{"id":7647,"date":"2024-05-21T05:21:17","date_gmt":"2024-05-21T05:21:17","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-use-intent-data-to-grow-pipeline\/"},"modified":"2024-05-21T05:21:17","modified_gmt":"2024-05-21T05:21:17","slug":"how-to-use-intent-data-to-grow-pipeline","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-to-use-intent-data-to-grow-pipeline\/","title":{"rendered":"How to Use Intent Data to Grow Pipeline"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"cg_post_content\" wp_automatic_readability=\"160.88834951456\">\n<p><?xml encoding=\"utf-8\" ????><\/p>\n<p><span style=\"font-weight: 400;\">According to research from <\/span><a rel=\"nofollow\" href=\"https:\/\/www.figma.com\/board\/eRvzz8pVMTSSki9lXZuV4X\/Buying-Groups-Brainstorm?node-id=34-958&amp;t=noUGUFXBurrKoB7Q-0\" rel=\"nofollow\"><span style=\"font-weight: 400;\">6sense<\/span><\/a><span style=\"font-weight: 400;\">, B2B buyers buy from the first vendor they speak with 84% of the time. Buyers have already formed a short list of vendors before they make first contact, and if you\u2019re not the first on the list, you\u2019re only 16% likely to win that deal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If buyers have already selected a winner before talking to a seller, how do you move to the top of the list? <\/span><b>Intent data.<\/b><\/p>\n<p>\u00a0<\/p>\n<p>\t\t\t\t\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End -->\t\t\t\t\t<\/p>\n<h2><span style=\"font-weight: 400;\">What Is Intent Data?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Intent data are digital signals from various sources that indicate an intent to buy and other active research and engagement from your prospects.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sources are typically first-party (your website or CRM) and third-party (reviews, search, other websites, etc.), which, when combined, help you predict which companies are in the market to buy a solution like yours. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Intent data can also reveal additional insights like:<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identification of key decision-makers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Components of their tech stack<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search keywords<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Competitive indicators of your prospect\u2019s consideration set<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And more!\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This article explores how intent data boosts your pipeline growth by enabling B2B GTM teams to identify, prioritize, and engage in-market buyers at the right time.<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"font-weight: 400;\">Identify In-Market Buyers Ready to Purchase Now<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Traditionally, marketers have relied on prospects providing contact information (e.g., filling out forms, signing up for demos or product trials, or attending a webinar) to signal buying intent. But what\u2019s missing is how far those prospects are in their buying journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sales team will typically tease out pain points, product requirements and readiness, buying timelines, and key decision-makers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, <\/span><a rel=\"nofollow\" href=\"https:\/\/kurve.co.uk\/blog\/b2b-marketing-statistics\" rel=\"nofollow\"><span style=\"font-weight: 400;\">90% of B2B buyers<\/span><\/a><span style=\"font-weight: 400;\"> turn to online channels as their primary method for identifying and vetting new suppliers, and they won\u2019t contact vendors until they\u2019re 70% into the buying process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers can no longer wait for buyers to raise their hands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With only <\/span><a rel=\"nofollow\" href=\"https:\/\/6sense.com\/blog\/about-10-of-your-potential-customers-are-ready-to-buy-this-quarter-chances-are-youre-missing-them\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">10%<\/span><\/a><span style=\"font-weight: 400;\"> of your potential customers in market in a given quarter, marketers must access a full spectrum of <\/span><a rel=\"nofollow\" href=\"https:\/\/6sense.com\/platform\/intent-data\/what-are-intent-signals\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">intent signals<\/span><\/a><span style=\"font-weight: 400;\"> to engage prospects earlier in their buying journey.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Intent data helps your marketing team in several powerful ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prioritize in-market accounts who are actively researching your product or competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Allocate your time and budget efficiently<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engage those accounts with targeted campaigns and messages<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2><span style=\"font-weight: 400;\">Unpacking Intent Signals<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Not all intent signals are created equal. In fact, companies are <\/span><a rel=\"nofollow\" href=\"https:\/\/www.linkedin.com\/posts\/mattheinz_intent-driven-demand-seems-to-be-all-the-activity-7191453761121222656-aa0C\/?utm_source=share&amp;utm_medium=member_ios\" rel=\"nofollow\"><span style=\"font-weight: 400;\">seeing success<\/span><\/a><span style=\"font-weight: 400;\"> by segmenting signals into three categories: intent, need, and evidence.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Intent signals<\/b><span style=\"font-weight: 400;\"> indicate specific interest in solutions or active exploration of alternatives.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Need signals<\/b><span style=\"font-weight: 400;\"> indicate that the account recognizes the problem and is researching and\/or discussing solutions.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Evidence signals<\/b><span style=\"font-weight: 400;\"> reveal underlying issues that are \u201cpre-intent.\u201d Your product can solve their need, but the prospect hasn\u2019t found you yet.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By distinguishing between each category of intent signal, marketers can map prospects to the right stage in the buying journey, distinguishing early-stage opportunities from late-stage opportunities. This helps marketers take the most tailored and appropriate action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, buyer engagement with certain types of content, such as peer review sites, case studies, product comparisons, and pricing guides, indicates a higher propensity to buy than a website visit.