Undoubtedly, lead generation is one of the crucial elements for any B2B business. Studies by APSIS reveal that nearly 68% of all enterprises are still struggling with lead generation. This has led to a surge in the demand for intent-based data.
What is intent-based data?
Intent-based data offers information about a prospect client’s behavior and actions such aswebsite visits, search history, and engagement with marketing materials,that indicate their interest and readiness to make a purchase.
In B2B lead generation, intent-based data boasts significance in identifying and targeting high-quality leads. By analyzing the customer’s behavior, businesses can determine their level of interest and tailor their marketing efforts to meet their specific needs and interests.
Credible to mention that businesses are now making use of tools such as web analytics, CRM systems, and marketing automation platformsto effectively leverage intent-based data for lead generation. These tools can help track customer interactions and behavior and segment leads based on their interests and behaviors and automate targeted marketing campaigns.Additionally, B2B lead generation companies should also focus on creating high-quality contentthat interactswith their target audience’s needs and interests directly.
Case study to understand intent-based data for B2B business lead generation
Problem: Say, a software company offers a specific type of project management software for the construction industry. They are now looking to generate leads for their product without wasting time and resources targeting prospects who aren’t interested in their offering.
Solution: In order to generate more leads and make the most of intent-based data, the company could start by tracking website visits and analyzing search queries related to their product. Moreover, it can also identify prospects who are actively searching for project management solutions for construction companiesby monitoring increasing clicks on websites and search queries. Some of the other strategies that could come in handy for the software firm include-
- Utilizing marketing automation software- To customize the messaging content based on the specific interests of the customers. This encompasses the delivery of targeted email campaigns and free trial versions of the software.
- Social media monitoring- Social media platforms could help the company identify resources who are actively seeking recommendations and advice from others in the industry and reach out to them with targeted messaging and offers
A glimpse of how intent-based data tools and strategies can be used by B2B lead generation companies
Today, businesses are seeking to incorporate right tools and processes to make the most of intent-based data for lead generation. This may include implementing website tracking and analytics tools, using marketing automation software to personalize messaging and offers, and working with data partners to access additional sources of intent-based data.
Web analytics:This entails monitoring and examining user behavior on a website, including the pages that users visit, how long they stay on each page, and the material they interact with. This information can be utilized to determine which leads are most interested in a company’s services and to create marketing messages that are tailored to their particular requirements and interests.
CRM systems:CRM (customer relationship management) solutions can assist companies in tracking leads and their interactions with the company through a variety of channels. This involves monitoring social media interactions, email openings and clicks, and other forms of engagement. Businesses can better understand a lead’s behavior and interests by fusing this data with other sources of intent-based data.
Marketing automation platforms:Platforms for marketing automation can assist companies in mechanizing their marketing initiatives and delivering personalized communications to leads depending on their actions and preferences. For instance, a company can automatically send a follow-up email to a lead who sees a certain product page on a website with extra details about that product.
In general, intent-based data is an essential part of successful B2B lead generation tactics for companies. By utilizing this data, companies can locate and target high-quality leads, modify their marketing strategies to suit their requirements, and eventually increase sales and conversions.
