10 Ways Marketing Ops Can Make the Most of Intent Data

Kristi Gamboni
September 28, 2022
Account Based Marketing, Blog, Intent Data

10 Ways Marketing Ops Can Make the Most of Intent Data

Marketing operations teams are responsible for making customer data more actionable for their sales and marketing teams. They manage data integrity and the distribution of this data through seamless technology integrations, workflow process development, and project and performance management.

As the digital ecosystem shifts away from third-party cookies, marketing ops leaders have a growing number of alternatives to consider, and a tougher challenge in knowing which option is best for their needs. Among the most powerful alternatives is intent data, a behavioral data set that signals when a buyer is in the market for a specific product or service. But it’s important to know which type of intent data is not cookie-based. 

For example, third-party intent can be cookie-based since it’s topical and based on keyword searches aggregated from across the internet. This is useful for understanding and improving top-of-funnel campaigns for early-phase buyers. Other types of intent data can indicate when people are closer to a purchase or “downstream.”

Downstream intent data is what’s collected from users visiting TrustRadius to review available solutions from the perspective of other real-world users. As they browse additional content related to a product or category, they create valuable intent signals about their needs and intentions.

These bottom-of-funnel (BOFU) insights can be the secret ingredient you need to grow your pipeline and win more in-market buyers.    

Check out these 10 ways downstream intent data helps marketing ops leaders power their teams’ marketing campaigns.

1. Personalizing the customer journey

As businesses learn more about their buyers by monitoring intent data, marketing ops teams can scale up their personalization efforts to reach prospects more efficiently. 

You can use insights about customers’ needs or desires to tailor messaging across multiple stages of the buyer journey—eliminating cold outreach. These personalized experiences using intent data aren’t limited to winning over new buyers. Intent data can also power campaigns targeting existing customers by promoting retention and offering additional products or services.  


2. Prioritizing highly valuable accounts

Maintaining pipeline volume is critical, but it’s also essential to prioritize high-value accounts so sales teams can manage their time effectively and close deals faster. Downstream intent data infuses valuable insights into lead-scoring models and can be a game-changing element to help brands determine where to focus. While sales teams work to close lower-funnel accounts, marketing teams can continue building relationships with users earlier in their journey, guiding them closer to a conversion.


3. Updating your content strategy 

Intent data can also help shape content strategies that better align with a brand’s ideal customer profile. Marketing ops leaders can share this data with the content team to better personalize content for all stages of the buyer’s journey. 

Intent data can help brands identify unanswered search questions or content gaps related to their products and competitors. From there, brands can tailor content that answers those questions and moves customers to the next stage.


4. Nurturing leads more effectively 

Intent data can help marketing teams improve their nurture campaigns by identifying where accounts are in the buyer’s journey and which nurture path would be most appropriate. 

Email, for example, can be an effective tactic for lead nurturing. Automatic nurture emails can be established based on behavioral triggers. Once a buyer completes a triggering action, such as visiting a specific page or clicking on a link, personalized nurture campaigns can then provide timely and important information for the buyer.


5. Finding new sales opportunities

Our annual research report, the 2022 B2B Buying Disconnect: The Age of the Self-Serve Buyer found that virtually all buyers want to self-serve part or all of the buying journey. This preference means sales teams have less insight into which consumers are in-market. While businesses might successfully track their own visitors, that group is only a portion of the overall market. And our data shows buyers are relying on third-party sources above vendor-provided information. In fact, 77% of buyers say that once they’ve identified a need, their first step was to do their own research, whether checking review sites, conducting a Google search, reaching out to a peer, or seeking advice from a consultant or analyst. With downstream intent data from TrustRadius, marketing ops teams can spot buyers earlier in their journey and help sales teams close at the right time.


6. Expediting pipeline growth

Intent data helps determine where each buyer is in their journey so brands can plan strategic engagement that directs them down the funnel. As brands recognize when buyers are approaching the consideration and decision phases of their journey, they can develop appropriate messaging through personalized nurture campaigns and fill pipelines. 


7. Improving customer satisfaction and retention

Marketing ops leaders aren’t typically focused on customer satisfaction but can still contribute to referral sales. When brands utilize downstream intent data, they enjoy greater control over that experience by aligning messaging with the customer’s needs, meeting them where they are in their journey, and offering a solution they want to hear. 

Positive customer experiences with engaging and meaningful content can improve retention and your bottom line. A survey from Accenture found that 91% of consumers increase their likelihood of buying with brands that provide relevant offers and recommendations. A separate Redpoint Global survey found that 70% of consumers are willing to shop exclusively with brands that personally understand them.


8. Identifying potential churn

Downstream intent data can also help brands identify potential churn from existing customers. If an existing account appears to be researching alternatives, marketing ops can use this data to flag them as high risk and begin efforts to retain or win back the account. Proactively communicating with buyers who are considering alternatives can address objections and reestablish the value of your product or service.


9. Enhancing account-based marketing

Downstream intent data can be beneficial for marketing ops leaders looking to enrich their internal knowledge of key accounts’ buyer journeys, especially when paired with additional resources such as first-party data. Downstream intent data also reveals which products or features buyers are comparing and which can inform sales efforts when positioned against the competition.


10. See a more complete picture 

Intent data comes from multiple sources and can be collected and used at every stage of the buyer’s journey. First-party intent data is collected and analyzed from a brand’s owned properties. This data can help draw conclusions about existing customers and those already aware of your brand. 

Second- and third-party intent data are available from external sources and can help you understand buyers in your space who are problem-aware but might not be familiar with your offering. 

Third-party intent data comes from data conglomerates that collect signals across potentially thousands of websites. This data is a natural fit for reaching many users in the early-awareness stages of the buying process. However, the strongest intent signals are found in downstream intent data, indicating users who are actively researching specific products, solutions, or even your competition. Take advantage of all available intent data sources to draw a complete picture of your current and potential buyers.

marketing ops intent data

Downstream intent data is a bridge

Downstream intent data can play a significant role in communication between companies and consumers. As companies address privacy concerns while continuing to provide positive customer experiences, downstream intent data can act as a bridge between in-market buyers and sellers.

Understanding and connecting with potential buyers while respecting their privacy remains paramount. While intent data is just one component of an overall marketing strategy, it lets users’ actions speak for themselves and generates insights that you would otherwise miss. 

When brands use downstream intent data to understand their customers and their needs, they can effectively communicate and offer solutions in a timely manner. Reevaluate your marketing ops team’s role in using intent data to connect you with customers wherever they are.

The 10 examples above are only a few ways intent data can help marketing ops teams succeed. Check out our What is Intent Data? The Ultimate B2B Playbook to learn more and request a demo if you’re ready to see the power of TrustRadius’ downstream intent data in action. 

About the Author

Kristi Gamboni
Kristi is a seasoned content and integrated marketer with 13 years of hands-on experience spanning B2C, B2G, and finally B2B. She started her career creating a global company’s first twitter account to now managing multi-threaded marketing campaigns in various online and offline channels. She’s honed her skill through trial and error, fearless creativity, and is constantly pushing the envelope to deliver fresh, compelling narratives. She thrives on taking seemingly complex topics and boiling them down to digestible content, making them both educational and enjoyable to read. Her vast experience in creating content and managing social media helps her effortlessly speak the language of her target audience. Her family of five resides in Virginia Beach and she enjoys the delightful chaos that comes with raising littles while advancing her career.