Intent data is the magic that helps you find new audiences and know what they want before they’ve even told you
Intent data and tools are valuable for building audiences that you don’t yet know or don’t know in detail. You can identify patterns of behaviour and searches that add up to a potential need for your products and services, then target content that will raise their awareness of your products and services, even before they have begun to search actively for a solution. You can filter the intent data against your own criteria, such as revenue and company size, to ensure you’re getting the best fit for your target audience.
Intent data reveals the prospects that are actively engaged in a buying decision, not just with your organisation but potentially with your competitors. You can overlay what the key stakeholders have been researching onto your own CRM data in a platform such as Salesforce. Direct integration with your CRM platform means you can create account lists for specific sales team members and populate them with all the information needed to set up and deliver successful and engaging one-to-one outreach.
Getting ROI and results from your sales and BDR outreach means focusing your teams on the right accounts and giving them the customer information they need to engage meaningfully with their contacts. You can give sales teams the right cues to start relevant conversations on topics of known interest to the prospect, based on evidence from multiple intent signals for that customer account. Hitting the right prospects with the right message at the right time drives better outcomes from sales teams’ engagements.
Connecting an intent-led audience with activation platforms like LinkedIn or Hubspot means you can follow through with relevant content and track the impact. Using your intent and digital marketing data, you can create digital experiences and interactions that are tailored for the audiences and channels you’re targeting, which results in higher converting campaigns.
"Give sales teams the right cues to start relevant conversations on topics of known interest to the prospect"
You can then monitor audience engagement with paid marketing campaigns through tracking pixels. Yes, we said pixels, not pixies – there’s nothing mythical about this entirely data-led evidence! Tracking pixels are snippets of code that gather information about website visitor engagement for analytics.
Integrating intent data into your existing sales and marketing tech stack populates it with more actionable intelligence. It creates a means to better attribute your account-based initiatives, so you can further understand and refine the effectiveness of your digital marketing activities.
If you’d like to know more about using intent data to drive your business growth, download our full eBook guide to intent, or cut to the chase and get in touch to discuss your needs with the Cyance team.