With intent data, you can reduce the resources wasted on unqualified leads. Moreover, you can extract insights about potential or existing buyers' real-time needs and motivations, unlocking business growth. So, how do you leverage intent data in sales and marketing strategies? Let's take a deep dive into this!
Intent Data refers to a dataset that reveals an individual's purchase interests. The dataset includes data points like content downloads, website visits, keyword searches, and more.
By analyzing intent data, you can predict the individual’s expected next step in the buying journey, allowing you to determine whether the individual is a qualified or unqualified lead. You can also collect insights from the classification process to help update buyer personas or potential customer profiles.
If you plan an upsell strategy, you can use first-party intent data to define qualified leads for the upsell from the pool of already-buying customers.
First-party intent data includes data from a company’s CRM software, social media efforts, surveys, and documented customer behavioral actions.
You can analyze intent data to target qualified leads during market research, too! This is possible with the help of third-party intent data, which originates from external providers. You can use the data for market research, increasing the chances of knowing whether a product may find a place in a market.
Personalization deepens engagement and trust, leading to high conversion rates. So, your task is to determine what prospects are researching and for what reason and segment them to tailor messages accordingly.
Moreover, intent data does include engagement metrics. Such metrics include time spent on the website, site page interactions, and social media interactions. Digesting such data to understand the customer's desires can reveal the type of content that aligns with them.
If your prospects realize your content aligns with their interests, they are more likely to convert. Such is the power of personalization!
Retargeting potential leads with irrelevant ads can annoy them, leading to poor click-through rates. However, analyzing intent data, including page interaction and the content the user consumed, may improve the precision of retargeted ads.
Intent data, in this case, serves as a compass, showing you what prospects are interested in. Once you've studied the prospects' interests, you can segment them for retargeting.
Optimized retargeting ensures you spend money on ads targeting the right potential customer. Avoid showing random ads to prospects, as it may harm ROI.
Web content, including blog posts and videos, is the backbone of organic marketing. However, irrelevant content that does not resonate with the ideal customer may hurt your marketing efforts.
By capturing intent data such as search queries and keywords, you can learn about your prospects' needs and tailor content to them. First, understand the different types of search intent, including commercial, informational, navigational, and transactional.
With a clear understanding of search intent, audit existing content. Review the existing content library to determine gaps and opportunities. Then, using the insights from analyzing intent data like keywords, update your content to align with your prospects' searches.
Aligning content with the intent of your target prospects reduces the amount spent on ads and increases business authority and credibility.
With access to real-time in-house or outsourced intent data, you can develop a static website capable of adjusting content to the prospect's behavior. For example, intent data, including time spent on a page, page interactions, and user interaction patterns, can be coded into a program that adjusts to the prospect's desires.
You can also use real-time intent data to customize CTAs (Calls to Action). In the strategy preparation stage, you can define a logical pattern for what happens when the website's code realizes a specific user pattern.
For example, if you deal with digital marketing services and a visitor shows intent on email marketing, the site's algorithm should be able to lead the prospect to an "Unlock Email Marketing Now" CTA.
As warm leads get closer to conversion, it is up to the sales team to keep an eye on those showing active research and purchase intent. They must prioritize this category of warm leads as it saves them energy and time.
Using intent data around the paint points of the ideal customer, the sales team can tailor conversations to convert leads. Tailored conversations create a human connection, leading to repeat referrals and business.
Furthermore, intent data helps the sales team strategize how to overcome objections. Some prospects might have objections and concerns about a service or product. Preparing an approach that allows the prospect to focus on the unique value proposition is critical, helping the potential customer understand why you're the ideal fit.
Intent-data-based sales and marketing strategies convert better than traditionally prepared strategies. Why? Intent data reveals much about prospects' behavior, aiding the marketing and sales teams in tailoring strategies to specific potential customers.
This blog post covers six ways you can leverage intent data in sales and marketing strategies to grow your business. Taking advantage of intent data, you can personalize marketing or sales messages, optimize your dynamic website, retarget leads with precision, or optimize sales outreach. All these tactics boost business ROI and sustain business operations!