The era of hyper-personalisation is upon us and is here to stay. B2B businesses are battling for the attention of increasingly self-reliant customers. Nothing but personalised messaging can convince these empowered to engage and convert.
Therefore for B2B marketers, delivering personalised content to the right audience and the right time becomes a vital part, of their overall marketing strategy. However, they are well aware of several internal challenges that come associated when transitioning to the world of personalisation.
From creating a content repository to building distribution mechanism using traditional tools and processes can add significant capacity burdens on Marketing teams.
Marketers require intelligent and integrated systems that overcome execution challenges and aid them in driving personalised communication using data at its core. …
What is an Intent ?
Intent in the marketing world is the signal that a buyer sends — explicitly or implicitly that he or she is interested in a product/service or a category of product/service.
What is Intent based marketing ?
The concept of intent-based marketing is very simple. It is a marketing practice that helps businesses predict buyer purchase intent through an in-depth analysis of behaviour data and offering their product or service that matches the user’s interest. This form of digital marketing is gaining rapid adoption in B2B marketing and in the advertising domain.
Traditionally in B2B marketing, intent data was captured when a buyer visits the vendor’s website, downloads a case study, fills a contact form, registers for an event/webinar among other things. These are explicit signals which marketing took, acted upon to qualify and pass it on to sales for deal closure. …
Our client is a US-headquartered manufacturer of water quality testing & analysis equipment. Their annual digital ad spends were upwards of 3 million dollars. A significant portion of the Ad budget went into protecting their brand — brand protection is an act of preventing someone from illegally selling a product using their brand name.
However, their brand protection ads faired very poorly in conversions, compared to their keyword-based ads, even as the cost of acquiring such ads were twice as much as the latter. There were a clear business case and an urgent need to solve the low-conversion problem.
On analysis, we noted 3 issues to be the primary constituent of the conversion problem. …