Buyer Intent Data - What Is It And Why It Matters In 2021?

Imagine being able to recognize organizations in their buying cycle who are actively looking for a product similar to what you offer. Buyer intent data lets you do exactly that.

Buyer Intent Data
Photographer: Cytonn Photography | Source: Unsplash

Only 25% of B2B organizations use buyer intent data, but it's one of the most effective ways to grow your pipeline of qualified leads.

If you are reading this article, you're probably aiming to start leveraging intent data to effectively expand your lead pipeline.

In this article, we'll explain what intent data is, how to utilize it, and where you can get it. Let’s get started!

Table of Contents

TL;DR

What Exactly Is Buyer Intent Data?

Buyer intent data is made up of aggregated behavioral signals that allow businesses to identify buyers throughout the buying cycle.

It may sound complicated, but you are most likely to already consider it in your sales and marketing strategies.

Behavioral signals of buying intent include things like:

Actually, buyer intent data is a set of information indicating a lead, who is in their buying cycle and is about to buy your solution/product (or a competitor's solution).

Website data, off-site activity, CRM, social media data, and content consumption data are the most common sources of intent data.

How Invested Are Your Buyers?

Interactions with a website or a campaign can be used to evaluate engagement. Data should constantly be scored by your sales team based on how engaged your leads are.

Whether it's a chatbot conversation, time spent on your website, or the number of actions taken on your website. These behaviors are all indicative of the buyer's journey, and your sales staff should make contact at this point.

Where Does Buyer Intent Data Originate?

There are two types of intent data, each from a different source: Internal and External. We'll look at internal intent data as well as external intent data.

buyer intent data types

Let's take a closer look at what each of them means.

First-Party Data or Internal Intent Data

First-party intent data is another name for internal intent data. This data is acquired in-house using your marketing automation platform or if you have a web app, application logs.

The advantages of collecting intent data internally are that you'll have complete control over what and how you collect it. You can also act on it right away and tailor how this constitutes buying intent to your preferences.

Third-Party Data or External Intent Data

Then there are third-party intent data, also known as external intent data. As the name implies, this is collected outside of your institution but can be used by your team.

Third-party intent data is obtained through IP lookups or cookies on specific websites. Since it is difficult to collect and use intent data in-house, using an external provider and licensed behavioral data is a popular way to capitalize on this valuable resource.

Benefits Of Using Buyer Intent Data

There are strong benefits of using Buyer Intent Data in your marketing strategy. Let’s see the benefits of it and why you should be using it!

1. Greater Prospecting Efficiency

Closing more deals is the top sales priority for 75% of businesses.  Wouldn't you want to know if a lead is almost ready to buy?

Prospecting becomes easier with intent data.

Companies are researching your solution to make your sales representatives' jobs easier and faster. Because you know who is looking at which content, your team can personalize their communications with each lead.

Furthermore, third-party intent data will inform your team about how and what leads are researching. This allows you to engage with leads as soon as possible and add your solution to their list of considerations.

Getting access to B2B intent data will boost your sales team. They'll be able to prospect for SQLs in a relatively short time than it would normally take them, and they'll be able to make the most of their time.

2. Improved Outbound Sales Performance

Only 18% of marketers believe that their outbound efforts generate the highest quality leads. While cold outreach can yield results, you never know if the prospects you contact are ready to purchase.

Your sales cycle may be lengthy because most purchasers now see at least 3-5 pieces of content before attempting to engage with a sales rep and conduct additional research such as talking to colleagues or looking at vendor review sites such as Capterra.

Providing your sales team access to a source of intent data enables them to contact qualified leads earlier in their buying cycle rather than wasting so much time sending emails to unqualified leads.

Intent data can also improve the return on investment of your B2B content syndication efforts. You can see who is looking into your solution and better target your content.

3. Advanced Sales Prioritization

Traditional lead scoring involves adding points to a lead's score when they complete specific actions.

Intent data reveals alternative options your leads take even when they aren't on your site. Based on the research on your solution, your marketing team can precisely lead score and anticipate people's buy intent.

Your sales agents can then use that information to prioritize who they contact based on how eager to buy they are.

4. More Accurate Account-Based Marketing Campaigns

Personalization is the foundation of successful Account-Based Marketing strategies. The most efficient strategy to optimize your ABM efforts is to lay out your buyer journey and always deliver the most relevant information to leads.

By segmenting your lists and only providing relevant content to purchase-ready leads, intent data allows you to proactively nurture leads in your campaigns. This ensures that every touchpoint in your marketing corresponds to the lead's expectations.

5. Produce Relevant and Targeted Content

The connection between topics and context can be seen using intent data. You can address people's inquiries about your product or service in new content if you know what they're asking before they buy it.

These insights can be used by your marketing team to direct content generation and boost the inbound flow of leads to your website.

How To Judge Buyer Intent Data Quality?

Only 46% of salespeople have statistical insights into their consumers' readiness to buy. This figure is modest, given that practically every sales agent would agree that this information would be extremely beneficial.

Why are so few sales teams have the access to such important data?

