Exploiting Third Party Intent Data to Achieve Superior Marketing ROI
Every year brings a new innovative strategy or buzz phrase that aims to set ablaze the B2B marketing world.
ABM, predictive analytics, social selling are some of the few ideas that commit to higher degrees of success. However, without any hype and glory associated with these new technologies or strategies, success is more likely to be achieved with the help of certain fundamentals.
One such fundamental is ‘intent’. Now you may wonder that this is the new buzz phrase circling around the B2B industry, however, you have been utilizing it for years.
You are surrounded by intent data. It is simply a fancy name for behavioral patterns of buyers corresponding to your inbound and outbound efforts. The concept is nothing new, however, the necessity to efficiently capture and use that intent data is.
There are multiple sources to get intent data and in this post, we will discuss about third party intent insights. If you can effectively exploit the third party intent insights, you will have a considerable competitive edge that will deliver a superior marketing ROI you are looking for.
Here are 3 ways by which you can leverage third party intent data for greater marketing ROI:
1. Enhance your Lead Prioritization
You already have first-party intent data when you have qualified prospects in the internal system. You have ample knowledge about certain account or individual to hand it over to the sales team.
However, only internal data does not offer a complete picture of the account to back up the sales team in terms of focusing their efforts.
With the help of third party intent data, you can have a clear picture of the true purchase intent of the account. And when you have this information on the target accounts, you can offer the sales team a proper direction on whom to target immediately.
2. Your Inbound Insights Should be More Actionable
Inbound activity has now become very vital for B2B marketers, as it gives them an initial foothold to identify an anonymous visitor and gain some intent insights about possible accounts. However, the problem with this information is that it is often very unreliable for any quantifiable sales actions.
Third party intent data providers can amplify what you see in your data, and are able to deliver consented contacts from the accounts showing solid purchase intent on your site to make your efforts more productive and actionable against the incoming traffic.
3. Analyze and Engage More Active Demand
Third-party intent data can help you to identify active demand in the current market that you are unable to spot in your own systems. However, while teaming up with data suppliers, ensure that they are not just providing additional information about the interactions you’re already experiencing in your systems or simply adding new accounts on the list.
Good intent sources will present you with the active accounts in market and also the real buying team contacts from these accounts. The good data sources will also offer intelligence you can readily use to enhance the effectiveness of your content or approach of the sales outreach so that you are better poised to convert more of the active demand.