Marketing Can Uncover a Gold Mine of Prospects with Intent Data
Prospects interested in our solution are like gold. But many times they do not even exist within our prospect database.
This is especially true as future customers stay hidden longer. Using the Internet as a platform for research, they do their own research to uncover options and methods for addressing business needs.
Finding these hot prospects to communicate with them can be done through acquiring and analyzing intent data. Intent data is transactional data that is generated through online activity: searches, page visits, ad clicks and form conversions.
Examples of what generates intent data is everywhere on the web. It could be generated from a google search, a view of a YouTube video, a posted tweet, or investigating a display ad in Facebook.
Steven Woods, Eloqua cofounder, used the term “digital body language” to describe intent data. Like studying the facial expressions and body positions of a client across the table, intent data shows marketers what buyers are thinking (i.e.: what problem are they trying to solve, what stage of the buying process are they in, who else in their company is involved in the buying process).
“Looking across the Internet we can understand the body language of companies immersed in specific topics that directly align with products and services and interpret these as a collective Buyer’s Journey,” says Charlie Tarzian, CEO of The Big Willow. “With this capability you can now get upstream in the buying process and be the first to engage with companies that inevitably will be looking for you.”
And with the proliferation of online activity from smart phones and mobile devices the volume of intent data (digital body language) continues to expand exponentially. While it can seem overwhelming to see through this noise, the volume and diversity of data empowers marketers to see leads more clearly than ever before.
So how can marketers access this data and leverage it to find the many hidden gems?
- Aggregate the Data: A tool is needed to access this data: One option is a predictive intelligence solution like 6Sense, Lattice Engines or AgilOne. These solutions will aggregate the data and provide a platform for communication with your target audience.The other option is a data aggregator like The Big Willow or Bombora. These companies gather and store billions of transactions daily from across the web and produce data stores. The data stores can be mined for intent and operationalized within your current AdTech/MarTech stack.
- Analyze the Information. Build data models and analysis engines that help plow through the big data to the value within. This includes looking for key words, velocity, and frequency of interaction on a topic (or even subtopic). For B2B, these data points should be analyzed for both the individual and the company.
- Append the Leads. Take it to the personal level so you can communicate. Append the leads within the high propensity organizations you’ve just uncovered that best align with the key decisions makers in your persona matrices.This is not necessarily the CxO of the organization. Instead add leads to your database who are typically involved in the decision making process. This could be the technical buyer, the business buyer or the financial buyer.
- Address the Prospects. Understanding interest lets you get personal. Consider sending a direct mail piece. Believe it or not, with all the noise online direct mail actually performs well when integrated with an online experience.Don’t shy away from online. Concisely segment the leads and send them a series of personalized targeted emails that continues their journey of interest and highlights you as a thought leader. Or reach out to them on twitter and start a conversation.
Talk to them. Flow these leads to an inside sales team. Not only can this lead to an early sale, but it can also get your relationship in front of your competitors.
Intent data empowers marketers to be better at what they are already doing and to focus on leads that have a high propensity to become buyers. Capturing and analyzing intent data enables marketers to connect with buyers in a more relevant and meaningful way.
The power of the intent data is far exceeds the data itself. Says Tarzian, “It’s the interpretation of that data as digital body language and the appropriate and immediate response through ad serving, email nurture programs, appointment setting and website customization/personalization that can reduce the elapsed time in your funnel and increase your customer conversion ratio.”