First-Party and Third-Party Intent with Account-Based Marketing

Learn why intent data is crucial for full-funnel marketing and sales success and where you can find it (intent marketing examples included)! Check out Terminus’ Field Guide to Foraging Intent Data or learn more by requesting a demo!

30 Days to ROI with Intent-Powered Account Based Marketing

A Complete and Unique Intent Data Foundation for Account-Based Marketing

Terminus gives sales and marketing teams a crystal ball that shows them who their next best opportunities are – and how likely they are to become their next customer. Combining our first- and third-party intent data shows revenue teams exactly which accounts to focus on next.

Bombora + Terminus Integration Overview

Intent Data Real Talk: The Good, the Bad, and the Illegal

G2 + Terminus Integration Overview

Intent Marketing Examples

The value of intent data has become recognized by marketing and sales people at companies all over the world. Because of this, it has become a key part of a wide variety of campaigns. Marketing, branding, and targeting can all be driven by this sort of information.

There are plenty of intent marketing examples out there. For example, a company that realizes that a visitor to its site is interested in buying can deliver intent based advertising on the spot. It can also cause ads to be shown to the person even after he or she leaves the site. This type of advertising is often referred to as retargeting because it targets the same person multiple times.

Intent driven marketing can take other forms, as well. Depending on how much is known about the prospect, intent based targeting can include emails, personalized chat responses on your site, and more.

In some cases, it’s possible to take intent targeting even further. You can determine who both you and your prospect trust, and arrange warm introductions between them. You can also determine just how interested someone is in signing up for your service or buying your product. This lets you prioritize your intent advertising accordingly. You’ll also be able to adjust your B2B intent marketing according to the customer’s level of interest, guiding them further into the sales funnel as time goes on.

These are just some of the top intent based marketing examples. Intent based branding and intent advertising in general take many forms, as is necessary for achieving the best results. Fortunately, companies like Terminus offer plenty of education and other assistance to help your business succeed in this endeavor. Check them out whenever you need to see a specific example of intent based marketing.

What is Intent Based Marketing?

By now, you may be wondering, “what is intent based marketing?” In a nutshell, it uses a variety of data types to determine what is often referred to as buyer intent. In reality, it would be more accurate to call this visitor intent or contact intent, since not everyone who comes to your site intends to buy at all! In fact, part of the value of “buyer intent” data is its ability to tell whether or not someone intends to buy, and if so, how close they are to actually doing so.

This information has proven to be so valuable that now, almost half of B2B professionals say that they are using intent data in some way. This is far more than the 25 percent benchmark listed in the 2018 Demand Gem ABM Benchmark Survey Report. Such a massive increase in usage, over such a short period of time, indicates that professionals are finding this to be very powerful information.

One of the things that is driving the fast adoption rate is confidence that sales teams can use the information. Almost half of respondents indicate that they have this confidence. This is surely due to the existence of plenty of tools, such as the Terminus platform, that make it easy to not only understand the data, but to take action on it.

Buyer intent data is typically used for intent based marketing initiatives. These include tactics like offering personalized deals to specific prospects, sending out automated emails, showing ads to those who have visited specific pages on your website, and assigning specific sales representatives to contacts that have met the criteria you set. These are just some of the many ways that intent based marketing B2B sales teams use this information. Sites like Terminus have many examples of other ways you can turn buyer intent information into increased sales.

There are many sources of buyer intent data. Terminus integrates with some of the most popular providers, such as Bombora, to make that data easy to see and act on. These providers get information in ways that range from correlating IP numbers to specific companies (and in some cases, individual people) to keeping records of information people have entered into forms and other such data collection tools. Once enough data is gained, it becomes possible to build a profile of specific visitors to your sites, their companies, and more.

Intent marketing makes use of this data to determine when someone is able, willing, and even eager to buy your product. You can then react with an appropriate ad campaign or contact to cinch the deal.

B2B Intent Data

What is intent data? B2B intent data often provides a deeper profile of your prospects. It can include information like what company a person works for, his or her position, and in some cases, even the name of the person. This is possible partly because many B2B prospects come to your site from their work computers, which can often be traced to a specific office as well as a particular company. However, intent data sources also have proprietary ways of building profiles of those who interact with your company.

