We tracked customers before they even thought about buying. The secret is in B2B intent data

Get ready for a revolution in the way you look at B2B marketing. Forget about shooting blindly and wasting budget on ineffective campaigns. Today, we’re going to dive into the world of Intent Data, which will allow you to hit straight to the heart of the matter, reaching companies that are truly ready to buy.

Imagine an X-ray machine that allows you to see who is actively looking for your products or services at the moment. Sound like science fiction? Intent Data is precisely that “x-ray” that is changing the rules of the game in the B2B world.

Why is Intent Data a game changer in B2B?

The B2B market is a complex ecosystem where decision-making processes are long and the buying path is complicated. Traditional targeting methods based on demographics often prove insufficient. Companies need specific solutions at a specific time.

This is where Intent Data comes in. Instead of guessing whether a potential customer is interested, you have hard evidence. You can identify companies that:

• Are actively seeking information about the problems your products solve.
• Download content, such as reports or e-books, related to your offerings.
• They visit competitors’ sites or product comparison sites.
• They attend webinars or industry events on topics related to your specialty.

These intent signals are like bread crumbs that potential customers leave behind, leading you straight to them.

Where to find Intent Data? Sources you need to know

Intent Data comes from a variety of sources, which can be divided into two main categories:

First-party Intent Data

First-party Intent Data is information collected directly from your resources. Who is visiting your site? How much time does he spend on specific pages? What kind of content does he download? Who signs up for newsletters, opens emails, clicks on links?

With iPresso, you can track user behavior on your site and at other touchpoints.

Third-Party Intent Data

With this data, you can reach out to companies that have not yet interacted with you, but are actively seeking the solutions you offer. These sources include: information on user behavior on thousands of websites, industry forums, news portals, as well as data on purchasing trends and company activity in various sectors.

Practical use of Intent Data: from precise targeting to automation

Now let’s move on to how Intent Data can make a real difference in your marketing efforts.

• Precise ad targeting

Forget about broad PPC campaigns that reach everyone and no one. With Intent Data, you can create audience lists based on purchase intent and target ads only to those who are in the active search phase. If your company sells project management software, you can target ads to companies whose employees actively search for phrases like “best PM tools” or visit blogs writing about “optimizing team processes.” Integrate iPresso with Google Ads and use precise targeting based on audience data.

• Personalize content and communications

When you know what a potential customer is interested in, you can deliver perfectly tailored content. No more generic newsletters! If Company X has been actively reviewing information about e-commerce solutions, send them a case study about your customers’ successes in that industry. If they are interested in a specific product functionality, send them a blog article or webinar detailing that functionality. Marketing Automation functionalities are irreplaceable here. They allow you to dynamically display content on your website, personalize emails and create personalized purchase paths based on user behavior.

• Communicate “hot” leads

Providing salespeople with “hot” leads dramatically shortens the sales cycle and increases the conversion rate. Let your salespeople know that Company Y has visited your pricing page five times in the past week and downloaded your product’s ROI report. Give them specific arguments and materials to start the conversation in the right context. Integrate your Marketing Automation system with your CRM so that salespeople have access to all information about prospects’ activities and intentions.

• Optimize your content marketing strategy

By analyzing Intent Data, you will discover what topics are currently top of mind for your target audience. Better content increases traffic to your site, generates more valuable leads and builds your position as an expert in your topic.

• Marketing Automation

Intent Data is the perfect fuel for Marketing Automation. You can create complex Marketing Automation scenarios that respond to intent signals in real time. For example, when a user visits a subpage with an offer for a particular product three times in 48 hours, the system automatically sends them an email inviting them to a demo or special offer. A business that is not yet a customer downloads two e-books related to your services, so the system marks it as a “hot” lead and notifies the salesperson. Your customer starts searching for information about a product complementary to the one they have, so the system automatically launches a cross-selling campaign.

Summary

Intent Data is the key to successful B2B marketing. With purchase intent data, you precisely target companies that are actively looking for your products or services, instead of wasting budget on generic campaigns.

Start by analyzing your own data, and then consider investing in external data. Experiment, measure, optimize – and see how Intent Data transforms your marketing efforts from reactive to proactive and highly effective.
Want to take your B2B marketing to the next level? Fill out a brief and use iPresso Marketing Automation for your business.