5 Sales Pipeline Killers Hidden in Your Intent Data

Don’t Let Hidden Intent Data Issues Sabotage Your Sales Pipeline

If you’re like most B2B marketing and sales teams, you’re using intent data to inform your strategies and target the right accounts. But are you inadvertently killing your sales pipeline with hidden issues in your intent data? It’s a common problem that can have serious consequences, from wasted resources to missed opportunities. At TechCraft, we’ve seen it time and time again: a company thinks it’s using intent data effectively, only to find out that it’s actually hurting their chances of closing deals.

Identifying the Killers in Your Intent Data

To avoid this pitfall, you need to know what to look for. Here are the steps to take:

1. Review Your Data Sources: Take a close look at where your intent data is coming from. Are you relying on a single source, or are you aggregating data from multiple providers like Bombora, 6sense, or Gartner? Make sure you understand the strengths and weaknesses of each source, and that you’re not duplicating efforts or introducing inconsistencies.
2. Assess Your Keyword Strategy: Your keyword strategy can make or break your intent data efforts. Are you using keywords that are too broad or too narrow? Are you missing out on important topics or themes? Use tools like Salesforce or HubSpot to analyze your keyword performance and identify areas for improvement.
3. Monitor for Intent Data Gaps: Intent data gaps occur when there’s a mismatch between the topics or themes you’re tracking and the actual interests of your target accounts. Use TechCraft analysis to identify these gaps and adjust your strategy accordingly. This might involve adding new keywords, topics, or themes to your tracking list.
4. Analyze Your Competitor Landscape: Don’t forget to keep an eye on your competitors and how they’re using intent data. Are they targeting the same accounts as you? Are they using different keywords or topics? Use this information to refine your strategy and stay ahead of the competition.
5. Adjust Your Sales Outreach: Finally, make sure your sales outreach efforts are aligned with your intent data insights. Are you targeting the right accounts and contacts? Are you using the right messaging and channels? Use your intent data to inform your sales outreach and improve your chances of closing deals.

A common mistake companies make is assuming that intent data is a one-time fix. It’s not – it’s an ongoing process that requires regular monitoring and adjustment. Don’t set it and forget it; keep a close eye on your intent data and make changes as needed.

If you’re struggling to get the most out of your intent data, consider working with a demand generation expert like TechCraft. Our team can help you develop a customized intent data strategy that drives real results. Get in touch with us to learn more about our demand gen, ABM, and content syndication services.

A practical closing tip: don’t be afraid to experiment and try new things with your intent data. It’s a constantly evolving field, and what works today may not work tomorrow. Stay flexible, stay informed, and keep pushing the boundaries of what’s possible with intent data.