How to Use Intent Data

my competitor and i launched identical linkedin campaigns. same budget, same audience, same product category. i crushed him 8:1 on deal conversion. he was confident going into the test. better product. stronger brand recognition. more funding. bigger team. we both targeted VPs of sales at 500+ person companies. same demographic criteria. same ad creative quality. $10K budget each. month one results: me: 47 deals closed. him: 6 deals closed. he was convinced i got lucky with better prospects. "let me see your targeting strategy," he asked. i pulled up my dashboard. "i don't target demographics at all." "what do you mean? you're running linkedin ads." "i target behaviors." i showed him my approach: instead of job titles, i track content consumption. instead of company size, i monitor website journeys. instead of industry filters, i watch engagement patterns. "i built an audience of people who've consumed competitor content in the last 30 days. downloaded sales automation guides. attended webinars about pipeline management. visited pricing pages of tools like ours." my "audience" wasn't demographic. it was behavioral. "linkedin lets you upload custom audiences," i explained. "i upload lists of people who've shown buying behavior. then i target those lists with ads." he was targeting people who might need our product. i was targeting people actively shopping for our product. "how do you identify buying behavior?" he asked. "third-party intent data. website pixel tracking. content engagement scoring. competitor analysis tools." i showed him my process: week 1: identify companies researching sales tools. week 2: find individuals at those companies consuming content. week 3: build custom audiences from behavioral data. week 4: launch ads to pre-qualified prospects. "demographics tell you who someone is," i said. "behavior tells you what they're doing." he was advertising to VPs of sales. i was advertising to VPs of sales currently shopping for solutions. same title, completely different mindset. my prospects were already in buying mode. his were just scrolling linkedin. the conversion difference made perfect sense. he rebuilt his entire approach: behavioral targeting instead of demographic filtering. intent data instead of job title assumptions. shopping behavior instead of profile characteristics. next month's results for him: 52 deals closed. 9x improvement over his original campaign. the lesson was clear: demographics describe who people are. behavior reveals what people need. target the behavior.

55% of sales leaders witnessed increased lead conversions with intent data, a stat that marks a new era in the art of sales and marketing. 🔍 A Personal Tale: From Data Jungle to Targeted Strategy 🔍 I once partnered with a client who was overwhelmed by a deluge of intent data from Bombora. Picture navigating a dense jungle without a map. The data was vast but unstructured, not effectively mapped to accounts. I was reminded of Craig Rosenberg's words - "The key on intent is fit comes first." 💡 Turning Complexity into Clarity: The Role of Context Our quest was clear: to cut through this jungle and find a path. We initiated a meticulous cleanup, aligning intent data with specific accounts. Then, we took a pivotal step further by focusing on contextual intent data. 🧭 Unlocking the ‘Why’ Behind the Data Contextual intent data is like a compass in uncharted territory. It goes beyond identifying interested accounts; it's about grasping the reasons behind their interest. This deeper understanding enabled us to tailor our approach, addressing the specific needs and challenges of each account. 🌈 The Outcome: Precision-Driven Sales and Marketing Success The transformation was remarkable. Sales dialogues became more focused and resonant. Marketing campaigns struck a chord, addressing the unique context of each account's journey. 🛤️ A 5-Step Blueprint to Mastering Contextual Intent Data Data Harvesting: Collect intent data with an eye for the underlying context of each interaction. Intelligent Mapping: Align this data with specific accounts, illuminating your path through the data forest. Tailored Tactics: Customize your outreach based on the nuanced context of each segment. Adaptive Campaigns: Launch dynamic, context-sensitive campaigns that connect deeply with each account's narrative. Strategic Refinement: Continuously evolve your strategies, responding to the ever-shifting landscape of intent signals and contexts. 📈 Beyond Just Data Points: Contextual intent data isn't merely a collection of information; it's a storytelling tool. It's about transforming raw data into compelling narratives that not only reveal who is ready to buy but also why they are on this journey, creating more meaningful and effective sales and marketing engagements. Step into the world of contextual intent data and watch your sales and marketing narratives change from abstract data points to stories that connect and convert. #ContextualIntentData #SalesInnovation #MarketingTransformation #DataDrivenDecisions #BusinessGrowth #B2Bmarketing #ABM #accountbasedmarketing #METABRAND #IndustryAtom

