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


Intent information is a strong device that may remodel the best way we method B2B advertising and marketing 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 reap the benefits of this information to determine goal accounts and acquire a deeper understanding of your patrons’ wants.

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

Pinpointing good goal accounts with the assistance of intent information

When navigating by means of the multitude of potential clients, intent information might help you slim down your goal accounts—these accounts which can be going to learn from what it’s a must to supply and convey essentially the most worth to your efforts. However how do you do that?

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

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

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

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

By cross-referencing your ICP with intent information, you may make sure that your advertising and marketing efforts are aimed on the most related and probably rewarding targets.

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

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

“ICP improvement isn’t an educational train. It’s a plan for motion. Now that it’s full, the ICP have to be shared throughout your entire group and embedded into gross sales and advertising and marketing packages.”

We’ve already warned towards relying too closely on intent information or utilizing it in a vacuum to make selections and create methods. Firmographic information, which a majority (86%) of B2B organizations think about to be at the very least considerably necessary when constructing a goal account listing for account-based advertising and marketing, is one type of information you shouldn’t ignore. 

Coupling intent information with firmographic information resembling firm measurement, business, location, and income might help you additional refine your listing of goal accounts,

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

Extra importantly, you may prioritize accounts based mostly on their degree of engagement and chance to transform. These are the accounts you wish to ensure that are included in your listing of goal accounts.

Zooming in on essentially the most promising accounts utilizing intent information

Honing on essentially the most pertinent information allows you to discover your perfect clients. Created utilizing Dall-E/ChatGPT.

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

  1. Energetic 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 turn out to be 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 a must to supply, it helps to go one step additional and search for sustained curiosity.

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

    As regards 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 rapid shopping for selections.

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

  3. Competitor Engagement: In an ideal world, potential patrons would go to your web site, take a look at what you’ve got on supply, and instantly resolve to get in touch with gross sales to begin the acquisition course of. Realistically, patrons are going to totally analysis their choices earlier than transferring ahead to investing into an answer.

    This, too, is a chance. Intent information might help you notice 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 may very well be prime targets to your advertising and marketing efforts.

  4. Excessive Intent, Low Engagement: Lastly, intent information might help you determine accounts that suit your ICP and have a excessive chance of changing. These may very well 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 clients, 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 particular market section.” 

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

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

The instance above is only one of many instance purchaser personas that may be discovered on-line. The necessary factor is that any persona that you just create ought to be personalized to your group.

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

Parts of a Purchaser Persona Issues to contemplate
Demographics What’s the purchaser’s age, gender, training, and job title?
Psychographics  What psychological traits resembling 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?
Choice Standards  What components does your purchaser think about when making a purchase order determination? 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 might probably additionally allow you to determine new purchaser personas based mostly on the precise 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 ought to be dynamic, and it’s best to repeatedly replace them based mostly on new insights gleaned from intent information.

Purchaser-level Intent Permits You to Go From Persona to Individual A

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

There’s nothing improper with utilizing personas to information your advertising and marketing method. We extremely suggest B2B entrepreneurs use Viewers Explorer to do that, in reality. It’s essential, nevertheless, that after getting found who your prospects and patrons really are, that you have to transfer past the persona.

Personas are a terrific compass while you’re first beginning out. However when you’ve gotten your fingers on a GPS sign, you’re much better off following these actions somewhat than basing your method on an outdated technique.

Decoding purchaser wants and ache factors utilizing intent information

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

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

Analyzing the precise matters and key phrases your goal accounts are researching will allow you to 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 might help point out the place your purchaser is of their journey.

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

Wanting extra broadly, inspecting patterns in intent information may reveal wider market traits and alternatives. Moreover, intent information might help you determine new purchaser personas and tailor your messaging to those newfound viewers segments.

Picture caption: NetLine’s INTENTIVE presently acknowledges and studies 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 affect on the gross sales pipeline.

The data gleaned from intent information offers unparalleled insights into purchaser behaviors, wants, and ache factors, enabling companies to tailor their advertising and marketing efforts for max affect.

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

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


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