Stitching Intent Data into Your Sales Strategy


Today, we’re talking through the buying journey and intent data – from the perspective of my true-life example of buying a sewing machine for my fiancée. I’m just trying to understand who the vendors are. Step 3: Vendor selection and elimination.

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. The average is three to five B2B buyer personas. Which B2B buyer personas, when engaged, will help marketers drive contribution to revenues?

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Why Intent Data Context Means Everything When Marketing to Buying Groups


Coupled with market-wide intent monitoring and analysis, buying group modeling gives B2B marketers powerful insights into the collective purchase journey of targets in their Account-Based Marketing (ABM) and other revenue marketing strategies. Common Uses of Buying Group Intent.

10 Unintentional Intent Signal Mistakes to Avoid, Part Two


Welcome to the second part of our blog on avoiding intent signal mistakes. From an intuitive perspective, this may seem like an extremely negative statistic – but actually, thanks to intent signals, this is pretty good news. Apply intent signals at every stage of the funnel.

How to Use Buying Group Intent to Prioritize Your ABM Contacts

Unbound B2B

Customer personas have changed in the age of data, and they now crave more personalized experiences. This marketing strategy is however only efficient when coupled with accurate data and one of the most important data sets that can supercharge your ABM strategy is intent data.

The Content-Ready Buyer Persona

Marketing Insider Group

Recently, Cintell was a proud sponsor of a Marketo webinar with Ardath Albee on the topic of content marketing and buyer personas. What’s more, 75% of buyers believe vendors give them too much material to sort through, 62% of which is considered useless (Forrester).

Using Buyer Intent to Drive Your Marketing Efforts


If you’re familiar with the B2B buyer’s journey , then your business may benefit further from understanding the age-old but somehow underutilized concept of buyer intent. Buyer intent comes down to knowing what makes a great lead. So, What Is Buyer Intent? Using Buyer Intent.

Intent Data Improves Sales Reps Onboarding and Retention


Research in Intent Data Can Help. Intent data reflects buyer behavior today which allows new sales people to react to pending deals immediately. vendor comparisons) and build other funnel skill sets in logical order.

3 Tips to Getting Real Value From Intent Data


Having covering the basic definitions of intent data, together with its key uses and limitations for B2B Sales and Marketing, one thing should be clear by now: intent holds great potential — but only if used as part of a much wider data intelligence strategy.

Buyer Personas: The Missing Piece of Your SEO Strategy


In today’s blog post we explain why buyer personas are a critical—but often missing—element of your SEO strategy. What is a buyer persona? Buyer personas are created using quantitative analysis, market research, anecdotal observations, and many other data sources.

Benefits Of Using Intent Data For B2B Marketing


At a minimum, your job will entail defining buyer personas , creating timely and relevant content, performing market analysis, and creating stable conversion pipelines. This is where intent data comes into play. Read on, and find out how to leverage intent data to its full extent.

3 Steps to Applying Your Personas to Segmentation


You have spent months creating your list of personas. How do you actually humanize these personas, find them in the marketplace, and target them appropriately? The answer lies in using technology to create segments, and tailor your marketing to each persona by assigning it a segment.

How to Drive More Sales with Intent Data


One method that continues to pique interest is Intent Data. But it’s clear to me that the most fundamental problem is this: the majority of B2B professionals still don’t actually know what Intent Data is! So, what is intent data? Are you leveraging intent data?

A Nurture Strategy for Content Syndication Leads

The Point

Put plainly, a content syndication lead is not sales-ready without clear signs of intent or engagement beyond the initial download. Note: it is not sufficient to simply dump these leads into your regular nurture stream, even one that’s persona- or product-specific.

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How to Leverage Social Intent Data for Email Marketing


Your prospects are bombarded with pitches from different vendors. We created separate nurtures tracks based on industry and buyer personas, and we have learned a lot of lessons along the way. To implement real-time, intent-based email marketing, you need intent data.

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7 Intent Signal Successes: How to Take Demand Gen to the Next Level


From B2B to B2B2C, businesses of all kinds benefit from the insights and information available from buyer intent signals. Here are seven stories of intent success. Success #1 – Extreme Networks – Intent-based leads drive triple-digit sales appointments.

Using Intent Analysis to Tailor Programmatic Ads


Intent analysis should do more than just show whether or not an account is in-market. Such a simplistic, boolean decision forces you to decide when and how to execute a marketing strategy in response to building intent momentum.

Plan for the Social Buyer Before It’s Too Late

Tony Zambito

  An even more profound and sobering fact is that 80% of business buyers today say that they found their vendors as opposed to vendors finding them.  Using Context for Social Buyer Persona Strategy ( Image via Wikipedia.

