There is tight competition in the modern business climate where proper cooperation is necessary between the sales and marketing teams for better success. But with misaligned financial objectives, inefficient handoff of leads, and ineffective targeting, many organizations grapple. It is an Intent Data Provider that clears the air since it shows which prospects are showing buyer behaviors, enabling better targeting by both teams, resulting in greater success.
- Identifying High-Intent Prospects
An Intent Data gathers and analyzes online behavior, such as content consumption, search activity, and engagement patterns, to recognize those prospects currently doing research on solutions. This insight allows the marketing team to develop more targeted campaigns, while the sales team is better able to prioritize leads demonstrating strong buying signals. It allows teams to fundamentally focus their attention on those prospects that have the highest likelihood of converting.
- Aligning Messaging with Buyer Intent
One of the major challenges of a sales and marketing alignment is continually providing the same messaging. Intent data eliminates this bone of contention by informing both sales and marketing teams of the stage at which a certain prospect finds himself in the buyer’s journey. Marketing can then provide content addressing those pain points, while sales can interact more with leads using relevant points of discussion that will provide higher conversion rates.
- Becoming Better with Lead Scoring and Qualification
Traditional lead scoring systems are based on demographic or firmographic data and often lack the critical story regarding behavioral insight. Being an Provider, it bolsters the practice of scoring leads with real-time intent signals. This assures only the proper and most engaged leads will flow into sales rather than this way and that whereby efforts may go to a premature halt.
- Shortening the Sales Cycle
When the organization has done the needful in providing sales and marketing teams with quality intent data, the right leads at an active decision-making stage can be approached. This brings down the sales cycle a notch or two, since a sales rep will no longer waste time nurturing unqualified leads but can end up concentrating efforts on closing deals with the prospects who are indeed ready to translate into sales.
- Improve Campaign ROI
Many marketing campaigns have suffered from the unsuitable targeting and, consequently, a waste of ad spend. With intent data, marketing teams can set their sights on the audience exhibiting purchase intent, resulting in greater engagement and better return on investment (ROI). The sales teams benefit by getting more qualified leads that will help with revenue growth.
Conclusion
A leading Intent Data Provider can play a key role in ensuring that your sales and marketing teams remain in sync by providing real-time insight into buyer intent. With the help of intent data, businesses can sharpen their focus on the right leads, shorten their sales cycle, and improve team collaboration.
