Top 5 Tips to a Successful B2B Intent Marketing Campaignsiliconixmedia
Intent plays a key role in differentiating a lead from a conversion. Read more to find how you can amplify your rate of a successful conversion.
What if there was a way with the help of which your sales team could be notified when a target account was ready to be pitched your product or service? It sounds too good to be true, so it is probably Right?
Not exactly. There are already B2B businesses boosting their revenue with timely targeting. And it’s all thanks to intent signals.
Nowadays, B2B marketers have to overcome various challenges in their everyday activities. Numerous technological innovations can help them a lot in doing so, but they have also raised the bar.
Intent marketing is growing in popularity at a very rapid speed, and for good reason.
As per The Drum, it’s the next wave of marketing.
If you want to grow your pipeline with qualified leads searching for solutions like yours, then you need to learn about intent marketing. What is Intent Marketing? It is the method to capitalize on the intent of your potential customers’ to purchase your solution based on criteria that indicate they are becoming purchase-ready.
So let’s have a look at the tips that can help you in making your Intent Marketing Campaign successful.
Prioritize Sales Outreach
Ignoring accounts that are giving indications of interest in another one of your products is a missed opportunity.
To stay away from this, B2B marketing professionals utilize intent signals to recognize accounts with high intent.
Here’s an example of how this works:
You created in-depth ICPs; now it’s the ideal time to use intent scoring to decide the accounts to target first. Accounts that are scored “medium” intent will be targeted by your marketers with a nurturing campaign. Those with “high” intent will get an email or call from your sales executive.
Discover Hidden Opportunities
When beginning a new outreach campaign or a new ABM program, you’ll start by defining your target accounts.
Your target accounts will be based on criteria like company size, industry, technographic, and other key factors that they’re a good fit.
The issue here is that you risk missing companies that are in their buying cycle but not included in your lead list.
Intent marketing means you can start to add companies as your leads to your campaign that you know are in their buying cycle.
If you know the companies that are actively looking to solve a problem that you can help with, your team will have a far easier time engaging with them and closing new sales deals.
Improve Purchase Customer Experience
Data deviation between sales executives and buyers is a common problem. It creates the purchase experience to become disjointed and potentially confusing for buyers.
Intent data empowers your team to find out what problems leads are looking to solve and discover what kind of content they’re looking at to answer their questions. Then, you can personalize your sales process to their exact requirements.
Emotion has a major influence on purchase decisions and if you can be the first vendor to reach out to a lead and can answer their questions, you’ll be in a prime position.
If you can utilize intent marketing to provide a better buying experience for your potential customers, you’ll have a competitive edge.
Personalized Marketing Automation
As Per Gartner, CMOs devote 29% of their budget to marketing technologies. Businesses have realized that they don’t want their sales team spending hours entering data everyday. Instead, AI and machine learning compile data for your team. Then, once the intent of buyers signifies purchase an automatic alert goes out to your sales team.
Convince & Convert reports on Ascend2 data that shows, “mapping the customer experience and utilization of personalized content are deemed the most effective tactics for optimizing marketing automation.”
Intent Data for Local Marketing
Content that matches customer intent while addressing their location demonstrates the authenticity that buyers crave. As per Google reports, “local searches lead 50% of mobile users to visit stores within one day,” nailing your local marketing strategies increases your odds of success. For this to work, companies align search intent with demographics to further define their:
- Product positioning
- Buyer offers
- Local PR
Once you’re able to connect the dots between what your B2B buyers need and the behavior that they follow, at that point you can recognize opportune moments to share particular content that helps them meet their goals.
By consolidating intent data into their technology stacks, B2B marketers are on the verge of solving a long-standing marketing issue, that is, how to reach out to the right client at the right time, with the right kind of message.