How can behavioral data inform your marketing strategy?
With a trove of data at their fingertips, how does buyer intent data inform decisions made by marketing teams?
First, this data can help identify target audiences and flag buyer behaviors that signal movement down the sales funnel. In a March 2020 report, Gartner warns that “many demand generation programs include target audiences that are too broad and ineffective due to a limited understanding of how to leverage data to develop more discrete, actionable targets.” (Full content available to Gartner clients.)
Intent data can help a marketer identify target audiences by analyzing that audience’s digital behaviors. These data points will show your marketing and sales teams how target audiences prefer to search the web and interact with content.
Businesses should consult their data insights to find the most common qualities among their reliable customers. This should include characteristics such as demographic information, location and household income as well as behavioral patterns such as social media engagement and content visits.
Once a fine-tuned target audience is established, marketers should turn attention to their content strategy.
An audit of existing content will highlight digital marketing assets that effectively target high-value customers as well as assets that need tweaking or refocusing. Businesses should consider if the tone of their content is appropriate for their target audience as well as if its medium (e.g., website copy, social media posts or paid ads) is an effective way to reach the target audience.