What Is Buyer Intent Data? How Can You Leverage Intent In Your B2B Marketing Strategy?
It seems incredible that more companies aren’t using intent data to drive their sales and marketing initiatives. The fact that so few ever dig that deep to uncover the best possible leads puts you and your company at a decided advantage.
Today, we would like to take a look at a number of aspects of intent data and what it can do for future sales and marketing strategies. We will be examining all of the following:
- What is intent data? How is intent data sourced?
- How does intent data work?
- Alignment and collaboration between marketing and sales
- Competitive advantages
- Leveraging strategies
Image source: Slideshare
In the simplest of terms, intent data shows when a specific prospect is exhibiting online behaviors that show intent to buy. It expresses in two distinct forms: internal data and external data.
- Your website’s contact form: The person making contact communicates intent by wanting to know more about the company, its services, etc.
- Local customer data: Data gathered about local customers via CRM or other marketing platforms is very valuable when attempting to understand intent. The data is used by marketing teams to focus attention on leads who are moving closer to making a buying decision.
- The number of times a specific document, file, or digital asset is downloaded
- The number of times a video is viewed
- How many people clicked through after reading a call to action on a landing page
- Keyword search statistics