Is your content marketing data driven and market intelligent yet? Are you getting in front of the right audience, but your timing is off?
Intent data is highly beneficial for content marketing teams, informing content development and distribution efforts at every stage of the buyer’s journey.
Appeal to “ready-to-buy” prospects
Buyer intent data, put simply, tells us when a specific prospect is exhibiting online behaviours that show intent to buy.
Using intent data, we can assemble a map of signals which indicate the where, when and why of your prospects’ buying patterns. Marketing and sales teams can use this information to adapt and personalise their campaigns to appeal to “ready-to-buy” prospects and nurture their inclination to purchase.
According to Gartner’s report on Emerging Technology Analysis (February 2020) more than 70% of B2B marketers will be using third-party buyer intent to target prospects by the end of 2022.
Intent data for targeted content
Intent data informs your content so you can respond to what your ideal prospect needs, and where they are in the buying process. By targeting them with the right message and content, at the right time, you can truly scale your content marketing efforts.
At Lead Onion, we use intent data to create tailored content around the topics that are relevant to our audience across our digital channels. We also identify the types of content that perform well and replicate these in campaigns to similar prospects.
Increase conversion rates
Understanding buyer motivation helps with content planning and, as intention will change quite a bit throughout the buying process, timing is crucial. For example, knowing when to provide a case study versus a product demo can make a huge difference when converting from a visitor to a lead and from a lead to a sale.
Download our B2B Buyer Intent Guide and find out how buyer intent can scale your business fast.
By Emma Kennedy