What is B2B Intent Data?
Intent data is a dataset that uses online behavior to uncover what a user is interested in and what they’re most likely to do or buy next. It’s been since 2007 that stats have been justifying the value of intent data. However, the issue is that corporations feel like this data is out of reach or they don’t know how to incorporate it into their existing tech stack and workflow.
Shorten the Sales Cycle
With the global pandemic, it was expected that companies would be cutting back and holding off on purchases, but to our surprise, a significant amount of businesses are actually holding steady or even increasing their spending. Of course, this doesn’t mean everything is business as usual. There has been a massive shift in B2B sales operations and the overall sales cycle. Even if companies are continuing to spend, the sales cycle has been slowed down (or extended).
So what’s the workaround?
Meet your competitive advantage and your key to B2B marketing success: full access to buyer intent data and custom audiences. This allows your team to be proactive and reach people who are already interested rather than having to waste time and money targeting a stone-cold audience (more on this later). Through online behavior, you’ll waste no time directly reaching the people who already have expressed high interest in what you offer.
Let’s take a minute to talk about no one’s favorite topic… Customer churn. In this instance, we bear good news. Intent data and custom-built audiences will help your company not only retain customers but also re-engage those who are about to churn based on what kind of searches they’re making and content they’re consuming.
For example, if your customers are researching competitors, this can show that they are about to stop doing business with you. At the end of the day, it’s typically five times more expensive to gain a new customer than it is to keep an existing one. This year, it’s most likely even more costly and time-consuming.
Create a Highly Personalized Experience
We’ve reached a tipping point where hyper-personalized marketing and messaging is not only possible but with the digital landscape getting more saturated and noisy, it’s become vital in order to compete and capture your potential customers’ interest.
Here’s how it works… Unifi syncs your target account list, resolves it to anonymous identifiers, cross-references with billions of external data points, and analyzes each account’s behavior and intent signals. You’ll gain a full understanding of the topics that your customers are interested in, what company they work for, and what their title is there (just to name a few). And it’s important to get your data and targeting right because there’s a high cost for lack of personalization, but the cost for wrong personalization is just as steep and can be, well, just downright creepy.
You Take Full Control
Relying on third parties to build your audience can cause delays, result in data that is poor quality, and block your workflow. You can keep all of your current sales and marketing stack. Unifi will integrate with all of your existing technology and there are no delays. Once your audiences have been built out in Unifi, they’ll automatically be sent directly to whichever channel you want to use them on and will be updated regularly for you.
More Money in Your Pockets
It can be tempting to push your ads out in front of as many people as possible, but we’re sure it’s no surprise that this isn’t necessary and can lead to ineffective ad spend. It’s time to reduce spending and stop advertising to uninterested or low-quality audiences.
Take the fast track, save more money, and direct your marketing and sales efforts on the right accounts who are already showing high intent to buy through their online behavior and searches.
