Major Intent Data Benchmarks & Best Practices to Apply In 2022

Posted January 14, 2022

Major Intent Data Benchmarks & Best Practices to Apply In 2022

Posted January 14, 2022

Which intent data practices have you applied in recent years, and did they bring success? How large of a role does intent data play within your company’s marketing strategy? According to IFP, “99% of large companies are using intent data in some way or other” within their marketing and sales strategies. If your company is yet to use intent data, you are truly missing out, and it’s worthwhile to reconsider.

For years, numerous B2B organizations have been using intent data to gather intent signals from multiple sources. It provides  a 360-degree view that fuses topic interest with purchase intent, and in order  to succeed in 2022, it’s essential  to build and maintain an intent data focused mindset. 

Below are three major intent data practices/approaches that can be used to not only stay current in 2022, but also unaffected by the evolving B2B marketing landscape.

1. Setting Utilization Best Practices For Intent Data

Let’s start off with a simple example that’ll paint an intent data picture. You choose to target a healthcare provider through an  email campaign that highlights a recent  case study or use cases of an innovative Electronic Health Record (EHR) application. The main goal in this situation  is to align specific types of content with the interests of a brand’s prospects.

From here, the next step is to use the insights from intent data to segment prospects and buyers according to  their buying intent. In general, intent data helps organizations when it comes to insights regarding  where  a prospect is within the buyer’s journey. Other steps worth taking consist of identifying a common research path among  prospects. Then, find out the specific trends,  search terms, niches, content types, and interests of a given target audience.

At this point, it’s time to create topic clusters for specific use cases throughout the sales funnel.  This information can be gathered from first-party data and customer data platforms. It’s also worth it to ask intent data providers how they can help  with buyer journey analysis. Overall,  intent data should be used to understand the content an  audience consistently consumes across the internet, and then brands can create their marketing campaigns accordingly.

2. Measure Current Outreach Strategy Against Best Practices

In addition, intent data provides  a deep understanding of how an outreach strategy is performing. It helps brands detect if there are any content gaps and if the right content is accessible at every stage of a buyer’s journey. 

It’s important for companies to understand which types of content their target audience consumes on different third-party platforms. From here, brands should use intent data insights to create content assets that resonate with their specific  audience. Next comes customizing content based on an audience’s preferences and drafting an outreach strategy, which can be both effective and successful. As per Gartner, “The right content marketing strategy and program will increase customer engagement.”  

According to Gartner, by the end of 2022, it’s projected that around 70 percent of B2B marketers are likely to  leverage intent data. Therefore, it’s in brands’ best interest to fill in their  content gaps within their current outreach strategy as a top goal for 2022. 

3. Future-proofing Data For Privacy and Regulatory Changes

As data gets closer and closer to becoming the new and improved oil in the B2B marketing world, data privacy and personal information are becoming more heavily regulated by the GDPR and other forms of legislation. Thus, organizations should ensure  that current and upcoming  data-focused changes do not impact their marketing initiatives. 

All in all, the major benchmark and takeaway here is for brands to protect the personal data of their users, abide by current and future rules, and build better relationships with key decision-makers. Remember the other main focus though– implementing the best marketing strategies possible using intent data. Check out these informative intent data articles below and see which strategies are worth applying in 2022!

Related Blogs:
Intent Data – The Fundamental Missing Link In Predictive Analytics
Avoid Rejection In the B2B Landscape By Using Intent Data
Intent Data – The Fundamental Missing Link In Predictive Analytics