This, however, isn’t all that intent data sources can tell you. It also lets you know if a person is behaving in a way that indicates a desire to buy vs. shopping around or curiosity-clicking. This allows you to target a person with the appropriate type of advertising, make direct contact, or take other actions appropriate to the prospect’s position in the sales funnel.

There are eight types of intent that this type of data is said to be able to identify: Psychographic, technographic, research, hiring, bid stream, engagement, and product reviews. Data can also include relationship data such as email and calendar patterns.

Several sources are used to gain this information. These include LinkedIn intent marketing data and information gained from intent based marketing Google.

The level of personalization available depends on which channels you are using. With Google, intent is often determined simply by what someone is searching for. This allows ads targeted to that keyword to be shown. However, once people come to your site, your intent marketing platform will often be able to glean far more information about them, and this allows you to activate powerful, targeted campaigns to bring them into your stable of customers.

Intent marketing B2B can be more sophisticated than the type typically used for individual consumers. This is partly because the value of a B2B sale is almost always greater than a B2C one. Companies can therefore invest in better, more robust tools to determine buyer intent.

Buyer Intent Software

There are seemingly infinite buyer intent software platforms thanks to the increase in demand for this technology. Some of them are meant to work as all-around solutions, while others are best off used as behind-the-scenes data sources for other platforms.

Bombora and ZoomInfo are among those that provide data and integrate well with other platforms. There are also several Bombora competitors that are B2B intent data providers. While they have some tools ready to go, platforms like Terminus are far better at making it easy to use their information. In many cases, you’ll see platforms with this advertising which other platforms can interface with well. For example, Terminus specifically lists Bombora and several others as possibilities.
While it can seem like it’d be cumbersome to have to integrate a data source with a platform, this system actually provides plenty of benefits. This way, you can use your preferred information source without giving up on the convenience of your overall favorite intent marketing platform.

Those that provide platforms with a strong suite of intent based marketing tools include Terminus, Demandbase, HubSpot, and RollWorks. Terminus and Demandbase integrate with their own data sources for their customers to successfully complete powerful marketing plays. Terminus is also able to integrate with other data providers, so if you prefer these data sources, you can add them to your toolkit.

Thanks to these integration possibilities, you don’t have to wonder “how does Bombora work,” though you’ll likely still want to research Bombora pricing before adding it into your mix. Fortunately, with Terminus, you aren’t obligated to use an outside data provider if you’re on a budget.

Leadfeeder

Those who are looking to integrate their sales and marketing data might want to take a look at Leadfeeder. This intent company identifies which businesses are visiting your website, which site pages their employees are looking at, and automatically sends you an email when a targeted company visits. When a lead revisits, Leadfeeder will also update your CRM to reflect it.

Unlike many intent based marketing companies, Leadfeeder’s main product aims to get you and your team more leads, rather than help with advertising and related activities. However, it also offers tools for account based marketing, website visitor tracking, and sales prospecting.

The account based marketing aspect is claimed to simplify things for you so it’s easier to identify new leads and monitor returning leads. It will identify your anonymous visitors, so you know which companies are viewing your site and decide whether or not to target them.

Their intent marketing tools also make use of the platform’s ability to identify your visitors. When good prospects are detected, they are added to your CRM for follow-up. It’s as if your sales pipeline fills itself. Once the prospects are identified, you can begin the process of actually making sales to them.

Unlike some tools, Leadfeeder doesn’t identify site visitors down to the individual level. Instead, it identifies the companies these people are visiting from. Then, it gives you contact information for key people at the companies, who may or may not be those who actually visited. You can then send this information to your CRM.

It is important to remember that Leadfeeder’s focus is on converting existing site visitors into customers, rather than helping you power ad campaigns or retargeting ads. Therefore, it is a tool for sales teams rather than for general marketing. Still, this intent marketing company has a product that can be beneficial for businesses that rely on selling by reaching out to customers instead of drawing them in.

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