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How Intent Data Will Boost Your Sales: 4 Key Points
Henri Touma
June 29, 2020

Intent Signals help sales and marketing peeps iron out and impact prospective buyers who are already exploring services related to what they provide. You can identify optimal touch points and time slots as well as the best points of contact regarding the Topics being looked at.

Have you ever thought of someone you haven’t spoken to in a while and suddenly they call? That’s known in psychology as “Intent Satisfaction”. In our world “intent data” means a set of behavioral actions collected when people in prospective companies demonstrate an interest in a certain topic via email, social media interactions and/or online chat interactions. If the topic relates to what you offer, and if the prospect falls right into your ideal customer profile (ICP), then you both click!

As defined by ZoomInfo: “The technology leverages proprietary machine learning to capture and understand keyword and content consumption from web crawlers on millions of websites, deep search and traffic insights from numerous behavioral data providers to identify intent, and match it back to the company through the IP matching technology.”
Over 2,500+ topics among 20 Million tracked companies are available to choose from making it easy to select the right topics that fit your requirements.

Keep in mind that when thinking about Intent Data and what you can do with it, the below becomes very relevant and essential to understand:

  • 93% of B2B purchases start with a simple internet search
  • 74% of B2B buyers ultimately select the provider that first provided value in their research (and value is not a discount or a coupon, it’s actually something useful to their daily operation)

So you might be asking yourself at this point, all this sounds really cool. But how can I leverage the so-called “intent data” to boost my pipeline and optimize my sales process? Well, here are 4 key points that will show you how:

  • Discovering Your Ideal Customer Profile’s Behavior with Intent Data:

Adding intent data to your sales database offer your sales team a list of contacts and companies actively researching your product/service category. By this way, you will get a deeper understanding of the prospect’s mindset and behavior online, what they look for and which types of topics they research when they have a particular need.

  • Unveiling Up-selling and Cross-selling Opportunities

Up-selling and Cross-selling are the fuel of low-cost growth. Intent data can help your sales team offer relative products/services to your existing customers based on their intents and research.

  • Enhancing your “Hyper-personalization efforts” With Intent Data

48 % of Digital marketing experts believe that content personalization makes their message more effective. Content teams can use intent to generate lead magnets that sales peeps can offer to interested prospects in a bid to obtain higher conversion rates.

  • Accelerating Your Sales Pipeline

New prospects could be injected into your marketing automation to progress them through the funnel in a faster than usual manner which will lead them right into your sales pipeline’s initial stages and ready for your BDRs to jump on them. It will also enable them to have deeper “warm calls”. The key here is not to be intrusive in the type of conversation carried an to provide hints towards the research that is being carried out.

Get in touch with us if you’re interested to see how Intent Data is integrated with our SMarketing Framework and into our Grower App.

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