While Buyer Intent Data is a crucial aspect of demand generation, learning to leverage that data in an optimized way is the only necessity for a strong ABM game.

B2B Buyer Intent data is the holy grail that can be followed by marketing professionals to get the best value out of their prospects and business on the whole. While the marketers are on a constant lookout for that “USP” that will provide them that competitive edge in the market. 

Buyer Intent Data actually gives you the whole visibility of how and when the prospect is on the lookout for a purchase. As lucrative as it sounds the entire end game surrounds the fetching of that data and leveraging it to the best of the possibilities. 

So what is B2B Buyer Intent Data ?

Intent Data or B2B Buyer Intent Data is basically the data that aggregates and contains the information which is related to the purchase signals that are derived from a particular lead or account. It provides a major revenue stream for sales and marketing functions from the most common sources of marketing and content such as surveys, blogs, social media, online movements, user experience heatmaps, etc. 

Without wasting much of the crucial time that the Marketers are left with, let us explore unique and strategic ways in which you can leverage you Buyer Intent data

Identify potential customers who haven’t yet engaged with you yet

The purchase decisions of your prospects come from a strong influence, that influence can be word-of-mouth, advertising while mobile browsing that has a peaked interest, or a Trustpilot review. These in totality account for third-party behavioral data. Since third-party data comes from such varied sourcing hence the nature of the same is highly unstructured and of copious volume. Having a good third party tool like Siliconix helps you in sifting through all the noise that the third-party behavioral data is consistent with. Predictive Analytics is another direction in which the marketers are turning their heads so that all the topic data can be identified and sourced for outbound initiatives. This will provide a strengthened way to enhance your ongoing ABM Marketing campaigns. 

Prioritize the customer engagement rate to decide further

As a marketer having a bifurcated approach is extremely important especially when it comes to ABM b2b marketing. Along with the first-party data that comes into usage, having a mix of the first party and third party substantiated data is what we need. 3rd Party intent data can easily be fixated into any existing and currently functioning lead-based marketing model. Heatmap generation can be another way in which you can make your content piece more exciting and this gives you an edge over Google as well. 

Data Personalization: Each prospect is different

Personalization is the golden word for this era of marketing. Nascent lead nurturing and lead generation algorithms have had the same problem for generations i.e the problem of data standardization. The data either tend to go dead due to being dated or keeps changing so frequently that managing it goes out of hand. This ultimately leads to improper categorization and hence ends up affecting the lead quality in totality. While the lead quota as a deliverable gets completed, the quality of the leads gets heavily affected and ultimately tarnishes your brand value.

 The most ideal way to go about it is to place them into the apt campaigns, this combination of putting the first party and third party behavioral data to use not only defines the context of the search but also helps in filtering out the interest of the audience.