B2B marketers are increasingly turning to intent signals for clues that solve the buyer journey puzzle. This blog looks at the powerful role of intent in today’s engagement strategies. Find more thought leadership on B2B buyer engagement at the half-day virtual True Influence Summit on January 21.
The pandemic has accelerated digital transformation in ways we never anticipated, and that disruption came in at lightning speed, too. The “Future of Work” promises radical shifts – how will that impact your business? Your marketing strategies? What about your customers? What are they dealing with?
B2B marketing and sales teams must grapple with maintaining productivity and reaching business goals within the disruption. In this volatile, competitive landscape, intent data has answers that B2B marketers are desperate for. Once you know who your customers are and what they want, you can design your marketing campaigns with more personalized messages that buyers respond to. That’s one way intent enriches prospective buyer journeys — through personalized (meaning “relevant”) engagement.
The Role of Intent in the Buyer Journey: Signals and Clues
B2B buying groups expect and demand relevance at every stage in the buying funnel. Casting a broader net with top-of-funnel marketing is no longer a sustainable option. Buyers move on, leaving less agile marketers behind.
What we need now is to present the most relevant, personalized message for each buyer when they’re looking. Here’s where the power of intent intelligence makes an appearance.
It’s imperative that prospects get a positive, satisfying experience at scale. Traditional marketing strategies can’t contribute to revenue generation going forward. This time calls for:
Smarter Targeting or Hyper-Targeting: Analyze customer data and engagement rates to segment “likely buyers” and “buyers ready to buy now”. Intent data signals help you evaluate the most current online behavior of qualified leads – their interests, activity, roles.
Better understanding and empathy: Many buyers think sales and marketing teams fail to understand their decision and education needs. Smart marketers and sales ask the right questions to know prospects better and respond with empathy. This promotes a personalized experience, not a generalized one.
Closer engagements and interactions: Many deals go dark because sales and marketing teams fail to keep up with customers along their buyer journey. The campaigns may be stuck at the top of the funnel, while buyers have moved on to the next stage. You must continue to provide ongoing value to stay engaged longer. Tools like intent data keep you focused on active, in-market prospects and buying groups. Alerts let teams know when intent behavior happens with a certain account.
Intent Data + Marketing Cloud — Game-changer indeed!
You can apply masterstroke with a dynamic mix of intent data and an account-based marketing cloud. This integrated approach reduces complexity across various marketing channels. Unified user interface makes data accessibility easier and boosts effective marketing. A common interface and seamless brand experience minimize duplicate work and campaign redundancy. Improved visibility into behavior insights throughout the buying journey leads to shorter pipelines, better prospect targeting and stronger conversions.
An intent-based marketing cloud makes buyer behavior data actionable for a wider range of programs and users. It solves the challenge of ingesting and normalizing data from multiple sources and simplifies coordinating channels for true integrated marketing.
When that happens, B2B marketers and sellers can get deep into what relevant messaging, content and experience should look like. An integrated marketing cloud or platform serves up a consistent cross-channel experience that can drastically affect campaign results, saving time and increasing revenue. With an intent marketing cloud, sellers can overcome traditional obstacles to data-driven buyer experiences.
Drive engagement metrics through personalization
You can get a clear picture of the “digital body language” of prospective buyers, their browsing habits, dwell time etc. with an intent data-driven approach. The engagement metrics can determine their funnel spot, content interest and motivation to make a specific purchase decision. Intent monitoring tools evaluate the actionable data points, giving you clarity in your buyer’s journey which many standard marketing automation tools fail to match.
When was the last time you ran a campaign based on intent data? How about prioritizing accounts or identifying buying group members? The B2B market landscape is highly challenging and competitive, and shows no sign of slowing down. You’ll need definite strategies to sustain productive engagements. You’ll find lots of ideas at the True Influence Summit on January 21, 2021. Spend just half a virtual day with some of the best minds in B2B sales, marketing and data.
Save the date to start your new year with exciting marketing and sales insights. Fuel revenue growth like never before!