Is your sales team struggling to convert leads? Collecting first party intent data will help them create better sales strategies to improve your revenue.
In this article:
- First party intent data helps you create content that will attract the right leads for your business.
- Automating data gathering will save time and, eventually, lessen your operations cost in the future.
- Properly utilized first party intent data helps in creating an impressive buying experience for targeted leads.
Understanding Intent Data
To increase revenue, you have to bring in sales. For that to happen, you need a harmonious relationship between the marketing and sales team. Account-based marketing can connect both teams by gathering intent data and creating effective strategies based on the information provided.
Intent data is the information amassed from various sources on the purchasing behavior of business decision-makers. By knowing what target leads look for when buying, enterprises can hone in on the specific prospects most likely to buy from them.
There are two types of intent data to go through in order to come up with foolproof strategies for sales and marketing:
- First Party Intent Data – collected from those who engaged directly with your sales and marketing points such as your website, ads, social media accounts, and other platforms or software you use to gather user data.
- Third Party Intent Data – information on other potential leads that have not yet been in direct contact with your business but is searching for similar products or services to yours.
Both types of information are important for your team to flourish, but this article will focus on what first party intent data can do to elevate your sales team’s performance.
How Your Sales Team Can Leverage First Party Intent Data
Knowing when your potential leads intend to buy is crucial in closing a sale. This allows your sales team to come up with strategies to connect with and eventually sign a contract with a client.
If your business already has a website or social media page put up, chances are, you have already gathered substantial first party intent data. With this information, you can narrow down on potential key people to focus your marketing efforts on.
Here are some ways on how you can leverage the data you get from your existing leads.
Automate Intent Data Gathering with a Customizable Platform
Data gathering can be tedious and stressful, especially if you’re not well versed in software and technology in general. Fortunately, you don’t have to manually gather the details in a spreadsheet by yourself. ABM platforms like N.Rich will track your leads’ activities from all your online properties.
The platform will gather and store data taken from various marketing avenues such as:
- Email marketing activities
- Your website cookies
- Sign-ups on your page
- Social media activities
Because each business has different needs and priorities, using an intent data gathering platform that can be customized will be beneficial to your enterprise. You just need to determine the sources you would like to monitor, set the platform beforehand, then monitor the results.
Automating your first party intent data collection will save you a lot of time and cost in the long run.
Organize Data Based on Your Sales Needs
When you automate your data gathering, you can easily find the most important information for your business. You have full control over what details to monitor. Then, you can organize these figures to determine your lead scoring criteria. Now you can focus your attention and efforts on the leads with the highest scores and purchasing intent.
Create Content Based on First Party Intent Data Gathered
Knowing which parts of your marketing channel people reacted to the most gives you an idea of what type of content works best for your product or service. You will be able to publish blog posts, email campaigns, and social media posts with a solid data-driven strategy.
Highly effective content will attract more leads who will then share their first party intent data. This content strategy will forward “hot” leads to your sales team with better accuracy.
Getting Quality Data for Your Sales Team with N.Rich
Automated account based marketing platforms aid you to gather intent data faster and more accurately. N.Rich’s system takes ABM to the next level with customizable features. Your team can zone in on the data needed to create effective sales strategies.