What does buyer intent data mean for your marketing strategy?

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How can intent data affect our marketing strategy?

Buyer intent data is changing the face of marketing and PR everyday.

Traditionally, marketing teams try to turn up the volume. To reach as many potential customers as possible, they rely on product information and offerings to earn attention. Make the message louder, cast the net wider, and a certain amount of finger crossing that you hit on the perfect prospect.

Instead of relying on generic marketing techniques, buyer intent data can help your team narrow in on potential buyers and where they are on the prospecting journey. Rather than crafting your message to appeal to a generic audience type, you can focus on specific personas who will be receptive to your product, and determine what messaging will best connect you to them.

Rather than trying to cast a wider net with a blanket marketing strategy, buyer intent data allows you to go deeper. Using intent data, companies 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.

But how can teams implement this data?

Buyer intent makes it easier to know where to reach your potential buyers and what they want to see by providing a variety of information from third-party sites. This can include research history, personal profiles, and what they’re seeing from your competitors. Marketing teams should use that information to craft messaging and stay ahead of the competition, because according to the 2021 Gartner report, “by the end of 2022, more than 70% of B2B marketers will utilize third-party intent data to target prospects or engage groups of buyers in selected accounts.”

Intent data makes it easier to personalise content for your potential leads. You can customise what ads they receive on their social media feeds, personalise marketing emails, and monitor what they’re searching online. This helps you keep your finger on the pulse of the sales journey, and tailor your content to suit where your lead is on that journey.

Don’t fall behind the curve; download our B2B Buyer Intent Data Guide today, and start marketing for the mordern age.

Photo by JESHOOTS.COM on Unsplash

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