A B2B Marketer's Perspective: Lead Generation Reimagined with Intent

As a B2B marketer myself, the new year brings new goals and new expectations of growth. And in the evolving landscape of B2B marketing, staying ahead requires a strategic and data-driven approach. But how can B2B marketers like us identify and convert the right prospects to create that growth? That is the biggest question as marketers and go-to-market (GTM) teams make their strategic plans for the year.

And while there has been (and always will be) debate on B2B marketing theory and what strategies work best, there are two things I know we can all agree on: 

1. Lead generation will always be a key measure of success. 
2. Don’t waste time, resources, and most importantly, spend. 

Of the tools available on the market, intent data has changed the way we structure our marketing efforts. Harnessing intent intelligence significantly amplifies all efforts, allowing us to identify and target buyers who are actively researching or showing interest in our solution. 

For me personally, having access to precision intent data has taken all the guesswork out of digital marketing efforts. I can see in real time what accounts are researching business solutions like ours and then adjust my ad delivery accordingly. And with that, I can easily report on marketing attribution.

So, what are some key insights I have taken to optimize our lead generation with intent? 

Precise Targeting and Engagement  

Identify High-Intent Accounts

Use intent data to pinpoint accounts researching products or services like yours. You can then allocate marketing resources and effort more effectively by focusing on the accounts more likely to convert and you know fit within your ideal customer profile (ICP). 

Personalized Content 

Tailoring your content based on intent signals allows you to get the right message in front of the right audience when they need to see it most. With personalized content, it enhances the relevance of your messaging making it more compelling and likely to resonate with your audience -- leading to more conversions and ideally, increased deal velocity.

Personalized Campaigns 

Leverage intent intelligence to craft hyper-personalized ABM campaigns. By tailoring your messaging to address the specific needs and challenges of target accounts, it increases the chances of engagement and conversion. 

Align Sales and Marketing 

Create collaboration between your sales and marketing teams by sharing insights derived from intent data. By aligning and communicating, you ensure a unified approach when pursuing high-valued accounts. 

So how do I do this? 

In my role, one of the best channels I've used for lead generation is LinkedIn. Here are some key tips for how I use Intentsify’s precision intent solutions to back my LinkedIn marketing campaigns: 

1. Set up three campaigns based off buyer stages (Decision, Consideration, Interest/Awareness).
   
2. Match the messaging, CTA and campaign goals to the buyer stage.
   1. Decision
      1. Goal: Speak to sales
      2. CTA: Request a Demo
      3. Action: LinkedIn Lead Gen Form
   2. Consideration
      1. Goal: Educate with an asset (i.e. guides, case studies, eBooks)
      2. CTA: Download
      3. Action: Redirect to website landing page and fill out form 
   3. Interest/Awareness
      1. Goal: Brand Awareness
      2. CTA: Learn More
      3. Action: Redirect to website solution overview page(s) for self-paced research
3. Upload your target account list (TAL) into Intentsify. Make sure you apply your target buyer personas to nurture them through the stages. Pro Tip: Buyer stages must be monitored and adjusted accordingly in LinkedIn to ensure the messages presented to your audience are relevant to the stage they're presumed to be in.
4. Report on marketing attribution to back the results of the campaigns.

The biggest thing I've learned when developing or assigning content for these different buyer stages is you cannot ask more from a prospective account than they are ready for (I mean, you can, but you'll spend a lot of money for few conversions). For example, I wouldn't use a case study as awareness content. More category or solution education needs to happen first. 

From one B2B marketer to another: Harnessing the power of intent data is no longer a luxury but a necessity to move towards sustainable growth. By reinforcing lead and demand generation strategies with intent, you will scale growth without adding significant spend.