Are Advertisers Getting Purchase Intent All Wrong?

Martech Advisor

Purchase intent is when a consumer expresses an actual desire to buy a product through their behavior, yet confusing “interest” with “intent” can be a stumbling block, shares, Daniel Heer, Founder & CEO at zeotap. Of course, online shopping takes place every day — millennials, for example, are making 60% of their purchases online in 2019, up from 47% in 2017 according to a CouponFollow survey. B2B vs. B2C Intent.

Reward-Based vs. Discount-Based Promotions: Which Drives Greater ROMI?

Aberdeen

Aberdeen defines reward-based promotions as those that offer an incentive in the form of digital or physical gift cards, prepaid cards, merchandise, or checks to encourage action or purchase. Discount-based promotions reduce the purchase price, and the customer can use the discount at the point of purchase. The reason why marketers select one strategy over the other is to drive purchase intent, attracting conscious customer spend in favor of purchasing the product/service.

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The Role of Intent Data in SEO Success

Aberdeen HCM Essentials

But still, there’s something missing from the usual keyword research/content creation approach—a focus on intent. New search engine algorithms are better than ever at matching results with searcher intent. And with third-party intent data , you’ll have the insights necessary to do just that. 4 Types of Searcher Intent. When we talk about B2B purchase intent , it’s often in the context of capturing total active demand.

Why Timing Is Everything in Digital Advertising

Aberdeen HCM Essentials

Not just people who fall in your target demographics and buyer personas—but those who have exhibited purchase intent and have a higher chance of converting. How Intent Data Shapes Timing for Digital Ads. All too often, marketers lack the data necessary to target digital ads on the granular level necessary to reach a buyer right at the point of highest purchase intent. That’s where third-party intent data can come into play for digital advertisers.

Intent Data Industry News: ABM, Google, Dynamic Targeting

Aberdeen HCM Essentials

This week’s intent data headline installment rounds up stories that discuss industry announcements audience targeting, and retail applications of intent data. Users can integrate Journey Acceleration’s criteria with Salesforce, Marketo, intent data and firmographics, enabling granular control over the dynamic targeting of content at buyers within the sales funnel. Direct Mail Influences Purchase Decisions.

4 Lessons B2B Marketers Can Learn from B2C Marketers

Zoominfo

The differences between B2B marketing and B2C marketing run deep. Today we’re putting our differences aside because we believe, there’s a lot B2B marketers can learn from their B2C counterparts. Online personalities and experts have a huge influence on the modern buyer’s purchase decisions—even in the B2B world. It’s a common practice among B2C marketers, but only 15% of B2B brands have an established influencer marketing program ( source ).

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B2C Marketers are Feeling Greater Pressure When It Comes to Customer Acquisition

V12 Data

B2C Marketers are Feeling Greater Pressure When It Comes to Customer Acquisition. Understanding a consumer’s lifestyle, purchase behaviors, channel preferences and so on will drive higher engagement with consumers, and in turn, encourage new customers to do business with your brand. 73% of buyers point to customer experience as an important factor in purchasing decisions. For example, life events are a strong indicator of purchase intent.

3 Martech Trends That Defined 2019

Aberdeen HCM Essentials

Audience Targeting: The stronger AI-powered martech becomes, the easier it will be to leverage intent data to engage target customers in real time. Already, consumers have made the market for voice-based purchases worth $2 billion.

Can Marketers Have Too Much Data?

Aberdeen HCM Essentials

With so much data available, it should be easier than ever to pinpoint exactly who your ideal customers are, what they’re interested in, when they’re considering a purchase, and how best to convert them. And that’s where intent data comes in.

Nine brands innovating customer-centric retailing today

ClickZ

They also leverage AI and VR by allowing their customers to virtually try on makeup pre-purchase, have a huge and impactful presence on social media, and integrate technology within their brand to elevate the CX.

5 Sales Trends to Look for in 2020

Aberdeen HCM Essentials

Heading into 2020, fueling predictive analytics modes with buyer intent data can show you how a buying committee behaves as they research competitors and general pain points. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data.

Content Syndication: A Key Tactic for Building Brand Awareness

Aberdeen HCM Essentials

Then, when it does come time to make a purchase decision, you’re more likely to be considered right from the start. If you want to learn how intent data helps with content syndication and other marketing efforts, download our free report, Demystifying B2B Purchase Intent Data.

