Did you know that 70% of the buyer journey happens before a potential customer talks to a vendor? 83% of those buyers are initiating contact with the vendor. And even more compelling, 84% of the time, the first vendor a prospect reaches out to is the one they end up buying from.
In our recent webinar, Jessica Fewless, Director of Partnerships at Inverta, kicked us off with these 3 notable stats. She emphasized that these stats show that marketing is responsible for most of the buyer journey. If prospects go with the first vendor they talk to, it’s our job as marketers, to make sure we are top of mind.
The Shifting Buyer Journey
Drawing on a helpful sports analogy, Jessica shared that collaboration between the marketing and sales teams — or even better, revenue team — is the key to success. The evaluation stage of the buyer journey happens between the 30- and 10-yard line, and then sales is responsible for closing the deal in the red zone (the last 10 yards).
If football isn’t your thing, the main takeaway here is that marketing must get the prospect at least 70% of the way. So how do marketers make sure their company/solution is on the buyer’s short list?
The Power of Intent Data
Buyers today conduct extensive research on their own, through web content and word of mouth. This means that by the time a prospect gets to sales, they should be well educated. But if prospects are coming to you, does that mean outbound is obsolete?
The answer is no. Instead, outbound marketing efforts will require a more precise and timely approach to make sure we are reaching prospects at the right stage with the right message.
That’s where intent data comes in. Intent data provides marketers with valuable insights into buyer behavior, allowing them to be proactive rather than reactive. By understanding when potential customers are actively searching, marketers can position themselves as the top choice in the buyer’s mind. To optimize your buyer journey, map your content to the following stages: awareness, research, evaluation, and decision.
However, Hannah Swanson, Director of Marketing at Intentsify, cautioned that not all intent data is created equal. It’s important to have transparent data sources and customizable intent models tailored to each business. The journey from leads to marketing qualified leads (MQLs) to pipeline is intricately linked with intent data. By aligning nurture strategies with initial buyer interests, marketers can create a seamless experience that guides leads toward conversion.
4 Key Takeaways
Webinar attendees were left with the following takeaways:
- Intent guides, it doesn’t decide: Intent data isn’t a signal for immediate purchase readiness, but rather a guide for nurturing and outreach strategies.
- Alignment is key: Use intent data to ensure sales and marketing are on the same page regarding buyer stages, interests, and outreach strategies to enhance conversations.
- Personalization matters: Utilize keyword groups to craft personalized messaging, content, and offers that resonate with potential buyers.
- Nurture for success: Always follow up lead generation efforts with multi-channel nurturing to keep leads engaged with your brand.
In our 45-minute, on-demand webinar, you will learn the key marketing tactics at each stage of the buyer’s journey. Hear from Jessica and Hannah first-hand and see some screenshot-worthy charts and worksheets to help you get started.
