Understanding and acting on buyer intent has become a crucial success point in B2B SaaS Marketing. As we look at the traditional marketing funnels, they become less linear and more complex, marketers are faced with the challenge of the "dark funnel" - the invisible journey prospects take before they ever interact directly with your brand. This is where intent data, both first-party and third-party, becomes invaluable. Let's explore how tools like 6sense and Bombora are revolutionizing the way B2B SaaS companies approach lead generation and conversion.
Understanding the Dark Funnel
The dark funnel represents all the research and decision-making activities that potential buyers engage in before they become visible to your marketing and sales teams. This can include:
Anonymous website visits
Content consumption across various platforms
Competitor research
Social media engagement
Industry event participation
These activities often go unnoticed, leaving marketers in the dark about potential high-value prospects.
The Power of Intent Data
Intent data shines a light on the dark funnel by providing insights into buyer behavior and interests. There are two main types of intent data:
First-Party Intent Data:
- Collected directly from your own digital properties
- Includes website visits, email interactions, form fills, etc.
- Highly accurate but limited in scope
Third-Party Intent Data:
- Collected from external sources across the web
- Provides a broader view of buyer behavior beyond your own properties
- Offered by specialized providers like 6sense and Bombora
Breaking the Dark Funnel with 6sense and Bombora
Tools like 6sense and Bombora have become game-changers in the B2B SaaS space by offering sophisticated intent data solutions:
6sense:
- Uses AI to predict where buyers are in their journey
- Combines first and third-party intent data for a comprehensive view
- Offers account identification, even for anonymous visitors
- Provides actionable insights for personalized outreach
Bombora:
- Specializes in Company Surge® data
- Tracks content consumption across a vast network of B2B websites
- Identifies when companies are researching topics related to your offering
- Helps prioritize accounts showing high intent
Benefits of Leveraging Intent Data
Earlier Engagement: Identify and engage prospects before they reach out to competitors.
Improved Personalization: Tailor your messaging based on the topics and solutions prospects are actively researching.
Efficient Resource Allocation: Focus your marketing and sales efforts on accounts showing genuine interest.
Shortened Sales Cycles: Engage prospects when they're most likely to be receptive, speeding up the decision-making process.
Higher Conversion Rates: By targeting the right accounts at the right time, you increase the likelihood of conversion.
Implementing an Intent-Driven Strategy
Integrate Intent Tools: Implement solutions like 6sense or Bombora into your tech stack.
Align Sales and Marketing: Ensure both teams understand and act on intent signals consistently.
Create Intent-Based Content: Develop content that addresses the specific topics your high-intent accounts are researching.
Implement Account-Based Marketing (ABM): Use intent data to inform and refine your ABM strategies.
Personalize Outreach: Tailor your communications based on the intent signals you've gathered.
Continuously Refine: Regularly analyze the effectiveness of your intent-based strategies and adjust as needed.
Challenges and Considerations
While intent data is powerful, it's not without challenges:
Data Privacy: Ensure compliance with data privacy regulations like GDPR and CCPA.
Data Accuracy: Cross-verify signals from multiple sources for more reliable insights.
Timing: Act on intent data quickly, as buying windows can be short.
Over-reliance: Use intent data to supplement, not replace, other marketing strategies.
Conclusion
In the complex world of B2B SaaS marketing, breaking through the dark funnel is essential for staying competitive. By leveraging both first-party and third-party intent data through tools like 6sense and Bombora, marketers can gain invaluable insights into buyer behavior, engage prospects earlier in their journey, and significantly improve conversion rates.
As the B2B landscape continues to evolve, those who effectively harness the power of intent data will be best positioned to succeed. By illuminating the dark funnel, companies can create more targeted, efficient, and successful marketing and sales strategies, ultimately driving growth and success in the competitive SaaS marketplace.