Marketers will be constantly looking for the next innovative method for generating revenue for their business. And then, there is Intent data.
What is the Intent data? This question will continue to gain importance as Digital Marketers are always curious to track their customers in their buying journey.
What is the Intent Data?
Intent data is information collected about a company’s or person’s digital activity, that provides some insights which understand their audience and how they interact with them.
Intent data allows the marketing and sales team to predict which account to target based on their online research, how often they have engaged with your content etc.
Types of Intent Data
Internal Intent Data
It is also called first-party data, the detailed insight a company captures on its website, such as through a marketing automation platform.
This kind of information contains highly predictive indications since the content is relevant to the purchase decision — for example, which pages a prospect touched, links they visited, and how long they spent on each page.
This piece of data is more valuable in making predictions on the prospects that are very close to purchasing a product. This understanding helps you to successfully close the leads and help in achieving a more profitable business.
External Intent Data
Third-party data is data collected by publisher networks, typically via cookies, user registration, or at the IP level.
They can track everyone’s data. This insight shows much wider intent and interests – such as wider content a target account may be reading or downloading, site searches, and more.
With the combination of these two intent data predictions, the sales and marketing team can improve their success outreach. With personalized and relevant content, they can attract more qualified customers.
Benefits of Intent Data
1. Personalize your website experience
You can personalize your website based on your audience interaction on your website.
With the right technology and tools, you can identify the company or country your visitors represent.
The technology is advanced in such a way that you can show personalized content based on your visitor’s geographical area.
You just need to use the right tools to collect accurate data to make this work effectively.
So with the internal intent data, you will not encounter this problem. You will have a track on all your customers which helps you to send more personalized emails and content.
2. Prioritize inbound leads based on engagement
Lead Scoring Model, this is a technology that helps you to better understand your inbound leads.
This scoring model attempts to quantify the intent of the visitor based on a culmination of activities.
Here is an example, when leads visit your product overview page, their lead score will increase by 5. If they visit your pricing page, indicating an even greater interest in buying, it will increase by 10, and so on.
Then, when a lead’s score reaches a threshold agreed upon by marketing and sales, an alert is sent to sales to reach out to that prospect.
3. Nurture inbound leads with personalized emails
Consider this example.
You get lots of leads every day.
And if you are not able to monitor their activities on your website you may approach all the leads with generic content.
These contents may not be relevant to a few of your customers and the possibility of losing those customers is high. You lose your valuable customers here. It is a huge loss to the company when considered on a large scale.
So with the internal intent data, you will not encounter this problem. You will have a track on all your customers which helps you to send more personalized emails and content.
4. Targeted advertising
With the intent insight, you can be more precise in reaching your audience. You can deliver the right message to the right people.
Compared with the other advertising campaigns, this is more effective as it is more personalized targeting the right prospect.
Conclusion
If you have not yet implemented intent data in your marketing strategy, then this can be the right time.
Intent data can be a powerful prediction tool for lead generation if it is used in the right balance.
Marketers will be constantly looking for the next innovative method for generating revenue for their business. And then, there is Intent data.
What is the Intent data? This question will continue to gain importance as Digital Marketers are always curious to track their customers in their buying journey.