How To Use Intent Knowledge To Establish Goal Accounts And Perceive Purchaser Wants

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Intent information is a strong software that may remodel the way in which we strategy B2B advertising methods.

Over the previous two years, we delved into what entrepreneurs must take advantage of B2B intent information. On this put up, we’re going to discover how one can make the most of this information to determine goal accounts and acquire a deeper understanding of your patrons’ wants.

Right here, we’ll present you ways intent information can present key insights into your goal accounts, improve your understanding of purchaser wants, and finally drive extra profitable advertising outcomes. 

Pinpointing good goal accounts with the assistance of intent information

When navigating via the multitude of potential prospects, intent information can assist you slender down your goal accounts—these accounts which can be going to learn from what it’s important to provide and produce probably the most worth on your efforts. However how do you do that?

Discovering the most effective goal accounts shouldn’t be like looking for a misplaced alternative at nighttime. Created utilizing Midjourney.

Step one to figuring out your goal accounts utilizing intent information is to outline your Ideally suited Buyer Profile (ICP). 

An Ideally suited Buyer Profile (ICP) is an in depth description of a hypothetical buyer who would get probably the most worth out of your services or products and give you probably the most worth in return.

Your ICP is the theoretical embodiment of your good buyer—the shopper that can see probably the most worth in your answer.

By cross-referencing your ICP with intent information, you possibly can be certain that your advertising efforts are aimed on the most related and probably rewarding targets.

This could considerably enhance the effectivity and effectiveness of your advertising actions. Intent information can be utilized to validate and refine this profile, guaranteeing that you’re directing your advertising efforts towards organizations that can convey probably the most worth.

Gartner reminds us that entrepreneurs shouldn’t be creating an ICP only for the enjoyable of it:

“ICP growth isn’t a tutorial train. It’s a plan for motion. Now that it’s full, the ICP should be shared throughout your complete group and embedded into gross sales and advertising applications.”

We’ve already warned in opposition to relying too closely on intent information or utilizing it in a vacuum to make choices and create methods. Firmographic information, which a majority (86%) of B2B organizations take into account to be at the least considerably essential when constructing a goal account record for account-based advertising, is one type of information you shouldn’t ignore. 

Coupling intent information with firmographic information equivalent to firm dimension, business, location, and income can assist you additional refine your record of goal accounts,

You’ll additionally wish to take into account the shopping for levels your goal accounts are in. You should utilize intent information to determine these prospects which can be actively researching options in your business.

Extra importantly, you possibly can prioritize accounts based mostly on their degree of engagement and chance to transform. These are the accounts you wish to make sure that are included in your record of goal accounts.

Zooming in on probably the most promising accounts utilizing intent information

Honing on probably the most pertinent information lets you discover your ideally suited prospects. Created utilizing Dall-E/ChatGPT.

Intent information not solely helps you slender down your goal accounts but additionally lets you determine probably the most promising ones. Listed here are some issues to maintain a watch out for that can enable you pinpoint these accounts with probably the most potential:

  1. Lively analysis: Intent information can be utilized to identify which accounts are actively researching matters pertinent to your services or products. Purchaser-level intent information goes a step additional and informs you about who inside an account is doing that analysis.

    This degree of perception will come in useful when laying out your messaging and outreach to your goal accounts.

  2. Sustained curiosity: Whilst you wish to maintain your eyes peeled for these prospects who’re actively researching what it’s important to provide, it helps to go one step additional and search for sustained curiosity.

    Give precedence to accounts exhibiting continued curiosity over time, not simply occasional spikes in exercise. An account that’s constantly participating along with your content material is extra prone to convert than one which solely reveals curiosity as soon as.

    With reference to sustained content material engagement, findings from NetLine’s 2023 State of B2B Content material Consumption and Demand Report present that the consumption of sure content material (white papers, reside webinars, and on-demand webinars) is extra seemingly related to fast shopping for choices.

    Likewise, if an government is doing the consuming, this reveals a better chance of an instantaneous shopping for resolution, which is why buyer-level intent information is so essential.

  3. Competitor Engagement: In an ideal world, potential patrons would go to your web site, take a look at what you might have on provide, and instantly resolve to get involved with gross sales to begin the acquisition course of.

    Realistically, patrons are going to completely analysis their choices earlier than transferring ahead to investing into an answer.

    This, too, is a chance. Intent information can assist you see these accounts which can be participating along with your competitor’s content material and visiting their web sites. These accounts are seemingly contemplating options like yours and could possibly be prime targets on your advertising efforts.

