How to ☝️Use Intent Data for Lead Generation [2022 Guide]

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99% of large companies leverage the power of intent data, so it’s time for you to follow suit.

Leads are the lifeblood of any business under the sun, but it’s getting increasingly more difficult to gain an edge as the competition becomes more and more ruthless.

Intent data helps you level the playing field, provided you use this tool the right way.

In this article, we’ll cover how to use intent data for lead generation to turn your marketing and sales pipelines into a money-making machine.

Introducing Intent Data: What Is It and Why Does It Matter for Lead Generation?

Intent data is information that indicates a person’s level of interest in a product or service. It can be gathered from a variety of sources, including online search behavior, website interactions, bidstream intent data, and email activity.

This information can be internally collected by the company (first-party intent data), obtained as a result of partnerships with other organizations (second-party intent data), or purchased from companies aggregating and selling intent signals from multiple sources (third-party intent data).

Related article: First-Party Intent Data Vs. Second-Party Intent Data Vs. Third-Party Intent Data: What’s The Difference?

Intent data provides valuable insight into buyer intent, allowing you to identify those who are actively interested in your products or services.

You can then focus your marketing efforts on leads that are most likely to result in sales, saving time and money while increasing your conversion rate.

The Benefits of Using Intent Data for Lead Generation

There are a number of benefits to using intent data for lead generation, helping you…

  • Identify potential customers interested in your products or services a lot more effectively since you get to actually analyze how your target accounts behave online.
  • Determine what type of content or offer is most likely to convert a potential customer into a customer. You can create more targeted and effective marketing campaigns, resulting in higher conversion rates.
  • Track the performance of your demand generation campaigns over time, providing you additional metrics to work with so that you can continually improve your results.

If you’re not already using customer data to inform your lead generation efforts, now is the time to start. The benefits are just too great to ignore!

The Best Sources of Intent Data for Lead Generation

Intent data comes from a variety of sources, each with its own strengths and weaknesses.

Search engines, social media platforms, and website analytics tools are among the most effective sources when it comes to lead generation.

  • Search engines provide valuable insights into customer intent since they enable businesses to determine what keywords customers are using to search for information about their products or services.
  • Social media platforms, such as LinkedIn and Twitter, offer advanced analytics and reporting tools helping you gain a granular view of how users interact with your digital touchpoints.
  • Website analytics tools, especially Google Analytics, can track the interactions of potential customers with your website to help you fine-tune your content marketing and SEO strategies.

Businesses can maximize their lead generation efforts by understanding the strengths and weaknesses of each of these data sources to supercharge their marketing strategies.

How to Use Intent Data for Lead Generation: A Deep Dive

Below, we cover the most effective ways to use intent data to generate more leads, sales, and revenue.

1. Identify Prospects Earlier in the Sales Funnel 

Sales reps can analyze intent signals to identify potential customers earlier in the buying process.

Thanks to earlier detection of a prospective customer’s needs and pain points, you empower sales and marketing teams to target them before the competition does.

2. Create More Targeted Advertising Campaigns

Targeting the right audience is one of the most important aspects of effective advertising.

Today, marketers have more tools than ever before to identify potential customers and create targeted campaigns.Behavioral intent data is one of them.

For example, if a user is repeatedly searching for information on a particular product, it’s likely that they are interested in purchasing that product.

The data used to determine buyer intent can allow marketers to target these users with ad campaigns for products they are interested in.

3. Improve Lead Scoring Models

Lead scoring models are the linchpin of modern sales and marketing campaigns, helping prioritize leads and focus their attention on the most promising prospects.

However, these models are often based on limited data, making them less effective than they could be.

One way to improve lead scoring models is to use contact-level intent data. This data can be used to refine lead scoring models, making them more accurate and reliable.

Pro tip: If you truly want to take your lead scoring to the next level, incorporate B2B buyer intent data platforms into your marketing automation platform to achieve more accuracy.

4. Create More Relevant and Personalized Content 

Content that resonates with your audience is essential for your success as a marketer. In fact, marketers that are consistent with blogging are 13 times more likely to see a positive ROI of their campaigns.

Despite the abundance of content available online, it can be challenging to determine which content will be successful each and every time.

This is where B2B intent data comes into play, revealing how your target audience actually interacts with the content you create so that you can streamline your strategy.

5. Propel Your Account-Based Marketing (ABM) to New Heights

Thanks to the wealth of data at their disposal, ABM teams can hyper-personalize their outreach and create laser-focused campaigns.

ABM relies on personalized content and interactions to nurture relationships with key accounts.

Buyer intent data can help ABM teams identify when a particular account is showing signs of interest so that they can double down on their efforts and close the deal.

How to Measure the Success of Your Intent Data-Driven Lead Generation Efforts

When measuring the effectiveness of your data-driven lead generation efforts, there are a number of key indicators that you should consider.

  • Analyze how users interact with your content. Are they engaging with it – or are they quickly moving on? When they engage, what action are they taking? Do they sign up for your newsletter, download a white paper, or indicate some other form of interest?
  • Consider how many leads you are generating. Are you seeing an increase in the number of leads coming in as a result of your data-driven efforts? If so, it is a clear indication that you are on the right track.
  • Examine the quality of the leads that you are generating. Are they qualified prospects who are likely to become customers? If so, that’s a strong indication that your data-driven lead generation efforts are paying off.
  • Track the overall ROI of your lead generation campaigns. Ensure that you factor in CAC and LTV into the equation to get an accurate picture.

In this guide, we’ve outlined how to use buyer intent data for lead generation in 2022.

By following our tips, you’ll be able to find more leads, convert them into customers, and help your marketing and sales teams operate more effectively.

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