Intent data can be used for a lot of different practices in B2B. The beauty is that it unlocks new campaigns and practices that you couldn’t do without it, or at least anywhere near as easily. In truth, there are way more than 7 use cases and “hot spots” that intent data should be used for, but if we’re focusing on the most impactful areas we’ve narrowed the list down to the top 7 use cases. Here’s something to think about…
Let’s get into it…
This is the biggest, most popular use. If you review your intent data and see your perfect buyer engaging with a competitor, you want a salesperson to reach out immediately. The timing is right, the right buyer and the right type of company. All hands on deck to try and talk to them.
It’s not always about being this selective. Generally, intent data leads are showing intent towards a solution. So they’re going to be further along the buying journey than super cold prospects. With that, it makes sense that reaching out to these prospects based on what the data tells you will get better results than relying on instinct and guessing who would be a good buyer.
If you can nail the process from identifying a perfect buyer who is looking at a competitor, crafting the messaging and reaching out – you’ll become a machine. Organizing the right content you need to leverage, the cutting messaging that earns you the appointment and the timing that the intent data provides you with is a winning combination.
Targeted Ad Campaign
After thinking about targeting leads who engage their competitors, customers swiftly think about “what to do with the other leads” who are engaging with industry buzzwords and influencers.
Often, a sales team cannot handle the volume of prospects that intent data provides by themselves. Cherry picking the best leads from the top is common, so Marketing gets to have fun with the leads too. But what should they do?
The best route in a lot of cases is to run targeted ad campaigns, usually on Facebook. And what do we mean by targeted ads?
To answer this, you have to strip things back and look at what data you have collected. You can get pretty complicated campaigns out and running, but the most practical campaigns are often the following:
- Target leads who engaged with competitors with an ad campaign
- Target leads who engaged with industry buzzwords with an ad campaign
- Target leads who engaged with industry influencers with an ad campaign
But what’s different about this type of campaign, why would it convert better than any other campaign?
The difference is made in how you can offer these leads super tailored content to people engaging with relevant content.
If we take one step back, standard campaigns are ran to cold audiences who have shown no intent. Sometimes retargeting campaigns are ran based on people who visited your website, the thought is that these people will be more familiar with you and click through at a higher rate.
So targeting people with content you know they’ve interacted with before, will help you get that higher click through than a cold audience. You just need the right content, because you’ve got the list of people to target at the right time.
The main issue with ABM is that you’ve got to get very good at picking your accounts. If you’re going all in on a group of accounts and you get nowhere with them, you get nothing.
So using intelligence to pick out the accounts you’re going big on, is smart. But what kind of intelligence signals a good account?
For starters, a big account in your target market who is showing a lot of intent to buy. Lots of their people and their decision makers showing interest and intent around vendors and events, keywords related to you and your money making service.
It makes a human to review your intent data and identify this, your mind begins to remember which accounts crop up more often than not in the data and you can begin to draw a list of ABM accounts. This is an on-going process.
Luckily, our free tool Buzz can help you do that. Log your target accounts in Buzz and we’ll let you know when they’re attending events, getting funding, opening new offices, hiring decision makers and more. For free!
Maximize Event Marketing
Events are expensive so it’s vital to make the absolute most of them. Especially the big events. But you’ve got to work slightly differently, quicker and better than everyone else to do that.
Here’s a rinse and repeat action plan we suggest and roll out with clients all the time to master events:
- Track industry events you’re attending months before the date you’re attending
- Monitor who is starting to engage with the event over time
- Depending on the size of the event, begin reaching out a few months in advance to people you want to meet with at the event
- At the same time, analyze who your intent data has spotted engaging with the event. Confirm that they’re going and book appointments (on the calendar) to meet in person
The earlier you can do this, the better. It’s almost too late by the time you’ve thought about it if you didn’t have a robust plan. There are so many vendors firing so many emails and wanting meetings with the same group of people (who are there for keynotes and networking, not purchasing or discovery meetings).
Event Marketing (Even If You Don’t Attend)
This is one of our favorites! If you don’t want to go to DreamForce, that’s ok. You can track the event and begin to market to people who are going anyway, without the cost of tickets and going there. The same goes for any event!
The process is pretty similar to the one above, except you’re not trying to book meetings for during the conference. Let’s use our favorite example again, Hubspot.
Inbound is their signature event, they announce new features and upcoming news every year. If you’re attending, you’re most likely a customer or thinking about becoming one. Otherwise, these announcements mean very little to you.
So if you compete with Hubspot, you’re going to want to use the huge reach this conference has and generate appointments from it. Provide your Sales team with the data when your perfect buyers signal that they’re going, let them reach out.
On the flip side, you may want to track events that are more neutral and educational. Not all events are strictly for customers of vendors. With this type of event, Marketing owns the process. Have content made that you can send to the people going to the event, provide them with the information they didn’t get at the conference. The missing information, the oversight, the influencer who didn’t go that has something to say. This is good email list growth and a good way to nurture people showing intent, to a sales ready lead.
Customer Success Upsell
We’re super passionate about these last 2 points, because our team uses them too and we believe there is huge power in these processes. If your churn rate for customers is 0 or -5%, you don’t NEED to sell more to grow. What a great situation to be in.
So, upselling. If you see a customer looking at an industry buzzword or event related to your offering, there is potential that they want an extra service or solution.
Everyone knows Hubspot, so let’s use them as an example. If you’re a Hubspot customer like us, and they spot you’re engaging with lead scoring content or chatbot content and vendors – Hubspot should be thinking about how they can help you with this. You’re already a customer, you’re showing intent around an additional service they have, why would they not reach out?
There is an art to this. It’s not just emailing the contact in the account asking if they want to talk about an additional service. You need to take the context your intent data provides you with and bring up new strategies and ideas with your client at the right time. Use your calls with them to present new strategies and stories you have on how other customers like them have been looking at X and taken Y action too with Z results.
Customer Success Churn Prevention
An obvious one, but if you want to keep customers you need to be proactive. Not every customer will tell you that they’re unhappy, you need to use your gut instinct. But that’s not always enough.
If intent data can capture your customers engaging with competing vendors and companies, you’ve got a sign that they may be looking to move. Especially if you know their contract is up in the next few months.
In some cases, customers are just doing their due diligence on the market. But with that, you should be aware that they’re looking. It’s the right time to get back into conversation and review their goals, targets and action plan.
What do you think? If you want to try intent data for free, get a free insight into which accounts are looking at you and your competitors from us. You just need to fill out a quick form to tell us which competitors to track and who your ICP is…