Intent Data and Insights

COVID-19 has affected most businesses—and we’re all adjusting and adapting daily. It’s not all bad news either, using InsightBase we see positive trends across the intent behavior ecosystem.

Reports from InsightBase can show if your product, service or software is positively spiking, who the contacts are, and who the buying group is and their spiking activity. Intent shows marketing and sales where to focus your time and dollars now.

On March 11, 2020 the World Health Organization declared that COVID-19 was a global pandemic. This is reflected in the graph below. Further, we see B2B intent activity picking back up and spiking positively for the collaboration software topic within nine industries. If your business provides collaboration software for one of these nine verticals, have a look at this data. You’ll find good reasons to continue to the next step – activating InsightBase within the True Influence Marketing Cloud™. If you don’t sell collaboration software please contact us as we have insights for most products, services and software. See what is happening in your market.

For marketing and sales, it’s not enough to know that the industry you sell to is spiking during this period of time. You need to know which specific companies, and within the company exactly what person is looking for that topic. The graph below provides a sample of the companies spiking on the topic of collaboration software, along with the full contact record of the individuals who were searching for this topic. The important elements for marketing and sales are the specific contact names plus the full contact record. Additionally, you see other firmographic and demographic data – revenue range of each company, industry, and employee size that assists with identifying your personas. The report shows the intent rating for each company and individual – 7 through 10 is positive demand; 6 through 4 is neutral demand; and 3 through 0 is negative demand. This report shows a 10 rating or positive demand for each company and individual. The green numbers in parenthesis indicate the intent rating change week over week. Each contact record is TripleChecked^® for accuracy and is 100% guaranteed.

As marketing and sales knows in B2B, there is a buying group that influences most purchases. Key personas in a buying group have different buyer roles and may participate in different stages of the buying decision process. The buying group is comprised of individuals across the enterprise and may include IT, data science, finance, purchasing as well as other functions. Its important to capture the buying group and each of these individuals’ behaviors – positive, neutral, or negative. Marketing and sales can then deploy a strategy to include these individuals.

The graph below shows a buying group for collaboration software – CX Transformation, Emerging, Finance, HR, IT Marketing, and Program Management. Those in green show positive intent and are spiking.