Understanding where your potential buyers are in their purchasing journey and connecting with them at the right time is crucial. That’s where intent data steps in.
Intent data offers valuable insights into your potential buyers’ behaviour. With it, you can craft personalized sales and marketing strategies, making your account-based marketing (ABM) campaigns more effective and results-focused.
In this blog, we’ll explore what intent data is, where it comes from, and why it’s a game-changer for your ABM campaigns.
What is Intent Data?
Think of intent data as digital breadcrumbs. It’s the trail of information that reveals whether your target accounts might be interested in what you have to offer. How? By showing you when and what they’re researching online.
Imagine you offer a marketing automation tool. Do most buyers contact you the moment they decide they need such a tool? Not really. Instead, they usually do some homework first. They might visit your website, check out your social media pages, or even compare you to competitors on sites like G2. Only after they’ve gathered enough information do they typically get in touch with your sales team.
So, in a nutshell, intent data gathers all these digital breadcrumbs, offering you a structured view of your potential buyers’ online research activities.
Sources of Intent Data
Intent data comes in two flavors: first-party and third-party. Let’s break these down.
1. First Party Intent Data
First party intent data is the information gathered directly from your own online spaces and marketing initiatives.
Think about it this way: When someone visits your website, clicks on one of your ads, or even engages with a link in your email, that’s your first-party data. It’s like having a window into your visitor’s actions in real-time.
But here’s the catch: First-party data only paints half the picture. It doesn’t clue you in on what your target audience is up to when they’re not interacting with your content or platforms.
That’s where third-party data steps in.
2. Third Party Intent Data
Third-party data is like having a friend in the digital world who keeps an eye out for you. It’s information gathered by external providers through means like cookies and IP addresses, monitoring the actions of your target audience on websites you don’t own.
What does this mean for you? A broader perspective. With third-party data, you get a complete picture of your audience’s behaviour online, even beyond your direct influence. Imagine you’re trying to find out more about a lead who downloaded an ebook from your site or attended your webinar. This data can clue you in on whether they’ve been downloading similar content or browsing related topics elsewhere on the web.
In essence, third-party data broadens your horizon. It gives you insights into an account’s interests and intentions across the internet, spotlighting potential areas of interest that align with your campaign’s goals.
What are the Benefits of Using Intent Data in ABM?
Think of account-based marketing (ABM) as tailoring the perfect outfit for your most valued guests. It’s about crafting a unique experience for your target accounts and loyal clients. Essentially, it’s where smart marketing meets sales to not only raise awareness and foster relationships but also boost revenue for those all-important, high-value accounts.
Now, where does intent data fit in? It’s like having x-ray vision, allowing you to spot those high-potential accounts and the golden opportunities they present.
By weaving intent data into your target account strategy, you can pinpoint exactly where an account stands in their purchase path. This means you can serve up the most fitting content and information just when they’re hungry for it.
But that’s just scratching the surface. Let’s dive deeper into all the perks.
1. Gauge the Market Demand for Your Products/Services
Ever wondered why some of your content pieces aren’t hitting the mark? Intent data can shed light on this mystery. If it reveals that your target accounts aren’t even searching for keywords related to what you offer, it might be time for a rethink. Maybe it’s an opportunity to tweak your offerings to better align with their needs.
In the past, it could take ages (like, years) to figure out why something wasn’t resonating. Now, thanks to intent data, you’re looking at days, not decades. Talk about a game-changer!
2. Gain Deep Insights into Your Account’s Pain Points
Imagine you’re in the SaaS world, peddling a nifty marketing automation software. Then, thanks to intent data, you discover a potential target account is on a content binge — gobbling up blogs and downloading ebooks about integrating marketing automation tools with Salesforce.
Bingo! That’s a cue for your sales rep. On their next call, they can highlight how your software flawlessly integrates with Salesforce.
But the magic of intent data doesn’t stop there. By tapping into its insights, you can uncover industry-wide pain points. From there, it’s a hop, skip, and a jump to crafting content that either offers a solution or points the reader toward your service or product.
3. Craft Laser-Targeted Content
Intent data is like having a secret window into your target accounts’ minds. You can pinpoint exactly what solutions they’re hunting for.
This treasure trove of information reveals which accounts are grappling with issues your product or service can solve. Even better, you’ll know which accounts are actively on the prowl for a solution. Armed with this intel, you can whip up personalized messages that land just right, exactly when they’re needed most.
4. Optimize Your Sales and Marketing Resources
Think of ABM like a fine-tuned orchestra: every instrument (or resource) needs to play its part flawlessly. And since ABM requires both time and effort, it’s essential to make every note count.
Enter intent data. Instead of running around chasing accounts that aren’t even glancing in your direction, intent data hands your sales and marketing teams a roadmap. It tells them precisely which accounts deserve their attention and, importantly, what tune to play. The result? Striking the right chord, right when it matters most.
In Conclusion
Intent data isn’t just a buzzword—it’s a game-changer for your ABM campaigns, supercharging them to be more effective and result-driven. With it, your sales and marketing endeavors become laser-focused, tailored, and astutely informed.
In a nutshell, it’s all about pinpointing the right accounts, understanding their needs, and delivering the perfect message just when they’re ready to hear it.
Curious to dive deeper into intent data and how it can elevate your ABM or Demand Gen campaigns? Let’s chat one-on-one. I’m here to help!
