Knowing buyer intent data is essential for agencies wanting to increase the quality of leads generated and maximising further sales. By understanding the buyer’s signals and behaviours, a firm can make marketing helpful in reaching potential customers ready to purchase, which helps increase sales. The present article answers the questions of what buyer intent data covers, how it can be gathered and how it can be transformed into sales-qualified leads.
What is Buyer Intent Data?
Buyer intent data is the research on details that potential buyers provide through their actions, their signs, and what they do as purchase actions. Such data is obtained from several datasets, including website usage, downloaded content, social media activities, and search engine queries. It helps the marketer and sales team understand the stage of a prospect’s buying process and what they are searching for.
Intent data is broadly classified into two types:
Internal (First-Party) Intent Data: This data category is retrieved directly from the company’s domain properties, such as websites, landing pages, email campaigns, etc.
External (Third-Party) Intent Data: This type of data is collected from external resources such as partner websites, external review sites, or magazines and gives an overall picture of an individual’s activity besides the company’s.
Why is Buyer Intent Data Important for Lead Generation?
With buyer intent data, businesses are enabled to identify potential leads early. With intent signals available, one can find prospects researching solutions similar to what you are offering.
Personalize Marketing Messages: By knowing what a buyer is interested in, you can craft messages that speak directly to them.
Shorten the Sales Cycle: Instead of nurturing consumers whose intent is unclear, sales personnel can target potential customers with high intent and who are more likely to purchase.
Improve Lead Scoring: With intent data in place, you can enrich your lead scores model to prioritise leads that are ready to be converted.
How to Capture Buyer Intent Data
Capturing buyer intent data requires the right mix of tools, platforms, and strategies. Here are some key strategies:
- Website Analytics
Among the first-party intent data source styles, your website is perhaps the most rich for reallocating users to the web. Tools such as Google Analytics, Hubspot or Hotjar will help measure user activities such as:
- Pages visited
- Time spent on crucial product pages
- Downloadable content (eBooks, whitepapers)
- Returning Visitors
- Content Engagement
Tracking how the target audience interacts with your content allows intentional data capture. Marketo and Pardot tools can track:
- Open rates
- Links in emails
- Participation in webinars or events
- Views of blog posts or videos
The count of views indicates a heightened degree of interest and purchase intention, if any.
- Third-Party Intent Data Providers
Bombora, ZoomInfo, G2 and other intent data providers obtain behaviour data from websites not owned by their customers. Such actions include the use of artificial intelligence also with the help of big data that analyses user behaviour, such as:
Llooking up competitors or solutions, Industry Articles, and Participating in comparison websites. This outside data is added to first-party data and gives another layer to determine consumer intent concerning other websites and interactions.
How to Turn Buyer Intent Data into Leads?
Gathering buyer intent data forms the basis of this activity. A coherent strategy needs to be implemented to convert that data into leads. This is how you convert people with high and even better potential:
- Focus On The Prospects With High Intent
Not all leads are equal. Concentrating on prospects with high levels of intent will help define the ideal target audiences for the sales and marketing teams. Implement some form of scorecard to assign ranks for each lead depending on their sense of intent, zooming in on those with the most activity.
- Personalise Your Outreach
After collecting intention data, include marketing in your customised strategy. Tackle each lead’s needs and issues through their day-to-day behaviours. For instance, if a lead is interested in a pricing page and attended it quite deeply, it means they are evaluating the options to buy, and if the follow-up comes at the right place with an offer, they can be turned into a customer.
- Bring the Sales and Marketing Departments into Harmony
To utilise intent data well, the marketing and sales departments must actively collaborate. The marketing department will develop targeted messages using the data, while the sales department will know who to contact or follow up with and when. Integration of the two departments eliminates, increasing the chances of conversion and the marketing-sales spillover.
- The Retargeting Campaigns
Retargeting helps them target prospects who have shown intent but have not measurably converted the lead. This can be done by displaying ads, social media ads, or email campaigns to bring their attention back and get them more interested in purchasing your product.
General Tips on How to Use Buyer Intent Data to its Maximum Value
There are helpful tips that can help you utilise buyer intent data maximally.
- Ensure Data Accuracy: Clean the data to provide relevant information. Regularly check the data collection procedures to ensure the appropriate data is collected.
- Focus on Actionable Insights: Not all intent signals are created equal, and most may not be relevant. Scrutinise the supplied data and zero in on purchase intent actionable insights, such as content downloads, pricing page visits, and demo product requests.
- Invest in Monitoring and Improvement: Buyer behaviour does not remain static but evolves. To keep up with the changes, it is advisable to keep tracking your intent data and enhance your lead generation methods.
Conclusion
Buyer intent data is a revolutionising asset for organisations that wish to target and sell to high-quality potential customers. Once you know what potential customers want to buy, their location and stage in the buying process, and their interaction with your content, you can design particular marketing campaigns that are likely to yield results. By focusing on the right prospects with high intent and integrating your sales and marketing teams effectively, you will drive up the number of leads and enhance the return on investment.
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