Marketing a good or service based on a consumer’s actions or activities that indicate their intent to make a purchase decision is known as intent marketing.
Can intent marketing provide your business the edge it needs to endure upcoming change? In the ABM Benchmark Survey conducted by the Demand Gen Report, just 25% of B2B organisations claimed to use intent data and monitoring technologies at the moment. Intent knowledge will be used within the next 12 months, according to 35% more respondents.
Targeting the correct audience at the right stage of their buyer’s journey is considerably more effective than using only demographic data for display and banner advertising, email, or direct mail. Intent marketing serves as the cornerstone for successful B2B sales and strategy.
- Content strategy needs intent marketing
Although there is no shortage of material possibilities for consumers, they are impatient with pointless information. “Content marketing gets three times more leads than paid search advertising,” claims the Content Marketing Institute. Customers, however, click away from search results and websites that don’t fit their needs as they get accustomed to personalised information.
Your website loses visitors to rival websites that use user demographics and intent. Your capacity to deliver pertinent material at the appropriate moment is essential to the success of your content strategy.
- SEO campaigns are built on the principles of intent marketing
According to the State of Inbound Report, “61% of marketers agree that increasing their organic presence and enhancing SEO are their top priorities for inbound marketing.” However, if you’re not concentrating on search intent, it’s almost impossible to gain traction. Google explicitly states that search intent takes precedence over the use of keywords and synonyms.
With the aid of keyword research, marketers are able to produce and distribute useful content. But if Google deems it uninteresting, nobody will read it. Organizations deliver content that satisfies the objectives and desires of B2B buyers by outlining specific pain spots and behaviour.
- Increased landing page conversion rates due to intent data
Because landing pages are such a great source of leads and sales, according to Marketo, “68% of B2B organisations employ strategic landing pages to collect leads.” You can weed out sources who are less interested as well as move buyers through your funnel.
Each element of your landing page should specifically address the objectives of your buyer. Utilize intent data to adjust page elements for customers with diverse demands and at various phases of the buying process for the greatest user experience.
- Stronger local marketing initiatives thanks to intent data
Content that addresses user location and corresponds to their intent reveals the authenticity that purchasers seek. Getting your local intent marketing right enhances your chances of success since, according to Google, “local searches prompt 50% of mobile users to visit stores within a day.”