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While many marketers use intent data to identify and prioritize outreach to in-market accounts, intent data should also be used to personalize content, messages, and offers and guide sales conversations.\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"font-weight: 400;\">Monitor Engagement and Personalize Outreach<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Just because buyers are doing research doesn\u2019t mean they have a propensity to purchase your product anytime soon.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to 6sense data, <\/span><i><span style=\"font-weight: 400;\">each buying group member<\/span><\/i><span style=\"font-weight: 400;\"> will interact with at least 15 vendors they\u2019re considering.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers can build a picture of the <\/span><a rel=\"nofollow\" href=\"https:\/\/www.leandata.com\/resources\/authoritative-guide-to-buying-groups\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">buying group<\/span><\/a><span style=\"font-weight: 400;\"> by piecing together the digital breadcrumbs of intent left by each member. This helps marketers understand specifically who is doing what inside each account.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tracking these interactions\u2014with both first- and third-party data\u2014allows marketers to identify in-market accounts and those that spike research and engagement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, it\u2019s important to monitor surges in research activity related to your industry, competitors, or key pain points. Then, you can prioritize accounts showing increased content consumption or search volume.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This also allows you to engage with buyers early in their journey before they fully define their requirements or engage with competitors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lastly, intent data provides insight into the specific topics and content prospects are engaging with. By analyzing content consumption data, marketing teams can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand each account\u2019s interests and pain points and identify the buying stage based on the type of content they consume.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalize marketing outreach, inform messaging and ad retargeting, and customize CTAs to address the specific topics and pain points each account is researching.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nurture low-intent accounts by providing relevant content recommendations based on their interests.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inform your broader content strategy and fill the content gaps creating buyer friction.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Engaging with accounts early in their research phase builds brand awareness and trust, shapes their perception of your offering, and leads to higher conversion rates and a bigger pipeline.\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\n<p><a rel=\"nofollow\" href=\"http:\/\/www.clickz.com\/cdn-cgi\/l\/email-protection#f89994918b9796d6958d8a9c979b93b89c998c99d68f978a949c\" rel=\"nofollow\"><span style=\"font-weight: 400;\" data-rich-links=\"{\" per_n=\"\" murdock=\"\">Alison Murdock<\/span><\/a>, <span style=\"font-weight: 400;\">Founder &amp; Chief Marketer, <\/span><span style=\"font-weight: 400;\"><a rel=\"nofollow\" href=\"http:\/\/www.trustedcmo.com\" rel=\"nofollow\">Trusted CMO<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-scaled.jpg?ssl=1\" rel=\"nofollow\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-269717\" src=\"https:\/\/i0.wp.com\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-300x275.jpg?resize=300%2C275&#038;ssl=1\" alt=\"\" width=\"300\" height=\"275\" srcset=\"https:\/\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-300x275.jpg 300w, https:\/\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-1024x938.jpg 1024w, https:\/\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-768x704.jpg 768w, https:\/\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-1536x1407.jpg 1536w, https:\/\/www.clickz.com\/wp-content\/uploads\/2024\/05\/Alison_Murdock_Trusted_CMO-2048x1877.jpg 2048w\" sizes=\"(max-width: 300px) 100vw, 300px\"\/><\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alison Murdock is the founder and chief marketer of <\/span><a rel=\"nofollow\" href=\"http:\/\/www.trustedcmo.com\" rel=\"nofollow\"><span style=\"font-weight: 400;\">Trusted CMO<\/span><\/a><span style=\"font-weight: 400;\">. Trusted CMO helps early- and growth-stage companies establish foundational marketing practices to drive awareness and demand. Before founding Trusted CMO, Alison was CMO at Firstup (previously SocialChorus), the first marketing leader at 6sense, led early-stage marketing at numerous other companies in Silicon Valley and Europe. She\u2019s a frequent speaker at SaaStock, B2B Rocks, Empowered CMO and other marketing and start-up events. She also puts her money where her mouth is and is an LP at MKT1 and an angel investor in Goldcast, Sharebird and others.<\/span><\/p>\n<p>\t<!-- Rezonence Block --><\/p>\n<p><!-- Rezonence Block End --><\/p>\n<div id=\"subscription-form-section\">\n<h2>Subscribe to get your daily business insights<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.clickz.com\/how-to-use-intent-data-to-grow-pipeline\/269714\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to research from 6sense, B2B buyers buy from the first vendor they speak with 84% of the time. Buyers have already formed a short list of vendors before they make first contact, and if you\u2019re not the first on the list, you\u2019re only 16% likely to win that deal. If buyers have already selected [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7648,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7647","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Use Intent Data to Grow Pipeline - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/how-to-use-intent-data-to-grow-pipeline\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Intent Data to Grow Pipeline\" \/>\n<meta property=\"og:description\" content=\"According to research from 6sense, B2B buyers buy from the first vendor they speak with 84% of the time. 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