Predict Your Success with Buyer Intent Signals

Since the dawn of big data, marketers have struggled to accurately detect true buyer intent out of the abundance of data available to them.

The global marketing team at MRP reflects upon this challenge in a blog post titled, “Aligning Vendor Solutions to Your Organizational Needs.”

Today, even seasoned analytics-industry experts are embracing the emerging concept of “citizen data scientists” and surmising that the only analytics companies on track to succeed are the ones putting “data ninja powers” into the hands of said citizen data scientists.

Vendors are not ignorant of these demands. Increasingly, they are integrating basic analytics principles into their existing solutions, with the aim of hooking folks seeking algorithmic assistance with their predicative analytics initiatives. And it’s working, even though predictive analytics aren’t a remedy to sub-optimal content marketing / sales performance.

The speed at which sales and marketing organizations disregard their own best practices and judgment to implement predictive solutions that do not align to their outcome-based organizational objectives indicates that folks are desperate for predictive insight. But a product labeled plug-and-play predictive analytics isn’t the key to a successful, predictive data-driven marketing strategy. That outcome requires the right data, and the right data is all in your buyer intent signals.

Predict Success by Measuring Buyer Intent

Prospective buyers emit signals of their purchase intent. To transform their buying experience, prospects must be engaged at the right moment, and with the most appropriate message and content. Relying on a traditional data architecture and the brainpower of your content marketing team to execute real-time analysis and engagement is impossible, though it admittedly sounds inspiring.

MRP’s recommendation for marketing organizations trying to transform the buyer’s journey hinges around vendor selection. It is critical to sign on with a partner who can provide more than just the right insights. You need one who can also synthesize the predictive insights into revenue-growth opportunities that improve your organization’s effectiveness and efficiency. This partner’s predictive assessments must be able to keep pace with the movements of your target accounts.

Aberdeen agrees. All our products and solutions actually drive results from qualified buyer intent signals. Our Predictive Action product is the first Salesforce App to create intent-qualified opportunities for Sales reps to take action on and win business.

Even the sharpest human minds have limitations. That’s why we’ve designed our market intelligence solutions to overcome the most universal and agonizing Marketing and Sales challenges:

• Cross-functional communication and tech disconnects;
• Zero connection between contacts and intent data signals;
• No data scientist staffers to analyze predictive buyer intent insights;
• Limited staff and time for marketing program execution.

Aberdeen’s Intent Index allows us to know what topics are being actively researched by B2B buyers, when they are researching, and for which company they are researching. Furthermore, we apply machine learning to all of that to predict purchase intent. We make it easy to benefit from our intent data with products that plug into your existing sales and martech stacks, data feeds, integrations, embedded analytics, and apps.

Let’s talk about how we can make your existing software – and teams relying on it – smarter.