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How Intent Data Affects Your Average Cost Per Lead
Intent data has become a crucial part of B2B sales and marketing. Today’s informed buyers are observed to conduct heavy online research and self-educate mainly using the internet before deciding to make a purchase.
Meanwhile, B2B organizations are making big investments in targeted sales and marketing campaigns to win more high-quality leads at a lower cost per lead (CPL). However, not all campaigns bring the expected results and may cost you more than the ROI you get.
Intent Data
Intent data is one of the top B2B sales and marketing strategies that you can implement to identify, target, and convert qualified leads. It enables you to know the interests and purchase intent of a target audience. It is quite helpful in gaining key insights about the online content consumption and observed online behavior of a target audience.
You can also know whether contact or account is looking for a type of solution you provide, searching for a competitor’s product, and what topics they’re increasingly researching. Statistics reveal that intent data reduces CPL by 20-40%, delivers up to 4X pipeline expansion, and helps gain approximately 300% marketing ROI.
Cost Per Lead
Reducing the average CPL is a top priority for B2B organizations. CPL lets you know whether you’re spending the right amount on ads and other marketing channels to generate new leads for your sales team. You can simply divide the total marketing spend by the total number of leads acquired to calculate your CPL.
Intent Targeted Ads
Compared to paid search, intent targeted ads tend to be more cost-efficient and effective in generating website visits or leads. They allow you to only target accounts having a high purchase intent or actively researching a topic or solution related to your business.
However, it’s difficult to avoid generating web traffic from or less valuable leads with paid search. This is because all kinds of accounts are able to view and click on your paid search ads.
Well-Timed Targeting
Timing is key in B2B sales and marketing. With intent data, you can know when an account is in-market or showing high interest in products similar to yours. You can also know when there is a surge in interest or research on a particular topic related to your business or industry.
This helps resonate well with the intended audience and target them at the right time. Intent data also enables you to target people and companies at their Zero Moment of Truth. It reduces guesswork in your B2B sales and marketing, especially when it comes to targeting the right accounts and at the most opportune time. This works great for B2B organizations looking to lower their CPL.
Identify Key Decision-Makers
Intent data is a powerful way to identify accounts that are already interested in your brand or a type of solution you offer. It is able to provide both account-level and contact-level insights. This allows you to shorten your sales cycle, quickly jump through the buying stages, and accelerate your pipeline.
If you combine intent data with B2B data, you can identify key stakeholders like decision-makers within high-intent accounts and reach them faster. An excellent example of this combination is Bombora’s Company Surge® Intent data + SalesIntel’s 95% accurate and human-verified B2B data.
Intent data is certainly a proven strategy to reduce the average CPL. Now, before you buy intent data, make sure you partner with the right vendor. Take a free trial and be sure whether the intent data provider is able to meet all your requirements.
by davidmil on 2021-08-13 10:48:35
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