Empowering Your B2B Growth Journey : Understanding Intent-Based Marketing with Kwanzoo
In the rapidly evolving landscape of B2B sales and marketing, conventional strategies fall short. Enter intent-based marketing, a groundbreaking concept poised to revolutionize the way businesses approach their growth strategies. In this comprehensive guide, we'll explore the depths of intent data, its significance, and how Kwanzoo's innovative approach can empower your sales and marketing teams for unparalleled success.
Let's delve in! 👇
What's Covered in this Blog:
- Understanding the Essence of Intent Data
- Exploring Different Types of Intent Data
- Unraveling the Benefits of Intent Data
- Driving Sales and Marketing Strategies with Intent Data
- How to Effectively Leverage B2B Buyer Intent Data
What is Intent Data
Intent data offers invaluable insights into the online behaviors of your target audience, predicting whether a potential buyer intends to make a purchasing decision within your industry. Think of it as digital breadcrumbs, left by users as they navigate the digital realm. These breadcrumbs provide essential clues about what users seek, the problems they aim to solve, and the solutions they explore.
However, even as ABM has shown it’s increasingly effective, it's crucial to recognize the gaps and challenges from today’s ABM strategies. ABM platforms must operate within the larger ecosystem of tools, platforms, and data sources across the B2B go-to-market (GTM) tech stack. This complexity can lead to data silos, and pipeline development process breakdowns. Critical customer information and buyer activity insights are scattered across different systems. Coordinating between these tools can also lead to inefficiencies, duplications, and misalignments in strategies.
Understanding Different Types of Intent Data:
To harness customer intent effectively, it's crucial to comprehend the various types of intent data and their sources. There are two primary areas: first-party and third-party intent data.
First-Party Intent Data: This data is collected from your site, including forms filled for gated content, browsing behavior of website visitors, or company information gleaned from the IP addresses from incoming visitors.
Third-Party Intent Data: Gathered from other websites by intent data providers like Kwanzoo, this data includes ”Voice of the Prospect” (self-declared intent) by potential prospects at target accounts, or by prospect behavior on third party websites and media buying platforms.
Let's break it down further:
Search Intent Data: Captured when potential customers search for specific keywords or phrases on search engines like Google. This data reveals the topics your audience is interested in, allowing you to offer relevant solutions.
Content Engagement Data: This type of data highlights prospects' interactions with specific content on channels such as Company blogs, Media Publisher Websites, Product Review Websites, LinkedIn, Facebook, or Twitter. It includes activities like reading, sharing, or commenting, providing insights into buyer preferences.
Bid-Stream Data: Information collected by analyzing prospect interactions with specific advertising messages, that indicates interest in specific products or solutions.
Firmographic Data: Information collected about prospective companies, including size, location, industry, and revenue. It's sourced from business directories, website forms, and B2B data providers, enabling strategic targeting based on company characteristics.
Technographic Data: This data encompasses the software, hardware, and networks utilized by a company. Surveys, questionnaires, and polls help understand a target company’s technical capabilities and requirements.
Self-Declared Intent Data: This data is collected by identifying and tracking frequency of keywords over specific periods of time around a specific Product or Solution. These keywords along with keywords that describe competitive vendors, or ongoing projects/initiatives all provide insights on expressed intent by buyers at that Company.
Benefits of Intent Data
The traditional "spray and pray" approach in B2B sales and marketing is ineffective and costly. Intent data emerges as a game-changer by offering insights into what potential customers are searching for.
Here are three key benefits:
Prioritize Companies Based on Intent: Identify prospects most interested in your solution, transforming your sales and marketing efforts.
Discover New Markets: Identify companies and markets displaying interest that might not be on your radar initially.
Enhance Existing Customer Relationships: Understand customer intent topics to identify opportunities for upselling and reducing churn, ensuring your offerings align with their evolving needs.
How to Drive Sales and Marketing with Intent Data:
Virtual prospecting with intent data provides a competitive edge, offering deep market awareness and context for cold calls. Here are a few compelling use cases:
Getting in Early: Be the first point of contact for potential clients, intercepting buyers before they explore competitors.
Lead Scoring: Prioritize leads based on intent, focusing on prospects more likely to convert, enhancing your lead generation strategy.
Cold Calling Context: Understand prospect intent before the call, allowing personalized conversations that resonate with their needs, enhancing rapport.
Reduce Churn and Upsell: Use intent data to identify solutions your clients are considering, enabling you to save the relationship or enhance your offering, ensuring customer loyalty.
How to Use Intent Data:
Data should drive every business decision, and B2B intent data offers a wealth of actionable insights.
