At Nurture Marketing, we consider intent data a powerful, critical component of every marketing initiative. Intent data, purchase intent data, and data intelligence all describe insights that can be gathered about a company's intention to purchase a particular solution. There are smart approaches to leveraging intent data that can make a significant difference in its value and to using it for maximum impact in a campaign.
Here are 4 strategies to help you maximize your intent data value:
- Get trending intent data
While many companies promise to deliver the intent data you want, the information represents a single moment in time when your provider pulled the data. But data for a single moment may not accurately or completely depict how companies are searching for your product or solution. To understand when and how to engage prospective companies to generate opportunities, you need to fully understand the exact solutions in your industry portfolio that companies are evaluating over several weeks or months. Look for a solution that includes trending purchase intent data over weeks and months. With a clear view of where a company is in its buying cycle and how its purchase decisions are trending over time, you'll know when to reach out and how to engage them throughout the sales journey to eventually close the deal.
- Build a list of contacts within your intent data targeted
Based on a set of keywords, your intent data provider will identify accounts that are actively searching for your solutions, but not the individuals within those accounts. However, based on your ideal buyer persona, they can append the list with 'inferred contacts.' These contacts are most likely to either make the purchase decision or greatly influence it. Those who skip this step may walk away from intent data without ever realizing its full value—identifying the companies that are in the buying cycle for your solution and the specific individuals you need to contact—to complete the sale.
- Implement a targeted content nurturing approach
Once you have a list of companies that are trending toward making a purchase, along with your list of decision-makers and influencers and their contact information, you need a consistent, response-generating approach to engage them. This is your opportunity to help them better understand the value of your specific solution. To do this most effectively, use different content depending on where the prospect is in their buying journey and your sales funnel. For top-of-funnel (TOFU) content, build awareness of who you are and how you can help through short, elevator-pitch videos and infographics. For your middle-of-funnel (MOFU) account contacts, provide deeper content through white papers and webinars. Your bottom-of-funnel (BOFU) content strategy may include sending invitations to prospects to view live demos or offering them a free trial.
- Keep your intent data and contacts fresh
Intent data is always changing, and your contacts are constantly moving and changing jobs—so their contact information changes often. Data decays quickly. With so much movement, your contact database can rapidly lose its value. Remember to renew contact with dormant accounts, which may lead organically to new business. We also recommend reviewing your intent data intelligence every few weeks, or as often as you can, and reaching out to those companies and contacts who enter the right stage of the buying cycle. Finally, to maintain good data hygiene, be sure to dump your contacts that bounce or unsubscribe regularly, too.
Introducing Our GoldRush SM Intent Data Subscription Service:
The Right Intent Data Subscription for Channel Partners and Resellers
Nurture Marketing has just introduced our new GoldRushSM Intent Data Subscription Service, which is ideal for channel partners and resellers who are seeking a highly affordable intent data solution. GoldRush provides intent data trending over time for your specific product or solution. Together with our team, you'll select the search keywords for your product or solution to track the companies that are starting to get interested, are in-market and engaged with research, and ultimately are ready to make a purchase. You'll become aware of the pulse of your prospect marketplace, and with millions of contacts in our database, we'll help you find the companies and people who are ready to be nurtured into signing a deal for your solution.
Intent data expert, Donald Quattrochio, is head of our data team and VP of Sales at Nurture Marketing. To learn more about GoldRush or any of Nurture Marketing's B2B marketing services, contact Don at (774) 278-1038 or firstname.lastname@example.org.