Enrich B2B Content Marketing with Intent Data and AI

Intent data and AI help your B2B content stand out from the clutter and noise online today, but users have no tolerance for information that adds zero value. Brands recognize they must come up with a strategy that delivers useful assets at every stage of the buyer journey. Brands also recognize that intent data and AI help them do this. 

According to SiriusDecisions, sales representatives on average use as many as 17 pieces of content during the selling process. The B2B content produced by the marketing team must be meaningful assets that help the prospect. Otherwise, why bother?

The Value Proposition of AI-driven B2B Content

If you want to enrich your B2B content marketing strategy in a meaningful way, AI-curated data leads to intelligence that increases scalability and relevance for personalization.

With the help of intent data and AI, B2B marketers can create:

  • More in-depth buyer personas
  • More compelling offers leading to conversions
  • Well personalized email campaigns
  • High converting landing pages
  • Customized product descriptions

How does that help your brand? When buyers (and Google) are consistently pleased with your content, you will see rewards. 

1 – Better organic visibility

“Google only loves you when everyone else loves you first.”
– Wendy Piersall

How would Google make sure that a user stays longer on a website? By making sure the site delivers the most relevant content to the user. Over the years, Google has only gotten better in its quest to give the best answer to a user’s search intent. That’s why optimizing your B2B content with search intent in mind is key to better organic visibility. Analyzing intent data helps you categorize keywords as per your buyer’s search intent and topics, which could then be leveraged to build a powerful SEO strategy.

2 – Landing page conversions

When you know the intent of prospects and buyers, you can customize your landing pages as per their needs and propel them to the next stage of their journeys. Take note if you find prospects landing on a certain page during the consideration phase, as they compare your product with others in the market. You can put B2B content like comparison blogs, reviews and testimonials on the landing page to give better insights to your prospects. Doing so leads to a higher probability of conversion.

3 – Better ROI on ads

Running ads in sync with search intent gives a much better ROI, as it spends the marketing budget more effectively. Be it running display ads to get ebook downloads, or PPC campaigns to target high intent keywords with product or service pages, intent data shows you how to tweak and refine.

4 – Personalized email marketing campaigns

You can leverage intent data to create segments of personalized emails on the basis of the interest and demographic of prospects. Proactive emails based on online activity of the prospects leads to eight times more engagement with B2B content than regular top-of-funnel marketing emails.

Don’t Run Low on Fuel – AI and B2B Content Need Premium Data

If AI is the engine, intent data is the fuel that drives its power. With guidance from AI analysis, marketers can build the best content for targeted personas at scale and on time. Understanding your prospective customer and their behavior allows you to create the right content for them.

Intent signals from different sources help you understand the searches users make at each stage of their journey. Leverage these insights to build and serve up B2B content assets addressing their pain-points, so that you can guide them through the sales funnel.

Don’t stop here. Continue your AI and B2B learning journey at the True Influence Summit: Accelerating Revenue with Artificial Intelligence. Register here.

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