Now that we have gone through the different types of B2B data, let us look at how you can use a combination of these data types to improve your outreach campaigns and generate sales.
Define and segment groups based on B2B data
Detailed information about your prospects such as their age, gender, location or other specific data can be used to create very targeted campaigns.
For example, hubsell’s software allows you to use static placeholders to capture variables such as their first name () or job title () and dynamic placeholders for variables such as seniority () and department (), so you can update entire lines of text for each prospect from one template.
Create content that best resonates with your ideal audience
Once you have segmented your audience based on their specific interests and needs, you can use this information to craft content that best resonates with these groups.
For example, you can create multiple copies of your sales message for different audiences such as associates, managers and senior management. As someone at ‘Manager’ level may be more interested with day-to-day tasks and shorter-term goals, however, someone at ‘Director’ level or higher may be more inclined to respond to something that can help with business growth or expanding into new markets.
Use B2B data to target key accounts with Account Based Marketing (ABM)
B2B data can help you start the sales process by selling directly to your best-fit, highest-value accounts via account based marketing.
Account-based marketing is a strategy in which marketers treat every account as a market of one and personalise efforts to address the buyer’s specific needs. By developing sales strategies that appeal to those high-value accounts, you are much more likely to make them your customer, as opposed to using a spray and pray approach.
Use incoming data (behavioural/intent) to optimise campaigns
Suppose you have executed your outreach campaign. How do you get to know whether or not it is hitting the mark with your prospects? One surefire way to do so is by analysing the intent data to find out your prospect’s engagement levels.
With the wide adoption of sales automation, many companies are already using 1st party behavioral data to optimise their lead scoring model. This scoring model attempts to quantify the intent of the visitor based on a series of activities. For example, when leads visit your product overview page, their lead score will increase by say, 5. If they visit your pricing page, indicating an even greater interest in buying, it will increase by 10, and so on. When a lead’s score reaches a threshold agreed upon by marketing and sales, an alert is sent to sales to reach out to that prospect.
3rd party intent data can be incorporated into your existing lead scoring model as well. Consider the scenario where a lead has researched topics related to your product on other websites, and has carried out an action e.g. downloaded your whitepaper. This indicates they are clearly interested, and you should immediately send out an email as you want to strike while the iron is hot.
To learn more about how intent data can help optimise your outreach campaigns, check out our blog on intent data here.