Here are four strategies:
Personalized Marketing Campaigns: Craft targeted marketing campaigns addressing specific pain points of potential customers, ensuring resonance and engagement.
Content Strategy Enhancement: Develop content aligning with queries expressed through intent data analysis, addressing user needs effectively.
Sales Prospecting Precision: Empower your sales team with intent data insights, enabling meaningful conversations and higher conversion rates.
Product Development Alignment: Tailor your product offerings based on prevalent demands and intentions identified through intent data.
Where to Get Intent Data:
Accurate intent data is essential, and knowing where to find it is key. Kwanzoo provides a powerful platform where you can access:
First-Party Intent Data: From your CRM that consolidates marketing activities across channels, and new Buyer Resolution (Warm Leads) and their behavioral activity, sourced directly off your Website, from providers like Kwanzoo.
Anonymous First-Party Intent Data: Via tools like Google Analytics.
Known Third-Party Intent Data: Sourced from reputable providers like Kwanzoo.
Anonymous Third-Party Intent Data: Utilize providers like Kwanzoo for GDPR-compliant, accurate intent data.
Kwanzoo offers intent data tools to understand potential customers actively searching for solutions like yours.
Intent Data Providers: Kwanzoo’s intent data offers a GDPR and data-privacy compliant account and contact-level database, helping businesses understand customers better, tailor offerings, and meet customer needs legally.
Co-Op Intent Data: Kwanzoo is a member of a Data Co-op with intent data, providing GDPR-compliant data for lead generation. The Co-Op includes 100s of members, including Email Service Providers (ESPs), Demand Side Platforms (DSPs), and a range of Software and SaaS platforms, with a unique First Party Audience available exclusively to Kwanzoo customers.
Bidstream Intent Data: Kwanzoo unified intent solution can consolidate Bidstream intent data sourced from relevant third party intent sources, for accurate insights into user behavior and ad inventory.
Leverage Kwanzoo's Intent Data Advantage:
Having intent data in a B2B prospecting tool like Kwanzoo provides a significant edge. It offers background information on a company, enabling precise targeting and quicker qualification. With Kwanzoo, you speak to companies actively searching for a solution like yours, understanding their specific needs effortlessly.
Your next buyer is just one search away.
Book a Kwanzoo demo now and experience the power of intent-based marketing in action!
Empowering Your B2B Growth Journey : Understanding Intent-Based Marketing with Kwanzoo
In the rapidly evolving landscape of B2B sales and marketing, conventional strategies fall short. Enter intent-based marketing, a groundbreaking concept poised to revolutionize the way businesses approach their growth strategies. In this comprehensive guide, we'll explore the depths of intent data, its significance, and how Kwanzoo's innovative approach can empower your sales and marketing teams for unparalleled success.
Let's delve in! 👇
What's Covered in this Blog:
- Understanding the Essence of Intent Data
- Exploring Different Types of Intent Data
- Unraveling the Benefits of Intent Data
- Driving Sales and Marketing Strategies with Intent Data
- How to Effectively Leverage B2B Buyer Intent Data
What is Intent Data?
Intent data offers invaluable insights into the online behaviors of your target audience, predicting whether a potential buyer intends to make a purchasing decision within your industry. Think of it as digital breadcrumbs, left by users as they navigate the digital realm. These breadcrumbs provide essential clues about what users seek, the problems they aim to solve, and the solutions they explore.
However, even as ABM has shown it’s increasingly effective, it's crucial to recognize the gaps and challenges from today’s ABM strategies. ABM platforms must operate within the larger ecosystem of tools, platforms, and data sources across the B2B go-to-market (GTM) tech stack. This complexity can lead to data silos, and pipeline development process breakdowns. Critical customer information and buyer activity insights are scattered across different systems. Coordinating between these tools can also lead to inefficiencies, duplications, and misalignments in strategies.
Understanding Different Types of Intent Data:
To harness customer intent effectively, it's crucial to comprehend the various types of intent data and their sources. There are two primary areas: first-party and third-party intent data.
First-Party Intent Data: This data is collected from your site, including forms filled for gated content, browsing behavior of website visitors, or company information gleaned from the IP addresses from incoming visitors.
Third-Party Intent Data: Gathered from other websites by intent data providers like Kwanzoo, this data includes ”Voice of the Prospect” (self-declared intent) by potential prospects at target accounts, or by prospect behavior on third party websites and media buying platforms.
Let's break it down further:
Search Intent Data: Captured when potential customers search for specific keywords or phrases on search engines like Google. This data reveals the topics your audience is interested in, allowing you to offer relevant solutions.
