In our most recent installment of this series, we covered the importance of distinguishing between different types, forms and subjects of content to get a better understanding of buyer intent.
The last piece of the puzzle is understanding the frequency at which users consume content to identify changes in research behavior that could indicate an intent to buy. Most content syndication providers aren’t able to provide deep-level analysis about research behavior, leaving marketers to guess whether a higher rate of content consumption is part of a regular routine, or an actionable signal of buyer intent.
CONTENTgine’s Intent Scores capture a comprehensive set of data about individual and organization-wide research behavior to help marketers better tailor their marketing campaigns.
Precision is at the heart of what we do
What really makes CONTENTgine’s Intent Scores different is that we’re able to pinpoint both the contact and the piece of content they’re consuming. Contact information in particular is critical. If B2B marketers can see that a dozen contacts at one company consumed a piece of content about an IoT telematics device, for example, it isn’t immediately clear that those individuals are members of the buying committee. If they aren’t able to make purchasing decisions, those marketers might spend unnecessary dollars trying to acquire customers they can’t win.
Our Intent Scores enable marketers to see exactly who inside the company is consuming content, helping them build more targeted marketing campaigns more precisely aimed at those individuals with real influence over the buying decision.
Gather recency and momentum data about individual accounts
Everyone has different research habits, and that’s critical to understand when building targeted campaigns in the hope of nurturing leads. Some individuals are constantly doing research, trying to keep up on industry trends and stay ahead of the latest developments. This is especially true for those in fast-changing digital companies that need to maintain a cutting edge. For those individuals, regular content consumption might be a normal part of their daily routine and probably doesn’t indicate an intention to buy.
On the other side of that equation, there are individuals who don’t usually spend time conducting industry research. When those accounts suddenly show a spike in research activity, it’s much more likely they’re on the market for a new product and a buying decision could be incoming (depending on the type of content they’re consuming).
At CONTENTgine, we take both recency and momentum of content consumption into consideration to weigh our Intent Scores. This helps B2B marketers understand the research habits of individual accounts to better learn whether they’re shopping for a product or simply engaging in routine research.
Compare company research data to the industry averages
Our Intent Scores don’t just focus on the micro, individual level. We also give B2B marketers insights into company-wide research behavior on a macro level. Research habits can vary pretty widely between industries. Some are research-intensive and require employees at multiple levels of organization to conduct research on a fairly frequent basis. Others might require little or no research at all.
Without having the appropriate industry-wide context, B2B marketers might misinterpret a heavy volume of research activity within a company to be a sign that the buying committee is close to making a purchasing decision. Our Intent Scores use peer account baselining to break company-specific information down into size, industry, revenue, turnover and other key indicators and benchmark those figures against the industry averages. B2B marketers can use this information to better gauge whether members of an organization are conducting research with a view to making a purchase.
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