6 Ways Consumer Intent Data Impacts Conversions

By Frank HealyNovember 14, 2016

The buyer’s journey is becoming more complex every day. It is also becoming more detailed and data-driven. Every click of the mouse offers clues about a prospect’s next move and the intent behind their actions. And when marketers are able to piece together the bigger picture of consumer intent, it becomes easier to see whether a lead will become an actual opportunity.

Here are six ways that consumer intent allows marketers to derive more meaning out of leads, spark action and gain a competitive edge.

Lead Quality
Consumer intent data helps fill in the blanks. It’s not just about where the prospect is located; it’s about a comprehensive look at overall lead behavior and online activities. Has the lead signed up for the company’s email list? Visited a certain page on your website more than once? This kind of data reveals a lead’s level of interest, the product or service they might be interested in, and more. In all, the more times a lead has engaged with a company’s representatives, content or channels, the more likely the prospect will convert.

Average Handle Times
Marketers armed with behavioral data know more about the lead well before there’s ever a phone call. This means calls are more efficient and, in turn, effective. There’s a popular statistic that a lead is already more than halfway through the buyers journey by the time they engage with a representative. Well, consumer intent data allows agents to keep pace – step by step – with this journey and be better prepared for the call.

Behavioral data gives marketers more than just a lead’s zip code – it can help marketers narrow down their efforts through consumer intent indicators. This means there is more opportunity to segment audiences and prioritize leads. In fact, 64 percent agree that when site-level data and search behaviors are combined, marketers can reach better audiences across the consumer funnel.

Resource Allocation
When leads are properly prioritized, companies can focus resources on those most likely to convert. For instance, a recent report combining Salesforce and Marketo data revealed that socially engaged leads moved through the lead funnel 25 percent faster and converted at a 22 percent higher rate. This is certainly a helpful piece of consumer intent data, and the reporting company is likely placing emphasis and allocating more internal resources to leads that have retweeted or liked a post along the way.

Customer Experience
Consumer intent data provides deeper insight. And when there is a better understanding about a prospect’s needs, tactics can become even more personalized. Marketers are able to provide extra value to leads — like whitepapers, eBooks and webinars — at critical steps in the lead life cycle. Prospects that are properly nurtured, educated and supported convert more easily.

Lastly, and maybe most importantly, consumer intent is key to compliance. With the right tools, all touch-points with a consumer are recorded from initial contact. It can help prove that a consumer had engaged or requested more information on their own accord, which is especially important when it comes to meeting regulations like TCPA compliance.

More than 67 of marketers agree that those businesses utilizing consumer intent for prospecting and retention are at a competitive advantage. The information is readily available and provides a wealth of actionable insights for any company about its audience. And in today’s environment, such data can make all the difference in closing the deal and boosting conversions. 

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