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Elevate Your B2B Marketing Strategy with First-Party Intent Data and Analytics 

Businesses are losing on average of $12.9 million per year to false data, intent data stands as the only solution to get out of this mud 

Nowadays, having a data-driven marketing strategy is not something we pray for but rather a must. This therefore necessitates that the marketers adopt artificial intelligence and machine learning since these provide them with a lot of information which can help them understand their target market better, optimize their campaigns, and get measurable results. 

One significant advantage in the modern marketer’s toolkit is first-party intent data. By using your website’s data, content and interactions with leads and customers you can gain deep insights into your audience interests as well as where they are in the buying process. 

I’ve witnessed firsthand how my journey has been transformed by first-party intent data and analytics. This article will examine why B2B marketers need to adopt these tools and give some practical ideas on how they can be implemented. 

Intent data in first-party 

In the past, marketers often depended on third party data to gain insight into their target audience as this could include all things like demographics, firmographics and even behavioral web data. 

However, privacy concerns have increased and regulations such as GDPR and CCPA have been enacted; thus rendering third-party data less trustworthy and harder to get. First-party intent data comes in handy. 

First-party intent data is information which you collect directly from your own website, content, and interactions with leads and customers.

This may include: 

  • Pages looked at on your website 
  • Content that has been downloaded or viewed 
  • Forms that have been filled out 
  • Emails that have been engaged with  
  • Sales conversations 

By analyzing this information, you can gain deep insights into what interests your audience, what their problems are and where they are in the buying process. 

How Intent data can help you in your marketing strategy

AI and Machine Learning 

One of the key reasons why first-party intent data is so powerful now is due to the emergence of AI and machine learning. These innovations allow marketers to process huge amounts of data, as well as discover some facts that would be difficult to realize through manual means. 

For instance, with AI-based analytics tools you can examine patterns in your first-party intent data such as what type of content topics are gaining more attention, which leads are highest in terms of likelihood to convert, which channels are most engaged with by audience? 

Putting First-Party Intent Data into Action 

And so, how do B2B marketers use their first-party intent data and put it into actions?

Here are some proven strategies: 

1. Segment your audience:

One of the most powerful ways to turn your first-party intent data into something actionable is by segmenting your audience. For instance, with a research on intent topics like pain points, company size, and industry you can identify key segments amongst your audience. This way you can provide more customized and relevant content and offers. 

2. Optimize Content Strategy:

Use your first-party intent data to know which content topics resonate with your audience best. More of this type of content will help drive engagement and leads. 

3. Personalize Website Experience:

As a result of having access to visitor’s interests and behaviour via first party intention data allows website owners to personalize website content as well as offers for each individual user thereby improving chances of lead conversions as well as revenue generation. 

4. Prioritize Leads:

Employ AI-powered lead scoring systems that rank or score leads based on their own first-party intent data meaning that the hottest will be contacted by sales people before others thus avoiding wasting time where there is unlikely pay-off in terms of interest or willingness to buy. 

5. Gauge and improve:

Continuously trace and scrutinize your first-party intent documents to assess the effectiveness of your campaigns, thereby you can see where it falls short. This will make sure that you get better outcomes in terms of performance and maximize ROI. 

Why Clean Data is Important 

However, all these tactics are useless if your first party intent data is unclean or inaccurate. Inaccurate information can result into wrong conclusions, misuse of time and resources as well as poor results at the end. 

In a report by Gartner says it that indigent data quality costs businesses an average loss of $12.9 million per year. 

That is why B2B marketers must invest in data cleansing and enrichment tools and processes.

  • These may involve activities such as: 
  • Removing duplicate or invalid records 
  • Standardizing data formats as well as values 
  • Adding missing information like company size and industry 
  • Verifying contact information alongside email deliverability 

By ensuring your first party intent data is clean, accurate, and complete you can be confident that your insights are based on sound underpinning for better decision-making purposes. 

Final Thoughts 

Marketers can deeply know about their target audience by connecting up first-party intent data and analytics with AI and machine learning, and at the same time they have to optimize their campaigns and bring out measurable results. 

However, it means that for one to fully exploit the power behind first party intent data it is important to invest in data cleansing and enrichment tools as well as processes. Clean data is what enable you to get reliable insights and also make informed decisions. 

Today, start using first-party intent data and analytics in your B2B marketing strategy. By working with these potent tools, you will be able to break through all kinds of noise that is there around you thereby capturing your audience’s attention leading to greater number of leads as well as more revenue than ever before. Connect with Vereigen now and get the clean data. 

By Tracy A. Wehringer 

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