Leveraging Intent Data in B2B Marketing
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This presentation examines the intent data landscape and how to understand and apply buyer insights to marketing processes. It helps B2B marketers understand how intent fuels marketing and why providers need both the right data and smart systems to deliver for marketers. TechTarget is an established leader in intent data, with well well over 100 intent data customers. if you are interested in learning more about TechTarget's Intent Data solutions, please reach out to us at Intent@TechTarget.com.
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Leveraging Intent Data in B2B Marketing
- 1. ©TechTarget 1 TechTarget vs. Other Providers: Leveraging Intent Data in B2B Marketing
- 2. ©TechTarget 2 Why all the fuss about intent right now? • First real application of big data in B2B IT marketing • The motivation isn’t new ⎻ By getting early headlights into impending purchases, sellers can be more focused and efficient in their marketing ⎻ Leads to more closed business faster with less spend • Recent technology innovations on two fronts: ⎻ Ability to tap into more “indicators” of purchases ⎻ Ability to apply those insights through automation to marketing strategies and tactics
- 3. ©TechTarget 3 Goals • Smarter, more efficient marketing • Advancing how we access and make sense of online activity • Marketing automation Tactics & Applications • Prioritize target prospects and accounts • Synchronize brand/demand generation • Improve programmatic advertising • ABM and persona-based marketing Results • Better marketing ROI • Pipeline growth, efficiency, cost reduction by way of increased conversion rates, deal velocity How does intent fuel marketing?
- 4. ©TechTarget 4 Intent is a process of understanding and applying buyer insights to marketing processes Who are you? Demo/Firmographics: What’s your role? Where do you work? Who else is on your team? Online Activity Purchase signals: What are you researching? How much are you interested? How does this change over time? Intent Management Systems or software that organize ID and activity data Who’s the best audience to target, and in what priority? How do I organize data for marketing? Marketing Applications Leveraging intent data in marketing campaigns How can I target brand and demand gen programs? How well do intent-powered campaigns outperform standard campaigns? intentIntent
- 5. ©TechTarget 5 The data intent marketplace in B2B IT: An ecosystem of dozens (and growing) RainKing ZoomInfo D&B DiscoverOrg IDG LinkedIn CRM OffLine IDG LinkedIn DemandBase MadisonLogic SalesForce Integrate.com Hubspot Eloqua Marketo OracleCRM CRM Prioritize Predict Profile Derive Observe InitiateValidate Append Source Normalize Nurture Influence LinkedIn The Big Willow MRP Bombora HGData Social123 IDGCRM Infer Everstring 6Sense Leadspace Lattice Compile DemandBase Mintigo 1st Inbound 3rd Sourced 3rd Unsourced Aggregate intentIntent
- 6. ©TechTarget 6 The data intent marketplace in B2B IT: An ecosystem of dozens (and growing) RainKing ZoomInfo D&B DiscoverOrg IDG LinkedIn CRM OffLine IDG LinkedIn DemandBase MadisonLogic SalesForce Integrate.com Hubspot Eloqua Marketo OracleCRM CRM Prioritize Predict Profile Derive Observe InitiateValidate Append Source Normalize Nurture Influence LinkedIn The Big Willow MRP Bombora HGData Social123 IDGCRM Infer Everstring 6Sense Leadspace Lattice Compile DemandBase Mintigo 1st Inbound 3rd Sourced 3rd Unsourced Aggregate intentIntent Intent-based marketing requires both good data and smart systems to organize the data
- 7. ©TechTarget 7 Buyer beware: Challenges with many current intent providers Their vision is blurry at best making it difficult to realize value quickly if at all Noisy marketplace There are no silver bullets Bad data is rampant The illusion of sophistication Real buyers with real intent are hard to find Many systems derive intent where none actually exists Pretty GUIs and slick marketing mask problems with bad data and mediocre results Hard to distinguish between hype and reality Startups tend to focus on one or at most two areas in the ecosystem intentIntent
