B2B companies can leverage intent data to target potential leads based on their website behaviour

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2020, 5:51 PM UTC

Intent data can be purchased from third-party sources.

This piece suggests B2B lead generation strategies that companies can leverage to drive sales in 2020 and 2021. Organisations can use intent data to target prospects based on their website behaviour. Intent data can help brands identify users that have already shown interest in their products and services.  

Marketers can create a content hub where visitors can find a collection of interlinked branded content. This network of internal links can help visitors easily navigate the website and can keep them engaged for an extended period.

Businesses can also create interactive content for visitors, like polls and interactive e-books, to increase engagement.  Marketers can ask for the prospect's personal information in return for access to this content and then offer personalised content and push sales.

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