In the realm of B2B marketing, establishing a broad network of prospects is just the beginning. The true challenge lies in effectively engaging those prospects, guiding them through the sales funnel, and achieving conversions. Thanks to the availability of supplier intent data and diverse B2B data sources, marketing and sales teams now possess unparalleled insights into the buyer journey, allowing them to identify emerging behaviors and trends swiftly.
However, it’s important to recognize that not all B2B data sources are created equal. Many providers rely solely on origin intent data, capturing information only from visitors who interact with their own website content, view advertisements, or engage in content downloads. Others may source data from external B2B database providers but limit their analysis to their internal data. This approach presents a fragmented view—akin to seeing just a single pixel in a larger image.
When selecting B2B data providers for your business, consider the following four key advantages of utilizing databases that integrate multiple quality sources:
1. Enhanced Overall Data Quality
To ensure your B2B sales lead database provides a comprehensive view, it’s essential to monitor prospects’ online behaviors. This step is critical in increasing engagement, which Chief Marketer identified as a primary challenge in generating quality leads in their 2018 B2B Lead Gen Outlook. While 51% of respondents pointed to conversion as their biggest hurdle, 59% emphasized the need for “attractive and specific prospects.”
The key to overcoming this challenge is to partner with a B2B data provider that draws from numerous high-quality sources—ideally dozens or even hundreds. Although big data is prevalent, clean and objective data from various sources can be harder to find. Relying on a single source limits your understanding of potential customers and risks important decisions based on flawed data. Multi-source B2B database providers offer a more accurate and comprehensive view.
2. Boost Engagement with a Data-Driven Content Strategy
Content marketing is now a cornerstone of B2B strategies, whether it’s seen as a targeted approach to customer conversion or as strategic storytelling. According to a recent Content Marketing Institute survey, a remarkable 91% of B2B marketers integrate content marketing into their regular strategies.
But where does the necessary data come from to shape these narratives? Understanding what your audience is interested in allows you to identify trending topics and deliver them promptly to your prospects. A B2B sales lead database that tracks intent data can inform your content strategy, ensuring that you create relevant and timely content that resonates with your audience.
3. Accelerate Mid-Funnel Conversion from MQL to SQL
High-quality intent data is particularly effective in converting Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs), a crucial phase in the sales conversion process. Anuj Agrawal, CMO of Earth Networks, emphasizes the importance of skilled salespeople engaging with MQLs.
MQLs interacting with your content may still be exploring competitor offerings, downloading resources without a purchase intent, or may not be ready for a product demo or sales pitch. By leveraging intent data from multiple sources, you can better assess MQL readiness, guiding your engagement strategies and pinpointing where prospects stand in the sales cycle. Understanding potential customers’ interests and correlating them with known CRM data creates a targeted approach that can significantly enhance conversion rates.
4. Justify Your Business Strategy with Concrete Data
Conversion costs are a significant concern for B2B marketers. Anuj Agrawal highlights the challenges of consolidating data for measuring conversion costs at each stage of the funnel, noting that “having all this data in one place is difficult.”
High-quality B2B data sources that aggregate information from numerous databases provide a unified platform for accessing essential data, often integrating seamlessly with your CRM and Marketing Automation Platform (MAP). This integration allows you to manage business contacts and leads as they progress through the defined campaigns you’ve set up.
While data analysis can be intricate, it shouldn’t impede your focus on marketing strategies and creative development. The best B2B data providers simplify this process by offering intuitive solutions derived from extensive, high-quality data warehouses, yielding actionable insights. Filling your funnel with leads is just the beginning; successful marketers know that true impact occurs when relevant content is delivered to prospects actively seeking it. Accessing intent data from trusted B2B data sources accelerates this process, enhancing accuracy and increasing the likelihood of converting prospects into loyal customers.