It’s hard to imagine a business world without marketing automation. Marketers have become accustomed to its existence in so many areas, we take it for granted. Lead nurture, personalized content, email campaigns, dynamic landing page creation — these are just a few of the tasks B2B brands routinely automate.
Even the best marketing automation efforts can run into snags, and strategies can grow stale. Then it’s time to look at refreshing marketing automation with intent intelligence.
How Intent Data Makes Marketing Automation Less Painful
Though marketing automation is a fantastic tool for any B2B marketing strategy, intent data makes it even better. By filling the marketing automation gaps, it brings enormous benefits to B2B marketers in the business, specifically in these four areas.
#1 Relate Response to Prospect Behavior
One of the drawbacks of marketing automation is that it doesn’t always have insights into the overall buyer journey. Because of this, it might be difficult to identify how close or far your prospects are from decisions. You may miss prime opportunities to engage and turn them into customers.
Intent data helps eliminate this problem. It lets you track target prospects’ online behavior. When used in conjunction with a marketing cloud, data can trigger alerts that indicate a decision is approaching. Or it might prompt the launch of an automated email from your marketing cloud platform, to capitalize on the opportunity and guide the target into a sales conversation.
#2 Generate Quality Leads
Another hitch of marketing automation happens when marketers invest significant resources to engage “dead” leads — an unnecessary waste of time, effort, and money. Intent data combined with a marketing cloud platform help you to avoid this issue. By tracking the online activity of in-market buyers, it generates leads who show actual interest and behavior relevant to your type of products and services. When you bring such leads into your system, you start with the advantage of already knowing they have an active interest in your solutions.
#3 Integrate Across Marketing Platforms
High-performance marketing automation amplifies demand generation when integrated with your existing workflows. However, that integration step can be a challenge for marketers.
Some intent-driven marketing clouds are designed to close that gap and integrate with existing systems. They activate data from multiple sources on an integrated cloud platform. You gain a 360-degree view of what’s happening in your revenue funnel, and teams can execute relevant, automated B2B campaigns. Moreover, you accelerate lead generation by understanding prospects’ intent and acting on behavioral feedback in real-time when it still matters to buyers.
#4 Deliver Relevant Content at Scale
AI uses intent data to scale insights about what’s relevant and being engaged with. AI finds patterns marketers can use to craft the best messages for in-market buyers. Integrated marketing cloud platforms give brands the means to manage content and campaigns at scale.
B2B marketers sometimes depend on guesswork to target content for automated campaigns. They may research burning topics related to prospects’ industries, look at traffic and engagement in the past (if they’re lucky,) and then execute a plan. But there’s no guarantee this process will go smoothly, because it may lack intent data related to current interests of target audiences.
Intent data provides insights into what targets search for, engage with and share online. It’s a treasure trove of content ideas to build out as automated campaigns. Triggered or nurture emails can be sent around relevant topics as determined by “science” to capitalize on actual interest.
Power Up Marketing Automation with Intent Data
Although marketing automation is a powerful tool in many ways, intent data takes it to next-level performance. Leverage the power of intent data and incorporate it with your systems to attract in-market targets, keep them engaged, and turn them into customers.
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