What Is B2B Buyer Intent Data?
B2B buyer intent data is data that lets you know when B2B customers and companies are in the active buying cycle. These companies are sending strong buying signals indicating they will soon be ready to make a purchase decision.
Buyer intent signals can come from several places, including:
- Asking for a price quote
- Frequent visits to your website
- Long duration time on your website
- Multiple people at the same company visit your website
- Clicks on product ads and product pages
- Engagement with various contact points, such as email newsletter signups
While none of the signals tell you if someone is truly ready to be, they do indicate a higher likelihood of making a purchase. As part of your B2B account based marketing strategy, these are potential customers that should be a high priority.
How Do You Use B2B Buyer Intent Data?
Finding quality leads is one of the most difficult parts of any B2B demand generation program. B2B buyer intent data helps you find high-quality leads faster. When potential customers send buying signals during the buyer journey, it helps you identify the right target to focus on with your account based marketing execution.
Because these prospects are sending buyer intent signals, they are more likely to convert which means focusing on this subset of potential buyers, you are more likely to have success. However, because they are actively in the market now, there is a sense of urgency. Failure to deliver the right messaging right now can cause you to lose potential sales.
If your B2B marketing platform has been tracking these buyers, you likely know a fair amount about them and their behavior. Over time, your ABM platform can use AI to find patterns that indicate these buying signals and help you use content personalization to drive them along the buyer journey towards conversion.
Marketers using B2B buyer intent data have identified five main use cases:
- Identify buyer interest earlier: Purchase intent signals can help marketers see early signals which gives them a better opportunity to target potential customers before they connect with your sales team on their own.
- Building customized account lists: Marketing and sales teams can prioritize how and when accounts are handled based on buyer intent signals.
- Personalization: Outreach can be more specifically customized and personalized to capture buyer attention at the right stage in the buying journey
- Lead Scoring: Predictive purchase data can play a significant role in your lead scoring model. As you see patterns of behavior that lead to conversions, this helps improve your models.
- Customer analysis and retention: Buyer intent data can also indicate when it’s time to re-engage your customers for upsell or cross-sell opportunities and prevent them from churning.
Types of B2B Buyer Intent Data
So far, we’ve talked about first-party data that you gather from interactions with your websites, apps, and ads. However, there are also third-party data gathered from other sources that can be extremely helpful in attracting and nurturing buyers as well.
If someone’s in the market for a product or service you sell, you want to know about it whether they’ve hit on your website or not.
Third-party buyer intent data vendors aggregate activity across the internet using baseline measurements. When activity, such as targeted content consumption, spikes above normal activity levels, it shows increased intent. This helps identify prospects that aren’t going to your site, filling out a form, or signing up for your newsletter so you can provide personalized marketing.
The right account based marketing platform, such as Folloze, can use first-party and third-party data to deliver rich context to define intent. These data sets provide a foundation on which you can build your marketing and nurturing process.
Why Is Buyer Intent Data Important?
We’ve all seen the statistics that tell us the majority of B2B buyers are doing their research online before engaging with a company or its sales team. 87% of B2B tech buyers, for example, want self-service options and they are more comfortable making purchases at increasingly higher amounts.
Surfacing buyer intent data takes those anonymous people looking for information online and makes them visible. This helps marketing teams craft a better buyer experience. Not only do you know these prospects are in the market, but you can also home in on the information they need at this exact time to drive them through the purchase funnel.
Besides knowing what type of self-service options you need for B2B buyers to support their discovery process, but you also empower your sales and marketing teams with the data they need to better personalize content and outreach.
Enabling Sales Growth
Buyer intent data, coupled with the right customer tracking and marketing platform, can help you tailor your marketing and sales approach to drive sales growth. Not only does this help you concentrate more of your efforts on high-quality leads, but it also helps minimize the waste in your marketing efforts.
1. Deliver Personalized Messaging
B2B buyer intent data lets you know what information a prospect is seeking, so you know exactly the right type of content and its context. This helps you better target prospects.
2. Identify Content Gaps
Buyer intent data can also help you identify content gaps you have. When you see prospects looking for specific information that you are not providing, it’s a clear sign you need to develop additional content to fulfill that need. This can be especially effective when analyzing third-party data for prospects that have yet to touch your website or engage with your marketing campaigns.
3. More Precise Ad Targeting
Intent data can also help you target your ads better. This helps make your advertising efforts more effective and reduces wasted spending.
4. Drive Revenue
Using intent data as a foundational piece for marketing to high-value leads, you can continually optimize your efforts to convert active prospects. This creates more timely and precise engagements, which in turn creates a significantly better buyer experience.
Use Buyer Intent Data to Accelerate Your Marketing Efforts
If you would like to learn more about user buyer intent data as part of your B2B marketing strategy, contact Folloze today and request a demo.
uyer intent data, coupled with the right customer tracking and marketing platform, can help you tailor your marketing and sales approach to drive sales growth. Not only does this help you concentrate more of your efforts on high-quality leads, but it also helps minimize the waste in your marketing efforts.
1. Deliver Personalized Messaging
B2B buyer intent data lets you know what information a prospect is seeking, so you know exactly the right type of content and its context. This helps you better target prospects.
2. Identify Content Gaps
Buyer intent data can also help you identify content gaps you have. When you see prospects looking for specific information that you are not providing, it’s a clear sign you need to develop additional content to fulfill that need. This can be especially effective when analyzing third-party data for prospects that have yet to touch your website or engage with your marketing campaigns.
3. More Precise Ad Targeting
Intent data can also help you target your ads better. This helps make your advertising efforts more effective and reduces wasted spending.
4. Drive Revenue
Using intent data as a foundational piece for marketing to high-value leads, you can continually optimize your efforts to convert active prospects. This creates more timely and precise engagements, which in turn creates a significantly better buyer experience.
Use Buyer Intent Data to Accelerate Your Marketing Efforts
If you would like to learn more about user buyer intent data as part of your B2B marketing strategy, contact Folloze today and request a demo.
