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December 15, 2022

Supercharge Your B2B ROI by Collecting & Understanding Intent Data

Sales representatives have always been under pressure to deliver results. In today’s business world, that pressure has only increased. With the rise of the internet and the vast amounts of data it provides, businesses now have more visibility into their sales pipeline than ever before. After all, B2B buyers conduct an average of 12 online searches before visiting a specific brand’s website.

To hit your target markets effectively, it helps to unveil the motivations and reasons behind their actions as they move through your sales funnel. Understanding B2B intent data bridges the gap, as it can provide valuable insights into what prospects are searching for online, what content they’re consuming, and their interests.

There are plenty of tools out there to help sales professionals in generating leads, but how do you make sense of all the data? And, why does it matter?

Identifying in-market accounts: why does it matter to understand their intent?

In-market accounts are potential customers who are actively researching and considering purchasing a product or service. On that note, assessing their intent can help you tailor your marketing and sales efforts to better meet their needs.

Additionally, in-market accounts are often more receptive to marketing and sales outreach, so it’s important to identify them early on in the buyer’s journey. If you’re not already using B2B intent data to inform your sales and marketing strategies, now is the time to start. It could be the key to unlocking greater success for your business.

Ironing out the kinks in the process: how to improve efficiency in your data collection and analysis

Data is the lifeblood of any business, and the ability to collect and analyse it effectively can be the difference between success and failure. If you’re hosting a webinar or talk, be sure to choose a platform that offers analytics as standard.

Unfortunately, many businesses struggle with inefficient data collection and analysis processes. This can lead to lost opportunities, wasted resources, and suboptimal decision-making.

There are a few key areas where businesses can focus to improve their data collection and analysis processes:

  • Defining objectives and goals
  • Collecting data from the right sources
  • Organising and storing data effectively
  • Analysing data for insights
  • Communicating results to stakeholders

By taking these steps, you can ensure that you’re getting the most out of your data and using it to its full potential.

How to use the B2B intent data you collected to push your goals forward

Now that you know how to collect and use B2B intent data, it’s time to put it to work. Here are some ways you can use the data you’ve collected to push your company’s goals forward:

1. Boost your funnel velocity

B2B intent data can help you boost your funnel velocity by giving you insights into the interests and intent of your target market. With this information, you can create more targeted content and campaigns that speak directly to your audience’s needs. This will help you move them through your funnel faster and increase your chances of converting them into customers.

2. Reduce churn rate

By tracking the online behaviour of your customers, you can get a better understanding of their needs and interests. This allows you to proactively address any issues that may arise before they lead to churn. Additionally, you can use intent data to identify at-risk customers and take steps to keep them engaged.

3. Make the most of account-based marketing

As we mentioned in our blog on generating leads through virtual events, we believe that "Identifying your ideal customer profiles (ICPs) that have higher conversion and expansion potential will secure your own revenue and growth as a business in the most efficient way possible." In that regard, intent data can be a powerful tool to help you identify and target your ideal customers.

With intent data, you can see which accounts are researching your products or services, and then target them with personalised messages and offers. This helps you close deals faster and win more business.

4. Increase your customer lifetime value

Finally, you can use B2B intent data to increase your customer lifetime value. By understanding what your potential customers are interested in, you can create targeted retention strategies that keep them coming back for more. You could even host a thought leadership event or customer roundtable for market research to keep a finger on the pulse.

5. Take action in the Zero Moment of Truth (ZMoT)

The Zero Moment of Truth (ZMoT) is a critical moment in the buyer’s journey when they are researching a purchase. This is the moment when they are looking for information that will help them make a decision.

As a marketer, you can use the B2B intent data you’ve collected to take action in the ZMoT. This means creating content that answers the buyer’s questions and provides the information they need to make a decision.

Breaking down the kind of B2B intent data to prioritise

  • Search data: What terms are your potential customers searching for? This can give you insights into their needs and pain points.
  • Clickthrough data: What links are they clicking on? This can help you understand what content they’re interested in and where they are in their buyer’s journey.
  • Engagement data: How are they interacting with your brand? This can help you understand what kind of relationship they want with your brand and how you can best serve them.
  • Conversion data: What actions are they taking on your website? This can help you understand what they’re looking for and how you can better meet their needs.

All of these types of data can be useful for businesses, depending on their needs. With that, the most crucial thing is prioritising the data that will be most useful for your business.

In a world where the average person is exposed to over 5,000 marketing messages per day, B2B intent data allows you to cut through the noise and reach your target audience with laser-focused precision.

To that end, why not use webinars to generate leads, and take your funnel further with an improved strategy on B2B intent data collection?

Organisations of any size can reap the benefits of online events, but to do so, they need the right tools. Tevent’s digital events app is the perfect solution for organisations looking to take advantage of the benefits of online events.

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