July 2022: Using intent-based research to succeed in a more complex B2B market

With fear of inflation and economic uncertainty potentially complicating B2B selling this summer, experts are suggesting corporate treasury and finance marketers need to focus more on understanding their customers and prospects better and targeting the ones most potentially interested in what you have to sell.

That’s why even more businesses are turning to intent data research as a key part of their marketing strategy. Listed by Forbes as a top tech trend to leverage in B2B marketing this year, increasing the role of intent data in your marketing strategy will allow you to understand which companies are actively researching topics related to your solution and allow you to target the companies that are most likely to buy your products.

Implementing intent-based research has been proven to increase close rates and sales. Gartner reports that respondents using first-party, second-party and third-party intent data are 2.9x as likely to have a conversion rate of 10% or higher. This higher conversion rate has also allowed “99% of businesses who have invested in intent data to see a sales/ROI increase.”

Treasury & Risk’s ABM/Activate capability uses an AI-based purchase engine that analyzes how customers interact with content on more than 7,000 topics. Then compiling this information, the program ranks possible leads with an easy-to-understand surge score indicating buyer intent.

We use a multi-channel strategy to message and drive key account leads, including display advertising, guaranteed key account lead generation, and co-branded emails.If you’d like more information about our AI-driven intent capabilities, please contact me at [email protected].