Improve the B2B Buying Experience with Buyer Intent Data

July 7, 2022, Comment off

Improve the B2B Buying Experience with Buyer Intent Data

Digital is today’s dominant marketplace. Businesses everywhere are going digital because buyers today demand a more digital-first engagement. They want to conduct their own research to understand, compare and form an informed opinion of solutions.

In this process of digital engagement and research, buyers are leaving their trails everywhere. While opening emails, clicking ads, downloading content, and visiting their favorite sources of information, they are dropping hints of their intention towards products and solutions available in the market.

We call the aggregate of such behavioral data as buyer intent data. It has become a reliable source of identifying prospects and the buying stage they are in.

The shift from self-obsession of brands to customer experience

Marketing has effectively transitioned to a customer-centric function. Today, no business really sells by talking about the awesomeness of their brand or how revolutionary their products and services are.

Everything falls flat if you have sub-par customer experience. You have to constantly stay on your toes to deliver the next level of exceptional. This builds tremendous pressure on sellers to deliver exactly what their market wants.

Buyer intent data can help you track the footprints of your buyers to understand their needs and pain points. By understanding these, you can map their buying journeys to track their awareness of the problem, your solution, or their readiness to adopt a solution.

In effect, intent data can guide marketers towards achieving a deeper understanding of the buyer journey. This means smarter account scoring and prioritization that will translate into improved buying experience. Read on to learn how.

How can buyer intent help you optimize the buying experience

The modern B2B buying process demands hyper-personalization in every aspect of engagement such as channel and messaging preferences. More than ever, B2B sellers are required to understand and accurately track the buyer’s journey in order to make this happen.

Many B2B marketing and sales teams rely on guesswork to prioritize their target-account list. This hurts their efficiency and they often fall short of the revenue goal. More importantly, it leads to a bad buying experience. If a buyer has a bad experience, not only will they drop off the first time, they’re less likely to buy from you in the future too.

By determining the buying intent of prospects, you get a sense of where they are in the buying journey. With their buying journey stage determined, you can improve your prioritization, segmentation and personalization for account-based engagement. Your engagement activities are better planned and executed, and your buyers are empowered to complete their buying jobs effortlessly. So, your buyer’s experience goes hand-in-hand with your account engagement performance. 

How does buyer intent improve your account engagement

Buyer intent data helps induce accuracy into your target-account list creation process by offering insights into the accounts that are actively researching your products or solutions. With your in-market accounts identified, you pave the way for a more efficient revenue process. Ultimately, your buyers don’t feel like they are being forced to buy, rather they are guided towards the solution they need.

Your outbound strategy doesn’t need to be a hit or miss game. With the insights to accurately rank your prospects, your outreach isn’t going to feel like a burst of cold wind anymore. You deliver the right messages to the most motivated accounts. So, you’re more empowered than ever to close more deals.

Your messaging gets sharper. As you understand your buyer’s needs according to the stage they are in, you can craft the message that resonates with them. If a buyer is searching about your competitors, their features and pricing, you know they are ripe for selling. You need to personalize your messaging using keywords relevant to what they’re searching for while highlighting your product features that make you better than your competitors.

Turn on the engagement at the right time. Timing is critical in account engagement and that’s no secret. But often, it’s such an under-planned aspect. Why? Because most revenue teams have no clue about it. Guesstimation coupled with online research doesn’t have the same impact as intent data telling you when you need to start pushing out your campaigns or reach out to a buyer group ASAP. Ultimately, timely actions and accurate messaging are going to decide if your campaigns strike the right chord or not.

Your sales and marketing would be more willing to collaborate on accounts whose buyer journeys are not a mystery to any of them. Further, they are better informed of the channels and type of content that will resonate with the buyers.

How to choose your intent provider

B2B intent data collection can be done by employing a third-party source. Such data providers aggregate intent data through cookies or IP lookups. A third-party intent data provides a more direct visibility into the buying journey of accounts.

B2B companies need to ensure they source high-quality intent data. Some ways to do this are:

Compliance

Take it upon yourself to ensure that the data you’re purchasing is compliant with all the latest data-security related rules and regulations. Even after you’ve signed up with a data provider, there must be constant checks in place.

Accuracy

You’ll need to monitor the data for accuracy. It should be sourced from reputable industry websites and publications that your target buyers use regularly for educating themselves.

Recency

How recent is your data? Learning the answer to this question matters because things move at a quick pace in B2B sales. You need to react as soon as you get the signals. Stale data is worse than having no data at all.

Frequency

How frequently is a particular account researching keywords and topics around your solution? The more it is, the higher the intent signals. Strong intent signals mean hot leads.

Benefits of using buyer intent for improved buying experience

With intent data, B2B sellers improve the efficiency around their prospecting, targeting and personalization. The improvement in these activities translates into well-orchestrated buying journeys. Customers don’t have to go through irrelevant marketing collaterals or webinars before being entertained by the ad that makes perfect sense to them.

Intent data lights up the buyer’s journey with insights that help marketing and sales to collectively focus more on pipeline generation and revenue goals rather than MQLs and SQLs.