7 ways to justify purchase intent data to your boss

Is using purchase intent worth your time? Your peers definitely think so. According to our recent research, 38% of marketers report that intent data is the most valuable type of data they use.  

This is because intent data gives you clues on both purchase intent and buyer engagement. Not only can high-quality intent data offer insights into prospect research history, you can use those details to identify members of the buying group and tailor messages to where a prospect is in the buying journey.  

Justify intent data like a boss  

Is your organization using intent data to the fullest? If your boss isn’t completely sold on integrating intent across your funnel yet, keep reading to find out seven ways to show off the potential ROI of intent data.  

1. Stronger ABM campaigns  

With the help of intent data, marketers can better identify account-based marketing (ABM) prospects and increase confidence in ABM programs. Research shows that those using intent are 26% more likely to be extremely confident in ABM. After prioritizing accounts based on purchase intent, the next step is to invest in lead nurturing activities that serve up relevant messaging and content, also clued in by intent intel. ABM email campaigns, video, and programmatic display ads are all well-served by intent. Taking the guesswork out of your ABM campaigns can boost your results. 

2. Expand and refresh your database  

Running campaigns based on old data is a common mistake B2B marketers run into, which will lead to major headaches when targeting prospects. In fact, two-thirds (63%) of marketers reported that reaching the right audience is a top challenge when creating continuity in their buying journey. Many companies use purchase intent to update their databases with accounts that are active in the market. Intent data can help you maintain a robust database that goes beyond what other data can do, such as purchased lists. Layering intent data into your current database can help you save time and money by focusing on the best prospects for your company. You can leave targeting trouble behind you and join the ranks of those using intent data for effective personalization and become extremely confident in targeting the right personas and ICP (57% compared to 47% of those not using intent). 

3. Produce content that resonates  

Instead of assuming what your target audience might like or need, use intent intelligence to create content that aligns with what prospects actively search for. Intent data can be extremely beneficial for content marketers by providing details about content search behavior and preferences. These insights can also give you a view into where the potential customer is in the buying journey. Once you know this you can personalize your messaging and outreach to their individual interests improve your conversion rates.  

4. Reduce the length of B2B sales cycles  

B2B sales cycles can be particularly lengthy. By trusting intent data, marketers avoid wasting time, energy, or resources on accounts that aren’t in the buying cycle. A shorter sales cycle is worth striving for, because it lessens the cost of acquisition significantly. Shorter sales cycles not only empower businesses, but also satisfies all stakeholders involved whether they’re salespeople, marketers, or customers.  

5. Determine cross-sell opportunities and lessen customer churn  

Another major benefit of leveraging intent data is that it provides businesses with the power to determine cross-sell opportunities and discover churn indicators through monitoring online behaviors. Thanks to intent data, you can gain real-time visibility as accounts research competitor products and services, and then align with your customer success and sales teams to react accordingly to reengage and retain the customer.  

6. Personalize the digital experience with purchase intent data  

Digital marketers use quality intent data to their advantage to provoke highly personalized marketing campaigns. Intent monitoring gives you an inside view into buyer behavior that brands can leverage to show they understand the buyer’s situation. Personalized marketing not only helps improve customer experiences, but also increases brand loyalty and produces consistency across numerous digital channels.  

7. Optimize campaigns in real-time  

It’s essential to be proactive and adaptable in the ever-changing B2B marketplace. Leveraging quality intent data gives marketers agility to optimize their ongoing efforts for relevance and channel. Keeping your eye on prospect intent allows you to make data-driven decisions to improve your targeting and messaging to best engage your prospects. 

More and more B2B marketers have come to realize how intent data enhances and strengthens overall sales and marketing performance. It plays a role in increasing conversions and earning business. If your whole team isn’t aligned on using intent yet, share these 7 benefits with them to show them how purchase intent would boost your performance.