Thursday, February 6, 2025

5 Methods to Unlock Intent Information for Demand Gen Workflows


As a requirement gen marketer, I do know first-hand how troublesome it may be to ship on bold pipeline targets – particularly after we don’t at all times have our dream funds. 

The excellent news is that we do have entry to highly effective instruments like intent knowledge to assist us successfully do extra with much less. However how will we be sure that we combine that knowledge greatest into our demand era workflows and, extra importantly, use it to make selections? 

I just lately sat down with Whitney Donaldson, World Head of Demand Era at impression.com, to debate how we’ve each leveraged intent knowledge to drive extra environment friendly and efficient campaigns. 

Listed here are some key insights I took away from our chat that I believe might be helpful for each SaaS demand gen marketer to know and implement. 

Intent knowledge is a guiding gentle, not a silver bullet

Intent knowledge is definitely a buzz-worthy subject, nevertheless it’s extra than simply one other advertising and marketing buzzword. It’s a compass that helps navigate the complicated buyer acquisition journey and illuminates your potential buyer’s path via the gross sales funnel. 

Remember although, that intent knowledge turns into exponentially highly effective when it is layered on prime of your different knowledge, sources, and tech.  With that in thoughts, listed here are a few of the greatest methods to get began utilizing intent knowledge in your packages.

How you can combine intent knowledge into your demand gen workflows

1. Prioritize high-intent leads

One of the quick advantages of incorporating intent knowledge into your workflow is healthier lead prioritization. By figuring out prospects who present excessive intent alerts, you may focus efforts the place they’re almost definitely to yield outcomes. This focused method boosts conversion charges and streamlines your gross sales course of.

2. Personalize at scale

Intent knowledge opens new potentialities for personalization. Intent alerts might help you higher perceive what your ICP cares about most, and consequently, you may craft extra tailor-made campaigns that resonate higher along with your target market. Extra customized marketing campaign messaging results in larger conversion via the funnel.

3. Optimize paid media and lead scoring

Integrating intent knowledge into your paid media methods and lead-scoring fashions can drive larger conversions and marketing campaign ROI – particularly in contrast with campaigns focusing on extra generic bottom-of-funnel audiences.

4. Improve account-based advertising and marketing

Intent knowledge may also supercharge your account-based advertising and marketing (ABM) methods. By figuring out which accounts present excessive intent alerts, you may higher allocate sources to accounts almost definitely to transform and higher align ABM efforts throughout your advertising and marketing and gross sales groups.  

5. Construct aggressive campaigns

One of the thrilling functions of intent knowledge is in aggressive campaigns. Instruments like G2 Purchaser Intent knowledge might help you establish and goal rivals’ prospects who could also be available in the market for a change. The end result? Sooner pace to steer, extra new alternatives, and elevated income. 

Proceed to investigate and alter packages 

By no means simply set it and overlook it in terms of intent knowledge! Be sure you constantly analyze the effectiveness of any intent alerts you collect and alter your scoring fashions and campaigns as wanted. An iterative course of ensures that your total intent-based technique continues to be efficient regardless of how market situations and buyer behaviors change over time.

Most significantly, implement and analyze your intent knowledge in the suitable method. Layering all your various kinds of knowledge is essential to run probably the most environment friendly campaigns—whether or not you are working with first, second, or third-party knowledge like G2’s purchaser intent. 

Acquire the aggressive benefit it is advisable to stand out, make patrons’ shortlists, and win

There’s little question that intent knowledge will play an more and more vital position in shaping B2B SaaS advertising and marketing methods.  Entrepreneurs who know easy methods to use it properly will create extra focused, customized, and finally profitable campaigns.

My #1 key takeaway? Begin integrating intent knowledge into your workflows at this time, however do it thoughtfully and with a dedication to ongoing evaluation and adjustment.

The rewards – from higher conversion charges to extra environment friendly useful resource allocation and elevated income – are properly well worth the effort.

To be taught extra about utilizing intent knowledge to gas demand era packages, watch the complete recording of my Attain session with Whitney Donaldson on-demand right here



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