I recently bought a Nintendo Switch for my son and it’s all about power-ups, battles and other techniques used to boost health and extend game play. The marketing equivalent of a power-up? Intent data.
Many of the campaigns our clients are running are simply doing the bare minimum, spending thousands on activity with poor conversion rates. By using intent data to inform these campaigns, you can really boost performance.
What does intent data enable?
You know who’s on your website and where they are in the buying journey. But what about prospects who aren’t on your website – those in the digital space that you don’t know about. Typically, 2-3% of prospects are actually in the market to buy now. Imagine if you could identify those that are interested in your products and services and pull them into marketing campaigns. Extra targeting, more relevance and ultimately better conversions.
Intent data gives you just that. By monitoring the digital properties for interactions of buyers it’s possible to determine who’s in the market right now, who is researching and the extent to which a business is likely to buy. From there you can create predictive models that indicate who to target for the type of campaign you’re running.
Digital signals all over the internet.
We all consume content and access information. Sometimes it’s reading an article in a publication, sometimes we’re on a vendor’s website and sometimes we click on a social post. Those digital interactions start to build up a picture of the readiness of someone, or an organisation, to purchase. Using natural language search, we can pick up those signals, drop cookies and then target those individuals.
It’s not creepy. It’s happening all the time.
Propensity modelling is not new. As marketers, we’ve always used whatever valuable data is available to us to inform our strategies. When I was a whippersnapper it was recency, frequency and value (RFV) modelling to pull out those that were likely to generate the most revenue from or more likely to purchase again. These days, it’s a whole new layer of sophistication – it’s about digital interactions – and the sharing of the information through networks.
As consumers, it happens all the time and we don’t really notice. Look at Facebook, Amazon and Netflix. Their whole revenue model is based around giving you a better, more relevant offering and as consumers we’ve come to expect that. So, why not use the same approach in the world of B2B buying?
With today’s technological advances, it’s now possible to get robust data that delivers reliable results – even with the small volumes found in B2B. And with supporting platforms that now offer micro-targeting and no minimum volumes or spend, it’s possible to make use of the data in more productive ways.
Making intent data work for you
Our predictive analysis and intent data modelling allows you
to run campaigns that are far more selective, targeted and higher performing –
boosted just like a power-up.
Segment by country and vertical, add your account lists and identify those that match the intent signals that are right for your business. Once you know which companies are in buying or researching mode, you can match them to the appropriate campaigns such as telesales, email or to engage them with the sales team.
Get even more granular with the cookie data of those individuals that have anonymously researched and show intent. Early stage intent data can be used with programmatic ads just to that anonymous audience, enabling you to serve ads to the people showing intent and draw them in with relevant, stage-appropriate messages.
Don’t waste their time. Focus telesales and business development activity with those that are active with intent.
For business development…
By seeing fluctuations of intent by industry or geography, you can focus your sales efforts where the action is – sometimes it’s not where you may have thought it was.
Intent-based marketing can be incredibly effective, increasing performance by 400%. Want to know more about if you could apply intent data to your targeting?