Increase Your Sales Team's Effectiveness With Leadcamp.Discover Now: Free Tips & Tricks
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In this day and age, marketing success hinges on tapping into the behaviors and interests of your prospects. Prospects are no longer simply profiles with names and demographics — they're individuals with unique needs, desires, struggles, concerns, and aspirations. Effective marketers look beyond basic segmentation techniques to understand a prospect's journey and anticipate their next move toward the purchase — or away from it. Segmenting intent data is one way to target campaigns to personnel in an ever more personalized manner. In this post, we will discuss how you can use intent data-driven segments to better reach prospects in their moment of need—without losing out on the crucial human connection that drives sales results.
Segmenting third-party intent refers to categorizing potential customers based on their actions and behavior outside of your website or marketing channels. By understanding the different types of potential customers, businesses can create more targeted and effective marketing campaigns.
The first group of people looking for or comparing your brand is those who have already shown some level of interest in your brand. They may have visited your website or social media profiles, read reviews, or engaged with your content. Segmenting this group can help you create personalized marketing campaigns that meet their needs and interests.
The second group of people who have seen your brand online may not have actively engaged with your content but are aware of your brand's presence. By segmenting this group, you can create more targeted advertising campaigns to increase brand awareness and encourage engagement.
The third group of people looking for similar brands but don't know your brand are potential customers who may be interested in your products or services but are unaware of your brand. Segmenting this group can help you create targeted campaigns introducing your brand and highlighting its unique value proposition.
To access this third-party data, you'd have to inform yourself with providers; Gartner is a leading research and advisory company that provides insights and recommendations to help businesses make informed decisions. Their platform can provide businesses with tools and insights to help them implement third-party intent segmentation strategies more easily and effectively. By leveraging Gartner's resources, businesses can create more effective marketing campaigns that target the right audience with the right message at the right time.
The awareness funnel is a marketing model that maps out potential customers' journey from being unaware of a product or service to becoming loyal customers. It typically consists of three stages: top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU).
In segmenting third-party intent, each audience should be associated with a step in the funnel. The first group of people looking for or comparing your brand would typically fall into the MOFU or BOFU category, meaning they are already aware of your brand and either considering a purchase or ready to buy. These potential customers should be segmented as "ready-to-buy". The campaign strategy should focus on driving conversions through targeted promotions or personalized offers.
The second group of people who have seen your brand online or are looking for similar brands but don't know your brand would fall into the TOFU category. These potential customers should be segmented as "aware or aware of the product," The campaign strategy should focus on building brand awareness, increasing website traffic, and generating clicks. This can be achieved through display advertising, social media advertising, or content marketing.
By segmenting these audiences and tailoring the campaign strategy to their specific needs and interests, businesses can create more effective marketing campaigns that move potential customers through the awareness funnel and ultimately drive conversions.
First-party data refers to data businesses collect directly from their customers or website visitors, such as email addresses, purchase history, or website behavior. This data type is valuable for creating personalized marketing campaigns and driving conversions.
However, because first-party data is typically made up of people who are already aware of your brand and have interacted with it, it can be challenging to segment the audience like with third-party intent data. Essentially, the first-party data is biased toward individuals already in the middle or bottom of the awareness funnel.
As a result, businesses may need to use different tactics to reach potential customers who are unaware of their brand. One such tactic is using "similar audiences" on platforms like Facebook and Google Ads, which can help businesses expand their reach to new potential customers who have similar characteristics to their existing customers.
However, it is important to note that even with similar audiences, there is no guarantee that these new potential customers are not already aware of your brand or have interacted with it in the past. Therefore, it's important to focus on top-of-the-funnel strategies when using first-party data, such as building brand awareness and driving website traffic to reach potential customers who are not yet aware of your brand and move them through the awareness funnel.
In conclusion, using third-party data for marketing in all funnel stages is essential for increasing conversions and ROI. It also allows marketers to easily segment the data and tailor their content during each step of the customer journey, providing a more personalized approach. First-party data collected through surveys, interviews, and focus groups should always be steered toward brand awareness and customer education.
An omnichannel approach focusing on first-party and third-party data is necessary to transition from awareness to purchase seamlessly. So if you're looking to capitalize on the power of third-party data while also striving to build your brand's recognition among consumers, then Leadcamp can provide valuable insights into your customers' behavior in all funnel stages. Try it out today for an optimal impact on your marketing performance!