Expand the Impact of B2B Intent Data: Where to Start?

Intent intelligence can optimize many B2B initiatives, but some marketers still haven’t made this rich data a broader part of their integrated marketing plans. Currently, just 28% use intent data for integrated marketing, although 44% plan to begin doing so in the next 12 months.

The Demand Gen Report study, “Intent Data’s Expanding Impact,” opens with this statement: “Companies are integrating intelligence into ABM, content marketing and other core areas of their go-to-market strategies.”

B2B brands are not only upping investments in intent data, they’re quickly moving beyond the

initial (but still important) application of identifying potential in-market buyers. While that’s a critical use, there’s so much more that intent intelligence can do.

B2B revenue teams now routinely integrate intelligence from intent signals into their core revenue systems like CRM. They use it to inform their go-to-market strategies. Here are some proven ways to bring intent intelligence into existing revenue operations:

  • Precise lead- and account-scoring
  • Real-time account prioritization
  • Trigger CRM and marketing automation actions based on intent signals 
  • Insight for inside sales conversations and actions
  • Arm sales execs for relevant engagement

The Current Reality of Data-driven B2B Marketing

This Demand Gen Report study revealed some interesting trends in the expanding use of intent data. Most B2B organizations now incorporate intent intelligence from multiple data sources into their sales and marketing platforms, but that’s not all that’s going on when it comes to the current state of data and B2B.

Moving beyond the initial use of intent to identify potential in-market buyers and branch into more applications is proving to have its own challenges. The evolution of intent introduces a different set of issues, both internal and external.

  • More types of data
  • More data sources
  • More operational uses for data
  • More multichannel data use
  • More data security and privacy concerns

But mature B2B revenue teams tackle these challenges head on, because the effort is clearly worth it. Consider these findings about use of intent in integrated marketing:

  • 43% Increase in conversion rate to sales-qualified accounts
  • 43% Increase in sales rep productivity on account prioritization

Intent Intelligence Supports These B2B Best Practices

Team Alignment Around Data
Integrated marketing involves an orchestrated series of tactics across a range of channels and teams. Integrated marketing comes together best when Sales and Marketing operate from the same playbook of facts and priorities. When sales and marketing align around the same data, this intelligence can extend into the overall customer relationship and experience. B2B revenue teams now routinely bring intent intelligence into their revenue systems and go-to-market strategies.

Relevant, Timely Sales Engagement
Integrated campaigns add value throughout the buyer engagement lifecycle. 21% of marketers continue to use this approach post-sale. A unified view of the customer across all of their digital behavior captures data that can be used to enhance the customer experience, reduce churn, build trust and cement lasting relationships. 

Journey Alignment and Customer Experience
With detailed insights into how prospects and customers engage with content, websites, events and organizations across the buyer journey, marketers can achieve maximum benefits from integrated marketing. These include:

  • Greater alignment across the organization
  • More consistent messaging across channels
  • Better segmentation to identify target accounts
  • A more seamless customer experience

The more you learn about the full potential of intent intelligence, the better you can apply it within your own integrated marketing strategies and keep up with where B2B marketing is headed. We’ve only touched on what’s covered in “Intent Data’s Expanding Impact,” the Demand Gen Report study sponsored by True Influence. Download a copy to learn more about intent intelligence for B2B revenue.

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