How to Leverage Buyer-Intent Data for your Email Marketing Campaign

What has Albert Einstein’s theory to do with buyer-intent data?

HOT LEAD-it can catapult an email campaign

Why would the 19th century scientist Albert Einstein be so crucial to digital marketers in the 21st C- time span? His theories have a lot to do with relativity and this is what professional marketers need when it comes to starting off an online campaign. You would know about the buyer’s intent if he engaged with your offerings at least 3 times a month by opening the emails you send. What does a buyer mean with such signals?

To explain the theory and how it can help you to purchase email addresses, this blog features a suite of indicative theories and some practical ideas.

 

Shedding light on buyer intent data

As marketing channels relatively depend more on data-driven materials in B2B circles, there is a lot of noise on taking advantage of the buyer – intent data.  We want to know which companies will be contacting us for bulk orders? Is this for real and has some scientific basis or as mentioned earlier- just a lot of noise. It holds a lot of potentials and any email marketing service provider would know its importance. To understand its premise, a short question-answer session will shed light on what it actually means for the marketer who has the campaign to begin in the next few weeks.

Q: How can buyer intent data be defined in context Einstein and its link to successful email communications?

A: Intent data refers to the browsing activity of an individual or company representative whose interests can be tapped through caches or recent online footprint. The potential buyer could be looking for a product suitable for company usage. He could go online even to search for some information on items of personal interest. While the person is browsing, there are a series of re-targeted ads that appear on the screen. These are indicative suggestions or relative products that the browser can click on while the search is active.

Q: How do these online activities or session apply to B2B subscribers? Does it reveal a pattern of buying?

A: Of course in this case, the cycle of purchase is very different. But when a company executive searches for something exclusive a buying pattern emerges. Theoretically, it could mean that there is an intent to purchase as some point in time. The process is longer in comparison to regular customers who buy products online. In the case of B2B circles, the person who is browsing may not be the decision maker. But he could be an influencer and he is a perfect person to be included in the targeted email lists for the marketing team. He can be a potential hot lead who would buy the products. It is difficult to re-target this person simply because he may not be the right one. He has however revealed a pattern of buying that could be informative.

Q: How can marketers tap this information for their email campaigns?

A: Through online searches, a buyer gets all the information he needs to make the purchase. He reaches out to the salesman for the last mile discussion. Intent data is useful for marketers to find out the research activity of the buyer. Since they have to follow up on other plans they can use targeted mailing lists researched by an authenticated service provider. Providers focus on the buyer journey and make data based on the industry, size of the company, number of employees and kind of offerings they would be interested in. A marketer can judge which group would be the real targets.

The above question and answer session reveals how best the professionals can engage groups that really care about their products. To further elaborate on this data, the B2B customers can easily get profited. Here’s how it can happen in reality but in a combination of different ways:

How to Leverage Buyer-Intent Data for your Email Marketing Campaign

The 3-theory practice – A market indicator

Digital engagement by B2B consumers is based on three key theories. This is probably how Albert Einstein would divide his buyer intent data and then put it into practical usage. It is most useful for people who are now ready to buy.

The 3-theory practice – A market indicator

Behavior score

With the use of machine learning and automated processes, vendors learn about the informative points of the buyers. To connect the dots for their clients they find indicative leads from the behavioral pattern of buying. A score is maintained which ranges from a scale of 0 to 100. As the score reaches 100 the buyer is ready. Marketers can improve sales funnels based on such leads. A lot of time is spent on researching this crucial data pattern to understand the final intent of the buyer. That is why now the processes of purchase in the B2B sector is growing longer.

Lead scores

The use of ML and AI are assisting marketers to detect leads. The algorithms produced to suggest the indicators that will play a key role in getting the buyer intent. Such details are present in specifically targeted mailing lists. They reveal the conversion patterns and which type of person is most likely to make the purchase. It offers specific details for conversions. The numbers, facts, and figures work on the same principles as that of a scientific theory. It offers proven results. This is an ideal best fit for the sales team to tap.

Campaign acumen

Marketers, eventually are interested only in hardcore leads that will convert. Each company stores away the data related to previous promotional activity on email communications. These records give immense knowledge on how to discern the parameters for the next campaign. The insights are provided by email marketing service providers. They get intel on how the audiences behave and characteristics. Are they likely to buy from you? Further promotions on the email can be improved and also optimized. According to the insights you can always make changes in the email messages for future use. AI is likely to improve much more the way marketers utilize messages for various online reach to their buyers.

Are you willing to bring out the Einstein in you to optimize buyer intent?

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