5 Sales Trends to Look for in 2020

Aberdeen HCM Essentials

Heading into 2020, fueling predictive analytics modes with buyer intent data can show you how a buying committee behaves as they research competitors and general pain points. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data.

3 Reasons Sales Reps Leave (And How Intent Data Helps Retention)

Aberdeen HCM Essentials

In the following three cases, equipping sales reps with intent data can help improve your retention rates. Giving them access to third-party intent data can ensure they’re only reaching out to in-market prospects that are showing purchase intent signals, cutting out many of the inefficiencies that come with improper targeting. Or, worse, they waste time pursuing a lead that isn’t actually in-market or prepared to have a conversation that could lead to a purchase.

The Cloud Accelerates Digital Transformation to Industry 4.0

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. Analyst Insight OpsPro Essentials Product, Innovation and Engineering 4IR B2b B2C cloud digital transformation Fourth Industrial Revolution Industry 4.0 Aberdeen research underscores that migrating to the Cloud is critical for manufacturers in their digital transformation journey to Industry 4.0 Figure 1). Figure 1: Benefits of Manufacturing’s Move to the Cloud.

5 Key Moves for B2B Intent Marketing

Aberdeen HCM Essentials

Using data to fuel and optimize a legacy marketing strategy into an intent marketing strategy is a priority for many Marketing and Sales organizations in the B2B industry. The capturing and synthesizing of insights from buyer intent signals emitted on the web is possible because of key technology enablers such as artificial intelligence (AI), machine learning, automated marketing platforms, and intent data providers. Five Ways to Succeed at Intent Marketing.

Teetering the Line: Privacy Invasion or Tailored Experience?

Aberdeen HCM Essentials

Is using intent data an invasion of privacy, or is it just a good way to create more tailored experiences for target audiences? Intent data is designed to help marketers find buyers before they enter the sales funnel by tracking their online behavior.

The Intelligent Business Show: S2EP06 – Wrangling Leads With Webinars

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. The Intelligent Business Show, or TIBS, consists of two things: “intelligent businesses” and how to make businesses more intelligent.

4 Effects: The Psychology Behind Intent Marketing

Aberdeen HCM Essentials

This is why intent data is so crucial – by placing ads at the right time in front of the right people, potential prospects can become familiar enough with your brand to prefer it over others. Ma’Ruf, Tabrani, & Madjid (2019) detailed how customers evaluate promotions, emphasizing how the customer rates the believability of the deal, their expectations from the sale, and their purchase intention. Attention Vs. Intention.

5 Sales Trends to Look for in 2020

Aberdeen HCM Essentials

Heading into 2020, fueling predictive analytics modes with buyer intent data can show you how a buying committee behaves as they research competitors and general pain points. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data.

Content Syndication: A Key Tactic for Building Brand Awareness

Aberdeen HCM Essentials

Then, when it does come time to make a purchase decision, you’re more likely to be considered right from the start. If you want to learn how intent data helps with content syndication and other marketing efforts, download our free report, Demystifying B2B Purchase Intent Data.

Content Syndication: A Key Tactic for Building Brand Awareness

Aberdeen HCM Essentials

Then, when it does come time to make a purchase decision, you’re more likely to be considered right from the start. If you want to learn how intent data helps with content syndication and other marketing efforts, download our free report, Demystifying B2B Purchase Intent Data.

Intent Data Industry News: Buyer Intent Data Tools Insight, ABM Benchmarks, 2020 B2B Marketing Predictions, and More

Aberdeen HCM Essentials

What happened in the intent data industry, ABM, and data-driven marketing for the month of October? We cover a 2019 market report on Global Buyer Intent Data Tools, the improved ROI of data-driven marketing, 2019 ABM benchmarks, B2B marketing predictions for 2020, and what’s working in intent-based strategies. Buyer Intent Data Tools Market Insights. In October, Acquire Market Research released its 2019 market report on Global Buyer Intent Data Tools.

The Intelligent Business Show: EP07 – You Don’t Know How Work Happens at Your Company

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. Big Data Pro Essentials Featured Articles HCM Essentials B2b B2C HCM Human Capital Management intelligent business iTunes sapience Sapience Analytics Spotify The intelligent business show TIBS workforce analytics youtube

What Marketers Can Learn from the PNC Christmas Price Index in 2020

Aberdeen HCM Essentials

But in practice, intent data is the common language that makes the ideal relationship possible. Investing in a set of third-party intent data doesn’t mean sales and marketing will be magically become aligned, though. Presentation matters in just about everything.

