How Intent-Based Marketing Changes your B2B Marketing Strategy

Intent marketing is increasing in popularity, and for a better reason. As per The Drum, it’s the next wave of marketing. If you want to increase your pipeline with qualified leads looking for solutions like yours, then you’re going to need to learn about intent marketing. Intent-based marketing for B2B marketing strategy is the way to win customers. Intent Marketing is the approach to capitalize on your potential customer’s intent to buy your solution based on criteria that shows they are becoming purchase-ready.

Why Intent-Based Marketing for B2B Marketing Strategy is Increasing in Popularity?

Businesses are seeing the opportunity that data gives them. That’s leading to sales and marketing teams constantly looking for data that will make their lives easier, and facilitate them closing more deals. Intent-based marketing for B2B marketing strategy implies that companies are looking at intent data to uncover new sales opportunities that they wouldn’t have been able to find previously. It indicates to marketers a range of factors and purchasing signals to determine whether an account is worth targeting (or not).

What are the Benefits of Intent-Based Marketing for B2B Marketing Strategy?

1. Stop Marketing to “The Average” Buyer

Purchasers respond to brands that meet their demands. Your ideal customer should be certainly defined, and you should understand what their pain points are and be on a mission to solve them. When you know enough about your buyers you can start to answer their questions in your website content, and even during sales calls. Nevertheless, most marketing teams are marketing to ‘the average’ purchaser. They don't understand what their customer is searching for before they look for their solution, and can only depend on onsite analytics to collect insights.

If you’re following a marketing strategy that entails intent data, you’ll know what target accounts are researching and asking before they identify your business. Then, you can concentrate on answering their questions with your outreach campaigns and targeted ads. When you know intent marketing you can focus on the right leads, and at the right time. Hence, Intent-based marketing for B2B marketing strategy is the solution.

2. Discovering Hidden Opportunities

When starting a new outreach campaign, you’ll begin by defining your target accounts. Your target accounts will be based on criteria such as industry, technographic, company size, and other major indicators that they’re a good fit. The problem here is that you risk missing companies that are in their purchasing cycle. However, not included in your lead list. Intent marketing implies you can start to add leads to your campaigns that you know are in their purchasing cycle. If you know that companies are actively searching to solve a problem that you can aid with, your team will have a far easier time engaging with them and closing new deals.

3. Improving the Purchase Experience for Customers

Information asymmetry between sales reps and buyers is a common issue. It is causing the buying experience to become disjointed and potentially confusing for purchasers. Intent data allows your team to identify what problems leads are looking to solve and explore what kind of content they’re searching for to answer their questions. Then, you can customize your sales process to their exact requirements. Emotions are a major impact on buying 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 leading position. If you can use intent marketing to deliver an improved buying experience for your potential customers, you’ll have a competitive advantage.

4. Intent Data Strengthens Local Marketing Efforts

Content that is matching user intent while addressing their location shows the authenticity that buyers crave. Since Google reports, “local searches drive 50% of mobile users to visit stores within one day,” nailing your local intent marketing augments your odds of success. For this to work, organizations are aligning search intent with demographics to further define their:

·        Product positioning

·        Local PR

·        Buyer offers

5. Access to Intent Data Increases Sales Opportunities

At each stage of the purchaser journey, intent is delivering more value to your business. This value comes by way of increased conversions on landing pages, a boost in marketing and sales, qualified leads, and more overall traffic to your website. Organizations that are focusing on their B2B buyer’s goals snag new leads. Intent data:

·        Providing information that can be incorporated to recruit engaged prospects to sales events and demos. Additionally, it is giving insight resulting in successful sales phone calls.

·        Helping sales teams prioritize leads and rank accounts. Understanding your B2B buyers’ intent allows reps to focus on the right leads at the best times.

This is how intent-based marketing for B2B marketing strategy is helping businesses.

6. Intent Marketing Encourages Collaboration Between Departments

Moreover, sharing data across silos is crucial to business success. Intent-based marketing for B2B marketing strategy is providing data to each department with shared goals. Information from your customer service team is helping your marketing crew develop content to address those questions. Which is resulting in more qualified leads for your sales teams. Organizations that are eliminating the divide among departments and focus on buyer intent can increase:

·        Customer loyalty

·        Brand recognition

·        New sales leads

·        Knowledge of trends

·        Lifetime value

Wrapping Up

Intent-based marketing for B2B marketing strategy is a powerful way to move toward B2B marketing. You’ll have access to data and insights to facilitate and optimize your team’s efforts and resources. Intent data can be applied to ads, and to your content as well, to enhance targeting and increase conversions from your outbound campaigns.

Aeologic Technologies caters to your needs. If you’re ready to begin using an intent-based approach to your marketing and sales, we can help you. Schedule a time to talk with our team of intent experts here.