As modern consumer marketing continues to evolve, intent based marketing has become an increasingly popular option for businesses to leverage to deliver better customer experiences. Intent based marketing is an automated process that uses machine learning to analyze consumer behavior and the context of the situation to make decisions about how to best target messages to customers. This innovative strategy helps marketers create more timely and relevant content for customers by understanding their intent, allowing for a more tailored approach to customer engagement. By taking a proactive stance to consumer marketing, companies can achieve greater customer loyalty, higher ROI, and improved customer experience. Through this blog post, we will explore how intent based marketing works, the benefits it offers, and how businesses can best implement it in their customer engagement strategy.
Intent-Based Marketing: What It Is, Types And Why You Should Consider It
What is intent-based marketing?
The value of intentional business is applied to the company’s marketing efforts using the marketing strategy known as “intent-based marketing.” The business adopts a more deliberate marketing strategy that focuses on marketing to customers based on their needs and behavior rather than using broad marketing strategies. As a result, each customer can receive a more tailored marketing experience that may feel more genuine and less like a sales pitch. For instance, instead of attempting to market to the entire company, marketing strategically assists you in appealing to the individuals within the business who are responsible for making purchase decisions if you are selling a product to another business.
What does intent mean in business?
When conducting business, having intent means taking deliberate action or basing a decision on the demands or behavior of a client. Businesses that intentionally act often discover that they have lower costs and greater customer engagement because they aren’t just operating for survival. Business operations depend on customer needs, which are established along with a clear vision for the future of the company and the objectives of its employees. Companies can appeal to a wider audience, improve the quality of their business activities, products, and services, and unify their workforce behind a common goal with a strong central vision that is intention-focused.
Where do you get intent data?
Using tools for intent-based marketing like Bombora, Demandbase, and Facebook’s detailed targeting feature, businesses can gather information about customer intent. Based on their online behavior, these analytics tools enable businesses to more precisely define their target audience. For instance, Facebook tracks user information for search engines and websites visited and shows advertisements for goods you look up online. This is a great way to target a more specific audience. Facebook can detect when a user searches for your exact products on a search engine and display your ads in that user’s news feed. Analytics tools can show you demographics as well.
The time each user spends on particular webpages, product reviews, your company’s web traffic analytics, and downloads of white papers for products are additional sources of intent data. These act as a sign that a customer has expressed at least some interest in buying your products. Excellent analytics for determining how many people visit an e-commerce site with the intent to buy something but don’t complete the transaction are web traffic and cart abandonment. The ideal materials for intent-based marketing could aid in recovering that sale and converting the potential client into a paying client.
Why is intent-based marketing important?
Modern businesses should prioritize intent-based marketing because it fosters greater customer and company trust. Marketing efforts are targeted at potential customers who express an intent to buy what the business is selling through behaviors, direct actions, or requests through intentional marketing. For instance, a business might promote its goods to another company that contacts rivals about a new waste system for its manufacturing facility. When a customer expresses a desire to buy, the business can base its marketing strategy on that need and become more specialized. This could raise the prospect’s likelihood of making a purchase.
Example of using intent-based data in a marketing campaign
Using intent-based data, a company that manufactures designer shoes develops a campaign. The business gathered information from Facebook analytics, website traffic, and customer reviews to create a more successful intent-based marketing campaign. Here is what that campaign might look like in practice:
Sole Winner LLC intent-based marketing campaign
*Keywords: best designer shoes for women, designer shoes online, where to buy designer shoes, women’s designer shoes*
The marketing campaign concentrates on direct web traffic and customers’ intent to buy. Priorities include monitoring customer reviews, sending follow-up emails to users with targeted offers, and optimizing web pages and content for keywords. The campaign’s main goals are to lower the abandonment rate and recover abandoned prospects. *.
*Intent data: According to Facebook analytics, there has been a 35% increase in the number of customers who intend to buy designer shoes. Web traffic analytics identify heavy traffic from the U. S. , U. K. and Hong Kong, with a 9% cart abandonment rate. According to feedback surveys, 67% of customers remove items from their carts due to price concerns. *.
*Upcoming steps: develop a website blog that concentrates on keywords and content optimization for search engine rank. Customers who have reviewed products and those who have abandoned their shopping carts on the e-commerce site will see purchase ads displayed. *.
Special considerations for B2B marketing
The four main factors that influence B2B buying decisions are as follows:
1. Early influence
Early influence describes how effectively a business reaches out to potential customers and influences their decision to make a purchase. The likelihood that a customer will make a purchase from a company increases the earlier that company reaches out to potential customers. Early exposure exposes the consumer to the business’s goods or services before competing businesses can, generating interest. Since many customers choose the first or second option, it also lessens competition.
2. Decision paralysis
Customers can occasionally experience decision overload when faced with numerous options. When a customer has too many options, it can be difficult for them to make a decision. By concentrating marketing efforts on particular behaviors and actions, intent-based marketing reduces decision paralysis. Customers only see advertisements for specific products they looked up or wanted to buy on an e-commerce website.
3. Loss aversion
Consumers may experience loss aversion, which is defined as a fear of making a purchase. Consumers don’t want to feel as though they suffered a loss as a result of their purchase because they expect a certain value for the price of the goods or services they purchase. This worry about diminished or lost value frequently deters customers from completing a purchase order and is a common reason for things like cart abandonment. Intent-based marketing puts the customer’s immediate needs front and center, decreasing loss aversion and boosting trust in your goods and services.
4. Status quo bias
The bias against change that people naturally have is known as the status quo bias. The standard by which people or businesses evaluate their surroundings or conduct their business is referred to as the “status quo.” The status quo of that company is upset, for instance, if it needs to find a new supplier for its microchips. By demonstrating to a customer that the good or service can meet their needs in a manner similar to the prior status quo, intent-based marketing assists the marketing team in overcoming the status quo bias.
Please note that Indeed is not affiliated with any of the businesses mentioned in this article.
FAQ
What does intent mean in marketing?
Marketing a good or service based on a consumer’s actions that indicate their intent to make a purchase is known as “intent marketing.” Simply put, it involves marketing to people whose actions indicate that they are more likely to take a particular course of action or make a certain purchase.
How does intent based marketing work?
Marketing a service or product based on a customer’s online behaviors that indicate their intent to buy or use your products or services is known as “intent-based marketing.” Organizations from all over the world are gathering more data.
What is a form of intent based marketing?
Targeting prospects based on their purchase intent is a way to increase the effectiveness of your marketing. A source of intent data is necessary for intent targeting because it will help you and your team identify potential customers who are actively looking up your product online.
