As a sales manager, staying ahead of the competition is crucial to the success of your team and your company.
One way to gain a competitive edge is by using Buyer Intent Data. But what exactly is Buyer Intent Data and how can it be used in sales?
In this blog, we'll explain what Buyer Intent Data is, how it can be used to inform your sales strategy, and provide real-world examples of companies that have successfully used Intent Data to improve their sales efforts.
What is Buyer Intent Data?
Buyer Intent Data is information that reveals what potential customers are searching for, what websites they're visiting, content they are engaging with, and other digital footprints left.
There are several types of Intent Data:
First Party Intent Data:
First Party Intent Data is the data you’re directly in control of and directly have access to, such as:
- Website visits
- Interactions with your customers across social media or email, social listening tools.
- Offline interactions like attendance at industry events or tradeshow.
Second Party Intent Data:
Second Party Intent Data is the information collected, analyzed and sold by another company, such as:
- Review sites, like G2 (a premier technology review site)
- Publishing networks
In the case of G2, it collects data for visitors to industry categories and sells this information back to the companies listed. While this can be useful data, it is finite because it’s restricted to traffic only on the host website.
Third Party Intent Data:
Third Party Intent Data is collected from activities outside of your owned digital properties, such as:
- Keyword and topic mentions
- User reviews
- Competitor mentions on external sources such as blogs, B2B publishers, forums, business or technology-focused online communities
- Public data from social media networks, i.e. LinkedIn
By tracking and analyzing this data, companies can gain valuable insights into the interests, concerns, and needs of their potential customers.
How to Use Buyer Intent Data in Sales
To effectively use this data in sales, it is important to analyze it and identify patterns and trends. One way to use this data is to keep an eye out for spikes in searches for a specific product or service. This can indicate an increase in interest in that area, and sales teams can use this information to capitalize on this interest by offering the product or service to potential customers.
Another way to use Buyer Intent Data is to identify the challenges that potential customers are facing and tailor your sales pitch to show how your solution can solve these challenges and simplify their lives. By focusing on how your product or service can specifically address the needs of the customer, you are more likely to generate engagement around your solution.
You can then use the trends you have found to map out your sales outreach, build your cadence sequence and write your sales emails.
Buyer Intent Data can be a valuable tool in informing your sales strategy and tactics. By analyzing the data and identifying patterns and trends, you can gain insight into what customers are looking for and tailor your approach to better meet their needs.
One example of a company that has successfully used Buyer Intent Data in their sales efforts is cybersecurity platform, SecureAuth.
When SecureAuth were launching a new technology into their market, they needed visibility on who’s looking at their tech. They had walked the tried-and-tested routes of using telemarketing agencies, brand awareness and local PR. But the big issue was learning how to get their product out into the world in a faster, cost-effective way while hitting the nail on the head of every potential prospect opportunity out there.
Lead Onion identified new markets to them that they previously didn't know where the perfect fit. They then isolated these markets as key opportunities and targeted their sales efforts to this region.
Karl was able to generate prospects who were actively looking for SecureAuth’s services globally and off the back of that were able to grow their pipeline by £1,000,000 by focusing on key markets.
Read more about SecureAuth's success story here.
In today's highly competitive business environment, it's essential to stay ahead of the curve. By using Buyer Intent Data, sales managers can gain valuable insights into the interests and needs of their potential customers. By identifying patterns and trends in the data and using the data to inform their sales strategy, sales managers can improve their sales efforts and gain an edge on their competitors.
Want to learn more about Buyer Intent Data? Download our guide, you will learn everything you need to know!