One of the main values of intent data is revealing what companies are interested in so you can provide each with the specific information and messages most likely to resonate with individuals at those accounts.
Yet Intentsify’s preliminary research report reveals that in 2022, only 11% of survey respondents—a mix of B2B marketing, sales, and customer success roles—reported “message selection/customization/optimization” as being one of their top intent data use cases.
So it’s timely for this next intent use case spotlight to shine on “message selection and content creation”—raising “awareness,” you can say, for a use case that I believe deserves a little more recognition.
It’s a powerful use case—with intent data, marketing and sales teams can increase conversions and scale pipeline by using intent-driven intelligence to:
- Personalize landing pages to specific segments (or even accounts) by knowing what product categories they’re researching.
- Use target accounts’ intent signals to inform talk-tracks and follow-up tactics once those leads have been qualified.
- Arm sales with competitive intel and assets. (If you know a certain prioritized account has been researching a competitor’s offering, you can then provide reps with the right content needed to persuade prospects that your solution is the better option by using tailored talk tracks, battle cards, sales decks, and case studies.)