Who’s Shopping – Buyer Intent Data

Buyer intent is frequently measured by content consumption. When a buyer searches online, clicks on a website, or reads a review, they indicate their intention to purchase a product, a metric known as buyer intent. Third-party providers collect this data from a data-sharing co-op that includes media publishers and B2B websites. They analyze this data to establish a baseline for content consumption and, subsequently, register spikes in activity. These spikes indicate the likelihood that a buyer is interested in purchasing a product.

 Intent Data enables businesses to personalize their messaging, develop effective go-to-market strategies, and segment leads. Businesses without access to intent data are forced to rely on their website analytics alone and will struggle to identify a buyer’s interests and pain points. 

Intent Data provides valuable insights about your prospective buyers. But that’s not the only thing it can do for you. Intent Data helps marketing and sales teams perform five primary functions:

1. Customer retention. Find out when your customers are searching for alternate solutions and use this information to upsell.
2.  Personalization. Identify a buyer’s pain points and interests and use them to tailor your messaging.   
3. Early contact. Spot early intent signals and proactively pursue buyers before they have a chance to contact your competitors.
4. Lead scoring. Determine which leads deserve your immediate attention.
5. Audience targeting. Target companies that are exhibiting buyer intent signals.   

 An intent score indicates the quality of a lead. Companies that receive a high score have engaged with terms relevant to your business online. In other words, their online activity indicates their intent to purchase your products. In general, the higher the score, the better the lead. You can read more about intent scores here.

 When you click on a lead in the Who’s Shopping > Leads page, you can find the intent score in the upper righthand corner.

To access intent data, you need to launch an intent campaign. This simple process lets our system know which companies to look out for. By applying filters and entering keywords, you’re helping the system conduct a targeted search. Once you have launched an intent campaign, you can access intent data in the Who’s Shopping > Dashboard and Who’s Shopping > Leads page.

Prebuilt campaigns are designed by Visual Visitor with keywords and triggers already included. All you have to do to launch a prebuilt campaign is apply your preferred filters (i.e. location, industry, etc.) and notification settings. Custom campaigns are designed by you to suit your specific needs. To launch a custom campaign, you need to apply keywords, triggers, and filters.

Click on the Who’s Shopping > Campaigns tab. Select Add Prebuilt Campaign. Apply triggers, filters, and notifications. Click Finish. You can find detailed instructions here.

 Keywords are terms which can be searched online that are relevant to your business. When a potential customer searches these terms, they are indicating their interest in your business, industry, products, or services.

An intent signal is an action that indicates a searcher’s intent to purchase a product or service. If, for example, you work in equipment leasing, you may be interested in pursuing a company that has searched for “construction equipment financing” online. Their search constitutes an intent signal. It lets you know that they are potentially interested in your business.

When you click on a company in the Who’s Shopping > Leads page, you can find a list of available contacts and intent signals. The number next to the intent signal indicates how many times the company has engaged with this keyword. This factors into their intent score which you can find in the upper right hand corner of the Company Details page.