Enterprise Marketing: How to accelerate B2B growth with Intent data
January 19, 2021
With continued market uncertainty and tightened budgets already influencing account goals in 2021, marketers have a unique opportunity to work smarter, faster, and not harder, in propelling their Enterprise Marketing strategy forward, using Intent data. Here’s three ways they can leverage this dynamic tool 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 drive 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. Here are three ways Intent data can be used in an omnichannel approach to capture top prospects in your ABM pipeline.
Capture and convert 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 distract your team’s attention from accounts that matter the most.
This is why account-based marketing has emerged as an Enterprise Marketing strategy to further narrow that focus, but the right data toolkit needs to be leveraged in your marketing mix. That’s 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.
Get 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.
Prioritize accounts with urgency
With more than 80% of B2B organizations operating account-based-marketing (ABM) programs (TOPO), ABM is not just a modern marketing buzzword but rather a critical process, central to the success of Enterprise Marketing engines today.
In order 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, Veristor partnered with Bombora to deploy Intent data with the sales team and across a few marketing initiatives. It led to a two-fold increase in email open rates, and an 18% increase in event attendance.
Achieving a laser-focused marketing strategy with Intent data
Navigating market uncertainty and budget constraints can still yield strong revenue performance if marketing strategy can be fine-tuned through the lens of Intent data. 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