October 9, 2020
How to Use Intent Data to Improve the ABX Customer Lifecycle
Businesses have terabytes of raw data at their fingertips to help drive marketing activities, hone in on sales accounts, and increase customer satisfaction. Yet with so much data available, it’s easy to divert your focus away from what really matters: nurturing customer relationships.
Intent data shifts your attention back to the business user. This type of data is based on users’ online interactions, giving you greater insight into prospects’ interests and current customers.Intent data helps you better understand the needs of potential (and existing) customers and ultimately improves your customer lifecycle.
Our recent session of Out of the Box,—“INTENTional ABX: From Anonymous to Advocate”, — dives into the value of intent data for businesses using an account-based approach. Bombora Director of Enterprise Customer Success Cydney Eldh and Senior Director of Growth Marketing and Sales Development Kate Athmer discuss how businesses can leverage intent data across the entire customer lifecycle, from initial contact with an anonymous business user to a long-term relationship with a customer advocate.
Understand the Power of Intent Data
“The hardest challenge is actually ensuring that you’re pursuing the correct accounts, and that’s where intent data really comes into play,” explains Cydney. “Intent data gives you the confidence that you’re targeting the accounts that actually want to hear from you and are interested in the products and services you’re providing.”
But this type of data has value beyond marketing and sales purposes. Intent data allows you to maximize your ABX strategy across all of the teams that interact with prospects and customers.
You can use intent data for every sales funnel stage — account targeting, engagement, customer acquisition, and advocacy.
Selecting a Data Provider
Before using intent data, ensure make sure the service or tool supplying your data is adhering to all applicable privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
Leveraging Intent Data Throughout the ABX Customer Lifecycle
For Customer Success
Bombora’s customers have seen great success leveraging intent data. One customer saw a 498 percent increase in their click-through rate (CTR) for LinkedIn ads, while another customer experienced a 50 percent increase in responses to direct mail.
Register for the on-demand session to learn more about how Bombora’s customers are using intent data to build a successful ABX strategy.