A basic guide to how Intent Data is the future in B2B Market.

Intent data is a collection of the behavioral patterns of users that helps you to understand the intention of your users to purchase a product. Intent data is usually collected by tracking IP addresses and cookies. However, in B2B market the intent data has a much wider scope for the sales and marketing individuals.

When it comes to B2B Market we are very well aware of how user data plays a vital role. However, using the data just for generating leads is not something an experienced marketer will do. They use the data to drive maximum outcomes.

Let’s understand this with a quick example:

Your website offers a product. A buyer comes and fills in the form however lefts midway. Here what we do is retarget them via showing display ads of our product. This increases the chances of conversion.

But what we miss here is the rest of the buyer population that may be interested in a product like yours however do not land on your page. This is when the intent data comes into the picture. With a little help of intelligence, you do have knowledge of how your prospect navigates and products of their interest. Thus you can target the ones with similar interest and search patterns increasing your chances of scoring sales.

With this example, we have also touched on the topic of Buyer Intent Data.

Few benefits accompanied by using Intent Data as below:

• Being aware of prospects' choices and patterns can help improve content marketing.
• Eased prospect hunting.
• Can build a more effective and personalized ABM campaign.
• Increase in inbound sales with lead prioritization.

How ABM helps create a successful lead generation program

Account-based marketing, also known as ABM, is focused marketing in B2B marketing. It helps you refine the audience based on various factors.

Consider creating a campaign targeting IT Managers for a product-based company. If the reach is filtered based on the revenue, employee size, or even the industry, you still get a hell lot of companies. You need to sort companies that may be interested in the product the client is offering. This increases the time you invest in sorting companies that could have been utilized for a much better purpose. You get results, however, the time invested here is comparatively much higher.

The time invested could have been saved if you already had a target company list. You know, the leads generated here will be from a group of audiences actually interested in your product.

How ABM impacts Lead Generation Industry?

If you have worked on Lead Generation campaigns, you must be aware of how reaching a target audience plays a vital role. ABM considers three main categories: targeting, engagement, and measurement.

Targeting the right accounts: ABM gets you  access to technologies and can target and manage accounts that are worth your time and will result in the highest ROI. This also gives you access to centralize targeting and managing in one place. The target account list is created considering various factors, however, mostly focused on high returns, territory, revenue, product interest.

Engagement across channels: You can design and run the personalized campaigns on a single platform for multiple channels, reducing the need to manage them individually. Thus, you can run cross-campaigns at ease, and deliver comprehensive, target-driven results.

Measurable results: Your strategy needs to be measurable, so you can calculate success over time, and have an idea about the scope for improvement. This requires creating a dashboard that helps to analyze in one place.

ABM helps you create an optimized plan where, on a single platform, you create multiple campaigns and manage them, resulting in refined results. With increased ROI you create a much successful campaign as compared to non-ABM campaigns, which meet your short-term marketing goal and long-term revenue growth.