If the actions that comprise the campaign (landings, paid ads, blog posts, press articles, Webinars through third parties, etc.) are aimed at a new market segment for which we do not have a database, having intention data can be very useful to evaluate the impact of the campaign on target accounts and develop commercial actions that reinforce the impact of marketing actions.
As already mentioned, it is not possible to identify who has interacted with the campaign content, but it is possible to identify the company they work for and their location . It is also possible to know what their journey has been and, based on this information, evaluate their purchase intention.
If the prospect visits pages related to products or thailand whatsapp number data solutions and does so repeatedly, it is easy to infer that a B2B purchase process has been launched for one of the solutions we offer. If the intention data shows visits to more general landing pages linked to information about the company, we can conclude that the interest is lower.
In any case, this information should trigger an action. The software tools themselves generate a customer map for each account similar to the one you can get through LinkedIn Sales Navigator . It indicates first name, last name, position, LinkedIn profile, and possible user and domain formats for emails.
Some of the tools we have tested at Aeroplano have the following problems: the first, and most important, is that some of them are of American origin and do not comply with the European data protection and privacy regulations (GDPR). The second is that in the email user formats they tend to identify the first surname as a second name. However, if the email format is correct, this issue is easily remedied.So what do these tools allow us to do and how can we use them in our marketing campaigns?
We give you some clues:
Obtain data on interest or purchase intention from potential accounts that trigger a commercial action.
Monitor and evaluate the impact of campaigns in real time, allowing you to adjust or make changes if necessary.
Integrate accounts and contacts of interest with a CRM.
Define advertising campaigns targeting the IPs of the accounts that really interest us.
Where to start to make them profitable?
These tools are not exactly cheap. Therefore, it is necessary to integrate them carefully and be able to take advantage of the information they offer. If not, then the time has not come to integrate them. Here are some keys:
