Introducing purchase intent data in B2B buyer’s journey

If you start chasing the prospective business that is not the right fit for you, you are also losing out on the opportunity to connect with those who have already initiated their journey towards your business (or your industry).

These prospects are still unknown to you and this is the real hurdle. Knowing every detail about your prospects used to feel like a dream years back. Now, the situation is diametrically opposite. Marketing teams are equipped with the right tools for assessing every move of individuals who wish to make a purchase. 

B2B buying has become much better. In the digital era, marketers must explore the right prospects for initiating a conversation. This improves the chances of converting prospects into real customers. 

Even when you start using the ABM strategy, it becomes tough for you. In this scenario, intent data comes into the picture. 

What is buyer intent data?

Buyer intent data means that a prospective buyer is interested in buying.  The tools guide you in analyzing the intent behind the purchase. This in turn enhances your chances of improving B2B communication. 

Mixing intent data in customers’ journey 

Marketing strategies are properly aligned once you place intent data. It improves the chances of success. From tailored emails to customized advertisements, B2B sales and marketing teams get the opportunity to personalize their communication methods.   

This personalized individual level has proven to be a boon for many businesses. Data plays an important role in shaping your strategies. If you are completely aware of your prospects. The time required to convert them into your customers will also reduce.

Thus, it can be truly said that intent data plays a big role in shaping the future of B2B companies. 

Awareness-based terms

These types of prospects are in the initial stages of buying. They do not know anything about your business or your industry. It’s just that they have recently figured out an issue in their internal framework. 

Buyers in this stage are not necessarily going to buy immediately. So, you must be cautious while pitching your sales strategy in front of them. Else, you have the option to nurture these leads and pitch the idea when they have ultimately reached the decision-making stage. 

Solution-based terms

Prospects are fully aware of their problems. They are actively looking to resolve their problem and thus want a solution as soon as possible. But here is a catch. They do not know which tool is the best for them or which is the most cost-effective technique for them. 

These potential buyers must be treated with automated solutions in order to nurture them. This will definitely sway the major decision-makers of the prospective organizations. 

Branded-based terms

These types of customers are fully aware of your brand and the solution you offer. These are those types of customers who are very close to sealing the deal. Thus, it is important for your sales team to not lose the deal with these high intent buyers. 

Knowing your customers’ search terms will do wonders for your business. It will help you in sorting out the right type of audience. Further, it also opens new gates where you can connect with unknown leads and convert them into known contacts.