How to utilise buyer intent data to your advantage

As digital marketers, we are always looking for new and innovative ways to drive revenue. We also want to remain as competitive as we can, and stand out from the crowd in this ever-evolving digital landscape we live and work in. So how do we do this?

You could keep doing what we’re doing and try to generate leads through our inbound marketing efforts. OR, you could do what we’re doing, and drive more revenue than ever before with the use of Buyer intent Data.

What is Buyer Intent Data?

Buyer intent data is behavioural information mined from the world wide web about your perfect customer.

Buyer intent data identifies which businesses are actively researching you or the industry field that you work in. Buyer intent triggers are like a signal, telling you when these prospects are looking for businesses like yours. It captures online research of actual buyer journeys and determines whether this person is inclined to purchase the product they are looking for.

How does Buyer Intent Data work?

Millions of people all around the world search for topics and engage with different forms of content on various sites every single day.

They could be on your website, but if you don’t have an efficient tracking code, you could be missing out on lead generation opportunities. Complex buyer intent data algorithms can monitor those engagements to observe contacts taking actions and report the ones that match your ideal buyer profile. For that to work, you need to provide details such as:

  • Typical prospect job titles, company size and geography
  • Key terms (compound and straightforward terms of product, service, problems and outcomes)
  • Influencer and key industry event URLs and/or social handles
  • Customer account names and URLs
  • Target account names and URLs
  • Competitor names and URLs

This information will get built into an algorithm which then uses machine-based learning and the latest technology to observe and note relevant actions which match your specific criteria. The data will then indicate intent from among the millions of activities that occur every day on the web. These actions include those taken in general search, on competitors’ sites, with industry influencers and major industry events.

Benefits of Buyer Intent Data

Combined, these benefits lead to a significant return on investment (ROI) by companies effectively applying intent data to their marketing and sales efforts.

Efficiency – with this information, marketing and sales efforts can be focused on precisely these accounts, dramatically reducing the number of marketing dollars and sales time wasted on companies that will not purchase.

Pipeline quality – Since the opportunities being created are intent-qualified at the account level- we’re not talking about individuals that simply stopped by a booth or viewed a piece of content – pipeline quality also increases. Intent-qualified opportunities tend to be larger, move through the pipeline faster and convert at a higher rate.

Win-rates – An increased focus on in-market companies cost often leads to higher win-rates. Insight into the actual buyers’ journey, including what companies were researching when it allows companies to understand better what influences sales outcomes. Sales and marketing can then develop battle cards and targeted talk-tracks to increase win-rates.

Prospects share a great deal of personal information, which is known as buyer intent data, with you as they move through your buyer’s funnel. This information, which is also known as data, can be used to help your business formulate strategies that have more chances of succeeding.

This data, over time, will improve your conversion rate and growth metrics. Additionally, you can use this data to create better content that is filled with targeted marketing messages and relevant information which you know your prospects want to know about.

This can be an incredibly tedious process if you don’t have automation in place. Here are a few ways you can use customer data to create better content for your customers and turn them into loyal advocates of your business.

Here are a few ways you can use customer data to enhance your content strategy:

Create engaging content with Buyer Intent Data 

The power of customer data is that you can find out what they want to see and use this as inspiration for future content creation. It takes the guesswork out of the planning stage and allows you to dive right into a topic that you know will resonate with the audience. This will enable you to create content that will have a higher success rate and generate more leads.

You can also use this data to understand what your audience doesn’t want to see. This is a clear indicator that you should stop wasting time creating this type of content.

Identify what content resonates with which audience

You can find out what types of content strike a chord with your audience from your customer data. There are lots of different ways to communicate with content, for example, how-to guides, infographics, lengthy eBooks, webinars or videos. When you have a database of customer behavioural habits, you can identify the appropriate form of content for your ideal customers.

From this, you can create better content in the future and fulfil your content marketing objectives.

Determine the optimal time to publish your content

You can create the most engaging type of content and put it into an easy-to-understand format, but if you push it out at the wrong time, then you could be missing out on colossal lead generation opportunities.

From your analytics, you can determine the optimal time to publish and push your content out to the public. Whether you share your content via social media or through an email campaign, time is an essential factor. You’ll be able to see the time at which customers engage the most with your content.

Create content based on your customer’s location

Like everything else we’ve mentioned, it’s easy to determine their location along with their content preferences. If you want to cater to their locality, you can create content that targets them specifically. Also, you can share it across popular social media communities in that specific location.

How to enhance your marketing campaigns with Buyer Intent Data

Buyer Intent Data, coupled with your internal intent insights, will allow you to create a highly targeted and personalised campaign. Layering all this information will help you to develop a crystal-clear picture of who your targeting as well as being able to establish goals and challenges.

Once you have this clarity on accounts intent and insights, you can then start building out propositions, campaign messaging, and strategies for execution. This will essentially allow you to target the right accounts, with the right marketing messages at the right time.

With the help of Buyer Intent Data, campaigns can benefit from:

  • Enhanced ad targeting
  • Accurate outreach and nurture opportunities
  • Lead prioritisation
  • Precise, tailored, personalised messaging

Automated journeys 

By automating specific processes such as list filtering and email sends, you’ll be able to streamline the process from receiving data to engaging with prospects.

There are many tools available that will allow you to segment data dynamically based on triggers such as properties. By segmenting the data you’ll be able to start automated journeys which can be tailored to specific personas based on those lists and properties– for example, anyone who searches for your competitors could automatically be sent a price comparison document.

Zymplify’s multichannel marketing automation platform can automate the entire process from creating the buyer intent campaign to engaging with prospects.

The campaign will then dump a daily dose of hot leads directly into a list in your CRM. From here, you’ll have multiple options such as to send on an automated journey or send straight to the pipeline for your sales team to follow up with.

Individual actions can be automated based on your buyer intent sources and triggers. For example, anyone with a buyer intent source of attending an event can be sent a series of emails. Once you’ve set up this journey, prospects will be added to this daily automatically meaning that once it’s set up, it doesn’t need any further human intervention.

Sign up for our upcoming webinar – Zymplify and Buyer Intent Data | 19th Nov 2019 @ 4pm GMT

More from Zymplify

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Supercharge your leads with Zymplify 

How to generate leads with cleaver digital marketing 

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