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Exploiting Third Party Intent Data to Achieve Superior Marketing ROI

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.

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About The Author

Bob Samuels

Principal & Founder @ TechConnectr Bob creates ‘double-mitzvah’ win-wins in B2B lead generation by utilizing analytics and strategic relationships. He has a strong background in finance, marketing optimization, and sales enablement. Before founding TechConnectr, Bob co-founded Los Gatos-based NetLine Corporation, a leading digital B2B marketing solution provider, where he oversaw the execution of hundreds of performance marketing programs from a wide range of clients, including Dell, Salesforce, Marketo, Microsoft, and IBM. At QuinStreet and Ziff Davis/Salesify, Bob was responsible for creating and nurturing strategic relationships with a variety of best-in-class data and marketing solution providers. He utilizes his Big-Four accounting and Fortune-500 business acumen to create success for all parties.

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