You've made an important decision. You want to add intent data to your arsenal of sales and marketing tools to help your sales team close more deals and to assist your marketing team deliver more sales-ready leads. But you also want to get the most benefit from your decision, and you're not sure how to get there. Here, we explain how to leverage intent data.
You can start by sending your intent data lead lists to your sales development reps and have them review and call the most qualified. Or you can have marketers upload your intent data to your marketing automation platform and start nurturing your leads with relevant emails and advertising. Either way (or maybe by combining both), you're well on your way to improving close rates and revenue growth.
Intent data is powerful business information. It supports use cases across the entire customer lifecycle from marketing, through sales, to customer success and business reporting. The issue many companies face is how to operationalize intent data, outside the traditional sphere of sales and marketing data collection and management. Some companies struggle with trying something new. Who will be responsible for oversight and implementation?
What resources do they need to get up and running quickly, and how will those new processes fit into their current data management practices and regulations? Potential roadblocks, such as compliance or privacy, must also be addressed. Who will do that, and how? Perhaps your current sales and marketing teams are just too busy to take on a new initiative, so it's easier to wait. These and other issues prevent some companies from moving forward with intent data, but there is a viable solution.
When evaluating an intent data provider, look for one that can help you extract the full value of intent data with services to manage, integrate and apply your data to reach your goals.
Our Services Can Include:
Intent Data Service solutions are designed to help you find the right approach for your situation. Most companies prefer to walk before they sprint, and proving ROI before making a larger investment makes a lot of sense. You want to improve results, not implement another technology onboarding project. Once you have established a firm foundation, then it makes more sense to expand capabilities and attain new levels of growth. IntentData.io has a variety of programs with these sensible goals in mind.
When you select an intent data provider, they should work with you directly to find the right contact-level intent data that uncovers your ideal customers and their pre-purchase activities online. This is an iterative process; we help analyze your data to identify the highest quality leads and deliver them to your sales team. We also develop search criteria, gather relevant data, assess its value and fit, and help you deploy it to your teams in a format they can use immediately.
Intent data is useful on its own, but the work to turn it into lead conversions, scheduled meetings, webinars, and event registrations requires more effort. In many cases, hitting aggressive KPIs (key performance indicators) for demand generation requires high levels of outbound sales and marketing activity.
For lead qualification and outbound sales and marketing, we can do the heavy lifting. The IntentData.io team can manage outbound sales using email only campaigns, or full omnichannel outbound sales targeting your highest-quality intent data prospects and deliver these leads and event registrations on a CPL (cost per lead) basis.
If your sales development team is already swamped with inbound or outbound leads, you might be looking for an additional way to convert and close high-quality pipeline opportunities.
A good intent provider will take the work off your plate, delivering leads that fit agreed qualification standards from BANT (Budget, Authority, Need, Timing) and qualified SQLs, through scheduled appointments and first touch meetings.
We also maintain close communication with you via your CRM and hand off qualified, sales-ready leads to your account executives.
Fully orchestrating purchase intent data can involve a variety of data operations. Our CDP (customer data platform) assists with integrating multiple data sources, limiting costs of marketing automation contact bloat, managing large volumes of signal and putting the right information in front of your sales team at the right time. Our analysis services help you identify prospect groups or trends to allow you to better segment leads for efficient and personalized marketing and sales follow-up at scale.
Getting the most from our Contact-LevelTM Intent Data takes time and knowledge. Even for single-use cases like demand generation, there is a learning curve required to interpret, segment and follow up on the data. Contact-level intent data is more complex than account-level data because it's richer in context and detail at the individual level. That's a good thing for making better decisions, but it also creates execution challenges. Some examples include:
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