Intent Based Marketing to improve Sales Conversion

The success of any marketing campaign is largely dependent on the audience, marketers are targeting. 

Imagine, if you get to know about the audience looking for or in the needs of your product or service, wouldn’t it be amazing? 

These people who are already looking for your product or services are easy to turn into your customer. As well as the cost needed to acquire them will be less. 

Time to re-evalute the way we target our B2B Customers

B2B demand generation, content marketing, and digital marketing, in general, are all subject to customer data to be successful. Intent data helps marketing and sales teams identify companies and prospects interested in your products and services. Unlike traditional way to target customers digitally, intent data goes beyond simple firmographic and demographic information. It looks for signals that indicate a potential buyer’s intent to make a purchasing decision.

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“Most B2B purchases are made by teams of three or more individuals, and most team members do at least some of their research to serve their information needs,” says Kerry Cunningham, senior research director at SiriusDecisions. “We are seeing 81 percent of buying decisions being made by groups, not individuals. Unfortunately for sales and marketing professionals, most marketing automation only tracks individual contacts, not buying groups.”

Understanding the intent data

The data is the new oil that is empowering businesses. Most of the technologies of today are empowered by the data. Using the right data in the right direction can do miracles for any business.

Intent means the online behaviour, actions, and activities of the people. Buying intent will help you to know your audience better, their needs, and their likes and dislikes. It is the best way to understand your buyer. 

But how does this intent data help you to understand your customers?

There are two types of data- 

Individual behavioural data  – This data is obtained from the activities of the buyer on your website or your campaigns. This data will help you to get insights into their behaviour on your website. Whether they are returning visitors or not? What brought them here? Which are the pages they are spending most of their time on? These are some of the most important factors to understand the user’s behaviour. 

Deep behavioural data  – It is obtained from the activities of the buyer outside your website. It basically provides significant insight into the user’s true intent. The type of data they are consuming, the website they are spending most of their time, the dwell time, engagement, clicks, etc. Intent-based marketing is majorly focused on this data. 

The top 5 advantages of Intent-Based Marketing – 

1. Reduced Marketing Cost – One of the biggest reasons why intent-based marketing is witnessing a surge in its cost-effectiveness. Since in the intent-based marketing, the marketers are only going to target a specific set of audience. These buyers are already in the decision-making stage, as a result, the cost of spending on the other two stages are saved. Ultimately the marketing cost decreases drastically. 

2. High quality leads – The results of intent-based marketing are alluring. As the leads obtained through the intent-based marketing are already warm leads, which have higher chances of conversion. Intent-based marketing is an amazing way to make things easy for your sales team, as the conversion rate is higher and they are easy to convert. 

3. Effective marketing Campaigns – Through intent-based marketing you are not marketing your product, you are helping an individual looking for a solution. The basic idea of intent-based marketing is to help the buyer by bringing the right solution to them. This makes the marketing campaign to target the right set of the audience making it more effective. 

4. Creating Buyers Persona – After analyzing the intent data of the users through various sources internal and external. It will be easier for the marketing team to make a buyer’s persona of an ideal customer. The activities, interests, likes, and dislikes of the audience provide a deep understanding of the ideal buyer.

5. The collaboration of ABM and IBM – In Account-based marketing, a set of high ticket clients are identified, and then marketing campaigns are targeted towards those selected accounts. If Account-based marketing and Intent-based marketing go hand in hand then it can be a deadly combination for B2B marketers. 

Because the accounts that marketers will be targeting using the intent data will give only warm leads who are ready to make a purchase, making the work of the sales team super easy. 

Intent-based is a very effective way of marketing which is disputing the way online marketing. Its demand is ever-increasing and more organizations are either already using it or eyeing to use it as a part of their marketing campaigns.