Importance of B2B Intent Marketing in the New Normal
B2B marketing has been relying on data and numbers since time immemorial. But with technology taking over, data is now being referred to as gold for businesses. Primarily for its accuracy which has only become possible because of recent technology enablers like Artificial Intelligence, Machine Learning, Automated Platforms, and Intent Data Providers.
Intent marketing, however, isn’t a new concept. It had been in practice for a long time, but today it is more important than ever. Only 25% of B2B companies said they used intent data and monitoring tools back in 2018. Every marketing head who wants to create a buzz amidst the audience refers to intent data in some capacity.
What is Intent Marketing?
Intent marketing is the technique of advancing your goods and services based on the purchase intent of a prospect. This way of marketing requires you to perceive the signals that a particular prospect is giving out via their research and capitalize on the results.
It is a highly personalized way of delivering your message as it involves tailoring your content and its distribution strategies according to each target user. Intent marketing is completely based on intent data, which helps you decide the next course of action.
What is the Intent Data?
Intent data is essentially the information that is collected from the actions of your potential client. It is a record of all the things they are interested in, and search for online.
Intent data can be collected through internal sources, which are the digital properties you own – your website, engagement on your social media posts, the click-through rate of emails, or even the downloads of your ebooks or whitepapers. It can also be collected from external third-party sources like the websites they visit, the topics they engage with, the webinars they attend, and all the other digital matter that holds their attention.
Importance of B2B Intent Marketing in the Modern Era
Today, most of the B2B buyers are independent online researches and conduct it themselves – 68% of them at least. Research has it, consumers are through a major part of their buying cycle, even before they get in contact with you.
So, a marketer who wants to be successful will definitely be looking at the way he is displaying his products. Intent marketing here becomes a powerful tool as it can help you develop content based on the kind of topics and words the prospect is looking for. You can easily use intent data to personalize the way you approach clients and also make predictions about the upcoming changes. Data makes or breaks your plan, and you can blindly put your money on it.
Strategies to Leverage B2B Intent Marketing
1. Make Use of Video Ad Targeting
Video content tops the list of the type of material prospects engage with on your brand websites and pages – 70% of B2B buyers and researchers are watching videos throughout their purchase journey. When you’re trying to reach out to a target audience, the video will be the best form of content to capture their attention and keep them intrigued.
Hence, Video Ad targeting will be a key aspect of your intent marketing campaign. After you have run successful researchesṣ on building your intent data, segment your prospects on the basis of their interests and needs. You can now project video ad campaigns on places where it will be visible to them and while you’re at it, use YouTube ad campaigns to the best of your leverage.
2. Augment your marketing operations with AI
With the advancement in technology, artificial intelligence has made its way into marketing as well. It brings along a wide range of new programs that can be explored in the marketing department.
Analytics that are powered by AI are more adept to capture intent data from different sources like research behaviour and keywords according to the users’ needs. AI gives you a better prediction of the consumption pattern of the prospects and in the long run, multiplies your RoI. All your manual analysis will now be done by an artificially intelligent program which has proved to be more efficient and accurate.
3. Replace traditional marketing with Account-based Marketing
Traditional marketing has been replaced by account-based marketing schemes because they provide better results in comparison to the traditional approaches. It gets you to focus your efforts on prospects that have been categorized according to intelligently-derived reports.
50% of B2B organizations have had ABM initiatives in place for at least a year, and there are only more to come.
When your intent data capture purchase intent signals, account-based marketing is the only way to identify and lead them on the right track. Otherwise, it would be very complicated with the other traditional marketing approaches.
4. Optimize your content strategy with Big-data driven tools
Whenever you take any decisions or present opinions, data should always be there to back you up. Similarly, when creating content, you want to make sure that it is of the right kind – the one that engages and resonates with your prospects and pushes them further in the sales cycle.
Hence, it is an important aspect of intent marketing that you use tools to capture the behavioural patterns of prospects and provide them with content personalized according to their interests. A lot of data is also collected with respect to their visits and consumption of content, which needs to be filtered and made available for your use.
Craft a content strategy based on these insights, deliver them to the right audience through the right channel and you will soon be leading your industry.
5. Personalize your marketing efforts with accurate data and analytics
There’s a reason why personalization is the top strategy for 47% B2B marketers in 2020. The benefits of personalization can be best capitalized with the help of intent data. Thus, it is very important to have an accurate report of your prospective signals, their interests, and needs, according to which they are to be segmented and categorized.
It helps you decide which clients are in what phase of their buying cycle which further helps you determine what kind of content to show, create, and display. Fuelling up their intent and building the trustworthy relation that B2B businesses require, it shows the audience that you really care about them, and that helps you connect with your client on a deeper level.
How to start with Intent Marketing?
This think-piece with all the promising data and tools might already put your mind on the run for intent marketing. But one question that constantly ṣhaunts you – where should you start?
So, here’s the tip: Start with social media. It is the best place to know about the mindset of prospects and their opinions. When you are on social media, look for the keywords that are popular among your potential buyers. Look at the hashtags trending there and you will know what everyone is talking about.
You are sure to get enough data to give you a good head start, get these into a report, and start planning your content strategy around it. Build upon these topics, leverage SEO, include these into your cold emails and make the best out of it. If you still feel lost along the way, reach out to an expert B2B sales and marketing consulting firm. They not only have the right knowledge and resources but also possess years of experience with other similar organizations from your industry.
If you have used your intent data wisely you will soon see results flooding and if not, you know what to do next !
and we will take it up from there.