Why Do Businesses Need to Start Practicing Intent Marketing?

Discover why intent marketing is crucial for businesses to connect with the right prospects at the right time. Learn how it enhances lead generation and boosts sales.

Table of contents

• 1. Better Targeting of Prospects
  2. Better Way to Prioritize Leads
  3. Engages Prospects Early in the Purchase Journey
  4. Boosts Lead Generation Efforts
  5. Enables Personalized and Targeted Campaigns
• Wrapping Up

B2B sales and offerings are tough. Sales and marketing teams always feel stressed about hitting their sales goals. Nowadays, most businesses keep pre-purchase research in check, so using intent marketing in your strategy can really pay off.

Below are 5 ways you can benefit from intent marketing:

1. Better Targeting of Prospects

When selling costly services or products like what B2B companies offer, just a small percentage of your potential market will actively be involved in the purchase process at any given time. If you focus your marketing on those who are already checking out your service or website, you’ll stand out from competitors who aren’t as specific or take a general approach. This will improve your marketing precision and boost your conversion rates significantly.

2. Better Way to Prioritize Leads

Your sales team might find lots of potential customers for your company, but how do you know which ones to focus on first? Intent marketing uses data about how interested people are to help B2B sales and marketing teams decide which leads are most likely to buy. This helps them figure out which prospects are worth more attention and which ones aren’t as likely to buy.

3. Engages Prospects Early in the Purchase Journey

If you know when people are looking for solutions, you can show them your product or service early on, way before they decide to buy. This means they’ll think about your solution before they hear from other companies. It also lets your sales team connect with them along the way. They can send them messages that are personalized to what they’re interested in and the problems they’re facing, based on the data about what they’re looking for.

4. Boosts Lead Generation Efforts

At any moment, there’s likely someone out there looking into the solutions or products your company provides. The tricky part is that they might be checking out your competitors’ sites. With intent marketing, your company can use smart lead scoring to keep tabs on online searches. This way, B2B sales and marketing teams get notified about valuable leads based on what people are doing online. It helps your sales team find new prospects more easily.

5. Enables Personalized and Targeted Campaigns

Third-party intent data is super useful for B2B sales teams because it helps them find prospects who are looking into stuff related to their business. With this data, marketing teams can amp up their campaigns by making them more personal, which grabs the attention of these prospects. Likewise, B2B marketers can use intent data to make their targeted ads more spot-on. This all leads to better conversion rates and more sales revenue for the business.

Wrapping Up

Intent marketing is a big deal for B2B marketers because it helps them reach the right people with the right message at the right time. It also makes the process easier for the sales team to find and keep in touch with potential customers.

More and more companies are getting into intent marketing, making intent data essential for every B2B company. If you haven’t jumped on board yet, you’re missing out on a great opportunity. But don’t worry; it’s never too late to start. The first step is to track how people engage with your website, and then go from there.

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