intent data. Or it should be. As the dawn of account-based marketing is already happening, it’s important that brands transform their business models to keep up with the trends.
As VP of Marketing at Terminus, Peter Herbert acknowledges, “To succeed with ABM, get data-driven with Fit + Intent + Engagement to select accounts, prioritize what needs to be worked on now, and promote effectively and intelligently.”
While marketing teams are working hard to maximize their efforts and get more out of their sales prospecting strategies, it is important to leverage the right tools in this process. That way, the ‘work smart, not hard’ mindset can positively impact a company’s business outcomes.
Wayne Dyer once said that our intention creates our reality.
In the marketing world, understanding a target customer’s intentions is the first step towards building a long-term relationship. The good news is that the emerging trend of intent data is a reliable tool that can support this marketing goal.
What’s your opinion on the impact of intent data on outbound marketing?
If you’re challenged with efficiently leveraging intent data to power up your sales prospecting, Infotelligent’s “Sales Intelligence” SaaS platform is here to help you.
You’ll be provided with accurate information about your target customers and become more empowered to boost your marketing efforts. Infotelligent helps you accelerate your sales and win rates, and reduce your sales cycles.
Are you a CRO, VP of Sales, or a VP of Marketing? Take a look below at how you can identify your target buyers accurately and in real time when they show an intent to buy.
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