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How intent based marketing can leverage your B2B Marketing

What is Intent-Based Marketing

Data shows how many prospects are in the market. Intent data shows what they are most likely to do next. For marketers, the moment of truth is when a prospect is showing the highest level of buying intent. That’s why data collection without focusing on buying intent is a colossal waste of time and opportunity. Engage with 10 prospects who have buying intentions rather than 1000 prospects who aren’t ready to make a purchase.

Move beyond search intent and get the real buying intent.

Target high-intent accounts

Zero in-the-hot leads from high-quality data with accurate and updated information on target accounts. This helps you to concentrate your marketing efforts on best-fit accounts that are most likely to convert. But the problem is 67% of B2B consumers are already halfway through the buyer’s journey before they engage with sales. So, for the most part, B2B intent remains hidden. The real challenge for a marketer is to uncover high-intent accounts to maximize his sales opportunities.

Our Offerings:

  • Monitoring of online activities to target prospects displaying intent signals
  • Collating 1st party, 2nd party, and 3rd party data sources to identify high intent prospects
  • Predictive analytics to narrow down the main list of intent accounts
  • Dedicated ad campaigns for defining your target account list
  • Paid ad programs and media kits on search intent data

Score the leads

One of the challenges that marketer face with intent data is how do you spot the behavioral signals to identify a potential buyer. Analyzing behavioral data points is a very handy exercise while identifying the leads which are most like to convert. There are different levels of insights for different types of buyer behavior. Our sales intelligence exactly helps that by showing prospects who are actively looking for a solution to buy. We update you on prospects who are consuming your content across different channels and touchpoints. Who are the visitors who are frequenting your websites and leaving comments on your social media posts? Having complete visibility on all these behaviors of your prospects – gives you a clear idea of how to score accounts displaying active buying signals.

Our Offerings:

  • Actionable insights on buying intent when prospects are actively researching
  • Digital footprints tracking what content prospects are consuming and engaging with
  • Personalized resources to match what accounts are already looking for
  • Predictive analytics for maintaining a meaningful relationship with prospects based on a behavioral history
  • Intent data based on the lead’s current place in the sales funnel

Interact/engage early on buying signals

B2B marketers use personalized messages to engage with their own customers. Some of these engagements are 1st-party linear intent data where marketers can distill insights by the way customers interact with them. Like a customer downloading a white paper or attending a webinar on its website. But things get really complicated and non-linear when it comes to engagement with 3rd party data sources. Gartner says by the end of 2022, more than 70% of B2B Marketers will use third-party data to target prospects or engage groups of buyers in selected accounts. How do you capture buyer intent across ad networks and other publisher channels? And most importantly how do you engage with them?

Our Offerings:

  • Engagement marketing to keep the conversation going with paid social media campaigns
  • Personalized messages embodied in marketing automation platforms to improve conversations
  • Visual aids and asynchronous videos to make impressive pitches and proposals
  • Effective follow-ups to keep prospects warm and increase chances of conversion
  • Interactive videos with analytics for enabling better interactive experiences

Convert the leads

Ultimately what matters is the acceleration of sales pipeline. Marketers constantly need to optimize their intent leads and fuel the sales pipeline. One of the key things' marketers need to keep in mind while categorizing intent is active vs passive intent. Active intent is prospects outwardly looking for solutions and services to buy. Passive intent is when the prospects are not clearly aware of what they are looking for – because they have not clearly defined their problems and the solution that can resolve them. Marketers need to leverage both active and passive intent signals to accelerate conversion.

Our Offerings:

  • Prosects and accounts prioritization of high-quality intent with higher buying propensity
  • Enrichment of accounts data collection so that can be integrated with your marketing platforms
  • Sales collaterals to answer customer’s objections and threats with personalized campaigns
  • Complete visibility on ICP, buyer persona, journey stages in the sales funnel and qualification scores
  • Outreach all customer queries with customized messaging to accelerate conversions