  4. Excessive Intent, Low Engagement: Lastly, intent information can assist you determine accounts that suit your ICP and have a excessive chance of changing. These could possibly be accounts that aren’t but engaged along with your model however have demonstrated excessive intent to buy.

Constructing higher purchaser personas utilizing intent information as your blueprint

To take advantage of intent information, it’s important to have well-defined purchaser personas. 

SurveyMonkey defines purchaser personas as “descriptions of every of your goal prospects, based mostly on buyer and shopper analysis. Every persona describes a unique fictional purchaser who embodies the demographics, ache factors, shopping for behaviors, and motivations of a selected market section.” 

Purchaser personas differ from ICPs as they’re on the customer degree, whereas in B2B an ICP relies extra on an account or group you want to goal.

For example, here’s a purchaser persona template supplied by UXPressia: 

The instance above is only one of many instance purchaser personas that may be discovered on-line. The essential factor is that any persona that you just create needs to be custom-made to your group.

Let’s take a fast take a look at some potential components to incorporate in a purchaser persona and examples of what inquiries to ask whereas creating them:

Parts of a Purchaser Persona Issues to think about
Demographics What’s the purchaser’s age, gender, schooling, and job title?
Psychographics  What psychological traits equivalent to character, values, and pursuits do your purchaser exhibit?
Ache Factors What are the issues, challenges, and ache factors your purchaser is going through?
Buy Course of What are the steps your purchaser must take when making a purchase order?
Resolution Standards  What components does your purchaser take into account when making a purchase order resolution? Who else is concerned on this course of?

Intent information can be utilized to validate and refine these personas, ensuring they precisely replicate your patrons. It could additionally enable you determine new purchaser personas based mostly on the particular matters and key phrases your goal accounts are researching.

Furthermore, intent information can present beneficial insights into the distinctive wants and ache factors of every purchaser persona, permitting you to personalize your messaging accordingly. Bear in mind, your purchaser personas needs to be dynamic, and you must repeatedly replace them based mostly on new insights gleaned from intent information.

Purchaser-level Intent Permits You to Go From Persona to Particular person A

Positive, it’s a cheeky means of claiming that intent information lets you get extra granular. Extra particularly, buyer-level intent information lets you transfer on from personas and focus extra on the folks it introduces you to. 

There’s nothing fallacious with utilizing personas to information your advertising strategy. We extremely suggest B2B entrepreneurs use Viewers Explorer to do that, in truth. It’s essential, nonetheless, that upon getting found who your prospects and patrons really are, that you need to transfer past the persona.

Personas are a terrific compass whenever you’re first beginning out. However when you’ve gotten your palms on a GPS sign, you’re much better off following these actions quite than basing your strategy on an outdated methodology.

Decoding purchaser wants and ache factors utilizing intent information

This could’t be overstated. By understanding your prospects’ wants and ache factors, you possibly can craft advertising messages that actually resonate, addressing their particular considerations and illustrating how your services or products can resolve their issues. 

Understanding the wants and ache factors of your prospects is essential to creating advertising messaging that resonates. Intent information is a gold mine of insights for figuring out these, together with different potential insights.

Analyzing the particular matters and key phrases your goal accounts are researching will enable you determine what issues they’re making an attempt to resolve.

Associated to purchaser wants and ache factors is the place your goal accounts are of their purchaser’s journey. Intent information can assist point out the place your purchaser is of their journey.

Combining this data with the identified ache factors will enable you tailor your content material and messaging to the particular wants every account has and align it with the place they’re of their journey.

Trying extra broadly, analyzing patterns in intent information also can reveal wider market traits and alternatives. Moreover, intent information can assist you determine new purchaser personas and tailor your messaging to those newfound viewers segments.

Picture caption: NetLine’s INTENTIVE at present acknowledges and experiences on billions of information factors that will help you determine each accounts and particular person patrons who’re in-market proper now.

By benefiting from all that intent information has to supply, entrepreneurs can ship extra certified leads and have a tangible impression on the gross sales pipeline.

The knowledge gleaned from intent information gives unparalleled insights into purchaser behaviors, wants, and ache factors, enabling companies to tailor their advertising efforts for max impression.

Able to take your B2B advertising technique to the subsequent degree?

Discover NetLine’s buyer-level intent options and uncover how we can assist you take advantage of intent information. And should you discovered this put up useful, try our different posts on the subject of buyer-level intent information.