Personalization at Scale: The Impact of Intent Data
Understanding the subtle cues that signal a customer’s readiness to buy can be the difference between a successful campaign and a missed opportunity. This is where intent data comes into play, a powerful tool that’s transforming the way businesses approach their marketing strategies.
What is Intent Data?
At its core, intent data is the digital footprint that users leave behind as they navigate the web. It’s a collection of signals that indicate a potential buyer’s interests and intentions based on their online behavior, such as the articles they read, the searches they conduct, and the content they engage with.
Intent data is especially important for ABM, which is a strategy that focuses on targeting and engaging specific accounts that are most likely to buy from you. ABM is not a new concept, but it has become more popular and effective in recent years, thanks to the availability of intent data. According to a Gartner survey, 91% of technology and service providers with over $50 million in revenue have deployed or piloted ABM programs, indicating a huge shift in the B2B market.
Why Does Intent Data Matter?
In a world where 74% of companies plan to invest more in intent data in the coming year, it’s clear that this information is more than just a passing trend. Here’s why intent data is crucial for marketers:
- Predictive Power: Intent data provides insights that allow marketers to predict a prospect’s next move, enabling them to tailor their strategies for maximum impact.
- Efficient Prospecting: By identifying which prospects are actively seeking solutions, sales teams can focus their efforts on the most promising leads, reducing time and resources spent on unqualified prospects.
- Personalized Engagement: With intent data, marketers can create content that resonates with their audience, addressing their specific needs and concerns, leading to a more personalized and effective marketing approach.
The numbers speak for themselves:
Increased Sales
Forbes reports that 59% of companies using intent data have seen increased sales.
Higher Conversion Rates
A study by Bombora found that businesses leveraging intent data enjoy 7% higher conversion rates.
Value in Generating Marketing Qualified Leads
Demandbase revealed that intent data helps generate 5X more marketing qualified leads
Embracing Intent Data for Marketing Success
As we look ahead, the role of intent data in shaping marketing strategies is only set to grow. Companies that harness the power of intent data will find themselves at the forefront of customer engagement, ready to meet the needs of their prospects with precision and insight.
When we explore the potential of intent data including different intent data providers and tools, we can find that there are many options available in the market, each with its strengths and weaknesses. We can evaluate this based on several criteria, such as:
- The quality and quantity of intent data sources
- The integration with ABM platforms and tools
- The geographic coverage and specificity of intent data
- The identification of buyer roles and personas within
Intent data can help you:
- Identify and target your ideal customers who are in the market for your solutions
- Personalize and optimize your messaging and content to match their needs and preferences
- Engage and nurture them throughout the buyer journey with relevant and timely content
- Convert them into loyal and happy customers who advocate for your brand
To get started with intent data, you need to:
- Research and select the best intent data provider and tool for your specific needs and use cases
- Integrate intent data with your ABM platform and tools
- Use intent data to inform and enhance your marketing campaigns and activities
For Blufig, embracing intent data means staying ahead of the curve, delivering targeted content that speaks directly to the interests and needs of your audience. It’s not just about selling; it’s about connecting, understanding, and providing value every step of the buyer’s journey.