Calculating buyer intent, turns out, is a difficult undertaking. Initially, you must establish what is important to you and how you prioritize interactions with key decision-makers.

You must also account for who is engaging with your brand, as it is pointless to track, score, and spend time on leads who aren't a good fit for your company. You can then forecast buyer intent by collecting buying signals. 

When creating intent data, you should take numerous factors into account, including recency, frequency, and engagement.

1. Recency

The frequency with which a prospect interacts with your content is valuable information. If you wait weeks to contact leads who have viewed your website, they will have either made a purchase decision or will have forgotten about you.

In sales, timing is crucial. According to research, the vendor who reacts or contacts the customer first receives 35-50% of the sale. Your sales staff will close more deals if they respond quickly to buyer intent and contact decision-makers at the optimal time.

2. Frequency

Another important sign of buyer intent is frequency. If you notice a lead visiting important pages regularly (e.g., your pricing page, case studies, etc.), you can presume they're in the buying cycle.

Your sales staff will then be aware that now is an excellent moment to contact them.

3. Engagement

You may utilize engagement as the third signal of buyer intent. Most lead scoring systems focus heavily on engagement, and the same holds true for intent data.

It's a good opportunity to contact a lead who is interacting with your content on your website, through a chatbot, or an email nurturing campaign.

In conclusion, these three considerations are all critical for generating accurate intent data. This means you can create a complete image of your potential consumer, determine when they're ready to purchase, and reach out to them with a tailored message.

Final Thoughts

Intent data will alter your prospecting and how you engage with leads. Companies that use intent data have a clear competitive advantage over their rivals. Identifying ideal buyers during their purchase cycle enables your staff to engage with leads in the most effective way.

Looking to find the perfect prospects for your business? Book a One

7 Ways To Grow Your Email Database In 2021

The key to successful email marketing is having a responsive and engaged email database. It is also one of the most difficult challenges for many businesses. So how do grow your email database consistently?

Image from Freepik by @jannoon028

While you definitely have something exciting to offer customers, how do you tempt them to enter their email addresses and sign up? Spend a little time growing your email database correctly, rather than renting, buying, or sharing lists, and you will reap long-term rewards.

In this article, we will discuss several strategies that will help you build and grow an engaged email database.

Table of Contents

What Is An Email Database?

An email database is a list of names and email addresses of people who granted permission for you to contact them with updates and promotions about your company. Simply put, they are the list of people who wish to hear from you.

As the marketing quote goes, “The money is in the list”. Thus, the size and quality of your email list will determine your revenue. You can earn big bucks by having an active and engaged email database.

Why Is Growing Your Email Database Important?

Your main goal when building an email database is to increase the number of potential leads on your website. By doing so, you can convert them into loyal customers down the road.

Keeping an email database allows you to stay in contact with customers and prospects directly. All in All, growing your email database could lead to higher revenue.

Growing your email database can result in,

A strong email database can give your business a competitive edge and generate profits for your company. You can deliver significant ROI with an email list regardless of whether you are a B2C or B2B company.

What Do You Need To Know Before Growing an Email Database?

To build a strong email list, a few main things are required:

Generating Traffic to Build An Email Database

We will start with the basics. It is crucial to know who your intended audience is before you plan any way of getting them to your site.

Make sure your content fits the customer journey and the buyers' decision points.

Can an infographic help them understand the solution you have to offer? Would a video showcasing customer testimonials be helpful? Is a how-to guide needed to ensure that they understand how to use your product? A wide variety of options are available.

Social media is one of the most popular methods for brands to highlight their products and values. It can also be a powerful tool to draw attention to other aspects of your marketing plan, such as the email database.

There are many ways to get in touch with your brand supporters via social media, making it a valuable place to let them know about how they can stay connected.

Identifying The Best Conversion Tactics

You can convince a consumer to provide you with their email address in several ways. The popups, however, provide your visitors with an easy way to sign up to your mailing list.

Studies showed that the highest-performing pop-ups had an average conversion rate of 9.28%. As for conversion rate, that is the number of people who saw a pop-up and took action.

You should clearly articulate what you want from your visitors and what they will receive in return. That's why popup campaigns, flyouts, and spin to win campaigns can be the best methods of converting visitors into subscribers.

Pro tip: When creating a popup, it is important to make it relevant and valuable for your potential customer, so as to increase engagement and enhance their experience on your site.

Segmenting Your Audience

A segmentation strategy is a process of dividing email lists based on preferences. Make it easier for visitors to opt into your email list by targeting them according to where they are coming from and what they are searching for.

Recent research shows that segmented emails are 18 times more effective at driving revenue than general emails.

Based on the information the users provided in their profiles, you can segment their emails. Below are some criteria for segmenting email lists:

Establishing Relationships With Customers

Can you still reach your audience if Instagram goes away tomorrow? We believe so. That is why it is crucial for you to grow your email database.

Whenever you start building your email list, keep in mind - it’s all about building relationships. People have a tendency to forget that email marketing is about people when they approach their email marketing.

