Intent Data Astronaut Training: 101

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Navigating B2B intent data can feel like training for the space program. We’ve created a helpful guide to the Intent Data Universe and your journey starts here…

Much like the universe itself, customer data is a vast macrocosm of information, seemingly endless. Today’s tech-connected marketplace is generating trillions of digital footprints every day. Most sales and marketing teams struggle to make sense of the massive influx of data efficiently, in order to meet quotas.

The magic key is this: Orchestrate your outreach based on when your ideal customers are showing signs they’re ready to purchase.

When you can engage buyers with hyper-relevant offers at their ideal timing, you’ll watch conversion rates blast off into the stratosphere!

Keep scrolling to learn about B2B intent data, including what it is, how it works, and why it plays a critical role in remaining competitive for any modern sales and marketing team.

Understanding intent data

Intent data measures a potential customer’s intention to buy. It is the insight you need to engage those potential customers in the right way, at the right time, with a message custom-fit to their recent behavior.

When we search for answers to a problem or research something, we leave behind a digital path. In that path, each footprint represents an action or behavior taken, that is then stored and indexed in the cache memory of the world wide web.

When analyzed properly, this digital signature can shine a light on a whole host of things about us, including our propensity and timing to purchase certain goods or services.

Since search cache is linked to an individual’s IP address, it’s fairly straight-forward to connect consumer behavior when it’s a single person doing the research and making the decision to buy (as in most B2C use cases).

However, teams that need B2B intent data specifically, face a unique challenge when it comes to correlating global intent data and search behavior with a particular company.

The difference between old-school and new-age intent data

In the past, intent data only measured activity on your own website. This would be like seeking to explore the entire universe, but only studying our own planet Earth. It gives you but a mere sliver of a glimpse at the whole picture.

Teams need to see search activity on target customers who may be ready to buy, before they find your company website.

You may or may not be surprised to learn that nowadays, intent data is aggregated by a third-party cooperative made up of various media entities and publishing properties from around the world. This massive conglomerate works together to collect, anonymize and aggregate the trillions of digital signatures we’re producing every day.

This consumer activity is tracked from all across the world wide web (not just your domain), so teams can now see surges in content consumption related to your offering, organization-wide, even from accounts who haven’t engaged directly with your brand yet. 

It’s like having a powerful telescope that shows you the whole universe, not just the planet you’re standing on.

Rocket fuel for your close rate

If customer data is like the universe, then B2B account data is like a far-off galaxy just waiting to be explored.

Exploring is one thing. But the real EUREKA! moment happens when intent data can be synthesized to underline key insights about the consumer psychology behind certain search patterns.

Sure, you can analyze firmographics, demographics and other types of account or contact information until you’re green in the face (aliens, anyone? ;-).

Intent data gives you direct, real-time view into the online behavior of your target accounts, paired with advanced algorithms to pinpoint which accounts are showing signs of high conversion potential.

Identify WHO is researching you, your product and your competition

An important step with an account-based intent strategy, is delineating the difference between random, fleeting searches, and a more organized effort by an organization to research an upcoming purchase.

Pinpoint WHERE they are in their decision-making process

When you know an account is surging on a particular topic or subject, it’s not difficult to connect the appropriate individuals based on job title or role based on who is likely to be involved in that type of decision.

B2B intent data takes it a giant leap forward, by also layering business buyer behavior, search patterns and industry trends, to create a more holistic profile of a company’s likelihood to purchase what you’re selling.

Customize HOW to engage them in meaningful ways

Intent data shows precisely what companies are searching, and highlights particular concerns your prospects may have, or assumptions they might exhibit, which your team can address through custom-tailored outreach or nurture campaigns that maximize close rates.

One intent data source is not like the other

Much like there is dark and light matter in the universe, there are two main kinds of intent data:

Publisher Intent Data

The best intent data comes from publisher cooperatives (as we mentioned above). After obtaining explicit consent from visitors, these publishers pool behavioral insights in a central data vault, giving you a point of view on what’s being researched, and by whom.

Bidstream Intent Data

This is data that’s gathered from ad-exchanges to help companies bid on impressions. It’s not meant to inform intent. In fact, it’s sometimes used without consent from visitors. To be clear, in this post-GDPR world, bidstream data is not a good idea.

See the power of account-based intent data

Watch our demo video to see B2B intent data in action:

Download the Intent Data Universe eBook

Intent Data Universe

Learn what intent data is (and isn’t), and how to make it work for you

The team at EverString created this eBook to help you understand what intent data is, when to pair it with fit data, and how to use it as part of a successful and high-yield engagement strategy.

Click to Download Intent Data Universe eBook >>

 

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