Simply put, INTENT is ‘intention’
An individual or company’s ‘intention’ to buy your service or product.
Intent data is basically assigning a score to know which accounts have a high intention of exploring your offering 🥇
Think of intent data as digital footprints left by users (or corporations)
This includes the pages they visit, websites they visit, their searches, the content they engage with, the products they show interest in
You get the idea
Actually NO ❌
There are 2 types of intent data
Imagine a kid with a special notebook where she writes down all the things she likes
She writes about her favourite games, toys, and activities
This notebook is like first-party intent data. It helps mommy & daddy know what the kid enjoys
They can now plan fun activities and surprises 😍
Think of this as activities on your own website & social media
These are companies engaging directly with your company's blogs, newsletters, social posts, videos etc
Intent: High
Intent to explore your offering is usually high since they are specifically navigating your company’s digital properties.
If you're trying to market to this audience: We recommend 1:1 ABM marketing
Imagine a kid has a magic mirror that can tell her what other kids in the neighbourhood like to play with
It can show her if they like to ride bikes, play with dolls, or build sandcastles
This magic mirror is like third-party intent data
It helps mommy and daddy understand what all the other kids enjoy
Now they can plan parties with lots of fun activities for everyone to enjoy
Intent: Medium
These are companies reading reviews, considering you, and scouting for services like yours by searching relevant keywords on the web.
Intent is medium since they may or may not know about your offering yet
If you're trying to market to this audience: We recommend 1:Few ABM marketing
Not all intent sources are equal!
What’s happening on ‘your’ website is more important than 3rd party data
(Read that again)
Let’s look at the sequence of intent source priority (that makes most sense)
ABM platforms like ours (Recotap) help automate this for you.
All you need to do is setup simple rules. Once you have your 1st party measurement ready
Add 3rd party intent on top of it (see screenshot below)
You may not like it but I'd recommend you get your sales team to chime in
Take their inputs on whether the accounts you found fit the bill. Get on the same page with sales.
Now you have a list to go after (that both marketing & sales agree on)
That's a big deal, right?
Anyways, this is exactly how you can use intent data in your B2B marketing
Found this useful? Reply with a thumbs up 👍
(You're a marketer - you know every tiny bit helps. Help me get some brownie points 😀)
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Everyone talks about personalization in ABM. But let's get real about what works and what doesn't.
How to Reclaim Your Audience’s Attention
Maybe going backward might be the way forward
