Enterprises that develop and implement a strategic intent marketing approach will have higher conversion rates and ROI.
B2B buyer’s journeys are complex and involve multiple business decision-makers in the process. Moreover, Purchase decisions in the B2B landscape need to be well researched and thoughtful because they have a significant impact on the business finances and workflows. Enterprises should conduct extensive research before they select a solution or service provider to streamline their work processes.
Marketing teams should design and implement a campaign that creates a positive first impression in the total addressable market.
Embracing an intent-based marketing approach will assist enterprises in interacting with their target audience way early in their buying process.
It is one of the most effective ways to stay ahead of the cutting-edge competition and increase the conversion rate.
Here are a few ways to leverage intent marketing to ensure B2B success:
Also Read: Three Crucial Ways How Content Can Undermine Account-Based Marketing
Identify the target audience and prioritize the prospects
Marketing teams need to create an ideal customer persona that would require a product or service that the business offers. However, even if the business profile matches exactly with the buyer’s persona does not enforce that they are looking for immediate purchase. Integrating intend-based marketing strategies in the presales campaign will assist the enterprises in identifying the clients that are looking for a similar product or service in the near future. Once the marketing operations spot the potential buyers, they can prioritize the leads that are in the decision phase of their purchase to increase the conversion rate. Customizing the account-based marketing initiatives will help businesses to spot the key accounts with ease. Moreover, it is a perfect opportunity to determine the stage of the prospect’s journey and get more visibility of what exactly they require.
Design and implement an effective content strategy
Industry 4.0 has shut businesses down that did not embrace the digital revolution. Businesses of every size, sector and industry have some or other digital presence. It is essential for enterprises to have a robust content and digital strategy to get a competitive advantage and increase their visibility. B2B marketing teams need to develop an effective content strategy that is user-intent driven base on the ideal buyer’s persona. It is one of the most effective ways to deliver the right content at the right time to deliver an enhanced purchase experience. Intent marketing will assist businesses in spotting the content gaps between searches and organizations’ content strategies. Delivering relevant content to the total addressable market will enable businesses to collect more intent-driven data to improve the conversion rate. Moreover, CMOs can leverage intent marketing to personalize the marketing campaign to enrich the buying journey.
Also Read: Managing Marketing Channels and Campaigns Amid Commerce Anarchy
Revamp the landing pages based on intent marketing data to increase conversion
Digital assets like websites, online profiles, and others play a crucial role in reaching potential customers and increasing conversion. These assets minimize the gap between sellers and potential customers to deliver a top-notch customer experience. CMOs should consider optimizing their landing pages to engage the user and provoke them to complete the desired call to action (CTA). Leveraging data gathered from intent marketing will help enterprises to enhance their landing pages as per the buyer’s intent and preferences. Enterprises can integrate IP tracking to customize links and offer more details to the users that need additional convincing. A strategic landing page based on intent marketing data will help organizations to gather high-quality leads. It is essential to develop robust digital marketing teams to easily identify the clients that intend to purchase in the near future.