- 8. ©TechTarget 8 Industry’s Best Data Flexible Use • Marketing solutions across the stack powered by intent • Priority Engine, giving you direct access to our audience and everything we know about them • Ability to leverage this data directly and with other marketing automation systems • Validated, buyer-supplied identity data • Observed activity against highly specific content • Producing the market’s clearest, most authentic intent signals TechTarget’s Advantages in Intent Flexible access to direct, highly contextual purchase signals from known accounts and prospects intentIntent
- 9. ©TechTarget 9 When dozens of providers… RainKing ZoomInfo D&B DiscoverOrg IDG LinkedIn CRM OffLine IDG LinkedIn DemandBase MadisonLogic SalesForce Integrate.com Hubspot Eloqua Marketo OracleCRM CRM Prioritize Predict Profile Derive Observe InitiateValidate Append Source Normalize Nurture Influence LinkedIn The Big Willow MRP Bombora HGData Social123 IDGCRM Infer Everstring 6Sense Leadspace Lattice Compile DemandBase Mintigo 1st Inbound 3rd Sourced 3rd Unsourced Aggregate intentIntent Why TechTarget should be your partner of choice for B2B intent-based marketing
- 10. ©TechTarget 10 TechTarget is the only provider with capabilities in all four stages of B2B intent Prioritize Predict Profile Derive Observe InitiateValidate Append Source Normalize Nurture Influence 1st Inbound 3rd Sourced 3rd Unsourced Aggregate intentIntent
- 11. ©TechTarget 11 Intent-based marketing requires both good data and smart systems to organize the data “What we know about who we know…” Contextual, validated, buyer-supplied, observed “…and How we help you do what you do” Direct data access, single- channel media, full-stack data/marketing integration Good Data Good Data Smart System Smart System Good Data Smart System + + intentIntent
- 12. ©TechTarget 12 In each stage, TechTarget offers a best-of-breed approach that addresses shortcomings in other provider options TechTarget Offers flexible access to intent data: • Direct download • Full-service brand & demand gen • Integration via Priority Engine Other Providers Incomplete (acct but not contacts) Appended Often lacks context TechTarget Buyer-supplied Complete High volume Validated Contextual Other Providers Derived Unknown activity sources Questionable content relevance Aggregated TechTarget Buyer-expressed Observed activity Known content source Contextual Timely Other Providers Based on prediction and probability Focused on accounts Inform but don’t perform marketing TechTarget Based on direct activity Focused on individuals and accounts Inform and perform marketing Other Providers Intent data used primarily for CRM account scoring and programmatic ad targeting intentIntent
- 13. ©TechTarget 13 Captured Intent powers everything we do for you Marketer KPIs Brand lift Demand gen quality & velocity MQL/SQL conversion Strategic plays Inbound marketing (SEO/SEM) ABM & persona marketing Lead nurturing & scoring Marketing analytics/ data modeling Business goals New customer acquisition/market share Customer retention/experience Sales and marketing productivity Search #1 in B2B tech Search* 750K first page results on Google Audience 150M unique annual IT and LoB visitors 100K weekly active accounts with buyer-supplied data Data applications Priority Engine™ Qualified Sales Opportunities™ Deal Data™ Buyer Research Captured intent Content Web’s largest collection of purchase-focused B2B IT content 275K+ original expert- written articles Activity #1 source of intent activity across 5,000 IT segments All accounts and prospects re-ranked weekly Marketing programs Branding Demand gen Integrated *Source: SearchMetrics
- 14. ©TechTarget 14 Drive better performance no matter your market…or marketing goal With TechTarget, you fuel your pipeline faster TechTarget Reason it matters to you So you can… Leading provider of demand generation in all key tech markets Top data and analytics platform (Priority Engine) in B2B marketing #1 source of B2B technology purchase intent Eliminates waste by targeting only prospects who are predisposed to buy what you sell Fastest way to get to named buyers when they’re researching a purchase Active buyers visit TechTarget before they consider you Improve acquisition rates, nurturing conversions and sales success Streamline how you fill your funnel Increase your chances by capturing interest you miss
Notes de l'éditeur
- 74% of all clicks go to page 1 and TTGT has the most page one listings of purchase-focused B2B IT content on the Web.