How B2B purchase intent drives ROI for businesses?

Sales | 3 minutes to read

26th Mar, 2021

This article covers the three pillars of an intent-based marketing strategy. It also highlights how enterprises can amplify their demand generation marketing blueprint by capturing intent data from b2b contact database


    • Nearly 71% of digital demand generation marketing operations fade out of existence due to lack of intent-driven data of prospects

    • Here are three pillars behind an intent-based marketing strategy to supercharge digital demand generation marketing operations

     Every year businesses spend millions of dollars on vaguely targeted advertising campaigns that fail to hit the bull’s eye. A recent survey by Demandbase has depicted that as many as 71 percent of B2B marketers fail to meet their marketing expectations. Why? Because in a buying cycle, all the efforts provide zero impact on near term revenue if an intent-driven strategy isn’t implemented.

    Savvy B2B marketers are switching to intent data to fuel their demand generation marketing efforts. This intent data is collated from a range of digital sources. Modern-day marketers use cookies to monitor user search terms and pinpoint when a target prospect or account is in an active buying journey.

    The three pillars of a successful intent-based marketing strategy

    Adopting an intent-based strategy means employing the buying behaviour of potential customers to decide where to focus and double down marketing efforts. An intent-driven demand gen campaign can segment business efforts on accounts where there is active demand. In a nutshell, an intent-driven strategy reduces the overall marketing spend and hikes the ROI with less effort. To help businesses achieve best-in-class ROI, here are the three fundamental angles of investigation to pursue:

    #1 Identity: Focussing on buying patterns

    Success in modern-day B2B demand generation marketing sprouts from a strong understanding of historical buyers data. The past campaign success analytics is a great source of this buyer data. Businesses should keep looking for other similar sources and use that data for timing, context, and relevance.

    While searching for customer data, businesses should also look-out for the behaviour they are targeting. High-quality third-party intent data needs to be refined for the buying patterns.

    Read this insight if you are planning to buy database? 5 Steps to Find the Perfect B2B Database Partner

    #2 Enrichment: Leaning on real-time data

    When businesses purchase corporate database or intent data solutions, it’s easy to feel inundated by vendors and solutions. Predictive intent platforms extract data from a range of sources and then use machine learning, AI, data modelling, plus historical information, and more to predict who will purchase what. As predictive analytics platforms are reliant heavily on historical backgrounds, they aren’t a clear indicator of what marketing steps can be taken in the future.

    On the other hand, an intent monitoring platform analyses the online activity occurring around key targeted accounts. Intent monitoring platforms support B2B outreach teams to identify new, active potential prospects and track online activities around topics related to a company’s solutions or services. An intent-informed sales team leverages real-time data to engage prospects even before their intent to purchase is explicitly expressed.

     Quick Read: 6 Incredible Lead Generation Services or Techniques to Power Businesses Ahead of the Growth Curve

     #3 Execution: Fusing the Intent into the Marketing Strategy

    The third step of considering an intent-based approach is re-engineering the market strategy and integrating it with the intent data. Marketers need to understand how to get maximum value from the data easily and quickly. They should factor this data into the existing workflows.

     Quick Read: How to Build a Customer Database and Configure it for Success in 2021 & Beyond?

     How to capture intent data?

    Intent data is captured in three basic ways, named as website tags, bidstream data, and registered users on websites.

    Website tags

    This is one of the most straightforward procedures for driving intent data. Here website owners agree to place a pixel or JavaScript on their site and share their visitor data with third parties. Enterprises can strike a deal with the website owner and buy their data.

    Bidstream data

    The Metadata that is made available through programmatic advertising platforms is known as bidstream data. What happens here is: when a user visits a site with programmatic ad inventory, the data for automatic biffing associates the visitor to a company.

    Registered users on websites

    When someone registers on a site to download information or to access a site’s full functionality, they knowingly or unknowingly give consent to the website owner to share their information with all of the website owner’s customers. This is the data collected from registered users.

    Once businesses capture the B2B data, the next step is to categorize that data by topic or the relevant keyword and link it with the interests of potential purchases. In the next stage, the intent signal is separated from the ongoing noise of online research activity.

    Don’t miss out on this insight: How to Realize the Full Potential of Intent Data

     Intent data is the future of B2B marketing

    Purchase-intent data is the hottest up-and-coming power source for demand generation marketers.

    it powers the sales pipeline and helps enterprises to prioritize accounts exhibiting real demand. It can aid organizations that want to compete in a specific market and fuel sales and marketing alignment for ABM systems.

    Organizations are swooning over intent data because it gives sales the insights required to accelerate deals. However, while considering an intent solution, organizations should make sure to adopt a balanced B2B database approach that truly recognizes their target market. Enterprises should evaluate the impact, and ROI that intent can drive, and explore how to atomise intent in their digital demand generation campaigns.

    Want to leverage B2B intent data, and edge out the competition?  Call us Now or Book a Consultation!

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