Data plays a crucial role in devising tangible marketing tactics in B2B and B2C landscapes. Did you know that over 97% of organizations are investing in big data?
It can help businesses achieve comprehensive objectives and communicate relevant product or service values to leads in every step of the engagement funnel. The type of data that is particularly helpful in this instance is customer intent data.
Choosing the right data type to enable your decision-making process and fuel marketing campaigns can be hard. Knowing everything about a specific data type can help you reach the right decision. Let’s see what you need to know about customer intent data.
What is Customer Intent Data?
As the name suggests, customer intent data is a data set that hosts information about your prospects –and not just any information but signals that paint the picture of your prospects’ intention to buy your products or services.
As you know, your prospects have their specific needs, wants, and problems. They are actively looking for solutions on the market. They research products and services that can help them solve problems and make their lives easier. While they actively search for a perfect product or service, they live on digital bread crumbs.
These digital bread crumbs are, in fact, customer intent data. It contains signals that tell you what customers are looking to buy and how far they are in their purchasing journey. When you know the whats and whys, it becomes easy to leverage the data to your advantage. Finally, you can collect intent data on your own or purchase it from a third party.
Now that you know what customer intent data is, you are ready to discover its benefits, and what betterway to do it than to learn how you can practically use it in your business.
Run an intelligent targeting strategy
Imagine being able to segment your target customers by more than just demographics? Intent data enables you to target your prospects based on the phase of the customer journey and the stage of the engagement funnel they are in.
In other words, you can run an intelligent targeting strategy and stop wasting your budget on prospects that are less likely to covert.
You can focus your efforts on prospects with a real intent to purchase. B2B businesses can enrich their data with a firmographics tool to segment companies by specific criteria such as size, age, industry, revenue, etc. It can help make intelligent targeting even more precise and help you invest in ads that reach the relevant decision-makers.
Discover customers as early as possible
It’s very important to identify prospects and reach out to them as early as possible, as it gives you more time to convert them and nurture them as leads. Doing so is quite difficult, though, given that there are thousands, if not hundreds of thousands of potential customers out there. However, not all of them have the intent to buy your products or services.
Intent data enables you to discover your potential customers in the early stages of the buying journey. Intent signals tell you when someone is interested in making a purchase. You can discover prospects early on and snatch them from your competition to nurture them and convert them.
Improve your content marketing strategy
Content marketing is a valuable asset. You can use it to attract more prospects to your website and convert them into customers. One of the most important things to do with your content marketing strategy is to make content that’s valuable to your prospects.
When you know that someone has an intent to buy and you discover their pain points, you can create content that provides just the information they need to move down the funnel. Intent data can complement your SEO strategy to deliver better results in a shorter time frame.
Plus, you can target content, so it resonates with different customer segments.
Personalize your messaging
While we are at content that resonates with different customer segments, we must address personalization. In the customer-centric era, it’s important to send strong messages to customers.
A brand that values and shows appreciation to customers can build strong relationships and ensure repeat business. Leveraging intent data might be a perfect way to do it.
When you can identify purchase signals early on, you have more time to personalize messaging for your prospects. It’s like lead scoring but even better because now you know exactly where the customers are in the buying journey and what they need. Personalized messages can help engage leads and provide more value, thus driving those conversion rates up.
Easily prioritize your efforts for cost-efficient campaigns
Marketing campaigns do cost money, and the wider the net you cast, the more money you will need. It especially applies to diversified campaigns leveraging blogs, paid ads on search engines and social media, and email.
Using the intent data significantly reduces the size of your marketing net. Instead of reaching as many people as possible, you will be focusing on prospects with the intent to purchase. It can help you make your marketing campaigns more relevant and more cost-efficient.
Customer intent data can help you cut through the noise and find a perfect way to reach your potential customers. More importantly, it can facilitate lead nurturing through the engagement funnel. With implications in so many processes such as market segmentation, targeting, and content marketing, customer intent data can help you convert even more leads and increase profits.