Key takeaways
- As a lead generation tool, user intent is even more powerful than predictive prospecting alone. Intent data, paired with historical data from predictable prospecting, gives B2B marketers a clear picture of their ideal customer and informs effective marketing practices, which can dramatically increase ROI.
- Qualified user intent data—built from first- and third-party data sources—plays a critical role in determining user intent. With the right data and real-time activity monitoring, marketers can reliably predict a B2B user’s next action and then deliver targeted messages at just the right moment.
- Intent-based marketing programs can drive up ROI by enabling teams to prioritize leads, focus their efforts on the most profitable activities and develop custom campaigns that are more likely to convert to sales. By becoming more efficient and effective, marketing teams can realize positive impacts to ROI and the company’s bottom line.
Introduction
With user intent data, B2B marketers have a powerful tool for identifying ideal customers, influencing their buying journey and positively impacting the company’s ROI, pipeline growth and other key metrics. Similar to predictive analytics, intent-based marketing relies on user data to predict behavior. However, unlike predictable prospecting, intent-based marketing looks at a user’s current actions paired with historical actions, to determine the next likely behavior and then delivers marketing messages designed to influence the purchase decision at the moment a decision is being made.
