One of the most difficult tasks in sales and marketing is generating high-quality leads.
One key area to generate high quality leads is from your website. While it’s possible to buy traffic to your website via ads and sponsored campaigns, making sure that those visitors are actually interested (i.e. have high buyer intent) in your solution is a big challenge.
That’s why many sales and marketing teams today seek ways to directly connect with companies who already want to buy a similar solution to what you have to offer. To find this kind of information, they use buyer intent data tools.
What Are Buyer Intent Data Tools?
Buyer intent data tools are advanced solutions that source first, second, or third-party data, analyze it (often using AI or machine learning models), cross-reference it, and then rank all potential leads by their buyer intent.
To find accurate information, buyer intent data tools integrate with other solutions and track users throughout their buyer journey. For example, they try to see who clicked on a given ad and where their IP address is located. Then they reverse-search the location to find out their company and learn to associate that IP address with that company in the future. Then they can identify how many people from the same company have visited your web properties, thus ranking their buyer intent higher. Additional data can come from website visit durations, pages visited, forms filled, emails subscribed to, etc.
Buyer intent data can be used in a few ways:
- Finding qualified leads. As mentioned above, knowing buyer intent helps you prioritize companies that actually want to buy from you.
- Creating better ads. Instead of running general marketing campaigns, you can use buyer intent data to personalize your message and target specific companies or employees (e.g. on LinkedIn), knowing they are actually interested in your offering.
- Improving your sales outreach. Armed with buyer intent data, your sales team can better prepare for their calls and tailor their pitch based on the solution a particular company is interested in.
With all the benefits of buyer intent data tools in mind, let’s explore five of the best ones you can use in 2021.
KickFire is a platform that does one thing really well. It sources first-party intent data through figuring out which companies are hiding behind your website visitors, even the ones that are seemingly anonymous.
What makes KickFire different is its unique IP address intelligence™ algorithm that quickly associates IP addresses and businesses they come from, giving you information on industry, revenue, employee count, etc. Your sales and marketing team can then leverage this information to approach those businesses in a personalized way.
Slintel is a contact, technology, and buyer intent tool in one. This platform gives your sales team access to companies with high buyer intent in your target market, provides verified emails, and uncovers their technology stack — all made possible by analyzing more than 100 billion data points.
You can use Slintel to enrich your own CRM customer records as well as find out interesting customer insights, such as renewal time for software, amount of funds raised, number of job postings, and more.
Users have reported that Slintel can decrease B2B research time by up to 35%.
DemandJump is a suite of tools helping you get more insights into your audience, analyze your competition, and see which of your marketing efforts results in the highest ROI.
You can use DemandJump to find what your ICPs are searching for, which websites they visit, and what their customer journey looks like.
Similarly, you can find out what type of content your competitors are using to get new leads and what kind of ads work for them.
Finally, you can see which of your actions have a direct impact on your pipeline and actually result in growth.
Leadfeeder is one of the most useful buyer intent data tools for improving your lead generation strategy. This app does one thing really well — tells you what companies are visiting your website, augmenting it with their whole customer journey and describing behavior and buyer intent at the same time.
You can customize Leadfeeder to work on specific locations, companies, and demographics using a selection of built-in filters.
Leadfeeder also instantly integrates with your Google Analytics as well as all popular CRMs, email marketing tools, and Zapier.
5. Lift AI
Lift AI is the first buyer intent solution to determine in real time how likely every single website visitor is to purchase your solution, even when that visitor is completely anonymous (which up to 98% of all visitors are).
The unique secret of Lift AI is its proprietary machine-learning model that was created and trained on more than one billion data points and 14 million live sales interactions.
As a result, Lift AI is able to find website visitors with the highest buyer intent (averages about 9% of website traffic) with 85% accuracy. And the outcomes speak for themselves — PointClickCare, a Lift AI customer, saw a four times increase in conversions in just 90 days. Others have reported two to 10 times increase during the same timeframe.
The way Lift AI works is by assigning every visitor a score and then using that score to trigger an appropriate action. High-scoring visitors, for example, get connected directly to your BDRs through your chat platform. Medium and low-scoring visitors might get diverted to a nurturing chatbot or a self-help guide. The key is that every visitor gets evaluated based on their true buyer intent, regardless of their identity.
As you can see, the true beauty of buyer intent tools is that they are able to save your sales team so much time, dozens of hours every week, while actually improving accuracy and guiding you towards your best customers.