By Kshitij Depda Published on : Aug 16, 2022
Intent data has become increasingly influential in the B2B marketing stack recently. Despite 99% of companies reporting to use of intent data in some way or another, it also serves as a significant challenge to marketers scrutinizing to integrate it into their lead generation strategies.
It is difficult to measure effectiveness. According to recent research at , only 28% of marketing professionals comprehend how to use intent data in a quantifiable way. In another round of DemandScience benchmark research on intent data, more than 50% of B2B sales and marketing leaders from across the United States believe that understanding its ROI is the most challenging task.
Despite this widespread challenge, there are easy ways B2B marketing teams may use to gain a better understanding of how intent data affects their bottom line.
How to Measure ROI from Intent Data
Measuring the direct impact of intent data on your B2B marketing initiatives need not be difficult. B2B marketing teams can utilize all of the benefits of intent data to improve the whole sales cycle with some forward thinking and a systematic approach to intent data integration. Here are several examples:
Examine Your "Before" Profile
The best approach to begin maximizing the possibilities of B2B marketing campaigns with intent data is with an impartial eye. Select a previous drive or effort you want to improve utilizing intent data and evaluate its current performance information. This data will serve as your "control" topic, allowing you to compare any subsequent performance metrics to it to determine the influence of intent data.
For example, if you want to use buyer intent data to identify target accounts for your ABM campaigns better, make sure you have a complete view of your ABM activities before including buyer intent data. This "before" snapshot then maybe be used to determine if the intro of intent data altered campaign performance.
In this case, you could learn that your MQL to SQL conversion rate was roughly 24% before including intent data. Your conversion rate has grown to 31% after adding intent data and optimizing your target accounts. That is an unmistakable indication of influence.
Although it may sound like something straight out of a self-help book, you can't fully appreciate where you've come from without knowing where you've been.
Fix Your Intent Data KPIs
Once you have a clear picture of current performance, determine the KPIs you want to accomplish, taking intent data into account. This will need having a clear expectation of what an acceptable return
on investment looks like for your company, so be sure to specify the KPI measurements you want to utilize as benchmarks.
Setting specific KPIs will make it easier to determine whether intent data positively influence campaign performance. Remember that ROI does not necessarily have to imply dollars and cents contributed to the bottom line; it may also represent a qualitative effect. Therefore, choosing the measures that best reflect what success means to you is critical.
A/B Test Your Intent Data-Lift Campaigns
Most B2B marketing organizations struggle to get an appropriate estimate of intent data ROI. For marketers searching for direct comparison proof, A/B testing is a fantastic alternative. Running an equitable test necessitates the absence of any additional factors between the two data sets. When two sets of data contain the same elements, it is easier to assess improvement and attribution.
A/B testing may be applied to almost any marketing project, including intent data. Assume you intend to leverage buyer intent data to generate customized marketing initiatives. In such a situation, you may test two sets of sponsored ads: one with an audience supplemented with intent data and one without. You'll be able to differentiate right away.
B2B Intent Data
Despite its shortcomings, intent data is becoming a more common component of the B2B marketing stack. Data reports in the spirit of employing intent data, uncovering emerging patterns and possibilities that intent data now present to today's B2B marketing organizations.
Drop us a line; we would love to hear what you have to say about intent data in 2023.
Intent data has become increasingly influential in the B2B marketing stack recently. Despite 99% of companies reporting to use of intent data in some way or another, it also serves as a significant challenge to marketers scrutinizing to integrate it into their lead generation strategies.
It is difficult to measure effectiveness. According to recent research at , only 28% of marketing professionals comprehend how to use intent data in a quantifiable way. In another round of DemandScience benchmark research on intent data, more than 50% of B2B sales and marketing leaders from across the United States believe that understanding its ROI is the most challenging task.
Despite this widespread challenge, there are easy ways B2B marketing teams may use to gain a better understanding of how intent data affects their bottom line.
How to Measure ROI from Intent Data
Measuring the direct impact of intent data on your B2B marketing initiatives need not be difficult. B2B marketing teams can utilize all of the benefits of intent data to improve the whole sales cycle with some forward thinking and a systematic approach to intent data integration. Here are several examples:
Examine Your "Before" Profile
The best approach to begin maximizing the possibilities of B2B marketing campaigns with intent data is with an impartial eye. Select a previous drive or effort you want to improve utilizing intent data and evaluate its current performance information. This data will serve as your "control" topic, allowing you to compare any subsequent performance metrics to it to determine the influence of intent data.
For example, if you want to use buyer intent data to identify target accounts for your ABM campaigns better, make sure you have a complete view of your ABM activities before including buyer intent data. This "before" snapshot then maybe be used to determine if the intro of intent data altered campaign performance.
In this case, you could learn that your MQL to SQL conversion rate was roughly 24% before including intent data. Your conversion rate has grown to 31% after adding intent data and optimizing your target accounts. That is an unmistakable indication of influence.
Although it may sound like something straight out of a self-help book, you can't fully appreciate where you've come from without knowing where you've been.
Fix Your Intent Data KPIs
Once you have a clear picture of current performance, determine the KPIs you want to accomplish, taking intent data into account. This will need having a clear expectation of what an acceptable return
on investment looks like for your company, so be sure to specify the KPI measurements you want to utilize as benchmarks.
Setting specific KPIs will make it easier to determine whether intent data positively influence campaign performance. Remember that ROI does not necessarily have to imply dollars and cents contributed to the bottom line; it may also represent a qualitative effect. Therefore, choosing the measures that best reflect what success means to you is critical.
A/B Test Your Intent Data-Lift Campaigns
Most B2B marketing organizations struggle to get an appropriate estimate of intent data ROI. For marketers searching for direct comparison proof, A/B testing is a fantastic alternative. Running an equitable test necessitates the absence of any additional factors between the two data sets. When two sets of data contain the same elements, it is easier to assess improvement and attribution.
A/B testing may be applied to almost any marketing project, including intent data. Assume you intend to leverage buyer intent data to generate customized marketing initiatives. In such a situation, you may test two sets of sponsored ads: one with an audience supplemented with intent data and one without. You'll be able to differentiate right away.
B2B Intent Data
Despite its shortcomings, intent data is becoming a more common component of the B2B marketing stack. Data reports in the spirit of employing intent data, uncovering emerging patterns and possibilities that intent data now present to today's B2B marketing organizations.
Drop us a line; we would love to hear what you have to say about intent data in 2023.