7 Best Data-Driven Marketing Podcasts in 2019

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. Featured Articles Marketing and Sales The Intelligent Business Show B2b B2C data-driven marketing demand gen chat growth marketing toolbox Marketing marketing school marketingprofs podcast the data-driven marketer the digital analytics power hour The intelligent business show TIBSPodcasts are some of the best ways for business professionals to absorb knowledge.

5 Things Your Business Must Consider About Outsourcing Customer Research

Cintell

Collating opinions and the received wisdom within your firm with the intent of creating personas can come with it’s own distinct hazards. After studying the market, they learned there were people who existed with power to purchase, but were concealed by the existing segmentation model. It was not possible to see through to their motivations, purchase intent, and more that would make them an addressable target, because the prior segmentation perspective was so strong.

The Intelligent Business Show: EP12 – The Many Ways Your Customers Think

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. CMO Essentials CX Essentials Featured Articles B2b B2C customer segments intelligent business The intelligent business show TIBS user experience UX widerfunnel

Flipping the Script on Disruptive Sales Prospecting

Aberdeen HCM Essentials

This is why intent data is so valuable to modern sales prospecting. Modernizing Sales Prospecting with Intent Data. Third-party intent data gives salespeople insights into prospect behavior outside of the content they consume on your website. Intent data digs deeper into prospect behaviors to understand when an account is truly in the market for your products and which stage of the buyer’s journey they’re currently at.

Teetering the Line: Privacy Invasion or Tailored Experience?

Aberdeen HCM Essentials

Is using intent data an invasion of privacy, or is it just a good way to create more tailored experiences for target audiences? Intent data is designed to help marketers find buyers before they enter the sales funnel by tracking their online behavior.

How to Target the Right Role with Programmatic Advertising

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. CMO Essentials Featured Articles B2b B2C Devices intent data target advertisingFacilities maintenance people spend a lot of money.

Aberdeen Acquires The Big Willow

Aberdeen HCM Essentials

Maybe you know Aberdeen as a research firm and are surprised we acquired an intent data company? We are thrilled to have The Big Willow team join us with the largest, most accurate and highly targeted intent data in the market. Together, we are very focused on one mission — deliver measurable performance improvement for clients from intent data. To make this happen, we have connected all the dots from company-level intent to a sales-ready lead.

The Intelligent Business Show: S2EP04 – Complete Data Defines Meaningful Marketing

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. Featured Articles Marketing and Sales The Intelligent Business Show aberdeen podcast B2b B2C complete data complete data sets iTunes malwarebytes Marketing marketing and sales max maurier Sales Spotify The intelligent business show TIBS youtubeThe Intelligent Business Show, or TIBS, consists of two things: “intelligent businesses” and how to make businesses more intelligent.

Intent Targeted Ads Outperform Paid Search in B2B

Aberdeen HCM Essentials

What are intent targeted ads? Intent targeted ads are programmatic display ads directed solely to device IDs from target accounts showing purchase intent for what you sell. Why do intent targeted ads outperform paid search in B2B? . With intent targeted ads you only pay to reach an individual at a target account who is actively researching what you sell. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more.

Intent Targeted Ads Outperform Paid Search in B2B

Aberdeen HCM Essentials

What are intent targeted ads? Intent targeted ads are programmatic display ads directed solely to device IDs from target accounts showing purchase intent for what you sell. Why do intent targeted ads outperform paid search in B2B? . With intent targeted ads you only pay to reach an individual at a target account who is actively researching what you sell. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more.

The Intelligent Business Show: S2EP03 – Data Doesn’t Have to be Complicated

Aberdeen HCM Essentials

Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more. Featured Articles Intent Marketing and Sales The Intelligent Business Show B2b B2C data han wang intent intent data iTunes Marketing marketing and sales Sales sales operations Spotify The intelligent business show third-party intent TIBS tufin youtube

Solving 3 Brand Awareness Challenges with Intent Data

Aberdeen HCM Essentials

Using intent data to overcome the following three key brand awareness challenges will make it easier to drive tangible results. This is where intent data can help. Investing in third-party intent data gives you insight into what content really matters to your target audience. From seeing what industry media sites prospects visit to gaining visibility into the competitor content they engage with, intent data offers a foundation for promoting content more effectively.