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How to Action Intent Data Using Martech

Posted December 8, 2020

How to Action Intent Data Using Martech

Posted December 8, 2020

The truth is, B2B sellers are bombarded with such a sheer volume of information that it’s become nearly impossible to separate valuable signals from the noise. In fact, for many marketers, it’s not the absence of data, but the abundance of it that causes problems. 

Fortunately, with an intent-based marketing approach, there’s a way to gather only the most valuable insights from martech and get a clearer picture of the real intent of customer behaviors.

Intent Data Reinforces Your Martech Stack

By integrating intent data into your marketing technology stack, you can solve a long-standing marketing issue: reaching in-market buyers at the right time with the right message.

Consider this case. You’re into the business of selling human resource management systems (HRMS). Your target audience includes large organizations that might need assistance with HR initiatives.

Your team of marketers executes an email campaign to increase sales. The goal is to convert the recipients by having them click through to a product page link. Unfortunately, this doesn’t happen much. Many prospects may not even open your email. Just because they match the profile doesn’t indicate they’re in market — but their intent signals do.

So, how to increase lead conversion in this situation?

Intent data. It assembles prospect information from internal and external sources, such as CRMs and resource downloads to identify in-market activity.

With this intelligence, you can spot accounts researching HRMS solutions. The behavior might be that of a Chief HR Officer, an HR director, finance analyst and other individuals with the potential for interest in your solution.

With this in-market list, you can start creating customized email content for each persona and stage, offering a convenient way to fulfill their information needs.

Intent Data Brings Focus to Marketing Automation Processes

The marketing automation platform (MAP) has transformed the B2B marketing game altogether. It can automate a sequence of marketing communications and track a buyer’s content consumption.

MAPs help you gauge a prospect’s interest, but not without some limitations. For instance, you can’t simply assume that a person is interested in your product just because they downloaded your whitepaper. In fact, it could be someone looking to educate themselves on your segment, or simply a competitor.

Intent data monitoring helps. By infusing marketing automation with intent data, you gain stronger evidence of purchase intent than other methodologies. Other benefits include:

  • Link digital behavior of prospects with companies they research even across multiple channels
  • Properly segment contacts and create targeted campaigns to drive response from interested accounts
  • Prioritize MQLs and re-engage inactive leads based on current intent behavior to boost conversions

Intent Data Empowers Collaboration Tools

We know that meaningful collaboration between marketing and sales boosts business revenue significantly. Intent data encourages collaboration by connecting sales and marketing directly around the data. Leaders can analyze buyer intent and plan effective strategies for each contact type and stage. When everyone is on the same page, good things happen.

Some examples of how intent data aids business collaboration include:

  • Quality leads that are more active
  • Seamless interactions with target accounts
  • Improved brand recognition and customer loyalty
  • Reduced customer churn rate
  • Knowledge of relevant market activity

Helping marketing and sales teams work collaboratively is another way intent data moves a business forward towards success.

Like to learn more about intent-based marketing? Head over to this blog: How Intent Data Activates the Marketing Cloud. Also, you can watch this videocast for more ideas- Activating Intent Data for Sales and Marketing Success.

Thanks for reading!