Unlocking the Power of Intent Data in Demand Generation Workflows

As a demand gen marketer, I know first-hand how difficult it can be to deliver on ambitious pipeline goals – especially when we don’t always have our dream budget. 

The good news is that we do have access to powerful tools like intent data to help us effectively do more with less. But how do we ensure that we integrate that data best into our demand generation workflows and, more importantly, use it to make decisions? 

I recently sat down with Whitney Donaldson, Global Head of Demand Generation at impact.com, to discuss how we’ve both leveraged intent data to drive more efficient and effective campaigns. 

Here are some key insights I took away from our chat that I think will be beneficial for every SaaS demand gen marketer to know and implement. 

Intent data is a guiding light, not a silver bullet

Intent data is certainly a buzz-worthy topic, but it’s more than just another marketing buzzword. It’s a compass that helps navigate the complex customer acquisition journey and illuminates your potential customer’s path through the sales funnel. 

Keep in mind though, that intent data becomes exponentially powerful when it's layered on top of your other data, sources, and tech.  With that in mind, here are some of the best ways to get started using intent data in your programs.

How to integrate intent data into your demand gen workflows

1. Prioritize high-intent leads

One of the most immediate benefits of incorporating intent data into your workflow is better lead prioritization. By identifying prospects who show high intent signals, you can focus efforts where they're most likely to yield results. This targeted approach boosts conversion rates and streamlines your sales process.

2. Personalize at scale

Intent data opens new possibilities for personalization. Intent signals can help you better understand what your ICP cares about most, and as a result, you can craft more tailored campaigns that resonate better with your target audience. More personalized campaign messaging leads to higher conversion through the funnel.

3. Optimize paid media and lead scoring

Integrating intent data into your paid media strategies and lead-scoring models can drive higher conversions and campaign ROI – especially compared with campaigns targeting more generic bottom-of-funnel audiences.

4. Enhance account-based marketing

Intent data can also supercharge your account-based marketing (ABM) strategies. By identifying which accounts show high intent signals, you can better allocate resources to accounts most likely to convert and better align ABM efforts across your marketing and sales teams.  

5. Build competitive campaigns

One of the most exciting applications of intent data is in competitive campaigns. Tools like G2 Buyer Intent data can help you identify and target competitors' customers who may be in the market for a change. The result? Faster speed to lead, more new opportunities, and increased revenue. 

Continue to analyze and adjust programs 

Never just set it and forget it when it comes to intent data! Make sure you continuously analyze the effectiveness of any intent signals you gather and adjust your scoring models and campaigns as needed. An iterative process ensures that your overall intent-based strategy continues to be effective no matter how market conditions and customer behaviors change over time.

Most importantly, implement and analyze your intent data in the right way. Layering all of your different types of data is crucial to run the most efficient campaigns—whether you're working with first, second, or third-party data like G2’s buyer intent. 

Gain the competitive advantage you need to stand out, make buyers’ shortlists, and win

There’s no doubt that intent data will play an increasingly important role in shaping B2B SaaS marketing strategies.  Marketers who know how to use it well will create more targeted, personalized, and ultimately successful campaigns.

My #1 key takeaway? Start integrating intent data into your workflows today, but do it thoughtfully and with a commitment to ongoing analysis and adjustment.

The rewards – from better conversion rates to more efficient resource allocation and increased revenue – are well worth the effort.

To learn more about using intent data to fuel demand generation programs, watch the full recording of my Reach session with Whitney Donaldson on-demand here.