What Does Intent Data Mean?
Intent data refers to information about a prospect’s or customer’s online behavior and activity, which provides insight into their interests, preferences, and buying intent. It can be collected from various sources, including website visits, social media interactions, search queries, and content consumption.
By analyzing intent data, businesses can better understand their prospects’ buying journey and anticipate their needs and preferences, which can help inform their marketing and sales strategies. For instance, by identifying which products or services a prospect is interested in, businesses can deliver targeted messaging and offers that are more likely to resonate with them, ultimately leading to higher conversion rates.
Intent data is particularly valuable for account-based marketing (ABM) strategies, where businesses target specific high-value accounts. By leveraging intent data, businesses can identify the key decision-makers within a target account and personalize their outreach efforts to increase their chances of success.
What Does Leadinfo Do As a First-Party Intent Data Collector?
At Leadinfo, our focus is on identifying unknown leads and helping companies improve their results. To provide top-quality service, we collect first-party intent data from various sources, including your built-in CRM, and website.
You’ll receive an indication for each prospect’s buying intent in your sales funnel by combining interactions with the information we gather. This score will help you prioritize your list and focus on the warmest leads, allowing you to close more deals than ever.
Though marketing automation is not in our realm, leveraging this intent data can improve your sales process and boost your marketing efforts. Leadinfo is the first tool to help you transition. It offers various powerful features that can help you expand your first-party audience. We’re committed to continuously adding new features that support your sales and marketing objectives. Our goal is to assist businesses in navigating the upcoming technological wave, where privacy and personalization will play a critical role.
While our primary focus is helping sales teams increase their conversions, Leadinfo is also an excellent platform for leveraging accumulated data for marketing. With Leadinfo, you can access a wealth of data to inform your marketing campaigns, allowing you to create targeted messaging that resonates with your audience and drives results.
What Can First-Party Intent Data Mean for Your Marketing?
First-party intent data can be a game-changer for marketing. By leveraging this data type, businesses can better understand their prospects’ buying intent and behavior, allowing them to deliver personalized and relevant messaging at the right time and place.
Some of the benefits of using first-party intent data for marketing include:
Enhanced targeting: By using intent data, businesses can identify and target prospects most likely to convert based on their online behavior and interests.
Improved engagement: By tailoring messaging and content to the prospect’s interests and needs, businesses can increase engagement and drive higher click-through and conversion rates.
Better ROI: By focusing marketing efforts on high-intent prospects, businesses can optimize their marketing spend and achieve a higher return on investment.
Increased customer loyalty: By delivering relevant and personalized experiences, businesses can foster stronger customer relationships and increase loyalty over time.
Driving More Sales With Intent Data
The first method involves utilizing a sales platform that integrates with third-party intent data to aid in prospecting. These platforms provide company-level insights into the level of interest a company has in your product or service. While they may not provide exact contact information, they can give you a valuable starting point. This intent data is typically obtained from review websites like G2 and Bombora and delivered through sales platforms like Apollo or Cience. Discover more intent data tools through these platforms.
The second and most effective method for boosting sales conversions involves using a sales platform that enables you to gather as much first-party data as possible. This platform allows you to easily collect email addresses and follow up with prospects based on their engagement with your content. These include email opens, clicks on your files, website visits, video views, and other relevant actions.
How Do First-Party Sales Insights Help First-Party Marketing?
First, you must accumulate the data; accumulating first-party intent involves gathering data directly from your prospects and customers.
- Track and analyze user behavior on your website, such as page views, time spent on the site, and clicks. Usually, this is done by adding an extra layer of code to your website.
- Capture the leads coming from your forms on your website.
- Offer gated content – Provide valuable content such as whitepapers, e-books, or webinars that require users to provide their contact information in exchange for access. This way, you can collect email addresses and other valuable data directly from interested prospects.
- Conduct surveys and polls – Ask your prospects and customers about their interests and preferences through surveys and polls. This can help you gather valuable insights and tailor your marketing efforts to their needs.
After capturing leads through your website forms and content, you can leverage this list in various ways to enhance your marketing efforts. Firstly, you can reach out to the individuals on the list directly.
Additionally, you can download the list and create look-alike or similar audiences on your marketing platforms. This will enable you to target more people with similar characteristics and interests as your captured leads. Even if some of the individuals you cold-called were not interested, the prospects on your list are still valuable and can form the foundation of your marketing campaigns.
