5 Advantages of Using Intent Data in B2B Lead Generation

Lead generation has always been a critical goal for B2B marketers. A well-planned B2B lead generation plan helps company's sales and revenue success.

Lead generation has always been a critical goal for B2B marketers. And why not? A well-planned B2B lead generation plan significantly contributes to an organization’s sales and revenue success. However, generating high-quality leads is one of the biggest challenges of B2B marketers, at least 61% of them agree.

Nevertheless, your B2B marketing team can turn this around by implementing powerful, proven lead generation strategies like intent data. If you ask me what intent data is, here is how I can explain it in simple terms: Intent data is a collection of buying intent signals from contacts and companies that inform about their purchase intent. It basically lets you know whether someone is genuinely interested in your solution or willing to do business with you.

If you’re a B2B marketer looking to generate valuable leads, here are five ways you can leverage intent data to achieve this important goal:

#1 Reach targets early in their buyer’s journey

Back in the day, I remember my mentors advising me: “Strike while the iron is hot.” This advice still helps me identify marketing and partnership opportunities to not only improve B2B lead generation, but also brand awareness, etc. Speaking of intent data, I relate to its key advantage of being able to approach targeted leads even before they express their interest or buying intent.

With intent data, you can target high-intent leads that are likely to make a purchase. Furthermore, buying intent signals can inform you whether and when an individual or company is “in-market” for your product or showing intent to buy from you.

With insights into the online research and behavior of leads, intent data also allows you to:

Engage them at the most opportune time or at their Zero Moment of Truth

Tailor B2B lead generation campaigns to their specific buying stage

Create more relevant, accurate marketing messages to maximize results

#2 Personalize your lead generation efforts

Did you know? 80% of consumers are more likely to purchase from a company providing tailored experiences. As a B2B marketer, I’d always personalize my lead generation strategies to better attract and connect with a target audience. But how?

Well, you can use intent data to become aware of a lead’s needs and interests as well as the specific challenges they’re facing. Moreover, intent data will give you those extra eyes to know beforehand what leads are looking for. I mean, it will literally tell you what topics leads are researching and whether they’re searching for a competitor’s solution.

This will enable you to quickly reach out to leads with the most applicable solution and in a highly resonating way. With intent insights, you can personalize and create well-targeted, context-based lead generation-focused:

Emails

Social media posts

Direct mail

Videos and webinars

SEO content

#3 Increase account-based lead generation ROI

Account-based marketing (ABM) is a highly effective B2B marketing strategy, and pursuing the right leads is indispensable in ABM. If I were to improve B2B lead generation results in ABM, intent data would be at the top of my list of essential tools. That’s because it can not only help me identify top-value, best-fit accounts, but also target them with hyper-personalized, hyper-relevant content or messaging.

Statistics reveal that over 70% of B2B marketers will use third-party intent data by 2022 to engage groups of buyers or target prospects in selected accounts. Intent data enables account-based marketers to focus on leads that are in an active buying cycle and de-prioritize unqualified ones. This saves their valuable time and resources and optimizes their marketing spend.

In addition, intent data can help your ABM team to:

Implement data-driven lead scoring based on intent signals and content consumption intensity

Customize lead generation ABM events based on intent topic, intent score, and research interest

Deliver value-add content tailored to high-value accounts, spark meaningful conversations, and build a relationship with them

#4 Get the most bang for your advertising buck

Whether it’s ad copy, CTA, or ad targeting, intent data adds a higher level of accuracy and effectiveness. This can take your B2B lead generation advertising campaigns to the next level. If you’re struggling to justify your ad spend or realize a high ROI, I’d suggest you start using intent data to get more ad impressions from qualified leads.

Intent data not only helps you target high-interest accounts, but also specific contacts within them. You can create ads that target such leads based on the type of content they consume, their search intent, priorities, pain points, and needs.

A SaaS marketing platform used a certain type of intent data in LinkedIn advertising campaigns to drive:

414% increase in lead conversion rate

498% increase in CTR

79% reduction in CPC

54% reduction in CPM

18X ROI from closed business

Intent data equips you with the ability to serve hyper-targeted ads to the right audience. Your B2B lead generation ads can be directly targeted toward leads that are most interested in you or increasingly researching a type of product you’re marketing.

#5 Optimize website landing pages to improve lead generation

Today’s informed buyers are smarter than ever. Most of them do their research about a brand or solution even before filling out a webform or speaking to a salesperson. What if you already know:

What a potential buyer is searching on the internet?

How they behave across the web?

What product or service they need?

What triggers their interest or motivates them?

What content they download, which links they click on, their time on page, or scroll speed?

Thanks to intent data, you can get all of these questions answered and optimize your website to better capture leads. I’d also use intent signals to personalize the messaging and content on my web pages, customize my value propositions, and create CTAs that encourage action. As per statistics, conversion rates can be increased by 80% when buyer fears are addressed on landing pages.

Furthermore, you can use intent data to optimize your landing pages for specific lead segments and to show them relevant solutions or offers. Importantly, you effectively retarget leads based on how they behaved on your website and what they’re looking for on other websites right now.

A Final Word

Intent data is one of the most valuable tools to generate intent-based, high-quality B2B leads. 56% of B2B marketers say their primary objective for using intent data is to identify new accounts to target. Of course, there are more advantages of leveraging intent data to ensure repeatable, consistent, and prioritized B2B lead generation. For example, intent data can help you build more accurate buyer personas to find leads that best fit your business.

Having said that, the five advantages discussed here are the top ones you should be aware of as a B2B marketer. Before you implement intent data in your B2B lead generation, be sure to combine first-party and third-party intent insights. First-party intent insights alone can’t help you take full advantage of intent data. With third-party intent insights, you can have a more comprehensive understanding of your target audience’s online behavior and purchase intent.


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