Buyer intent data is tremendously useful to sales and marketing teams because it gives them the ability to deliver highly customized messaging to their target audience based on what they are interested in. In addition, this data can be used to power every aspect of your account-based marketing strategy, including:
Identifying In-Market Buyers – By looking at the companies showing buying intent for different products you offer, you can see things like which industries are most engaged with your content, what size company tends to show the most buying intent, etc. Integrating your intent data into an account scoring model may also allow you to discover untapped market segments that are interested in your products which you may want to target in the future.
Building Ad Retargeting Campaigns – Ad retargeting is one of the most effective ways to recapture website visitors that have left your site without converting. By adding intent data to your Google Ads platform, you can dynamically adjust your ad bids to win more ad placements for high-value accounts.
Personalizing Website Content – Once you know what a company is interested in, you can use tools like Google Optimize or Adobe Target to dynamically customize your website, from images to text, navigation, and more.
Creating Custom Sales and Marketing Campaigns – Once you know which accounts are interested in which products, you can create customized outreach messages that speak directly to the pain points they may be experiencing and how your products can solve them.
Monitoring Campaign Success – It may sound redundant, but companies showing buying intent are probably in the market to buy your products. By looking deeper into who these companies actually are and what they are interested in, you can gain valuable insights into how well your ABM campaigns are performing (i.e., bringing in the right kind of traffic) and provide much deeper marketing attribution for your organization.