Understanding the intent of your potential customers can be a game-changer for my marketing campaigns. Instead of just leveraging intent data for targeting within the Total Addressable Market (TAM), there’s so much more I can show you.
In this article, I’ll guide you on how to harness the power of intent data to craft the perfect message for your campaigns and reach the right accounts effectively. Ready to dive in?
1. Target Each Persona Differently
Every individual sends out unique intent signals, and these can help pinpoint who the data represents. Depending on their department and role, buyers will approach research on a topic from varying perspectives. By tapping into these insights, I can show you how to segment these personas and fine-tune your messaging to mirror their unique viewpoints.
Let’s break this down with an example.
Imagine a SaaS company that offers B2B travel management software. They’re eyeing two main target personas: the Travel Admin and the Finance Head. Now, even though they’re both looking for a travel management solution, they’ll use distinct keywords during their search.
To tackle this, the SaaS company can utilize these intent signals to classify their buyers based on persona. They can then craft messages that align with these signals throughout the buyers’ journey.
2. Stay Ahead of the Competition
Intent data isn’t just about understanding your potential customers—it’s also a window into who’s checking out your competitors. With this knowledge in hand, I can show you how to carve out a niche for yourself by highlighting what sets you apart.
Let’s revisit the SaaS brand example.
Suppose this brand identifies accounts researching one of their main competitors. Instead of sitting on the sidelines, the brand can take proactive measures. How? By crafting personalized ad banners and landing pages that spotlight their product’s unique selling points, especially in contrast to the competition. Sprinkle in some genuine customer reviews and testimonials, and you’ve got compelling content. Then, target those very accounts with tailored ads.
By doing this, our SaaS brand doesn’t just keep up—it leaps ahead. It gains the trust of potential customers even before the competition gets a chance to make their pitch.
3. Nurture Your Pipeline the Right Way
The impression your target accounts—and future customers—get from your website is pivotal. After all, it’s often their primary, and most impactful, interaction with your brand.
One strategy I recommend to enhance on-site messaging for your sales pipeline is to infuse personalization. Recognize when an account is at the decision-making stage and has already interacted with your sales team. Tailor your site’s content and calls-to-action (CTAs) with this knowledge in mind.
For instance, instead of generic CTAs, tweak them to be more inviting and relevant. Switch from a “Take a Demo” button to something like “Discover Your Unique Experience with Us.”
And when it comes to resources, think about accessibility. Once an account has had a meeting with you, there’s little reason to keep your resources gated. They’ve already shown commitment by giving you their time, so make it easy for them to access what they need.
In Conclusion
Crafting messages that align with your target audience’s intent isn’t just smart—it’s essential. Instead of taking wild guesses, lean on intent-based personalization tactics. By doing this, I can assure you’ll create messages that resonate deeply with buyers who engage with your brand. Encourage them to linger on your website and interact more meaningfully with your content, all thanks to intent data. Ultimately, this paves the way for an enriched customer journey experience.
