In today’s competitive environment, understanding and leveraging intent data is more important than ever. Intent marketing is a data-driven approach to customer acquisition. Marketers trying to reach their audience solely based on demographics are often missing out on top-tier prospects for their brand. By combining traditional consumer behavior with powerful website visitor data, you can create a full picture of your audience.
Marketers who use ‘website browsing’ data can gain insight into the likelihood that a consumer will purchase a product or service. This information can be used to inform marketing strategies and tactics, such as targeted advertising, personalization, and content marketing.
Content marketing is when a company creates relevant advertising designed to evoke a response based on specific browsing behavior. For example, if a marketer identifies a group of consumers who are more likely to purchase a new car, they can create targeted online ads, email campaigns, and/or direct mail pieces that are more likely to resonate with those consumers.
Another way marketers use intent-to-buy data is by creating customized content and experiences for different consumer segments. For example, a marketer may create a landing page that is tailored to consumers who are in the early stages of the buying journey, with information and resources that will help them learn more about the product or service. Meanwhile, consumers who are further along in the buying journey may be directed to a different landing page that focuses on the features and benefits of the product or service.
Intent data can also be used to inform the development of new products and services. By understanding which products or services are most in demand, marketers can create new offerings more likely to resonate with consumers.
Marketers also use intent data to help identify key influencers and advocates. If they can see which ones are most likely to purchase a product or service, marketers can reach out to those individuals and ask them to share their experiences with others. This can help to drive word-of-mouth and generate more buzz for the product or service.
Intent data is used by audience providers like Path2Response to optimize the customer experience and target them while they are ready to buy. By understanding how consumers interact with a product or service, marketers can identify areas where the customer experience can be improved. This can include streamlining the buying process, providing more personalized support, or even making changes to the product or service itself.
Website browsing data can be used in a variety of ways by marketers and nonprofit organizations to better understand consumer behavior and make informed decisions about marketing strategies and tactics. Read our case studies to learn about how our Path2Acquisition model leveraged site visitor data to help boost a nonprofit’s response rate and average gift. By leveraging data, Path2Response creates more effective and efficient audiences for marketing campaigns that are designed for reach and performance.
Start leveraging intent data with Path2Response. Contact us today to book a strategy session.