- B2B intent data improves conversion rates, ROI and personalized DMU approach.
- Intent data identify key themes and industry or category topics, including key buying cycle moments.
- There are a number of suppliers that offer B2B intent data, especially for the US focus.
What is B2B intent data?
B2B intent data focusing on behavioral indicators that reveal genuine interest, pain points, and buying signals. It goes beyond surface-level demographics or firmographics. By analyzing intent data, businesses can gain valuable insights into their target audience’s preferences, problems, challenges, and intent to purchase. This allows for the creation of highly targeted and personalized marketing campaigns, improving conversion rates and ROI.
Intent data plays a crucial role in identifying your Ideal Customer Profile (ICP) and refining your target audience segmentation. By analyzing intent signals, you can identify companies and individuals showing active interest in your products or services. Allowing you to focus your marketing efforts on high-potential prospects. Intent data helps you prioritize and allocate resources effectively, ensuring you engage with the right audience at the right time.
Different types and funnel stages
On-website intent data refers to user interactions and behaviors observed directly on your website. This includes actions such as content downloads, form submissions, website navigation patterns, and engagement with specific pages or features. By tracking and analyzing these interactions, businesses can gauge the level of interest and identify potential leads for further nurturing.
Off-website intent data encompasses user activities that occur outside of your website. Providing a broader understanding of market trends and customer preferences. These sources include social media monitoring, search engine data, industry-specific forums, and third-party intent data providers. By leveraging off-website intent data, businesses can uncover valuable insights into industry conversations, competitor analysis, and emerging market demands.
The best suppliers
Numerous intent data companies specialize in providing B2B intent data, offering access to a vast array of behavioral insights. Some notable suppliers include Bombora, 6sense, ocean.io, zoominfo and Foundry. These suppliers aggregate and analyze data from various sources to deliver comprehensive intent data solutions, empowering businesses to make data-driven decisions and target their marketing efforts with precision. Keep in mind these suppliers have a strong focus on US.
Three key questions when incorporating intent data
- What are the key themes/topics in my category? Understanding the prevailing themes and topics relevant to your industry or category helps you align your messaging and content with the interests and needs of your target audience. By identifying these key themes, you can create highly targeted campaigns that resonate with potential buyers.
- What are the key moments that matter in the buying cycle? Mapping out the customer buying cycle and identifying the critical moments or touchpoints where purchase decisions are made allows you to leverage intent data effectively. By analyzing intent signals during these crucial moments, such as when prospects are actively researching or evaluating solutions, you can tailor your messaging and engagement strategies to provide the right information at the right time.
- Which Decision-Making Units (DMUs) are involved in those moments? B2B buying decisions often involve multiple stakeholders and decision-making units. It’s essential to understand the different roles and personas involved in the buying process and their specific needs and pain points. By aligning your intent data analysis with the DMUs involved in each critical moment, you can personalize your approach and deliver targeted content that speaks directly to the interests and concerns of each stakeholder.
Smart decision making requires intent data
Intent data provides valuable insights. It reveals the behavioral signals and actions of your target audience. Indicating their interests, needs, and buying intent. By analyzing intent data, you can gain valuable insights into what your prospects are searching for, the content they engage with, and the topics that matter to them. This information helps you tailor your marketing efforts and engage with DMU’s and prospects in a more personalized and relevant manner.