As marketing automation has grown and become the normal way of reaching customers, people have moved away from doing research on first-party sites, which has left businesses floundering as they look for a way to clearly understand their market.
While any company can identify a customer that is a good Fit — a customer whose purpose, function, size, geography, etc. align with their company’s ideal customer profile — with the shift in the way consumers research, they are left with only minimal ways to qualify their intent. That’s all changed with the way we measure and understand Intent.
What is Intent Data?
Intent is when someone is researching a topic, product, or service that would signify they have an intent to purchase what you are selling. In the past, Intent was measured by tracking a customer’s activity on your website and with your digital assets. But now, Intent from EverString tracks and indexes publisher websites to see when there are spikes in consumption, and helps you determine whether your potential customers are a part of that spike.
For example, as an account-based marketing company, EverString’s purpose is to streamline the lead generation process for companies so they can more quickly build the right relationships with potential customers. If Salesforce started doing research around account-based marketing or topics related to it, we would be able to see their increased Intent, and we would know to target our marketing dollars towards people at Salesforce in order to gain the right lead information to hand off to the sales team.
Using Fit and Intent Data
By understanding when companies are conducting research around particular topics, products, or services, you are better able to target your marketing dollars to the right people at the most effective time. And if you can reach the people who fit your profile as soon as they have the intent to buy, your closing rates go up, your cold calls go down, and you spend more time closing sales and less time chasing down people who really aren’t interested.
Visibility is the key to marketing. Not only is it important for you to be visible to your soon-to-be clientele, but it’s also crucial that you as a marketer understand when people are doing the things that would suggest getting ready to make a purchase.
For instance, if your company specializes in digital transformation and you’ve qualified Microsoft as an ideal client, our Intent tool has the ability to see what Microsoft is researching. This way when there’s a spike in research for digital transformation or topics around that coming out of Microsoft, your marketing team can increase their efforts to garner visibility from the right people.
Through our data platform, businesses can also effectively measure what their ideal clients may be in the market for, which gives them more adaptability in the marketplace, allowing them to tailor their product or service offerings to these new clients.
If you would like to learn more about how EverString uses Fit and Intent in helping you to find the right kind of leads, even on those third-party platforms, request an intent assessment.