How to Boost Sales with Buyer Intent Data

July 9, 2021

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Lead generation is a critical factor in the success of any business. While pay-per-click ads and cold outreach are popular methods for generating leads — the future of lead generation lies in buyer intent data.

Studies show 89% of people rely on research before making a purchase, which qualifies them as a potential buyer. By mapping out your prospects’ behaviors and capturing their interest, buyer intent data offers insight into your potential leads.

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What is buyer intent data?

Consider intent data as an innovative means to identify your ideal customer.

Buyer intent data offers insights into the user’s behavior and helps businesses find their potential customers. By leveraging intent data, you can become a part of your buyer’s journey at an early stage and get an edge over your competition.

In this article, we will break down how you can leverage intent data to boost sales:

 

Establish a targeted lead generation strategy

The best use of buyer intent data is in finding qualified leads.

A good set of data can find the buying signals coming from prospective customers and score leads based on their actions during their buying journey. 

Here’s how the lead scoring method looks in action:

  • Add five points when a prospective buyer lands on your website
  • Add another five points when the buyer revisits the website in a specified timeline (i.e., 48 hours)
  • Add an additional 10 points if the lead puts an item to the cart

The buyer intent data will register every action they take and assign these points per your scoring model. Based on their scores, you can create a strategy to send prompts and target your communication for converting prospects into buyers.

Using a score-based lead gen strategy and buyer intent data, also helps in segmenting your leads. If you sell different kinds of apparel, your intent data will inform you about which products your leads are attracted to. This information can be used to position those products and drive more sales.

 

Generate personalized messaging to boost outreach

Personalization is your key to stand out in a crowd of generic sales pitches and marketing messages.

You have a higher chance of converting leads when you tailor your messaging to their needs. Buyer Intent data can help with this process by providing the insight on what your prospect’s needs — allowing you to personalize your messages and pitch them precisely what they want at the right time. Buyer intent data can help:

  1. Address their pain points 
  2. Show them how you can help 
  3. Build a relationship before they become customers

If you are marketing a skincare brand, focus only on acne treatment when reaching out to someone looking for acne removal. By analyzing and using buyer intent data, you can influence the buyer’s decision-making process.

 

Acquire knowledge about potential customers

From desire to conversion, staying a step ahead of your prospective buyers during their journey will help boost your sales.

If you have a clear picture of your customer base, these marketing efforts will automatically become easier. Buyer intent data empowers businesses to define their ideal customers and consequently look for them in the right places.

You might just be completely unaware of what your next customer is currently doing. With behavioral data, you can gain this knowledge and create content to target them specifically.  

Intent data essentially helps you target every lead based on their stage—awareness, interest, consideration, intent, and purchase—during their buyer journey. 

Gartner shows people spend half their time reviewing your brand on third-party platforms. This is crucial to find those interested in your business, target them with your sales message, and monitor their movement throughout their decision-making process.

Buyer intent data conversion funnel graphic
Image Source
 

Create consistent monitoring to minimize low-impact activities

Buyer intent data essentially records users’ behavior in terms of online searches, engagement, and interest. Not only can marketers use this data to target leads, but they can monitor and qualify leads for specific intent signals.

By consistently monitoring the target users’ behavior, you can focus your marketing activities around these intent signals. Intent monitoring helps you find that perfect spot of relevance, timing, and context to start any marketing activity. 

This will help in minimizing low-impact campaigns and create greater engagement with more targeted initiatives.  

Intent monitoring tools make this process easier. You can use tools like Crunchbase, Bombora, Segment, Hotjar, and Reply for specific needs.

Perfectly time your outreach with buyer intent data from Crunchbase – try Crunchbase for free

 

Optimize content marketing efforts

Intent data boosts the effectiveness of your marketing efforts and enables you to create content that hooks your audience — making potential customers want to take action.

The knowledge of what your prospects need will help you customize the efforts you put into marketing. Intent data can help you choose the right keywords, enhance your blog content, create catchy ads, and build greater accuracy.

While working with buyer intent data, it is also crucial to use an excellent tool to organize the analytics.

Combining good data and an intelligent system will allow you to complete your conversion funnel with the best possible framework and results.

 

Enhance customer retention rate

The benefits of buyer intent data are not limited to generating leads. It is equally helpful in retaining the existing clients through targeted efforts.

The intent data captures the dissatisfaction of your customers by analyzing their actions. If a customer visits the cancel my subscription page —they are most likely going to stop using your services. Similarly, if any of your clients search for your competitors’ pages, the buyer intent data will help you identify these customers.

Equipped with this crucial information, you can monitor various intent signals of your existing clientele and pay special attention to the unhappy ones to retain them.

 

Conclusion: Leverage buyer intent data for sales

If you are building an online business, utilizing buyer intent data is a widely popular solution to generate more leads.

There is no better sales strategy than using intent data to identify your prospective customers and taking the right steps to help them. The data helps you find your leads, offers you the key to convert them and allows you to retain them throughout their journey.

Use these points as guiding factors to include buyer intent data in your sales and marketing efforts to make your campaigns targeted and result-optimized.


Adela Belin is a content marketer and blogger. Find her on Twitter and LinkedIn.