What Is B2B Intent Data?

The success of lead generation services or strategies is heavily dependent on data, but relying on customer data alone is not enough. This is where intent data comes in. In fact, a combination of intent data and customer signals can give you a better perspective to leverage customer insights to businesses’ advantage. 

Many B2B marketers are still struggling to understand the value of intent data because of its complexity. It’s essential to learn and understand the buyer journey and their purchase decisions to executive better lead generation services and strategies, intent data makes this process more streamlined and efficient. 

What Is B2B Intent Data?

B2B intent data is the set of behavioral signals that helps companies understand the intention of their prospects to purchase a product or service. According to a recent study by Sales Intel, before engaging with a salesperson, an average B2B prospect is already 67% of the way into the purchasing journey. This means prospects have an intention to buy a product or service and a sales rep has to focus on the remaining 33% to close the deal. Intent data also helps businesses identify those prospects who are actively engaged in a buying decision based on the type of content they are consuming.

How to Utilize B2B Intent Data for Lead Generation

There are various phases involved in using B2B intent data for lead generation services and strategies. When using B2B intent data to generate leads, keep these three steps in mind:

Step 1: Understand Your Prospects

The first step is to understand your prospects. Personas should be crafted for intent-based advertising. For instance, get feedback from key stakeholders on both the sales and marketing side of the business as you build your customer profiles. To guide you with this process, make sure to answer the following questions:

• What are the pain points that your target audience is concerned about?
• What are the latest trends in the market?
• What keywords do they use when they are looking for solutions regarding your specific business?
• What types of events does your ideal customer attend?
• What types of content do they read and trust in the industry?

Step 2: Determine the Marketing Metrics

Marketing metrics can differ depending on your business preferences, but thorough calculations reveal the essential details, such as:

• Conversion rates for leads
• Creating Account-based Marketing (ABM) systems
• Progress in growing the company’s brand or product presence in key channels
• Return on investment (ROI) for lead generation
• Timing of the sales cycle – the time from the initial contact to closing the deal

Step 3: Follow Up on Your Prospects Immediately

While your prospective clients are jumping from one business to the next in search of the ideal one for them, speed is very essential. A quick response time enhances the chances of converting a lead into a customer. Your sales teams must respond immediately by emailing the prospect with content that is tailored to move the conversation forward and direct them through the purchasing stage.

Benefits of Using B2B Intent Data in Lead Generation Strategy

Understanding buyers’ intent is very important for any B2B marketer or salesperson looking for a higher success rate and for those who want to improve their lead generation services and strategies. With B2B intent data, companies can achieve the following:

• Enhanced Advert Targeting – B2B intent data can help marketing professionals  enhance their advertisement targeting with improved messaging and an approach to specific target profiles.

• Prioritizing Prospects Better – Sales and marketing teams can easily prioritize and identify certain relevant leads while basing their decisions on the prospects’ likelihood of purchasing products or services.

• Customized messaging – With B2B intent data, companies can determine the different intentions and interests of potential customers. It also helps B2B marketers create customized content around the mentioned topic interests and challenges.
• Personalized Buying Stage – B2B intent data helps companies identify the specific buying stage a prospect is at and the issues or areas preventing him/her from finalizing the deal. With intent data, companies can take the necessary action to produce the desired content to engage and nurture the potential client at the ideal time.

As big data becomes more relevant in today’s highly competitive world, B2B intent data is now a valuable tool that helps marketers effectively and efficiently target the right customers at the right time. Intent data also provides all the information B2B marketers need to generate personalized marketing tactics and optimize revenue.

Do you want to generate leads using intent data? Maybe we can help. Markable Solutions provides the best lead generation services in the Philippines and all around the world. So, what are you waiting for? Contact us now!