Stop Leaving Warm Leads on the Table and Join the Data Revolution
Buyer behaviours have changed entirely. Think of any reasonably sized purchase you have made, such as a holiday, and you more than likely searched a few sites, read a few reviews, watched a few video tours and narrowed it down to two or three options without engaging a single provider. It’s the same in the business world, where the majority of the buyer decision is made before the organisation is engaged.
Getting in front of the right accounts at the right time is a challenge that every marketer faces. We spend vast sums marketing our products (the beginning of the process), but we then do very little to aid the middle and largest part of the buying process described above. Instead, we ‘wait’ for the far smaller subset of businesses to make contact with us (the end part of the process).
Waiting for the leads to come to you means you are missing revenue, so we created our buying intent solution – D&B Buyer Intent – which allows organisations to identify their in-market audiences that are displaying early-stage buying signals by mapping billions of digital content engagements across the web to more than 420 million companies in the Dun & Bradstreet Data Cloud.
At Dun & Bradstreet, we have put this solution to work to help find our own in-market prospects, and the results show a 13% uplift in conversion rates. It was very easy to put into action – here are a few pointers:
- Pick a simple use case and value measurement: For our own Dun & Bradstreet test and learn process, we measured incremental sales, number of email opens, click throughs, sales qualified leads and conversions. These were easiest to measure and would gain the most internal traction.
- Pick the easiest initial implementation option: Providers such as Dun & Bradstreet can offer intent signals direct to a salesperson via an app, email or CRM, and, to marketers, it can link straight into an MAP or CDP for easy activation. This removes the internal hurdle of acting on time-dependent information and gets you live with minimal spend.
- Test two or three paths of action with a small focused group: Prove success with early adopters in sales, and expand from there; test nurture emails that will help the recipient during the research phase.
To get started, Dun & Bradstreet can provide you with a free reach report so you can understand the exact leads you would have received and give you the business case material you need for the start of the new journey. Simply contact us at marketinguk@dnb.com for more information.