Using intent data in a silo can only take your marketing team so far. Our research shows that a relatively small percentage of marketers use intent data to build a holistic signal-based marketing strategy that can unearth new opportunities to engage existing customers and win over new ones. For instance, only 39% measure conversion time (time elapsed for intent-generated conversion), 31% track closed/won deals and only 26% look at the impact intent data has on customer churn. It’s not a surprise then that only 24% of respondents reported exceptional ROI on their intent data investment, while 16% either couldn’t say or felt the ROI didn’t quite deliver. One common theme among those who are happy with their intent data ROI is that they’re far more likely to use dedicated campaign execution tools to apply their intent data across their marketing and sales channels. Purpose-built platforms such as Intensify that support your content syndication and digital advertising programs can help you build a comprehensive signal-based marketing strategy that embeds buying signals in your decision-making across channels, audiences, and products.
Marketers Are Looking at Other Data Sources
As intent data becomes more prevalent across marketing teams, businesses are looking at increasing their intent marketing budgets. In fact, 84% of marketers report that there will be at least some increase in their intent data budgets, while 33% say the increase will be significant. Bigger marketing teams of 10+ employees plan to use this budget to include other data sources in their programs, like firmographic and technographic data as well as digital and contact data. On the other hand, 18% plan to change data providers altogether. Overall, enriching your intent data with other data points can give you a 360-degree view of how your target audience thinks, behaves, and, eventually, makes a purchasing decision. Fifty-eight percent of respondents say Bermuda Email List 40999 Contact Leads that they’d like better dashboards, reporting, and integrations to make their existing intent solution more useful. Fifty-seven percent would like more flexibility in customizing their intent models to their specific needs. All of this can be achieved with a purpose-built, AI-powered tool that can consolidate all your data sources and give you the power to action it across all of your marketing and advertising programs.
The Marketing Goalpost is Always Moving
Consumer behavior, priorities, and preferences are constantly evolving, and so should your marketing strategy. While brand and communication professionals may look at conversion rates, demand gen specialists care about predictive accuracy, and paid media professionals worry about coverage rates. All of these are important if you’re to build a comprehensive and up-to-date marketing strategy that evolves with your customers. Intent data can be valuable across the board provided your team is given the right tools and metrics to make proper use of it. While you can’t influence how your customers will behave tomorrow, you can certainly influence how your marketers work today. Intentsify’s AI-powered platform empowers marketers to turn buying signals into pipeline with customized advertising and lead generation solutions. Combining an unrivaled portfolio of data sources and an industry-leading media ecosystem, Intentsify enables signal-based marketing programs for revenue acceleration.
We need content.” You have either heard it or said it. Content is an integral part of every B2B marketing strategy. But depending on your specialty, you might not know all the ins and outs of what makes a successful content marketing strategy. Let’s start with the definition. According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Two key words stand out in this definition: creating and distributing. You can write the best eBook in the world, but it won’t make an impact if no one reads it. That’s why it is important to pair content marketing with a strong demand generation strategy. While content represents your message, demand generation involves driving interest and awareness via paid and organic channels. Content marketing drives value for your prospects and customers. It also helps you establish authority in your space and build trust with your audience. Now, content marketing has significantly evolved over the past decade, and it will continue to do so. From changes in SEO to social media, the dawn of intent data, and constantly shifting formats, it’s a very dynamic space. However, one thing remains constant. You need to start with quality content. The topic, format, and distribution channel will depend entirely on your business.
Why Write an eBook?
eBooks have been a staple of digital marketing for a long time. The PDF is one of the original digital marketing assets. With very few resources, a PDF eBook is one of the quickest content formats you can produce. It plays nicely on both gated and ungated channels that require a “download,” and your audience knows what they can expect. You might also opt for a web-based or interactive digital eBook to complement your PDF. An eBook is also one of your longest form content assets. It’s a good place to start, because once you invest in the time, research, writing, editing, and design of the asset, repurposing the content into multiple formats for different distribution channels becomes much easier. Think – social media posts, videos, blogs, webinars, decks, microsites, and more. Trust me, someone isn’t going to put down their kindle binge for your eBook. But if they are in the market to buy – you can meet your prospects with the right message at the right time. 70% of the buyer journey happens before a potential customer talks to a vendor. Here are 4 reasons to write an eBook: Generate leads and grow your database: An eBook download might not mean an immediate sale, but it shows interest in your topic. Add these leads to your marketable database to share additional relevant content. Establish thought leadership and industry expertise: Consider a custom research study and a unique point of view that sets your brand apart from the others. Educate your target audience and nurture leads: Keep your brand and product top-of-mind with your audience. Highlight problem-solving and solutions: Your audience might be looking for practical tips and advice in your industry. By creating some how-to guides and playbooks, you can attract interest in your brand in exchange for helpful content.