Looking Outside In: Know Your Buyer First


In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…


Last week in Las Vegas, we were 2,500 B2B marketers, 99 vendors, numerous sales people and two CFOs (yes – I found another one there!) As the CFO of a software company, the prospect of attending a three-day B2B marketing conference can be daunting. Where do I fit in amid a sea of marketers? Fortunately, the SiriusDecisions 2017 Summit had a little bit of everything for everyone.

The 7 Proven Steps and the 3 Biggest Myths of ABM

Heinz Marketing

2 –Identify people : Fill out these accounts and buying contacts for key personas based on your ideal buyer profiles. In our updated guide to Account Based Marketing , I’ve laid out a map containing all of the ABM vendors and the category in which they belong.

Leader of the Pack! Forrester Wave Results Revealed for Predictive Marketing


The Forrester Wave ranks all the vendors in four categories: the leaders are first. Oh, and PS – you can compare 6sense to other vendors here too. Forrester has just released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017. In the first report of its kind for the predictive marketing analytics space, Forrester named 6sense a leader among predictive analytics providers.

The Next-Generation SiriusDecisions Demand Waterfall: A Framework to Prioritize In-Market Buyers


Cisco: achieved a 3x higher MQL to SQL conversion rate than any other campaign ever run, 5x higher average opportunity size and 13x more pipeline than three other intent vendors combined. If you’re heading to SiriusDecisions Summit next week, one of the can’t-miss analyst keynotes will be Kerry Cunningham and Terry Flaherty ’s unveiling of the Next-Generation Demand Waterfall.

Looking Outside In: Know Your Buyers First


In it, the use of buyer personas was explored and surprisingly only 44% of enterprise B2B organizations use buyer personas as part of their Demand Generation planning. Demographic information is critical for most marketers using buyer personas according to the ANNUITAS research.

My Journey from What If to What’s Next


In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud. This year, identity in the cloud was merged with access management, which includes all large IT vendors: Oracle, IBM, Microsoft and CA Technologies.). The whole world is going digital – and companies everywhere must adapt to compete. No industry is immune.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

The Empathy Marketing Blog

During this stage, you’ll share content to help progress them from interest towards purchase intent. The goal of lead nurturing is to help progress leads from initial interest toward purchase intent. Lead nurturing is one of those things that’s easy to talk about but hard to do.

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

B2B Lead Blog

During this stage, you’ll share content to help progress them from interest towards purchase intent. ” The goal of lead nurturing is to help progress leads from initial interest toward purchase intent.

Your Target Accounts are Working From Home? Demandbase Has the Answer.


Account-Based Marketers, and the vendors that support them, require adapting to these changing environments. Some vendors (not Demandbase) power their “account identification” by solely relying on Reverse IP data. Intent Data is the New Lead.

In Defense of Demand Generation in the Age of ABM

The Point

To be successful, we’re told, ABM requires a deep understanding of one’s target audience (including personas and buying centers), an abundance of personalized, relevant content, and success metrics that align with specific, quantitative goals and even buying stages.

How To Define A Content Mapping Strategy


Keep Your Personas Top Of Mind. Your buyer personas are generalised, fictional representations of your ideal customers. Keeping your persona audience in mind will ensure your marketing campaigns have the best chance of success, by resonating with their specific needs and interests.

10 Things to Do When Marketing Spend is On Hold

The Point

Audit your existing content library and map each asset by form factor, persona, vertical and funnel stage (early, mid, late). Consider adding segmentation (a separate track for a key persona, for example) as a way to add relevance and increase click-through rates.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing


” What to Look for in a Vendor. Most predictive analytics vendors make use of multiple data points to help “feed” the models and forecast potential high-value accounts. Research Vendors.

Growth In the Age of Pandemic: Lead Generation Partners Can Play a Pivotal Role

Unbound B2B

Fortunately, you can forge strategic partnerships with lead gen vendors that unlock doors to new customers, markets, and audiences. Use Their Intent Data to Know The Behaviors of Their Prospects In Current Situations. Topic-based intent data can be first-party sourced.

5 Things Your Business Must Consider About Outsourcing Customer Research


Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. These consultants have led the evangelism of buyer personas for years now – in fact, two of the industry’s best are on our board of advisors as we build technology meant to better enable buyer understanding. Understand the difference between a well-developed, well-researched persona, and a sketch.

B2B Content Syndication Goodie Basket — 29 Tips, 6 Resources, 1 Video Case Study, Unlimited Good Advice


Here are a few examples: Tip #3 – Put the Work Into Buying Group Personas. It’s just Marketing 101 to understand the needs and interests of buyer personas who read your content. Job Title (according to your buyer personas). A smart vendor will already understand that.

Is it Time to Add Chatbots to Your Demand Generation Engine?

The Point

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale.

Evolution not Revolution: The Future of Marketing Automation

Modern Marketing

As an organisation trying to run integrated ABM, you'll probably have to choose: a data vendor, a predictive vendor for account targeting, maybe a 3rd party data vendor for anonymous account profiles, and then display partners — phew!