Arathi Warriaar

How to Gauge Tech Buying Intent and the different ways to use it What is tech buying intent data? Tech buying intent data of leads shows the information about the online activities of accounts in context to purchasing technology-related products. The account is said to “surge” on specific topics when there is a significant growth in its activity. After collecting this data, the marketing and sales team can pick out the accounts that show intent to facilitate and expand conversions and sales. Why is intent data valuable? Monitoring and observing activities and assigning lead scores to prospective buyers is essential in nurturing the leads. This can be done using email campaigns and retargeting ads. This buyer intent data helps you to distinguish these actively engaging prospects to improve and uplift the sales. Is intent data the future of B2B marketing? One of the foremost tasks of a marketer or a salesperson is to understand the buyer’s intent. Understanding their behavior helps businesses apprehend the reason as to why they are buying and using a particular website. The marketing and sales team can then proceed towards these prospects to upgrade their purchasing decisions. This helps to identify the probability of future outcomes based on previously collected data. How is the buyer intent data collected? More than 80% of pre-purchase research is done online through web searches. Purchasing this data from a third-party vendor is the trouble-free way to acquire it. These platforms accumulate and collect these activities from a data-sharing co-op by scanning and examining millions of content.  By executing meticulous research by aggregating activities regularly, you can create a standard for this consumption time and look for surges above the average level.  Some of the factors that data vendors look for are: Amount of consumed content Type of consumed content Total number of consumers Time and scroll speed How to use this intent data? Initiating market plans is effective and operative and helps the sales and marketing department to keep their activities organized and structured. Here are some of the ways to use the collected intent data:    a. Identify early opportunities: One of the best ways to get a head start in the competition is by getting in contact with the prospects earlier in the process. According to research, most companies prefer a salesperson who communicates with them first.  b. Personalize the website experience for unidentified visitors: After identifying companies or anonymous visitors with the IP address, you can keep tabs on their viewing activities and use web personalization to create customized content. This encourages the visitors to fill forms and identify themselves.   c. Prioritize inbound leads: These days, many companies are using first-party behavioral data such as the context of the individual to optimize their lead scoring model. These models then quantify the intent of the visitor. For example, the lead score will increase by 5 when someone visits the overview page. After collecting this data, an alert is sent to the sales department when the score of a particular lead reaches a fixed threshold that has been set.  d. Use personalized emails to nurture the leads: Consolidate the first and third-party behavioral data to classify and place the leads in the right nurture campaigns. Create personalized emails and send them to these accounts to multiply the sales. e. Identify and engage with potential customers who haven’t reached out to you: Combining the predictive analytics platform with marketing automation helps determine suitable third-party topics. This data can then be integrated into predictive account scoring models to determine the accounts’ chances to buy a product.  The most used buyer intent data tools are: Pure B2B ZoomInfo 6sense G2 Leadfeeder Bombora Priority Engine Terminus ABM Platform Lead Forensics Demandbase ABM Platform What are the questions to ask data vendors? 1. Where does the data come from, and what is the source? 2. What types of intent signals do you track, and how do you measure their intensity? 3. How to integrate the data into my tech stack? 4. What measures do you take to keep the data private and safe? 5. Can I test the intent data before buying? 6. Who else uses your intent data?