Intent basically means a reason
why somebody is visiting your website.
There are few things related
which will help you to understand intent.
Well, that sounds simple, but it can get pretty complex.
But I'm here to demystify this.
My name is Waseem Bashir
and I run a digital marketing agency
and a SaaS-based business.
Over the years, I have worked with hundreds of brands
and helped them in various stages.
One of the things I look at is user intent.
Let's start.
(upbeat music)
Let's start with intent types.
Well, as a marketer, you can make this judgment
when looking at a lead.
Let's give them some names.
Low intent is a person
who hasn't spent much time on your website
and hasn't engaged with much of your content.
This means that there's a lot of potential for them
to become a customer or a client.
Medium intent visitors are just little more interested
than your typical visitor,
and they have spent some time browsing your website.
They've also downloaded a couple of things
and engaged with some posts.
High intent visitors spend a long time on the website.
They also visit the pricing or contact page.
These signals show that these visitors
are far in the buyer's journey,
and they're considering buying your product
or contacting you.
These different levels of the intent
map to the stages in the funnel.
Top of the funnel, middle of the funnel,
bottom of the funnel.
If you're new to these concepts,
I have a series of videos you should watch
to get more clarity.
So here's a question.
How can you measure intent in a B2B setting
where sales cycles are long and many players involved?
Well, in this case, intent is a combination of three things.
Topic.
When visitors visit your website,
they have a particular problem or interest in mind.
The topic of interest is a sign of what they're looking for.
Context.
Context gives meaning to why somebody
is visiting your website.
Let's say they could be researching a topic
or looking to buy.
Based on their job title or position,
we can determine the context of a visitor,
whether they are a buyer or an influencer.
Surge data.
In B2B marketing, surge data can be used
to understand intent.
You can get buying signals or surge alerts
when a particular business or account you're interested in
has shown intent.
With intent data, you'll be able to track people's interests
and intentions.
This means you can send them the right message
at the right time.
Let's talk about some of the benefits.
Match visitor's intent with the right content.
With clever tracking, you can understand
how prospects react to your brand messaging.
You can then optimize the communication
and create targeted campaigns
based on the stage your prospects are in.
Even if it doesn't lead to a purchase,
this approach will trigger a positive user experience
and a stronger brand association.
Visitor intent and marketing automation.
With the help of marketing automation tools
like ActiveCampaign, Plezi, Salesforce Pardot,
you can fully automate tasks
like sending out emails depending on user intent.
This means that your team spends less time
on repetitive tasks so that they can focus on other things.
Personalized marketing.
Recommender engines like Recombee
can use AI and intent to make recommendations
and therefore drive a prospect
to complete the journey faster.
Prioritize prospects.
Using intent and scoring models,
it is possible to prioritize prospects
through the entire customer journey.
Marketers can now focus on the most promising prospects
and be more efficient and productive.
Here's an important metric from Google.
According to YouTube data,
campaigns that use intent-based targeting
on mobile devices have 50% higher brand awareness lift
compared to campaigns that only use demographic targeting.
Capturing intent data.
How visitors consume your data gives out strong signals
of the buyer intent.
Depending on the type of content
the target audience is consuming
can give you an insight into what they're looking for.
You can access these signals through your marketing stack
or third party systems.
Intent data can come out of your sources
like Google Analytics.
You can determine time spent on page, conversion metrics,
engagement metrics, clicks on a social media ad.
With other third-party tools like Leadfeeder,
you can get insights when a particular company's employees
visit your website.
Other signals could include
email newsletter subscriber behavior,
content consumed, and reverse IP lookup.
Lead scoring and intent scoring.
Lead scoring is a great way to check
if the prospect matches your target audience.
For example, things like company size, job title, industry,
number of employees, location are great,
but they do not give you a signal
whether these prospects have intent to buy.
With intent data and signals,
you can create and build an accurate scoring system.
In tools like ActiveCampaign,
you can score when a visitor visits webpages
or when they click certain links in an email.
With intent data,
you can take your B2B marketing to a whole new level.
Let's talk about the elephant in the room.
B2B buyer intent data.
B2B buyer intent data is an aggregated data set
that signals which companies are active in the buying cycle.
When a potential brand visits
or interacts with content related to your product,
service, or industry topics on multiple websites
and social media,
it sends a clear buying signal
captured by companies like Bambora.
Bambora is a third party intent data provider
that collects massive demographic and filmographic data.
They capture intent signals from a B2B online universe
spread across multiple content sources,
constantly monitoring consumption
of over 7,000 business topics.
They use what they call a data cooperative.
Bambora isn't the only third-party intent data vendor
on the block.
Several other companies offer comparable solutions,
including 6sense, zoominfo, and TechTarget.
Each vendor has its unique differentiators
and proprietary and analytics tools.
Here are some examples of external intent data.
Increased interest in social pages, articles,
posts in a particular segment from sources you do not own.
Export of gated content from niche communities.
Engagement on ads in a similar category related to yours.
So what do you think guys?
Are you planning to use intent-based marketing
in your next lead generation campaign?
Let me know by dropping a comment below.
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