As a requirement gen marketer, I do know first-hand how troublesome it may be to ship on formidable pipeline targets – particularly once we don’t at all times have our dream funds.
The excellent news is that we do have entry to highly effective instruments like intent knowledge to assist us successfully do extra with much less. However how will we be sure that we combine that knowledge finest into our demand technology workflows and, extra importantly, use it to make choices?
I not too long ago sat down with Whitney Donaldson, World Head of Demand Technology at influence.com, to debate how we’ve each leveraged intent knowledge to drive extra environment friendly and efficient campaigns.
Listed here are some key insights I took away from our chat that I feel shall be useful for each SaaS demand gen marketer to know and implement.
Intent knowledge is a guiding gentle, not a silver bullet
Intent knowledge is actually a buzz-worthy subject, nevertheless it’s extra than simply one other advertising buzzword. It’s a compass that helps navigate the complicated buyer acquisition journey and illuminates your potential buyer’s path by means of the gross sales funnel.
Take note although, that intent knowledge turns into exponentially highly effective when it is layered on prime of your different knowledge, sources, and tech. With that in thoughts, listed here are among the finest methods to get began utilizing intent knowledge in your applications.
Find out how to combine intent knowledge into your demand gen workflows
1. Prioritize high-intent leads
Some of the fast advantages of incorporating intent knowledge into your workflow is best lead prioritization. By figuring out prospects who present excessive intent alerts, you possibly can focus efforts the place they’re most definitely to yield outcomes. This focused strategy boosts conversion charges and streamlines your gross sales course of.
2. Personalize at scale
Intent knowledge opens new prospects for personalization. Intent alerts might help you higher perceive what your ICP cares about most, and consequently, you possibly can craft extra tailor-made campaigns that resonate higher along with your audience. Extra personalised marketing campaign messaging results in increased conversion by means of the funnel.
3. Optimize paid media and lead scoring
Integrating intent knowledge into your paid media methods and lead-scoring fashions can drive increased conversions and marketing campaign ROI – particularly in contrast with campaigns concentrating on extra generic bottom-of-funnel audiences.
4. Improve account-based advertising
Intent knowledge also can supercharge your account-based advertising (ABM) methods. By figuring out which accounts present excessive intent alerts, you possibly can higher allocate sources to accounts most definitely to transform and higher align ABM efforts throughout your advertising and gross sales groups.
5. Construct aggressive campaigns
Some of the thrilling functions of intent knowledge is in aggressive campaigns. Instruments like G2 Purchaser Intent knowledge might help you determine and goal opponents’ clients who could also be out there for a change. The consequence? Quicker velocity to steer, extra new alternatives, and elevated income.
Proceed to research and modify applications
By no means simply set it and overlook it relating to intent knowledge! Be sure you constantly analyze the effectiveness of any intent alerts you collect and modify your scoring fashions and campaigns as wanted. An iterative course of ensures that your total intent-based technique continues to be efficient regardless of how market situations and buyer behaviors change over time.
Most significantly, implement and analyze your intent knowledge in the fitting method. Layering your entire several types of knowledge is essential to run essentially the most environment friendly campaigns—whether or not you are working with first, second, or third-party knowledge like G2’s purchaser intent.
Acquire the aggressive benefit you have to stand out, make consumers’ shortlists, and win
There’s little question that intent knowledge will play an more and more essential position in shaping B2B SaaS advertising methods. Entrepreneurs who know use it nicely will create extra focused, personalised, and finally profitable campaigns.
My #1 key takeaway? Begin integrating intent knowledge into your workflows right this moment, however do it thoughtfully and with a dedication to ongoing evaluation and adjustment.
The rewards – from higher conversion charges to extra environment friendly useful resource allocation and elevated income – are nicely well worth the effort.
To be taught extra about utilizing intent knowledge to gas demand technology applications, watch the complete recording of my Attain session with Whitney Donaldson on-demand right here.
