Blog post By Paula Chiocchi on 2021-06-24
As more parts of the world start to fully open this summer, many businesses may be wondering what’s next? Will everything go back to normal? And what about customers—will they have the same needs? We can’t really know for sure. But the bigger problem is figuring it all out when it’s too late.
That’s why using intent data can be more powerful than ever right now. Buyer intent signals—obtained through monitoring online activities, such as website visits, content downloads, product reviews and more—can tell you what’s happening right now.
Digital Intent Monitoring
Here’s how we leverage digital intent monitoring at OMI: As IP addresses and intent data surge to specific content on the internet, we monitor that data (providing more than 14 billion new intent signals to our clients each week). The signals are grouped into buckets by industry and interest level, with additional insights added about the types of departments and contacts most likely to be associated with these buckets. From there, the data is matched by IP address to the company associated with the searches—and to the potential buyer contact as well, using our database of more than 17 million companies and 78 million contacts with email.
Zero In on Warm Leads
Intent data can give you better insight into who you should be targeting, where your prospects are in the buying cycle, and when to reach them. Here’s how:
You may have a good idea of the type of buyers most interested in what you offer, but a lot has changed over the past year and a half. Intent signals tell you much more about who is actually looking for what you offer. This can help you with targeting them more effectively with your current campaigns and enhancing your list building for future initiatives.
Understanding a buyer’s challenge lets you know how to provide a solution that makes sense so you can tailor your messaging to emphasize specific features, such as cost, ease, convenience or quality. For example, if OMI’s intent signals uncover searches around “why is my internet connection slow?” – a telecommunications company could then make use of our B2B database and IP address matching capability to zero in on a group of targeted prospects or decision makers who might be performing those searches. With digital identifiers and contact information for those prospects in hand, the company can then serve a digital ad or send an email about their new high-speed infrastructure.
Additionally, intent data can tell you whether a prospect is just starting their buying research, or if they’re further along in the buying journey. These deep insights into your prospects are critical for knowing what to say and how often to say it.
Another option for optimizing the way you target your desired B2B audience is to use an identity graph, a collection of known customer identifiers that give you valuable insights into the people who are your prospects so that you can better personalize, target and measure your marketing campaigns. The identifiers are pulled from data sourced from multiple providers participating in the identity graph, making it easy for you to draw from a vast collection of data in a single place.
OMI is one of those providers: our data is available on the LiveRamp platform, providing digital marketers with streamlined access to the 78 million B2B decision makers in our database. LiveRamp brings a unique approach to identity graphs. It uses deterministic matching, which attempts to connect identifiers across digital and offline interactions to deliver a comprehensive omni-channel view of each target.
Taking it to the next level, our team at OMI has found a powerful way to get the most out of both the LiveRamp identity graph and intent data. When intent signals are matched to OMI contact data, the combined data set of potential in-market prospects is taken to the LiveRamp identity graph to create anonymized IDs. These IDs are then digitized and delivered to the demand-side platform of your choice, allowing you to execute highly targeted campaigns quickly and easily-- across devices and social and email accounts. Speaking of omni-channel, our high 72% OMI-to-LiveRamp match rate boosts ROI even further for digital marketers when they use the data to fuel not only email campaigns, but also display ads, social campaigns and more.
When it comes to intent data, the bottom line is this: knowing who is in-market for your solution, what problem they’re looking to solve, and how to best target and reach them is truly modern marketing at its best. And at times of uncertainty, being able to take advantage of these capabilities can give you a powerful competitive edge.
Contact us today to learn more about intent monitoring and identity graphs and how they drive business results.
Outward Media’s proven data cleansing services and targeted, accurate B2B data can enable you to achieve better digital marketing ROI and, ultimately, convert more prospects
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.