The buyers are out there. Even during the current down cycle, the demand for business software is real. In fact, a recent Gartner Digital Markets survey of more than 5,500 software buyers found that 54% of respondents don’t expect COVID-19 to affect their software purchase decisions at all.
Understanding buyer intent means analyzing data points to gain insight on where buyers are in the sales cycle and which buyers are most likely to convert to customers. With that insight, software providers can optimize their marketing strategies to identify prospects with high purchase intent, retain customers and reduce churn.
Aaron Henckler, Managing Vice President, and Gina D’Orazio, Data Insights Sales Specialist with Gartner Digital Markets, recently hosted a webinar sharing tips on exactly how software and SaaS providers can use buyer intent data to help their sales and marketing teams prioritize leads, target the right buyers with the right message and increase conversion rates.
Let’s take a look at three highlights from the webinar, along with actions that sales and marketing teams can take to leverage buyer intent data during this cycle. (You can check out the full, on-demand webinar recording here.)
1. Understand areas where buyer attention has been dynamic.
Traffic across the Gartner Digital Markets network of sites revealed highly inconsistent buyer behaviors during the initial weeks after the U.S. entered the COVID-19 global pandemic.
Categories such as live streaming, telemedicine and web conferencing saw expected booms, while others, such as help desk, human resources and construction management, saw declines as workers traded traditional office spaces for home offices.