The following article is based on a conversation between Colby Cavanaugh, VP Business Development & Alliances, Integrate and Kate Athmer, VP of Growth, Bombora. Hope is on the horizon that 2021 will be a substantial improvement over 2020 in nearly all aspects of business and everyday life, including the world of B2B marketing. The right data. The right buyer. At the right time.By incorporating digital signals, like intent data within PDM, marketers can learn specific buyer pain points and precisely target buyers as they research possible purchases. To do so, it’s important to get in front of prospects early––as they’re entering the market. After all, according to Bombora’s Company Surge® reporting, only 15% of buyers are in the market for your solution at any given time. Intent data provides insight into your prospect’s interests, so you can determine how and when you engage. Intent data, such as Company Surge® scores, provided by Bombora, identify which businesses are actively researching your product and services more than usual, signaling when and what they want to hear from you. It can be a powerful tool that offers clarity, focus, and precision to your B2B marketing efforts, but it’s also important to use intent data in the right way. Prioritize your targetsTarget account lists can and should come from many sources – whether you’re expanding your current customer base, entering a new market, or looking at expanding into new verticals or geographies, having a focused list of target accounts is important in driving your strategy. Use intent data to prioritize your target account list and understand which buying groups might be in the market for your solution. Discover the value of third-party dataMarketers have long benefited from first-party intent data in marketing automation systems. Today, third-party intent at the account level is also invaluable, especially in terms of inbound leads and website traffic when first-party intent isn’t available. First-party can provide powerful signals, but often prospects are well into their buyer journey by that time. First-party intent shows us when buyers have been on your website and maybe if they downloaded a white paper. With third-party intent data, you can measure intent in places where marketers are doing their initial research on third-party websites. Third-party helps you catch people earlier in the process when they’re just researching ideas or challenges before they get to the point where they’re researching vendors. Reaching buyers before they zero in on specific providers is critical, of course. By doing so, you can help ensure you’re on the short list of brands they are considering. Acquire contact data in a compliant wayWhile it’s important to understand which accounts might be receptive to your message – eventually you’ll need to reach prospective buyers and get opt them in. Integrate helps you do just that. It helps you take your best content and leverage it to go where buyers are doing their primary research and opt them into your communication channels. It also helps you ensure compliance with privacy policies and provides the capability to ensure your data is complete and marketable. Honor the buyer-seller relationship and improve outcomesAs a marketer, your mission is to help people get the information they need at the time they need it, and then promote your message as you go. Marketers should use intent data to inform content development, particularly as they determine the topics of interest to early-stage pipeline prospects. The road forward is paved with intentAs marketers use intent data, they can measure positive impact through to revenue. You can begin by focusing on lead scoring. Use Company Surge® topics to identify audiences. Leverage scores as a means of prioritization in marketing automation and leverage Company Surge® topics to tailor the buyer experience. You’ll find intent data provides the opportunity to improve buyer interactions across a multitude of channels. It also allows for optimization, thanks to improved targeting capabilities and conversion. It brings precision to your marketing. And that should serve you well throughout 2021 and beyond. The post Using intent data to deliver results in 2021 appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3qRM1NV
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