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Refresh Stale Marketing with Intent-based Campaigns

Who still struggles with “spray-and-pray” campaigns to reach B2B audiences? If so, it’s time to wake up and opt for the more precise strategy of intent-based campaigns. Intent insights help customize messages and sales engagement to buyer interests, while also delivering a solid return on investment.

Today, intent data has made its mark with B2B marketers. With the ability to directly point to what buyers want, intent is here to stay. In fact, many B2B brands have only scratched the surface of how to use it. According to Demand Gen Report, just 25 percent of B2B companies currently use intent at all. And a small fraction of those actually exploit its full potential – quite a low number. So, why the gap?

In this article, we look at how you (as B2B marketers) can expand use of intent data in various ways to enhance campaigns and engagements. 

Four Ways to Optimize B2B Campaigns with Intent

Refresh stale content strategies with fresh insights for intent-based campaigns. Many brands locate and activate intent data through a marketing cloud or a data marketplace

1. Enhance Content Marketing

Content marketing campaigns often involve various tactics and teams. No matter how well the pieces connect and how hard teams work, if the content isn’t relevant for B2B buyers, it doesn’t get selected and serves no one.

Intent intelligence is a useful solution in this situation. It helps you understand the wants, needs and intent signals of real B2B buyers. With that knowledge, smart marketers uncover topics that interest target accounts. They refine their existing content to be more relevant, appealing and useful. 

2. More Data about Buyer Personas

Traditionally, the purpose of creating buyer personas has been to understand audience behavior and interests and use that as a model for targeting. With that persona in mind, marketers create content they assume aligns with those perceived buyer needs and preferences.

With the arrival of intent data, that approach to targeting has changed. Intent intelligence adds a contextual layer based on actual data about intent behavior. It gives you more visibility into how to approach specific prospects and to create more precise personas. B2B marketing and sales teams can unite over the common ground of data, which offers a realistic picture of buyer personas based on actual in-market behavior.

3.  Encourage Alignment Between Departments

Sales and marketing teams often seem to speak different languages: convert vs. close, prospect vs. lead, sales cycle vs. marketing funnel. This creates problems in alignment between the two.

Brands have turned to intent data to repair this disconnect. Sales and marketing teams align their pursuits around common buyer insights, instead of operating as separate silos. Intent data activated via a marketing cloud creates a sound environment for alignment. Moreover, from optimizing lead generation to content creation to sales prioritization, it makes the B2B revenue process simpler and more seamless. 

4.  Add Personalization to B2B Campaigns

In today’s hyper-competitive B2B world, creating personalized marketing campaigns holds high importance. However, that requires you to know your buyers and develop solutions as per their needs and preferences. 

With actionable insights about in-market buyers, intent data helps achieve these goals. Brands can discover accounts researching topics related to your business niche and serve up more effective and personalized marketing campaigns. This in turn drives a healthier pipeline of in-market leads for sales engagement. 

It’s never too late…

According to a Google report, B2B researchers do an average of 12 searches before engaging with a specific brand’s site. Each click equals information about who these prospects are and why they search. Some might be serious in-market buyers. Some might be browsers. The sooner you will adopt the intent-based campaign, the more you can exploit this information in your business. And the sooner spray-and-pray is finally relegated to the past. With a fact-based understanding of your buyers’ pain points and preferences, you’ll deliver engagements based on their needs and intent.

Have a look at some of our other articles on B2B topics:

Modernized B2B Marketing

Measuring B2B Marketing ROI: 10 Things to Track

Future of B2B Revenue: Tips for Engaging with Buyers

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