Cetrix Blog

B2B Intent-Based Marketing to Turbo-Charge Predictable Prospecting

Stewart Balanchine - Mar 12, 2019 11:48:22 AM

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.

Topics: User Intent Prediction

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Retrieving User Intent for Anonymous, Intensive, Lapsed and Repeat Customers.

Paul Nilsen - Aug 6, 2018 8:48:50 AM

User intent is the key to successful marketing and sales in today’s business market. When your customers search for solutions to their problems, they do so with a purpose or an intent. What this intent is will vary from visitor to visitor, but this piece of information is what ultimately drives a customer to a sale. Because of this, your business needs to understand the needs of each of its customers and prospects. Fortunately, most customers fall into four basic categories: anonymous, intensive, lapsed, and repeat. Each type of customer has its own needs and requirements. However, if you can integrate this information, your organization would reap the benefits of many successful business campaigns.

Topics: User Intent Prediction

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Predictive prospecting in B2B space and how can we assess user intent using 1st party, 2nd party and 3rd party data

Paul Nilsen - Jun 28, 2018 8:44:23 PM

User Intent Data – In a B2B context

Topics: User Intent Prediction

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AI-Powered B2B Content Personalization Based on Live User Intent

Saad Murad - Jun 5, 2018 3:19:48 PM

Introduction

Traditionally, content management systems managed both B2B and back-office platforms. Sites were also more or less “static” since content was usually focused on standardized products, homogeneous markets, and long life-cycles. All customers received the same content, usually served through a single channel.

Topics: User Intent Prediction

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Artificial Intelligence in Digital Process Automation

Paul Nilsen - May 31, 2018 8:13:01 PM

Business process management

Business processes are (people or system) activities and information that produce some business outcome aligned with your business strategy. Business process management (BPM), according to Gartner, is any method used to discover, model, analyze, measure, improve, or optimize these business processes. You typically use BPM software (BPMS) or a software suite to run your company’s business process management.

Topics: User Intent Prediction- Digital Process Automation

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