Data Management

User Intent – the Secret to B2B Marketing Success

"It's not the ink, it's the think"Avinash Kaushik, Digital Marketing Evangelist, Google

It is all about the data. From tailoring and customizing information to providing a seamless shopping experience, use of intent data or behavioral data is making waves for B2B organizations around the globe. It has certainly made its mark and there’s no denying it. 

Gone are the days where demographics and age-old B2B lead generation was a thing. The wake of digital disruption has brought us to a stage where mastery over the marketing funnel will no longer work; and to really succeed, one must go beyond the funnel.

ThinkWithGoogle states that the adoption of user intent in 2019 is expected to skyrocket, putting things in order for better and engaging strategies to reach out to prospects.   Tweet This! Let’s take a closer look at how 2019 will unfold for marketing trailblazers.

In order to fuel growth, more and more B2B marketers are using intent tactics to further personalize their content and maximize conversion rates. As opposed to tracking a B2C consumer, the dynamics of tracking B2B consumers can be quite a bit more intricate.

The bottom line is – how well do you know your consumer?

The repository of data stored from your target prospects’ purchase history, browsing, etc can be used for real-time customization of suggestions, promotions, and recommendations. Thanks to modern day technology – AI-powered search and machine learning now make it easy to handle millions of unique and personalized interactions.

Understanding what data your company collects will not only give you leverage over what to offer but will also match with the intent of the target user.

For instance, take a look at the interest-based targeting program launched by LinkedIn that integrates profile data with intent signals to improve targeting efforts. It aims to move towards objective-based advertising by serving relevant ads and content to align with a member’s professional interests. LinkedIn’s Director of product, Abhishek Shrivastava says, “A lot of B2B targeting is based on reaching accounts or looking at job titles and so forth, and that is something we’re trying to change by combining profile data with expressions of intent to make the targeting more compelling.” With the help of its self-serve ad platform, it is now easier to strengthen your influence with the buyer group within your target accounts.

Intent data can do wonders for your business by unraveling who’s-in market right now and if they’re up for solutions like yours. According to Brandon Redlinger, Director of Growth at Engagio, if multiple contacts within an account are found to proactively search for a solution over the past 1-2 months, that indicates buyer criteria and intent. In addition, data sourced from intent vendors such as MRP, Bombora, The Big Willow and TechTarget can translate into maximum targeting criteria.

If you’re looking to strengthen your marteck stack, then user intent should be your weapon of choice. The fact that it has taken the world of B2B organizations by storm not only makes it the need of the hour but also the driving force of sales and marketing efforts. 

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