Nexus B2B Intent Index

At Cyance, we recognize that during these unprecedented times, it has become that much harder to establish how you can streamline your operations, yet still find a way to grow your business.

We understand that we are going to have to do more with less. Therefore, efficiency and demonstrating more return on investment will be vital.

To help our customers and partners achieve this during these difficult times, we have pulled together some of our unique Intent Data insights to help you to gain some business growth momentum.

We have curated some of the key B2B behaviour trends from across the globe. Our insights track the B2B company content research and consumption trends from over 24 billion content engagement events every month from 150 million companies, spanning across 55,000 websites across Europe, USA and APAC. Using Native Language Processors we not only scan content in English but in local languages globally. 

We hope that these b2b behaviour trends help to provide some unique and invaluable insights as we all navigate through these unprecedented and uncertain times.  

Intent Data isn’t affected by working from home

We are able to bring you updated weekly insights into behavioural changes of people consuming content online across the world because our intent data that we collect is not intrinsically tied to IP addresses. There are three main components to our Intent insights:

1.

We identify cookie and device data when they visit one of our 55,000 publisher websites and accept their cookies to be tracked. While this has dropped slightly in the last month we anticipate that the volume of this activity will either maintain or even increase over the next few months.

2.

We deploy multiple techniques to match cookies and devices to a company. This includes single sign on, form fills and audience syncing with over 200 publisher networks, social media, audience data aggregator and e-commerce platform providers. This means that no matter where someone is working we can still match a device to a company.

3.

There is some IP/domain matching activity to establish a location, using geo-location data. However, this is not used to determine the company name so does not affect the core functionality of Nexus.

As people are often transient and work in different locations on a regular basis (from different offices, home, hotels or in a cafe etc) – especially during this global lock down – it means that people access the internet via different wifi and networks services, and not always a company VPN.  As a result the challenge of tracking accounts when people work remotely is not new and we have developed the capability to identify and attribute company level behaviour from different locations indepent of IP tracking.

What we have learned so far during this crisis

The global COVID-19 pandemic has impacted almost everyone on the planet. The full economic picture is yet to be fully understood, but it is likely to be a hugely challenging time for most of us, for many years to come.

Most budgets are undoubtedly likely to be severely cut, and therefore at some point in the future we all need to adjust to our new world and establish what matters most. One thing is for sure, we will need to re-start the global economy. This will require collective action from Governments, industry, communities and business. 

If your budgets are squeezed, it will be vital to ensure you can still generate growth. Doing more with less will become the new norm. We hope that our insights will help to provide some clues as to how B2B marketing and sales teams can use B2B buying intent insights to help prioritise where they focus time, effort and spend on the best opportunities and drive more efficient sales growth.

Global intent-based behaviour trends – macro insights across our ecosystem of 55,000 websites

The two graphs below show the weekly volume of companies active across our ecosystem and the weekly volume of individual events within trending intent topics.

From the first graph showing the volume of B2B companies in all regions trending across our 30,000 intent topics, taken from our Publisher and website universe we notice that after a relative spike of activity in all regions between weeks 4-5, we have seen a gradual slowdown in activity thereafter. However, the US shows a further activity spike between weeks 10-12.

The second graph showing the weekly volume of content engagement events linked to our intent topics follows a similar trend to the first graph suggesting that the volume of tracked engagements and companies actively consuming content not only correlate with each other but holds true across the EU, US and APAC.

Volume of trending B2B companies 
Week 1 (30th Dec 2019) to the end of week 13 (28
th March 2020)

Volume of trending B2B Intent topics 
Week 1 (30th Dec 2019) to the end of week 13 (28
th March 2020)

Let’s take a deeper look into some of our intent audience sector segments, to find out what is behind these behavior trends.

20 top intent topics across all regions

Drilling down into the data, focusing on the top 20 intent topics across all regions during 2 different weeks Q1 we start to see some interesting trends.

As you can see from the table below we are comparing week 2 of 2020, the beginning of the new year for many companies and as a result often a time when businesses are confirming budgets and strategy for the year, with week 14 when the peak of the COVID-19 pandemic is taking hold in Europe, US and parts of APAC.

The data suggests a quite marked shift towards more engagement around content topics such as; ‘Employment Law’, ‘Human Resources’, ‘Payroll’ and ‘Risk Assessment’ as COVID-19 starts taking hold of markets globally.

Sector specific top behavior trends by week 

Comparing January to February before the COVID-19 pandemic really took hold vs March 2020.

Martech/ABM/Demand Gen Sectors

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

Volumes of overall activity have reduced significantly compared to January-February.

Digital advertising research is now the most frequently researched content. This could be a channel to reach B2B audiences as they adjust to working from home.

Surprisingly, lead generation is the second most popular intent search topic, closely followed by customer engagement. We would have expected customer engagement to be ranking high, as companies adjust to the pandemic and recognize the need to retain customers.

Interestingly, digital marketing services and digital marketing agency are top trending intent topics. When you combine these topics with digital advertising. This may suggest more budgets are being moved away from offline and events to digital. This aligns with the anecdotal feedback we have received in the past 2-weeks from our customers and partners.

Investment and Fund Management Sector

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

In this sector, ‘multi asset funds’, ‘investment trusts’ and ‘market capitalization’ intent topics have risen the most and are now in the top 6 intent topics for this sector.

This may suggest an increase in demand for diversification of investment portfolios to potential spread risk during such uncertain and volatile times. 

An increase in research around ‘market capitalization’ may be an indicator that some businesses are being looked at as part of speculative M&A activity as the market CAP of many companies will undoubtedly be decreasing  right now.

Video conferencing software sector

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

Overall content consumption trends are increasing.. This is not a surprise as we expect demand for video conferencing solutions to increase as many people move to a homeworking policy.

‘Screen capture tool’, ‘embed video’ and ‘screen recording software’ intent keywords have increased the most in the video conferencing intent audience segment. This is not a surprise as homeworking becomes the new norm.

IT Security Sector

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

‘Information security’, ‘business continuity plans’ and ‘business continuity’ intent keywords have increased the most in the IT Security segment in the past month. This suggests many b2b companies are assessing the overall risk exposure due to the current climate.

Data Centre and Web Hosting Sector

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

As with the IT Security audience segment, ‘business continuity’,’information security’ and ‘business security’ intent topics are the highest climbers.

Fintech Sector

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

This audience segment has seen a surge with ‘digital banking’, ‘digital banking technology’ and ‘P2P’ intent topics. We can also see a change in the top trending business sectors, with an increase with Engineering, Accounting and Depository Institutions (Commercial Banks and Credit Unions).

Insurance sector

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

‘Health insurance’ remains a high trending topic, which in the current climate is understandable. It is interesting to see a drop in activity around both ‘Professional indemnity insurance’ and ‘Liability insurance’ research. This may be a reflection of more teams now working from home.

Corporate Governance Sectors

     1st Jan 2020 to 28th Feb 2020

    29th Feb to 28th March 2020

This sector shows an increase in activity with ‘Virtual meetings’, ‘Governance experts’ and ‘Governance structure’. This may be reflective of an increase in homeworking and the need for businesses to ensure they have appropriate governance in place during these difficult times.

About Cyance

Cyance is Europe’s leading b2b Intent data company, with the largest b2b data and publisher ecosystem across the globe. We monitor the content consumption and buying research activities from over   across the globe, from over 55,000 publisher websites across Europe, USA and APAC.