Content Engagement Data:
This type of data highlights prospects' interactions with specific content on channels such as Company blogs, Media Publisher Websites, Product Review Websites, LinkedIn, Facebook, or Twitter. It includes activities like reading, sharing, or commenting, providing insights into buyer preferences.
Bid-Stream Data: Information collected by analyzing prospect interactions with specific advertising messages, that indicates interest in specific products or solutions.
Firmographic Data: Information collected about prospective companies, including size, location, industry, and revenue. It's sourced from business directories, website forms, and B2B data providers, enabling strategic targeting based on company characteristics.
Technographic Data: This data encompasses the software, hardware, and networks utilized by a company. Surveys, questionnaires, and polls help understand a target company’s technical capabilities and requirements.
Self-Declared Intent Data: This data is collected by identifying and tracking frequency of keywords over specific periods of time around a specific Product or Solution. These keywords along with keywords that describe competitive vendors, or ongoing projects/initiatives all provide insights on expressed intent by buyers at that Company.
Benefits of Intent Data
The traditional "spray and pray" approach in B2B sales and marketing is ineffective and costly. Intent data emerges as a game-changer by offering insights into what potential customers are searching for.
Here are three key benefits:
Prioritize Companies Based on Intent: Identify prospects most interested in your solution, transforming your sales and marketing efforts.
Discover New Markets: Identify companies and markets displaying interest that might not be on your radar initially.
Enhance Existing Customer Relationships: Understand customer intent topics to identify opportunities for upselling and reducing churn, ensuring your offerings align with their evolving needs.
How to Drive Sales and Marketing with Intent Data:
Virtual prospecting with intent data provides a competitive edge, offering deep market awareness and context for cold calls. Here are a few compelling use cases:
Getting in Early: Be the first point of contact for potential clients, intercepting buyers before they explore competitors.
Lead Scoring: Prioritize leads based on intent, focusing on prospects more likely to convert, enhancing your lead generation strategy.
Cold Calling Context: Understand prospect intent before the call, allowing personalized conversations that resonate with their needs, enhancing rapport.
Reduce Churn and Upsell: Use intent data to identify solutions your clients are considering, enabling you to save the relationship or enhance your offering, ensuring customer loyalty.
How to Use Intent Data:
Data should drive every business decision, and B2B intent data offers a wealth of actionable insights.
Here are four strategies:
Personalized Marketing Campaigns: Craft targeted marketing campaigns addressing specific pain points of potential customers, ensuring resonance and engagement.
Content Strategy Enhancement: Develop content aligning with queries expressed through intent data analysis, addressing user needs effectively.
Sales Prospecting Precision: Empower your sales team with intent data insights, enabling meaningful conversations and higher conversion rates.
Product Development Alignment: Tailor your product offerings based on prevalent demands and intentions identified through intent data.
Where to Get Intent Data:
Accurate intent data is essential, and knowing where to find it is key. Kwanzoo provides a powerful platform where you can access:
First-Party Intent Data: From your CRM that consolidates marketing activities across channels, and new Buyer Resolution (Warm Leads) and their behavioral activity, sourced directly off your Website, from providers like Kwanzoo.
Anonymous First-Party Intent Data: Via tools like Google Analytics.
Known Third-Party Intent Data: Sourced from reputable providers like Kwanzoo.
Anonymous Third-Party Intent Data: Utilize providers like Kwanzoo for GDPR-compliant, accurate intent data.
Kwanzoo offers intent data tools to understand potential customers actively searching for solutions like yours.
Intent Data Providers: Kwanzoo’s intent data offers a GDPR and data-privacy compliant account and contact-level database, helping businesses understand customers better, tailor offerings, and meet customer needs legally.
Co-Op Intent Data: Kwanzoo is a member of a Data Co-op with intent data, providing GDPR-compliant data for lead generation. The Co-Op includes 100s of members, including Email Service Providers (ESPs), Demand Side Platforms (DSPs), and a range of Software and SaaS platforms, with a unique First Party Audience available exclusively to Kwanzoo customers.
Bidstream Intent Data: Kwanzoo unified intent solution can consolidate Bidstream intent data sourced from relevant third party intent sources, for accurate insights into user behavior and ad inventory.
Leverage Kwanzoo's Intent Data Advantage:
Having intent data in a B2B prospecting tool like Kwanzoo provides a significant edge. It offers background information on a company, enabling precise targeting and quicker qualification. With Kwanzoo, you speak to companies actively searching for a solution like yours, understanding their specific needs effortlessly.
Your next buyer is just one search away.
Book a Kwanzoo demo now and experience the power of intent-based marketing in action!
Mani Iyer • Nov 20, 2023
