Using Buyer Intent, we can turn global market intelligence into actionable lead generation.
When companies are in-market for your solution, they become active online. That’s the point at which all the digital breadcrumbs (buying intent signals) your potential future customers are leaving behind can be captured. This is the critical moment in time when you need to engage with these companies so as to position yourself front and centre. So as to harness this opportunity, an intent engine hoovers up these digital breadcrumbs from four different buyer intent sources.
|1. 1st party intent data:||4-6 million email and telephone engagements every month i.e. who’s reading what content, scroll depth, number of pages viewed and duration of visit etc|
|2. Trigger based intent:||Publicly sourced triggers such as; growth, funding, turnover, acquisitions, new product launches etc|
|3. Decisional intent:||Survey driven triggers from companies purchasing preferences and decisions across 49 product categories.|
|4. Content engagement:||Online interactions across social media, Saas review platforms and technology forums including; Google, LinkedIn, Facebook, Twitter, Instagram, Vivaldi, Gartner, Techweez, Techspot, TrustRadius and Capterra amongst others. This alone involves tracking 600,000 different websites which creates in the region of 1 billion interactions every month.|
The intent engine applies a score to each company where buyer intent is found. For ease of reference buyer intent is monitored across 7,000 different keywords and intent topics. The higher the BI score (A+ = 95, A = 85 and B = 75) the greater the chance that the company will be willing to engage with your products and services, thus allowing you to prioritise future lead nurturing and sales effort. As a guide, a score of 75 and above means the lead is viable and efforts should be made to contact the business immediately. However, scores of 50-74 should still be considered actionable leads.
The selection process allows you to fully segment your searches so as to filter out lower scoring companies from your target audience resulting in less time being spent focusing on leads with little or no intention of purchasing your products or services.
In order to gain the maximum value using Buyer Intent, you will need to define which keywords and BI score are most appropriate for your planned campaign. For example, if you are marketing a CRM platform, the keywords you may want to search might include: ‘CRM Software’ and ‘Customer Relationship Management’ with a BI score of 50+. The database will only return companies which match your specific criteria. You will then need to decide which decision maker(s) would be most relevant for your planned communications.
Thanks to our data insights and audience analysis know-how, we will deliver prioritised buyer insights on companies who are purchase ready.
To refine your next marketing campaign using Buyer Intent signals simply click here.