InsightsLeveraging intent data to boost lead conversion: A predictive approach to B2B marketing

A visitor lands on your website and browses through your portfolio and case studies. At this point can you determine the visitor’s intention?

More importantly can you engage according to the visitor’s web activity?

What is intent data?

Welcome to the world of intent data which lets you predict behavior according to the signals you receive. This strategy gives you a fair idea about a prospect’s potential interest in your offerings.

Intent data is gleaned from different online channels and reveals what your prospect is going to do next. The insight is priceless when it comes to generating and nurturing leads and then converting those leads with tailored call-to-actions.

How can you use intent data to boost engagement?

To carry forward the previous scenario, suppose the visitor checked your competitor’s website. Would you consider the prospect as an important lead? What if the prospect went to a website that lets users compare and review different products and services? This is a sure sign that the prospect is a high priority as you don’t go through reviews unless you are ready to make a purchase.

In this context, intent data lets you recognize prospects and engage with leads by anticipating when and where they are going to take a specific action.

You can make a fairly accurate forecast with such data about potential opportunities in the pipeline. You can also respond to warning signals such as diversion of traffic to competitors and take remedial action accordingly.

For example, if your website is attracting traffic with a high bounce rate it signifies that you need to revamp your landing pages. If certain keywords and phrases are searched frequently you could create and optimize your website pages with keyword-rich content for those terms. You could also add links to reputed websites to boost your rankings in search engine results.

How do you interpret intent-data?

A good way to interpret intent data is to look at it from the point-of-view of simplification. Make it easy for your prospects to engage with you. Provide everything that they could possibly need at their fingertips and accessible in two clicks at the most.

Another perspective to make sense of intent data is to personalize it. This strategy is especially effective in email marketing. Your visitors have downloaded reports and white papers from your website. You can follow it up by mailing product descriptions and recommendations related to the content.

Nearly 90% of prospects want to own the buying journey. Intent data allows you to make the B2B marketing experience as intuitive and exploratory as possible. Features such as comparative tools and options to post reviews lets the user have control over how the content is consumed and utilized.

The most important aspect of intent data is prioritization. Not all leads are top priority. But how do you know which ones are in-market or displaying a readiness to buy? Intent data can help you find behaviors that are indicators of a decision-making phase. You can then allocate more time and efforts on leads that have a higher probability to convert.

How do you gather intent data?

Good content is the cornerstone of a successful intent-data driven marketing campaign. So if you find a higher traffic to your resources page you could offer freebies in the form of insights and intelligence for email IDs.

Social media is a great way to know what’s trending by looking at what’s being liked and shared and commented upon. This enables you to not only create a user experience but also to tweak it according to the latest buzzwords. This provides you with the impetus to drive website traffic.

What are the benefits of using intent data?

Rise in Conversion Rates: More than 50% of B2B sales reps and leaders found an increase in conversion rates after incorporating intent data-powered strategies in their marketing mix.

Achieving Marketing Goals: Almost 96% of B2B marketers said that intent data has helped them to achieve their goals such as growth and expansion of market share.

Email Marketing: Nearly half of B2B marketers are including intent data to launch email campaigns with an eye on higher click-through rates and conversions.

While intent data has proved to be a great way to study online behaviors, the strategy is yet to gain mainstream acceptance. A good approach would include intent data as a supplementary line-of-action with core strategies such as account-based marketing.

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