DATA MANAGEMENT

User Intent – the Secret to B2B Marketing Success

It is all about the data. From tailoring and customizing information to providing a seamless shopping experience, the use of B2B intent data or behavioral data is making waves for B2B organizations around the globe.

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

What Is B2B Intent Data?

B2B intent data gives you an in-depth understanding about an individual's purchase intent online. This lets you recognize whether and when someone is actually considering, or interested in buying your services or products.

Think with Google 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. 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 B2B marketing intent data to personalize their content further and maximize conversion rates. Unlike tracking a B2C consumer, the dynamics of tracking B2B buyer intent data are more intricate.

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

The B2B intent database stored from your target prospects’ purchase history, browsing, etc. can be used for real-time customization of suggestions, promotions, and recommendations. Thanks to modern technology, AI-powered search and machine learning now make it easy to handle millions of unique and personalized interactions.

Understanding the 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 based advertising can do wonders for your business by unraveling who’s in the 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. This is when the power of intent data can reach its full potential.

If you’re looking to strengthen your martech 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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