Harnessing Intent Data: Signal-Based Strategies to Understand and Engage Prospects

Elkington Research Institute | June 4, 2024

Pete Ketchum

"By 2025, data-driven marketing strategies will cause an additional revenue increase of 20% for businesses that integrate high-quality intent data into their processes." -Gartner, '22

Introduction

In an era where data is often referred to as the 'new oil,' intent data emerges as a refined, high-octane variant that is transforming B2B marketing strategies. As businesses strive to not just reach but effectively engage their audience, understanding the nuances of intent data becomes crucial.

This newsletter explores how Signal-Based Marketing (SBM) leverages precise intent data, employing it as a cornerstone of sophisticated marketing and sales strategies to enhance engagement and drive successful outcomes. By aligning marketing efforts with real-time buyer interests, SBM optimizes the lead generation process and ensures that marketing and sales initiatives are thoroughly synced to meet the dynamic demands of the market.

The Role of Intent Data in Marketing

Definition and Sources:

Intent data captures the digital footprint of accounts across the web, including web page visits, downloaded content, time spent on specific pages, and engagement from multiple users from the same account. This data, categorized into first-party (collected from one’s own digital properties) and third-party (sourced from external platforms), offers a comprehensive view of prospect intentions and behaviors.
Importance in B2B Marketing:

According to Forbes Research & Insights, companies that integrate intent data into their marketing strategies witness a 67% increase in the efficiency of their campaigns. McKinsey & Company supports this claim, noting, "When B2B companies integrate intent data effectively, they see up to a 15% increase in revenue growth annually from their target accounts."

"When B2B companies integrate intent data effectively, they see up to a 15% increase in revenue growth annually from their target accounts." - McKinsey & Company

Signals-Based Marketing Practitioner's Approach to Using Intent Data

Listening to Prospects:

A SBM practitioner takes a proactive stance in listening to the digital conversations of prospect accounts through the strategic use of intent data. By tracking and analyzing actions such as website navigation patterns, content interactions, and behaviors, a SBM practitioner can discern the actual intent behind user actions. These insights provide understand of prospective buyers' interests and requirements at different stages of their buyer journey in a nuanced manner.

Integration with Marketing Strategies:

Integrating intent data into marketing strategies allows companies to tailor communications that directly speak to the interests and needs of potential customer accounts. Every piece of content, email, and social media post is crafted based on data-driven insights, significantly boosting the likelihood of engagement and conversion.

Collaboration between marketing and sales teams is essential. As noted by Harvard Business Review, "Organizations that synchronize their sales and marketing teams using intent data can achieve up to 40% more effectiveness in closing deals."

Survey Insights on Intent Data Usage

Our recent survey indicates that 85% of B2B professionals report their companies are investing in intent data, with tools like Signals, Demandbase, Bombora, 6sense, and HubSpot playing key roles in capturing and analyzing this data.

However, despite widespread adoption, there is a noticeable gap in utilization, particularly within sales teams. This underscores the need for improved training and integration across departments to ensure every team member understands and leverages the full potential of intent data in their operations.

"B2B companies that master the art of intent data are 2.8 times more likely to exceed revenue goals than their less-informed peers."
-Forrester

Case Studies and Success Stories

In a recent implementation with a multinational corporation, our approach at Signals helped bridge the gap in intent data utilization using SBM strategies. By integrating intent data insights directly into the sales dashboards and providing tailored training, the sales teams began to see a 20% increase in engagement with leads previously ranked as 'low potential.' This significant improvement not only enhanced the efficiency of sales efforts but also boosted the overall ROI on intent data investments, showcasing our ability to transform data into actionable insights and tangible results.

Conclusion

Intent data used correctly with SBM strategies is revolutionizing the way B2B companies engage with prospects, offering a pathway to more personalized, timely, and effective marketing and sales motions. At Signals, we harness the full potential of this data, ensuring our clients can not only meet but exceed their engagement and conversion goals.

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