Over the last 6 months at Factors.ai, we made much progress on leveraging G2 intent signals more fully in our Sales and Marketing Efforts. Outlining the key playbooks below so it may benefit everyone 1️⃣ Building Top of the Funnel ABM lists of ICP accounts showing G2 Intent: Our workflow here involves scoring G2 provided accounts by combining LinkedIn Activity, Website Activity, and G2 signals to categorize accounts into Brand Aware (high on engagement) and Brand Unaware. Brand Unaware accounts are automatically uploaded to LinkedIn into a Top of the Funnel Campaign. Brand Aware accounts are assigned to SDRs and also added to a Bottom of the Funnel campaign on LinkedIn 2️⃣ Trigger customized Chat popups based on G2 Intent signals: When accounts detected by G2, are later detected on the website we trigger specific chat playbooks with messages such as 'Here is a blog/deck on how Factors.ai compares to some of our competitors' 3️⃣ Re-activation of Closed Lost or Inactive Accounts showing G2 Intent: Over time, accounts that have engaged with us in the past but dropped off have grown into a sizeable list. G2 Intent helps us identify which of these accounts are moving into a buying cycle now. Typically such accounts convert faster as they are aware of our product and brand from past interactions 4️⃣ Competitor Intelligence for Opportunity Accounts to AEs: For all active opportunities, a note in Hubspot is automatically populated with information on specific competitors whose G2 pages have been viewed by that prospect. This helps our AEs be better prepared for each demo/prospect meeting and position Factors appropriately in terms of pricing and features to be highlighted 5️⃣ Churn Risk warnings for existing Customers to AEs / CSMs: Similarly, for existing customers, any signal that they are evaluating competitors is added as a churn signal into Hubspot. A task is created for the respective AE and CSM to 1) reach out to the account and schedule a Business Review meeting and 2) Multi Thread with more stakeholders in the account 6️⃣ Build Google Ads ABM Audiences based on G2 Intent: Users who are identified to be from accounts that have shown G2 Intent are pushed into Google Analytics and then Google Ads as an Audience. These users are generally high intent and are then pushed into two ad workflows 1) Display Ads on YouTube and Google Display Network with high bids and 2) Add this audience into an RLSA campaign targeting a broader set of keywords rather than only high intent keywords as done for normal search campaigns 7️⃣ Trigger custom emails to signup users based on G2 intent: Factors gets roughly 200 self-serve signups a month. For self-serve accounts that also show G2 intent we trigger the following workflows 1) automated email to the users who have signed up on how Factors is differentiated 2) Tasks for inbound SDRs to reach out and connect with multiple stakeholders at the company

HubSpot recently rolled out an incredible new update: "Buyer Intent" You can find it under the Marketing section within your navigation menu and it's available through Breeze Intelligence. Before this, you’d have to rely on tools like LeadForensics, Leadfeeder, ZoomInfo, or 6sense to get this kind of data. Not anymore. It’s now built directly into your HubSpot account, making it easier than ever to identify and engage high-intent prospects. Here’s how it works. Buyer Intent shows you which companies are visiting your website, even if they don’t fill out a form. Some highlights include: > Identify Anonymous Visitors: It matches website visits to known companies’ IPs, turning anonymous traffic into actionable leads. > Lead Prioritization: It helps you focus on companies that are showing real interest, like those with repeat visits or who spend time on key pages. > Detailed Insights: You’ll see what visitors are doing on your site, such as the pages they’re viewing and how often they visit. > CRM Integration: Company details like size, industry, and location are automatically added to your HubSpot CRM. > Automation: Workflows and alerts let you act on this data in real time without any manual effort. > Sales and Marketing Alignment: Both teams can use the same data to target the right accounts at the right time. Because it’s fully integrated with HubSpot, you can use it across all the Hubs. It’s especially valuable for marketing teams supporting sales, helping you focus your efforts, follow up faster, and work in sync. You get some free credits each month, but to unlock all your data, you’ll need to purchase Breeze Intelligence credits. If you’re not using Buyer Intent yet, you’re missing out. It’s the kind of feature that makes you wonder how you ever managed without it. Need help making the most of HubSpot’s latest updates? We’ve got you covered: https://lnkd.in/en6KrgUd

If I ran marketing for a B2B company focused on upmarket accounts, here's an intent play that would be at the top of my list Speed to lead matters, especially when it comes to high-value prospects Intent data has come a LONG way in the past year. It's no longer bulky csv exports primarily consisting of non-ICP accounts Case in point: Default rolled out their new website intent functionality that isn't just saying "Hey! Look! Someone's on your website!", but gives you the "so what" aspect to it by allowing you to action on it immediately Say I was focused on upmarket accounts or a very specific ABM list, here's exactly what my workflow would look like: 1) Visitor hits website + kicks off workflow 2) Visitor is de-anonymized via enrichment to let me know their: - Company - Full name - Job title - Other important criteria (i.e. size, location, etc.) 3) Find matching accounts/contacts in Salesforce/Hubspot 4) Determine if account is tagged as "ABM" or other pre-determined criteria 5a) If yes, notify account owner via Slack of this information 5b) If no, drill in further to determine if the prospect is an ICP fit 6a) If ICP fit, notify AE/BDR who's territory the prospect falls into 6b) If not an ICP fit, do nothing Data + systems architecture are going to be the most important part of how GTM teams operate moving forward, and this is an example of how we should be taking advantage of technology to hit our revenue targets #defaultpartner