For marketers, it’s recommended to upload this list to your audience manager and use it for targeting purposes. By doing so, you can refine your targeting strategy and reach individuals more likely to be interested in your product or service. Leveraging your captured leads in these ways can help you maximize the value of your prospect list and increase your chances of converting them into paying customers.
When tracking behavior on your website or conducting polls and surveys, these data sources can provide valuable insights into your target audience’s preferences and interests. By analyzing this data, you can craft more effective copy and messaging that resonates with your audience and draws them further toward your business. In other words, utilizing these data sources can help you refine your marketing strategy and increase your chances of success.
The Marketing Strategy To Use With First-Party Intent Data
Suppose you’re using first-party intent data to create similar or look-alike audiences in your marketing platforms. In that case, it’s important to remember that these audiences may share similar interests but have yet to hear about your brand or company.
Unlike an uploaded list, they aren’t yet familiar with your business. This means that it’s crucial to prioritize driving traffic to your website first by educating and informing visitors about your products or services. Starting at the top of the funnel with look-alike audiences can help them get to know your brand and build awareness.
Once you have a sizable list of website visitors, you can focus on bidding for conversions, as these visitors are more familiar with your brand and more likely to convert. By taking this approach, you can maximize the impact of your first-party intent data and increase your chances of success.
The Reason to Shift From Third-Party to First-Party Marketing
With Google phasing out third-party cookies and meta ads lacking a lot of IOS data, relying on marketing users’ online behavior or third-party data will no longer be an option. This shift will require businesses to focus on gathering data directly from visitors to their site or interested leads who have left their contact information. This change will be especially critical in 2024, as large companies with a lot of first-party data will have a significant advantage in maximizing their profits.
Third-party data is usually based on the three types of user intent that businesses should be aware of to optimize their online presence and marketing efforts. These include:
- Informational intent: This type of user intent is when a person searches for information or answers to a question. They may look for definitions, how-to guides, or general knowledge about a particular topic. For example, someone searching for “how to cook a steak” demonstrates informational intent.
- Navigational intent: Navigational intent is when a person is looking for a specific website or online destination. They already know the brand or website they want to visit and use search engines to navigate to that site quickly. For example, someone searching for a “Facebook login” demonstrates navigational intent.
- Transactional intent: Transactional intent is when a person wants to purchase or take a specific action. They may search for products or services, compare prices, or look for a specific deal or promotion. For example, a person searching for “buy running shoes online” demonstrates transactional intent.
Understanding the different types of user intent is still important for businesses to create effective online marketing campaigns that resonate with their target audience.
To stay competitive, businesses must take the necessary steps to adapt to this shift. First and foremost, gathering as much first-party data as possible is essential while focussing on user intent. Several apps and extensions can assist with this process, but the Leadinfo platform stands out with its comprehensive suite of features, including advanced interest measurement tools. With Leadinfo, businesses can identify the right prospects and sell to them at the right time, all while staying up-to-date with the latest changes in data privacy regulations.
B2B Intent Data
B2B intent data refers to the information that allows you to identify when a prospect is actively considering purchasing your product or service. This data is gathered from a range of digital sources, and on Leadinfo, it is primarily obtained from a prospect’s interactions with your website and content.
B2C Intent Data
If you consider shifting to first-party data in e-commerce, you must explore Customer Data Platforms (CDPs). These platforms are designed to gather data from individuals at various touchpoints with your e-commerce business, including social media, website interactions, transactions, and third-party interactions. Some CDPs may also provide the option to conduct surveys and polls to gather additional data.
By utilizing a CDP, you can accumulate a comprehensive set of first-party data to understand your customers better and personalize your marketing efforts accordingly. This shift towards first-party data will become increasingly important as third-party cookies continue to be phased out, making it crucial for e-commerce businesses to adapt and stay ahead of the curve.
Conclusion
First-party intent data should be a major factor in all your marketing efforts. It’s the latest trend and allows business owners to understand their customer’s needs and take action more efficiently. First-party intent data allow businesses to monitor better and measure their sales activities. These target leads are most likely ready to purchase, adjust their strategy if something doesn’t work, and accurately understand what is happening with their campaigns immediately. With these metrics, you can see how successful your strategies were or weren’t, helping you make an informed decision for the next step. No matter if it’s B2B or B2C, it’s equally helpful. In this complex world, ensuring two-way communication with customers has become an imperative part of the business. Of course, a human touch is still valuable in many cases, but automated lead management will give you the performance boost needed to stay ahead of the competition. So don’t wait anymore; sign up with Leadinfo today to engage qualified customers based on first-party intent data!