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How Leveraging Intent Data Effectively Drives B2B Sales Growth

Posted November 17, 2021

How Leveraging Intent Data Effectively Drives B2B Sales Growth

Posted November 17, 2021

When target users interact with content around a specific topic on any online site, they leave behind digital footprints, which are often referred to as intent data signals. Companies can track, monitor, and leverage these intent data signals to fine-tune conversion strategies, boost B2B sales, and contribute to positive marketing results. Intent data is the key to gathering high-quality leads and curating targeted audience-specific content across multiple online channels. If your company offers multiple product lines, you can leverage intent data to personalize a target’s visit to your website by funneling them directly to a product-specific nurture stream. As a result, leads move through your sales funnel faster, and your campaigns can achieve a higher ROI than the old one-size-fits-all approach. However, achieving this isn’t always easy even though it’s doable. Are you up for the challenge?

Roadblocks of Achieving High Sales Growth

In addition, nowadays, no company is exempt from facing various sales challenges. Oftentimes, sales teams encounter inevitable roadblocks that hamper their business. Some of the most common challenges include the following:

Not Finding Enough Quality Leads

It’s important to understand that attracting a large amount of new leads isn’t always beneficial. The leads must be qualified, and they must show an interest in investing in your company’s products. In other words, your leads must have purchase intent. A creative cocktail consisting of inbound and outbound marketing efforts and demand generation strategies that’s fueled by intent data can help in adding a greater number of qualified leads to your sales processes.

No Response From Prospects

Furthermore, content messages must be compelling enough to drive the engagement rates of prospects. If a brand’s prospects are not showing interest in ad content, then it’s time to assess and review the content. By analyzing targets’ online activity, brands can gain valuable clues on the words, phrases, and styles that resonate most strongly with them, and from there, they  can then incorporate those insights into their own messaging. By providing prospects with valuable and relevant information as per their position in the sales funnel, it can help shorten sales cycles.

Not Maintaining Post-Sale Relationships

Once a purchase is made, it’s essential to understand that the job isn’t done. Maintaining post-sale relationships is crucial when it comes to expanding customer lifetime value (CLV) and boosting buyer retention. If you want your existing buyers to do business with you in the future, building and maintaining quality relationships with them is well worth it. In order to strengthen buyer relationships, you can offer customers support when needed, provide information about new products, and share details about rewards like gift coupons and vouchers. 

Top 3 Steps to Drive B2B Sales Growth With Intent Data

From identifying new prospects to fuelling hyper-targeted content marketing campaigns to retaining customers, intent data is omnipotent. How do you think intent data can help sales teams drive growth and conversions?

#1 Prospecting and Prioritizing Accounts

With the use of buyer intent data, brands can weed out the leads who fit a specific profile but show no active interest in making a purchase decision at a given moment. Instead of wasting time on false prospects, sales teams can focus on prospects who, through their online activities and browsing behavior, have given a head start regarding the prospect qualification process.

Also, it’s worth noting that intent data monitoring helps marketers strategically prioritize accounts by designating a baseline level of online activity around key topics and even setting up alerts for “spikes” or increases that could indicate progress towards a buying decision. When you see a spike, it’s a cue for your sales team to take immediate maximizing the chances of increased conversions and sales growth.

#2 Delivering High-Impact Content

In general, brands can fill their topic interest gap by using B2B intent data signals. From here, it’s essential to learn which topics interest a specific target audience and then design messaging content accordingly.

To increase website traffic and to attract first-time visitors, brands need to find trending business-related topics by using intent data signals. Once these topics are found and narrowed down, creative teams can leverage them to create targeted content and display ads for specific buyers. Instilling laser-focused content marketing strategies are known to drive proactive responses from prospects.

#3 Identifying Cross-Selling Opportunities

Last but not least, never assume that cross-selling opportunities are a tedious and time-consuming process. Make sure to monitor your company’s buyers just like you do for your prospects, and then try to identify their interests about specific products or categories. From here, you can start reaching these prospects with lucrative offers and relevant add-on solutions, which in turn, expands cross-selling and up-selling opportunities.

Overall, by leveraging intent data and incorporating it into marketing technology stacks, B2B marketers and sales teams are in a great position to reach the right prospects at precisely the right time. If you’re ready to gain a competitive advantage, check out Anteriad’s Data Solutions, which can help you effectively reach and engage with your  target audience and activate the buying process.