{"id":5095,"date":"2022-01-21T13:17:22","date_gmt":"2022-01-21T13:17:22","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/21\/how-do-marketing-and-sales-effectively-align-with-intent-data\/"},"modified":"2022-01-21T13:17:22","modified_gmt":"2022-01-21T13:17:22","slug":"how-do-marketing-and-sales-effectively-align-with-intent-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/21\/how-do-marketing-and-sales-effectively-align-with-intent-data\/","title":{"rendered":"How Do Marketing And Sales Effectively Align With Intent Data?"},"content":{"rendered":"

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Regardless of how large and established a company is, aligning marketing and sales teams is essential. Around the same time last year, we posted this True Influence article<\/a> describing how intent data can create a positive difference in marketing and sales alignment. The article\u2019s main points still apply today. If your company\u2019s marketing and sales teams are not on the same page, using intent data won\u2019t miraculously bring them together. But rather, intent data facilitates alignment instead of creating it. With 2022 upon us, it\u2019s time to cover why marketing and sales alignment is crucial and the ways in which intent data plays a pivotal role.<\/p>\n

Intent data is known to have a variety of use cases, and below are two examples:<\/strong><\/p>\n

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  1. Identifies accounts with higher buying intent<\/li>\n
  2. Provides insights about pain points organizations have, which helps when customizing content at every stage of a buyer\u2019s journey<\/li>\n<\/ol>\n

    If brands choose to use intent data to only prioritize accounts rather than customizing their sales pitch according to their prospects\u2019 needs, they aren\u2019t using intent data to its fullest potential. Furthermore, companies that use intent data effectively should keep their sales leaders in the loop and share details with them well in advance.<\/p>\n

    Also, upper management team members should ensure that everyone involved in the sales process has an in-depth understanding of intent data, its use cases, and the value it can bring. It\u2019s equally important for teams to understand how to properly use intent data, which starts with teaching them the reasons why intent data is utilized.<\/p>\n

    According to a recent Intensify intent data report<\/a>, numerous B2B marketers have expressed their great experience with intent data despite possible altercations with their sales counterparts and outreach efforts. Within the same report, over 90 percent of marketers stated that intent data solves most of their digital marketing challenges. What\u2019s your experience like when it comes to intent data?<\/p>\n

    How Does Intent Data Facilitate Marketing and Sales Alignment?<\/strong><\/h2>\n

    1. Strategically Share With the Right People<\/strong><\/h3>\n

    How many times have you heard the phrase, \u201csharing is caring\u201d? Although this saying is a\u00a0 cliche, many B2B brands and marketers believe this is how it should be. When striving to align sales and marketing together, it\u2019s important to understand who the key stakeholders are and then regularly keep them in the loop from the very beginning of the sales process. Make sure to leave no room for confusion, and even though the sales stage is at the end of the funnel, stakeholders should be a part of the strategy from the initiation stage and onwards.<\/p>\n

    2. Highlight the Right Data<\/strong><\/h3>\n

    In order for marketing campaigns to be successful, it\u2019s crucial to share the right data with the right people at the right time. Nowadays, there is a great deal of data overload, and data leakage often occurs while handling it and sharing it with specific individuals.<\/p>\n

    Also, it\u2019s vital to ensure the right stakeholders are reached at the right time. Brands can leverage automation and even set up report alerts to trigger contextually suitable actions. On a similar note, it\u2019s worthwhile to notify sales teams of target account activity so they can help customer service teams with upselling opportunities.\u00a0<\/p>\n

    3. Use Intent Data to Break Silos<\/strong><\/h3>\n

    One of the most underrated benefits of working with data is that it breaks silos. Data even brings different departments and teams together, which is multi-beneficial. When it comes to marketing and sales alignment though, sales teams can share their interactions with various prospects and customers. Then, a brand\u2019s marketing team can leverage specific insights to optimize their campaigns. In turn, marketers are able to share their reports and content assets with their sales colleagues.<\/p>\n

    4. Gain Support From Upper Management<\/strong><\/h3>\n

    Gaining support from upper management is an integral aspect regarding the alignment of marketing and sales. As mentioned earlier in this article, intent data facilitates alignment, but it doesn\u2019t create it. To operationalize intent data across both marketing and sales teams, it\u2019s vital for upper management to be on board and on the same page as the brand itself.<\/p>\n

    5. Accumulate More Use Cases<\/strong><\/h3>\n

    Last but not least, it\u2019s important to keep in mind that intent data isn\u2019t limited to marketing and sales. Interestingly, brands can monitor key supplies, track their competitors, and leverage those details to build better relationships with the media and various online communities. After all, each of these factors is indirectly related to marketing and sales. When they are prioritized, it often results in the facilitation of a healthy relationship across several departments within an organization.<\/p>\n

    Overall, there is no denying the fact that intent data is a valuable tool. Conversions equate to business, and intent data helps brands effectively achieve this. However, for conversions to take place, brands should have conversations with their prospects. Authentic and meaningful conversations usually happen when a company\u2019s marketing and sales teams are on the same page. With this being said, it\u2019s in each company\u2019s best interest to effectively leverage intent data and determine the best course of action. Don\u2019t stop learning about intent data though\u2013check out any of these informative True Influence intent data articles today!\u00a0<\/p>\n

    Related Blogs:<\/strong>
    Use Intent Data To Scale Your Integrated Marketing Campaigns<\/a>
    Can Intent Data Help Solve Your Digital Marketing Challenges?<\/a>
    How Intent Data Answers BANT Questions<\/a><\/p>\n<\/div>\n