How to do more with less: 3 ways to accelerate B2B growth with Intent data
With continued market uncertainty and tightened budgets influencing account goals into the new year, marketers have an opportunity to work smarter, faster, and not harder, in propelling their enterprise marketing strategy forward using Intent data.
Here are three ways enterprise marketers can leverage Intent data to maximize revenue, and increase ROI.
Broad brush marketing tactics can often lead to campaigns being served to prospects who are not interested or are not ready to engage with your product. This approach encourages substantial budget waste which decreases your businesses’ ability to maintain sustainable marketing practices and scale growth in the long term.
With Intent data solutions like Company Surge®, it’s possible to do more with less when you focus on fewer accounts. Specifically those with the highest propensity to convert or engage in the later stages of their buying journey, Intent data can help enterprise marketers drive account engagement, and ultimately revenue growth by:
- Optimizing spend to attract and capture the accounts most likely to engage in the near-term.
- Targeting prospects with precision, based on the products and services they’re interested in
- Converting top accounts before the competition does, by delivering personalized messaging to key impact points along the buyers’ journey
While those goals sound impressive, getting the results you need depends on how effectively Intent data is leveraged in your sales and marketing activities. The real key to understanding the value of Intent data comes in being able to visualize how you could put it to use in your own organization to improve marketing performance — our short on-demand Deep Dive webinars show exactly that. So be sure to check them out!
But in the meantime, here’s an overview of three ways Intent data can be used to get the most out of your pipeline.
How Intent data helps accelerate growth
1. Captures and converts the right audiences
Enterprise marketers have traditionally relied on basic demographic and firmographic attributes to define their target audiences. However, these attributes don’t always show an audience’s intent and readiness to engage with their solution. In casting this wide net, marketing spend can often be wasted on prospects who are not in the market for their product and be a distraction to your team’s attention from accounts that matter the most.
This is where Intent data comes in.
With more granular demand intelligence around what topics and keywords prospects are currently researching, marketers can personalize campaigns with precision. They can engage target personas across the buying journey and address their most critical pain points through social media platforms, website landing pages, and paid display campaigns, just to name a few.
For instance, Bombora and LinkedIn teamed up to help IBM’s Watson Analytics more intelligently target businesses interested in its product. The result? A 41% lower cost-per-registration.
“There were these big enterprise businesses we had no idea were shopping. When you put in Company Surge®, the lights come on and you find all these opportunities you didn’t know to go after.”
Rob Thomason Former director of sales operations at Exterro
2. Provides a clearer signal on the right time to engage
Crafting the right message, targeting the right audience, and serving your value proposition at the right time, (particularly when it comes to email marketing), can be easier said than done. For example, CRM platforms may give marketers daily insights on what’s the right time to start a workflow based on when their audience is likely to ‘open an email’. However, this suggestion may not be the right time in the prospect’s individual buyer journey for your brand to engage with them.
Intent data makes it possible for marketers to have a clearer signal of optimal timing when it comes to launching new B2B campaigns. With Intent data, you can create segmented email lists based on topics of interest to deliver highly relevant email nurture campaigns.
For instance, Marketo, a CRM market leader, uses Intent data to help sales pursue deals faster and increase engagement through email marketing and LinkedIn campaigns. By using Company Surge®, they improved email open rates by 107% and click-through rates by 120%, compared to a standard audience.
3. Prioritizes accounts with urgency
More than 80% of B2B organizations operate account-based-marketing (ABM) programs, according to Gartner. ABM is not just a modern marketing buzzword but rather a critical process, central to the success of enterprise marketing engines today.
Another way to operate smarter, not harder, a key to enterprise marketing success is knowing which accounts should be pursued as soon as possible, versus those who could be left on the back burner.
Through Intent data, ABM campaigns can be prioritized to identify organizations in active buying cycles before they even visit your website. Furthermore, leads can be scored based on data-driven insights to ensure that sales teams are pursuing the accounts that matter with urgency. For instance, within six months of using Intent data in HubSpot, Hornbill identified 900+ net new, in-market accounts to add to their database, which resulted in dozens of new active sales opportunities.
Need some more details? Our Intentional Lead Scoring Workbook has a templated worksheet, step-by-step guide, and tips on how to evolve an effective lead-scoring model over time.
Let Intent data help you work smarter, not harder
Navigating market uncertainty and budget constraints can still yield strong revenue performance if your marketing strategy is fine-tuned through the lens of Intent data.
Curious to see how Bombora’s Company Surge®️ Intent data can get you on your way to knowing how, when, and where to target the audiences that are ready to engage with you and your product? Schedule a personalized demo.