Questions to ask your intent provider

Written by admin


March 28, 2019

As a marketer you will have noticed that it’s becoming harder every year to reach your target audiences. Indeed, according to HubSpot, 65% of marketers identified generating traffic and leads as one of their top marketing challenges. This is not surprising with the amount of content available on the internet — there are over four hundred hours of content uploaded on YouTube every minute.. If you want to break through the ‘noise’ and get your marketing messages noticed by the right prospects, your messages and campaigns need to be highly focused. Account Based Marketing (ABM) is one of the strong ways to achieve this but, it is only as good as the data it is based on. And even then, there’s no telling which of your target customers are ready to buy at any one time.

Behaviour Based Marketing (BBM) can enhance ABM by identifying those two to five percent of your customers who are actively engaged in the buying process. However, a successful BBM strategy relies on having accurate and profound buyer intent data, which is where the role of a behaviour intent provider comes in. Choosing the right technology partner to support your BBM strategy is critical. However, not all BBM SaaS platforms are equal, so, before you select your intent provider, you need to make sure you’re asking the following questions:

  1. Does the intent provider cater for local languages and behaviours? If you are planning to identify, understand and engage with customers across European and Asian markets, then it is important that your intent provider is able to identify buying signals in the local language and across the local country market.
  1. Does the intent provider understand your challenges? You need an intent provider that can fully appreciate what data you need to help achieve your objectives both quickly and effectively. Intent data needs to integrate with existing CRM systems and it must be presented in a clear and meaningful way. It’s not enough for customers to be displayed in a spreadsheet with a crude score attached to how ‘hot’ a prospect they are. For any marketer to deliver relevant and timely messages, it’s paramount that the intent data has customer-context attached to it. Knowing which keywords associated with your value proposition are trending with your customers, and where and how they are consuming them, are vital parts of the process.
  1. How customised is the platform? Getting the right keyword taxonomy helps to better understand the customer. Once you can identify what interests them, and link it to the platform design, then it’s easier to get the messaging right for each customer. The platform dashboard should reflect this, allowing you to design a keyword plan based on their interests, so that they can be addressed with the right messages and content, maximising conversion rates from your sales and marketing efforts.
  1. What coverage does the intent provider deliver? The greater coverage the intent provider can supply the better. If billions of buying signals can be tracked across multiple countries, languages and websites, then you will be able to develop a more accurate picture of your potential customers. In addition, being able to identify the tens of thousands of sites where these customers are doing their research, and what or who is influencing them, gives you a high level of understanding about the buying sentiment in your target markets. This allows you to build new audiences on the basis of behaviour, allowing you to run extremely effective integrated campaigns that are both relevant for the target customers and reap greater results for your business.
  1. Does the intent provider use cookies or IP addresses to identify customers? It’s important to understand which approach the provider uses before making your decision. As well as the obvious GDPR worries around using IP addresses to identify a specific individual, IP addresses are also limited in their ability to deliver location-relevant messages to a potential buyer — they are dependent on where the customer router is rather than the actual customer. On the other hand, device-specific cookies can link to the specific location of the customer and understand which websites they visit and the type of content they consume. Having this information available in your dashboard allows you to really understand your customers and provide them with hyper-relevant messaging.
  1. What onboarding processes does the intent provider have? You need an intent provider that is able to get the platform up and running as quickly as possible so you can integrate such rich analytics into your business decision making. Thus, impacting your lead-generation, opportunity identification and realising improved revenues in a timely fashion. The provider should be clear about the onboarding process and actions should be owned appropriately. There will be a pilot process, but the time frame agreed needs to be reasonable.

Crucially, any decision you make should be based on the value an intent platform can provide. An improvement in lead conversion rate can have a dramatic effect on sales and profitability figures. But, for this to happen, it is essential to work with a provider who understands your business, follows an implementation plan with key metrics and helps you get to your desired outcomes quickly.

Register for our webinar ‘How to Fuel your Account Based Marketing with Buyer Intent’ Webinar where Jon Clarke, CEO of Cyance is joined by guest speaker Nicky Briggs, Research Director, ABM at Sirius Decisions to discuss how businesses can activate buyer intent data into ABM and Demand Gen campaigns! 


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