Whether you’re a bootstrapped start-up or a global enterprise, at some point, we all invest money in B2B marketing campaigns. You always need to generate leads, win customers, hit monthly targets, and get more buyers through the door, even if that’s a digital door.
But what if you’re running low on marketing budget? It could be from budget reductions, a budget not approved or a budget delayed. Anything could happen. Will you wait until you have more money flowing into your business? Of course not! Instead, you’ll work smarter and shift to intent intelligence to maximize the budget you have and spend it wisely.
Intent Intelligence is a foundational tool that permits B2B sellers to leverage behavior signals about buyers in their purchase journeys. Use these insights organized within a marketing cloud to customize marketing messages and sales engagement to align with buyer’s interest – and for the best return on investment.
Intent Maximizes Tight Sales and B2B Marketing Budgets
In this article, we look at how intent intelligence helps B2B marketers optimize campaign results and sales leads, whatever budget you have. (And when you’re successful and get a deeper budget, you’ll be able to spend that responsibly, too.)
Intent data gives you several capabilities to stretch tight marketing resources:
1. Know Which Accounts Should Get Attention
Auditing your account databases and scoring accounts to prioritizing leads become grinding jobs for stretched B2B teams with lots on their plates. Intent data, in this case, plays a pivotal role in making this easier. Based on buyers’ recent researching behaviors, the data sheds light on prospects’ most current interests. You can identify and focus mainly on accounts involved in active research for specific products and services that YOU care about.
As a result, intent data helps better allocate your marketing budget towards accounts who have the maximum possibility of conversion, rather than those who don’t have a genuine interest or intent to buy.
2. Personalization to Stand Out in Busy B2B Landscape
In today’s competitive, noisy B2B world, delivering personalized content, recommendations and experiences is a significant play. This shows you understand buyers. You know what they need, what their challenges are, and what might support their goals. In short, you know how to help them.
Intent data organized via a cloud platform is an effective solution in this situation. It offers incomparable insights, which you can use to send customized communication based on the buyer’s recent, active interests. You can integrate intent data directly into your marketing automation platforms and create personalized landing pages, improve email segmentation, and drive better responses.
3. Focus on Retaining Customers and Decreasing Churn
According to a report published in Forbes magazine, it now costs five times more to attract new buyers than to retain existing ones. Existing relationships tend to buy more and more products and services from you, and the cost to serve them is less over time. As a result, by investing less, you can expect more return. So, how is intent data advantageous in this case?
When you work with an intent partner and a marketing cloud, you get alerts when accounts research competitive products or look for additional solutions. You get an advance indication that they might leave or move to a competitor. These insights let you proactively approach customers and offer solutions you now know they need.
Ultimately, you want to keep hard-earned customers and reduce the churn rate. Moreover, you can save your energy and resources for new and existing accounts with active and increased buying interests. Then you’ll spend less on unproductive marketing campaigns If you are keen to know more about intent data and its use cases, continue with this article: Intent Data Use Cases: Try These 10 Popular Applications for Intent.