“What is intent data?”
“How should I utilize it?”
Isn’t there a lot of people who think that?
Intent data, which is a trend in BtoB marketing, is data that captures the interests of various companies.
By utilizing intent data, it is possible to conduct more effective BtoB marketing.
In this article, we will explain the overview and trends of intent data, what can be learned from intent data, and how to utilize intent data.
What is intent data?
Intent data, which has become a trend in BtoB marketing, is data that identifies the interests of customer companies.
You can find out information such as whether a company is actively purchasing a specific product on the Internet, or is considering purchasing and researching it.
By leveraging intent data, you can build relationships with customers who are more likely to make a purchase.
Background to why intent data has gained attention
Until now, intent data could be obtained for customers who accessed your site.
When accessing your company’s website, you can identify the company that is accessing your site based on its IP address.
Additionally, by analyzing which pages are accessed and how many times, you can find out what kind of information the company is interested in.
However, a major reason why intent data has been attracting attention in recent years is that it has become possible to obtain intent data not only from one’s own site but also from a variety of external sites. I am.
Vendors that provide intent data obtain information from various external websites, such as media sites, such as the name of the company accessing the site, and the pages and number of times the site was accessed.
This allows us to identify a company’s interests and concerns with far greater accuracy than analyzing information from only the company’s website.
For example, if a company frequently searches for “intent data” or reads articles, that company will be determined to be “interested in intent data.” Masu.
Intent data allows you to identify companies that are interested in categories such as “BtoB marketing” or specific keywords such as “Marketo.”
What you can do with intent data
By using intent data, you can do the following:
・Prioritize prospective customers in order of their likelihood of purchasing your company’s products and services.
- Run retargeting ads only to customers who are interested in information related to your products and services.
- Get a list of companies researching a specific topic
- Identify companies that are moving away from the purchasing phase
- Identify companies returning to the purchasing phase
How to utilize intent data
How can intent data be used in B2B marketing?
Even if you know that a company is interested in a product or service related to your company and is considering purchasing it, it is difficult to approach that company based on that alone.
For example, if you call the company, you will only be connected to the main phone number, so you cannot hope to build any further relationships.
Therefore, to leverage intent data, it is important to combine it with your own data. By combining this with your own data, you can approach your target customers in the following ways.
Create opportunities for business negotiations by providing effective information
The most powerful use case for intent data is when your target customers have contact with your sales reps.
By conveying the customer’s interests to the sales staff, the sales staff can provide the customer with the information that the customer wants to know in a timely manner.
This can also create opportunities for business negotiations.
Prioritize prospects
Intent data can be used effectively if the target company is accessing your website, even if there is no contact with a sales representative.
For example, even if a prospect has a low priority based on the analysis results of your own site, if the behavior score on an external site is high, you can give it a higher priority.
This makes it possible to consider various proactive measures, such as following up with inside sales.
Advertising to a limited number of companies
Even if you have no contact with the target company, there are measures you can take by using intent data.
For example, if you distribute retargeting ads only to companies with high behavioral scores based on intent data, you will have a better chance of making contact with those companies.
summary
◆ Intent data is data that describes what interests a company has.
◆ You can learn about various companies’ behavior such as purchasing and research on the Internet.
◆ Utilizing intent data enables more effective BtoB marketing