Today’s marketing world is highly competitive. Digitalization has forever changed customer behaviors, leaving companies with only one option: to adapt. In the digital era, customers demand personalized experiences tailored to their specific needs and expect streamlined services which they can access from anywhere at any time.
One of the key monitoring tools used by companies to improve their marketing efforts is intent data. Although leveraging this powerful tool has already proven to highly accelerate potential deals, some marketers are still not getting the full potential out of their intent data measurements.
Kathy Macchi, vice president of consulting services at Inverta, explains why companies are not making the most out of their intent data strategies:
“Many marketers aren’t using intent data as well as they could, and the activation piece is the biggest need. But the data and insights are often kept in silos — so there’s no cohesive picture. When this is the case, it’s hard to make cogent inferences around intent data and know what to do with them.”
According to a recent study, 62% of marketers surveyed revealed that their primary challenge is to make intent data actionable.
As a rule of thumb, actionability itself depends on many factors. For example, one way intent data can be made actionable is by developing a strategy that includes three types of buyer data.
Fit data – contains several ways of segmenting and scoring potential leads and accounts (technographic and firmographic data). Although fit data is generally static and it reveals no information about context or timing, it can efficiently predict whether a prospect is a good fit or not.
Opportunity data – indicates favorable conditions within a company for completing the sales cycle, such as:
- New investments and fundings
- Mergers and acquisitions
- New store openings
Intent data – provides accurate information regarding the right time to engage with potential customers.
By leveraging all these types of data in a balanced way, marketers can create more relevant content for prospective customers and shorten the buying cycle.
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