6 Reasons Why B2B Marketers Rave About Behavioral Intent DataPosted on 20 Nov
B2B marketers have a tough job. They need to craft messaging that continually is timely and on point, develop buyer personas to ensure their messaging addresses pain points, take the pulse of a changing marketplace, and deliver qualified leads to sales – every time.
B2B marketers can no longer afford to market to businesses based upon their own pre-set timelines. Instead, they need to anticipate buyer needs and expectations and then seamlessly deliver a winning customer journey.
To accomplish this, marketers must listen to the buyer and learn what they care about before they start to engage. Behavioral Intent Data helps marketers leverage relevant data to gain deep insights into the interests of potential buyers and their purchasing behavior in order to create a personalized buyer’s journey.
Behavioral Intent Data gives marketers an edge
When it comes to B2B marketing, Behavioral Intent Data is used to identify specific prospects in your targeted accounts who are performing a search or relevant action. Since B2B buyers often function as buying units, this level of specificity gives your organization the edge in winning business.
The key is how and when to use that data and determining if you’re leveraging the correct data.
In general, there are two types of Behavioral Intent Data.
1. Data generated through your prospect’s engagements with your owned digital content. Examples would be the pages on your website that a lead visits, clicked through links from your social media posts, emails that they open, and the e-books or white papers your prospects have downloaded.
2. Data generated by your prospect’s engagement with content on the internet (third-party). These actions include articles on specific industry publications/blogs, watching webinars, and discussing key industry topics on social media, or following influencer and brands in the social space.
Because of the relevant, real-time nature of Behavioral Intent Data, marketers are empowered to leverage it in a number of ways to drive revenue:
1. Uncover new prospects
With Behavioral Intent Data, you can identify prospects who have shown an interest in your product or service based upon relevant signals. For instance, if you sell a CRM solution, you can use Behavioral Intent Data to help identify sales managers who recently joined a specific CRM providers LinkedIn or Facebook community, or who have shared related articles on CRM innovations, updates, and plugins.
2. Behavioral Patterns enable lead and account scoring
Thanks to marketing automation platforms (MAP), marketers can automate a sequence of communications with prospects and track whether those prospects who not only consume the content sent to them and but also measure how often they consume it. These behavioral patterns can then be automatically scored and categorized to gauge a prospect’s interest.
By monitoring Behavioral Intent Data, marketers can link the digital behaviors of key stakeholders in the companies they represent across all channels they conduct their search on. This approach uncovers a far stronger indication of organizational intent to purchase than other methods that may only model the behavior of an individual as the basis for overall intent of an organization.
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On average, it takes 6 to 8 touches before a B2B company will generate a viable lead from its sales and marketing efforts.
Behavioral Intent Data helps marketers pivot by adjusting messaging across all channels and ensuring that relevant content is being put in front of those prospects, allowing your brand to maintain its presence and opportunities for engagement. (Right message, right time.) Knowing what information is being consumed by potential buyers – whether it is owned data or third-party data (that also includes competitor data) – provides marketers insights into pain points and buying signals of prospects.
4. Increase Sales intelligence
Any high-performing sales team knows the importance of researching their target prospects and accounts before engaging with them. Sales teams armed with contextual insights from their marketing department about their target accounts and prospects from third-party data sources can drive engagement by reaching out to prospects at the right time. Behavioral Intent Data gleaned from a lead’s social activity feed can provide the insights necessary to craft a personalized and relevant message. (Right message, right time.) Knowing if your leads have engaged with your competitors in the last 24 hours is actionable info that marketing can provide to sales teams.
5. Segmentation of Interests
Third-party intent data can help marketers target leads with a certain email or ad campaign based on the topics those leads have shown an interest in. Data based on the buyer’s interests and needs can be segmented, and messaging can be created for each segmented buyers pain points.
6. Ability to Personalize Content Marketing
Determining what content will resonate with prospects and target accounts can be a challenge for many B2B marketers. Most marketing teams use reactive content analytics tools that only provide insights about audiences that have previously viewed marketing content. Marketing based on partial data can derail sales efforts due to improper messaging.
Behavioral Intent Data helps marketers become more proactive and craft personalized content that is timely and relevant to the needs of their potential customers. For example, if a large segment of leads were subscribed to a particular industry blog, marketing teams could negotiate terms to provide guest blogs on that platform to expose themselves to that targeted segment.
B2B Marketers have never been more empowered than they are now to reach their target buyers on an individual basis. The reason is clear: LeadSift’s proprietary Behavioral Intent Data is leading the way to help companies provide omnichannel influence and establish a presence in order to be in front of the right people at the right time as determined by relevant buyer intent actions.
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