I just published an essay on intent data that covers all the essentials of exploiting the data gathered from a prospect’s web searches. “Intent data… tracks important search phrases in order to gather and compile data from a variety of digital sources.” You can focus on connecting with them at the right time because only a small part of your market will ever be actively looking and ready to buy at any given time.
Finding the “Zero Moment of Truth” (ZMoT), or the instant when a potential customer is prepared to make a purchase, is key. How then can you discover the ZMoT and increase your sales using intent data?
Here are three methods for utilising intent information.
Prioritise your inbound leads based on the level of engagement
Implement a “lead scoring” methodology that rates prospects according to how likely they are to make a purchase. Many businesses opt to do this in 5-point increments, awarding 5 or 10 points based on particular actions. For instance, your lead’s score will rise by 5 points if they visit a certain product page. They will receive a 10-point boost in their lead score when they visit your rates page.
When they first show interest in you, resist the impulse to get in touch with them right away. Instead, heed the advice of the intent data and hold off on contacting them with a call to action until they reach a particular behavioural threshold. This could entail adding something to your shopping cart, downloading your whitepaper, or becoming a social network follower.
Personalise your website experience, even for anonymous users
A user is referred to as “anonymous” until they enter their personal information on your website (such as when they register for a discount, create an online shopping cart, or add you to their social media accounts). Of course, you can learn a lot about someone based on their IP address with the correct tools, including the business they work for and the sector they are in. Nevertheless, you can’t be certain of the user’s seniority and purchasing power within the business; they can be the CEO or a brand-new junior accountant.
You may somewhat customise these “anonymous” users’ experiences after you know a few things about them, leading them to perform particular activities. In a perfect world, you’d like them to complete a form so you can get their contact information.
Send personalised emails to your known leads
It goes without saying that roles and duties in the B2B sector are flexible and variable. Who actually has the ability to make decisions and acquire things within the organisation is difficult to ascertain. It’s incredibly simple to fall into the trap of misclassifying your leads and giving the incorrect data to unqualified leads. Your content may be “personalised,” but it’s been customised for the incorrect audience and function!
You must integrate behavioural and intent data to identify your leads’ identities, roles within the organisation, and purchasing power in order to classify them into the appropriate groups.
Recent Comments