In today’s business-to-business (B2B) marketing environment, comparisons are more important than ever. Comparing data and leveraging it at the appropriate times can be challenging, so some planning is necessary. A B2B demand generation strategy requires at least three important steps: defining buyer personas, performing market analysis, and creating relevant and timely content to propel the buyer through the sales funnel.

When you’re trying to reach a mobile audience, many of your prospects won’t be online when you decide to reach out. That’s why many B2B marketers are beginning to see the value of using intent data to produce better results.

Here’s how businesses are using intent data to improve their B2B marketing.

What Is B2B Intent Data?

In its simplest form, intent data is a type of data that can show you which of your prospects is most likely to engage with your content. In most cases, intent data is collected by analyzing the user’s online behavior. This can be done through search, social media, and browsing.

B2B marketers can use this information to send highly targeted content to prospects who are more likely to convert. This improves the performance of your customer acquisition campaigns and your ROI.

Different Types of Intent Data

One of the best ways to effectively use intent data is to first identify what types of information you have at your disposal. You can segregate intent data with the following:

1) 1st Party Intent Data

This type of intent data is gathered from your marketing database. You can gather this information from the information you already have on your database such as the name, address, phone number, email address, and so forth.

This information is valuable as it is directly obtained from the prospect and can be used to create highly targeted marketing content.

2) 3rd Party Intent Data

This information is gathered from the external environment and is usually gathered by analytics platforms. It can be accessed by other companies and can be used to build a profile of each prospect.

This information can be gathered through online sources such as social media, search engines, mobile and desktop ads, product reviews, and comment sections.

Benefits of Intent Data

These data points can provide you with valuable insight into the exact person you’re trying to reach. You can generate more data points to learn more about your prospects’ preferences and behaviors.

Understanding and leveraging intent data will be important for your business as it helps you achieve your marketing goals.

The use of intent data can help you:

  • Improve your results from lead generation campaigns
  • Drive more traffic to your website
  • Increase the frequency of your email marketing
  • Improve your ROI
  • Improve your marketing effectiveness
  • Further optimize your marketing budget

Broadly speaking, intent data is the information that your prospects are sharing with others. It shows how they think, what they like, what they’re talking about, and how and where they spend their time online.

B2B marketers can use this information to create more effective content and target their audiences with more relevant products and services.

Conclusion

Intent data is only one of the many tools available to B2B marketers who are trying to reach mobile prospects. Why not harness the power of this data and find out how you can improve your marketing results?

For more information about B2B marketing, Visitor InSites can give you a hand. We will help you amp up your lead generation and improve your overall sales. Get in touch with us today to learn more.