You should make sure that people on your email list feel that they are the most valuable members of your business. Send a welcome email to your brand new subscribers as soon as they subscribe, telling them who you are, what your company is all about, and what they can expect.

Pro tip: Being in your customers' inbox is a great honour. Be careful not to abuse this, and refrain from spamming.

7 Ways To Grow Your Email Database Quickly

1. Add Pop-ups or Overlays

Pop-up forms can be effective. You can schedule them to appear at certain times or for specific events, and they are a very effective way to attract leads.

But you can't just randomly display a popup and hope it converts. What you offer and what you design is important.

Here are different types of pop-ups that you can use to build an effective email database:

Welcome pop-ups

Usually, visitors are greeted with a welcome pop-up within 15 seconds of landing on the site. An effective call-to-action is critical to ensuring a welcome pop-up doesn't get ignored as disruptive.

welcome popup

If you want to get the visitor's email address, something as simple as giving a discount, a sales notification, or informing them about your USPs is ideal as a value exchange.

Keep your pop-ups as simple as possible to reduce disruption. You can provide users with a single field for entering their email addresses. It is less likely for people to convert if you have complicated pop-up forms with multiple fields and weak copies

Exit-intent pop-ups

Exit-intent technology is used to serve these pop-ups. It looks at the mouse movements of visitors to a website and detects when they are about to leave without leaving any contact information or making a purchase.

Pop-up exit-intent messages aim to reduce bounce rates and exit rates by catching visitors' attention and giving them a reason to stay or submit their details.

exit intent popup
Source: Agile CRM

You can use different types of exit intent pop-ups based on the landing page and the message you use. Using this type of pop-up to build an email list is a great idea.

An exit intent pop up with a personalised discount in exchange for an email address may seem like a great deal to someone browsing a product page, or has a lot of items in their basket.

Promotional pop-ups

Offers exclusive discounts as promotional pop-ups throughout a customer's journey. A pop-up can appear when visitors arrive at your website.

promotional popup
Source: ecommerceuxdesign.com

A promotional pop-up is great for:

2. Host Giveaways and Email Sign-up Contests

Giveaways are effective tools for growing your email database. You can use it to extend your gratitude to your current subscribers for their loyalty. As a bonus, it is a great way to attract new subscribers.

Promote a free giveaway on social media in exchange for contact information. Invite contestants to sign up using their email addresses on your website.

To ensure you consistently receive new subscribers, you can even use this strategy once a month to keep your list looking fresh. Don't hesitate to give things away! The benefits will far outweigh the cost.

3. Use Marketing Campaigns to Offer Discounts

A quick discount or freebie in exchange for your users' email addresses is one of the easiest and most effective ways to grow your email database.

By offering users a free sample, you increase their chances of purchasing your product. It also allows you to target them again to reignite their interest.

For instance, you can set up a pop-up that offers visitors a small discount if they sign up for an account or enter their email address.

4. Send Personalized Emails

You will both gain the appreciation of loyal and potential customers alike if you send them personalized emails.

Your emailing list should be organized based on customer requirements and preferences. The recipients benefit from this since they get emails related to their needs and are not bombarded with "spammy" emails.

You want to use "Hey Steve" instead of saying "Hey guys" or "Hey there". Making them feel noticed, remembered, and special is easy when you give them their name. Therefore, when a member opts into your mailing list, you will need to acquire their first name.

5. Optimize and Utilize Your Landing Page

As important as it is to invest in a successful email marketing campaign, it is also important to ensure your business' landing page is optimized well.

A majority of businesses lose high-value customers due to poorly designed or optimized websites (high-value messaging, offers, loading time). A good business website must be optimized and designed properly to encourage more return visits (as well as referrals from customers).

Make sure that your website is straightforward and easy to navigate. It is more likely for visitors to visit a website that is easy to use, informative, and aesthetically pleasing than an inactive one.

6. Provide Opt-in Fields at Checkout

Online shoppers are accustomed to receiving personal information at checkout. As buyers, we feel more secure when we are informed of the status of our orders via web, text, or email. We also feel assured that the business will keep us updated on the order's status.

In addition to allowing shoppers to enter their details in a secure environment at checkout, offering an option to subscribe to an email list encourages mailing list updates without imposing extra steps on the shopper.

You can also include opt-in form fields on your landing pages to get users on your mailing list. By doing so, you give customers who already engage with your product visibility and value.

7. Make Sure You Have a Compelling Call-to-Action (CTA)

Your entire website should contain clear Call-to-action (CTAs) that concisely and easily explain where and how to take action.

The call-to-action should be eye-catching and should persuade the customer that she must take part in the offer. You can create a sense of urgency for your customers by using phrases like 'last chance to grab the offer' or 'only 24 hours left’.

The Bottom Line

Regardless of the kind of business you run, the kind of websites you have, or the industry you are in, your email database is a vital part of your business.

OneMoreLead can help you generate emails for your business with its database of over 40 Million verified B2B prospects. With OneMoreLead, you can find users and businesses according to their location and download only the emails that matter to you.

So what are you waiting for? Sign up today for free and find the perfect prospect for your business!