3 Ways to Leverage Behavioral Intent Data to Crush Your Next EventPosted on 28 Nov
Businesses are built on data these days. There are a number of ways to acquire that data and use it. Of course, we at LeadSift feel we have the best way.
A common practice for sales organizations to build their business is through events, whether hosting a live event, attending a conference as a team or as an exhibitor, or producing an online webinar. Data holds the key here, too.
If no one attends your event, did it really even happen?
Regardless of your choice of event, companies need a strategy to attract attendees or visitors. This is where Behavioral Intent Data provides your competitive advantage.
LeadSift helps you by mining the web to uncover target customers who are talking to your competitors or have provided real-time signals of their intent to buy.
How does that help? Companies can now identify when key decision makers are in their buying journey, and it’s a great opportunity to approach these contacts with an event that strategically addresses their needs.
With a daily digest of leads delivered straight to your inbox along with dynamic insights on each lead, you’ve got intelligence that your target buyers and accounts are engaged right now — with a prime opportunity for a well-timed, quality sales call.
Armed with Behavioral Intent Data and the relevant insights it provides, you now know who is interested in the products or services you offer.
The next step is to get in touch with or in front of the key decision makers, so they know the event is going on, and get your hot, high-intent leads involved in your event.
Once you have the data, you must have an outreach strategy
Your outreach strategy is not something you do on the fly. Before you get started, fully prepare the mission and purpose of your event.
Determine your unique story and how will you go about telling it.
Directing your message clearly will require an understanding of what resonates with your target audience. Because Behavioral Intent Data lets you know what your prospects are interested in, you can perfect the messaging and brand story of your event.
Like most companies, email nurture sequences are the strategy du jour, run weeks in advance of the event in order to ensure attendance from relevant buyers at target accounts.
Using LeadSift’s Behavioral Intent Data to drive your event outreach strategy, companies are quickly able to improve upon their email cadences by specifically identifying targeted audiences who have engaged with competitors or relevant industry content.
The result: more targeted traffic when it truly counts – game day.
You’ve got the strategy, now how do we let people know?
Hands down, social media is the best avenue to use for your event outreach strategy. In a 2015 survey of over 2,000 U.S. consumers, 85% said they used social media and followed brands on social media (source).
In addition, 75% of B2B buyers and 84% of B2B executives use contacts and public conversations on social networks as part of the B2B buying process.
The age demographic breakdown for social media users who follow brands is as follows:
- 35% of 55-64-year-olds
- 35% of aged 65 years or older
- 85% of 45-54-year-olds
- 92% of 35-44-year-olds
- 95% of 18-34-year-olds
Utilizing third-party data, especially Behavioral Intent Data gathered from social media and the web, sales teams can leverage social selling techniques to effectively locate, connect with, and establish relationships that lead to mutually beneficial business partnerships.
LeadSift helps businesses uncover this vital prospective client data sourced outside of your digitally owned properties on social media and other third-party sites.
Your sales team can use that data to address distinctive needs or pain points during events of all types, whether live events or webinars in a number of ways:
Alert your fans, followers, and targeted prospects (uncovered with Behavioral Intent Data) through social media well in advance that your business will be present at a trade show or a hosted event.
Create a hashtag like #LeadSiftDreamforceBooth for your presence and give prospects a compelling reason to come visit your booth. Personalize your posts, make each specific and relevant to the appropriate social media platform, and engage with your followers one-on-one.
Optimize Event Page or Website
SEO can be more helpful than you realize because your event outreach strategy is actually interwoven with search engine optimization.
SEO is like a microphone you use to reach your target audience who hasn’t found you because of a direct search (organic traffic).
Hashtags, media, blogs, and backlinks are powerful tools to extend the reach your event outreach strategy. With Behavioral Intent Data, you can make sure your information gets in front of your target repeatedly, solidifying your products or services as the best – and only – solution for your audience’s needs.
More Social, More Media
Driving organic traffic to your event site is a marketer’s dream, but sometimes a witty hashtag or cute blog post isn’t enough.
You need data for a wide range of social media sites such as Facebook, LinkedIn, and Twitter, so messaging can be crafted in a way to get people to register for – and ultimately attend – your webinar.
With Behavioral Intent Data, that messaging can identify specific topics the webinar will address, positioning your company and the webinar presenters in the Subject Matter Expert category and the partner of choice for your targeted audience.
The success of any event is measured by conversions. And you can’t convert without attendees.
Using social media, social selling and Behavioral Intent Data is a sure-fire way to reach prospective clients with the right messaging at the right time in their buyer’s journey.
Ultimately, your sales team can offer relevant solutions at the right place and time to help their prospects solve business pains or locate the perfect product or service to increase profitability.
To see how Behavioral Intent Data works, and how you can use it to crush your next event with high-intent attendees – sign up for 50 FREE Accounts today!