Freddie Marryat, Marketing Manager, EngageIQ

How well do you really understand the people and organisations you market to?

You probably know the names of the accounts in your waterfall, the sectors your campaigns target and the level of decision-maker you need to speak to. But so does every other marketing department in your industry.

To succeed in today’s ultra-competitive B2B arena, marketing teams need to go beyond the superficial and understand the intent of their audience. By using intelligent data, you can discover what’s really driving your audience and why they are in their funnel in the first place. 

Once you understand the intent of your audience, you’ll be better placed to achieve these three marketing goals.

Nurture Your Audience Effectively

Content marketing has become the defacto strategy to nurture a B2B audience. But how do you know what to share and when to share it? 

The secret is to understand exactly why companies are in the market for a solution like yours and how urgent their need is. Once you identify these pain points you can stop sending them high-level awareness pieces and start creating content that speaks directly to their needs.

This will demonstrate your brand’s expertise, but don’t stop there. 

You’ll also want to create content that demonstrates exactly how your solution solves that problem. While these kinds of use cases will be too in the weeds for organisations at the top of your funnel, they are a great way to generate high-quality MQLs.

If you leverage Account Based Marketing strategies, you can go even further. Intelligent data allows for a level of hyper-personalisation that allows marketers to deliver one-to-one content marketing at scale. The message, the context, the topic and everything else can be quickly and easily tailored for each account to deliver an exceptional level of engagement.

“Intelligent data allows for a level of hyper-personalisation that allows marketers to deliver one-to-one content marketing at scale”

Optimise Existing Marketing Campaigns

The more you know about the companies in your funnel at the moment, the easier it will be to fill up your funnel in the future. 

It’s standard for marketing departments to focus on a particular industry or vertical if they have success with one or two companies operating in it. But just because one bank is interested in your offering, it’s no guarantee every bank will be. 

A smarter strategy is to understand the intent of each account and optimise your campaigns accordingly. That way you focus your efforts on the companies that are most likely to convert rather than the ones who will drop out of your funnel. 

Creating better MQLs

Intelligent data isn’t just about understanding intent. It also empowers marketers to create incredibly in-depth lead profiles for their sales teams. The more information you can provide to SDRs and sales executives, the less time they’ll need to waste finding it themselves and the more effective they’ll be at booking appointments and closing deals.

This is huge win-win. For one, sales teams will be grateful for the extra detail you provide and will be much more willing to work closely with your marketing team in the future as a result. But your marketing team will also have much better MQL to SQL conversion rates as a result and will be better able to demonstrate the value you drive for the business to company executives.

Fore more information on how EngageIQ can empower your marketing teams with intelligent data, speak to one of our consultants today.