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Is “buyer intent detection” worth it?
b2b digital marketing aims at influencing the purchase decision at an early stage of the customer journey. That is, when the need is already identified, but the selection of suppliers is still open. However, at this stage, potential customers prefer to remain anonymous. Few of them will fill in a form on a website, however interesting it may be.
This is why a lot of energy has been invested in recent years in so-called buyer intent detection tools. This involves identifying anonymous visitors to your website by means of their (invisible) digital signature, if not as an individual, at least as a company. To do this, applications compare the profiles of Internet users with huge databases, allowing the companies behind the visit to be recognized. But what is the point of all this?
If a company repeatedly checks your offer, it is most likely a hot prospect. Knowing where these visitors come from, what they do on your website, how much time they spend on each page, etc. gives your sales team a decisive advantage. Instead of laboriously poking around in the fog, they now know where the priorities wait! They can therefore target prospects much more efficiently.
But the benefits don’t end there. Combined with online advertising or direct marketing campaigns, intent detection becomes a very effective weapon for conquering new target accounts and markets. This is known as Account Based Marketing (ABM).
We have taken a close look at several buyer intent detection softwares: database size and accuracy, international reach, ergonomics, price, etc. The finnish Leadfeeder won our comparison hands down.
If you are interested, we will be happy to advise you on how to make best use of Buyer Intent Detection as part of your digital marketing arsenal.