Imagine being able to understand your potential customers before they even know they need you. That’s exactly what intent signal analysis promises. Those subtle clues that reveal their needs, thoughts and buying intentions long before they fill in a form or pick up the phone.
With 63% of US companies ready to increase their budgets to capture these signals of intent, it’s time to revisit this novel approach to signals of intent. In the hyper-competitive context of B2B marketing, the customer experience no longer begins when a potential customer (prospect) makes contact with your sales team.
No, it begins much earlier, through their online searches, clicks and interactions. According to Gartner, 70% of B2B buyers complete a large part of their buying journey without ever speaking to a sales representative.
Let’s take a concrete example: a Quebec SME specializing in sustainable development is looking to optimize its supply chain. They start by reading a blog article, then download a guide from your site. At that precise moment, they’re sending you a clear signal. The question is: can you pick it up and respond appropriately? That’s where intent signals come in.
The 95-5 rule: are you in the right 5%?
As we all know, companies are only active in the market 5% of the time. During these rare periods, signals of intent explode. But capturing these signals isn’t enough: you have to be able to act quickly and well.
The bad news? On average, your potential customers carry out 18 interactions before making a decision. This figure is multiplied by the number of personas or members of a buying group. (Often, just the influencers of the decision represent between 2 and 9 people outside the organization, according to Forrester). If your sales team arrives too late in the process, they risk being out of the game before they’ve even started.
The good news? If you have rigorous preparation and well-targeted content, it can make all the difference. It’s not about telling them what they already know, but about showing them why working with you is the best decision.
Signals? What signals?
In B2B marketing, intent signals come in different forms, depending on the behaviors of potential customers and the data collected. Here are the main types of intent signals:
- Sector and economic signals: trends and strategic impact initiatives
- Competitive signals: important competitor interactions
- Organizational signals: internal movements, mergers and acquisitions
- Search intent signals: online search, advertising clicks
- Behavioral signals: interactions with your marketing assets (MQL)
- Engagement signals: e-mail or form requests (SQL)
When captured and analyzed, these signals enable you to anticipate potential customers’ needs, personalize interactions and prioritize marketing and sales efforts.
The power of intent signals in the customer journey
Every stage of the customer journey – from awareness to purchase decision – is punctuated by signals of intent. These signals are not just clicks or downloads. They are opportunities to forge a stronger bond with your potential customers. They are signs of engagement with your content that you will seek to reinforce with your “thought leadersip”. Towards the end, when these signals turn into buying signals, it’s value and trust that you’ll be seeking to convey to these potential customers.
Take an IT manager in an SME who downloads a data sheet from your site or interacts with a LinkedIn post. These actions, though discreet, reflect specific needs. By acting on these cues, you can personalize your approaches and prioritize your efforts. All while delivering a memorable, frictionless customer experience.
In the Quebec context, where trust and personalization are at the heart of business relationships, these signals take on vital importance. It’s how you respond to them that enables you to move from supplier to strategic partner.
Putting humans back at the center: the customer experience
The most fascinating aspect of intent signals is how they compel us to refocus our strategies on the human element, enhancing the customer experience. Behind every interaction lies a story, a need, and a thought process. By correctly interpreting these signals, you don’t just become a service provider—you become an ally in your clients’ journey.
Imagine a manufacturing company exploring your solutions. They’re not just looking for a quote. They seek answers, ideas, and a perspective on their challenges. By leveraging intent signals, you can offer them far more than just a product: you provide genuine added value.
The future of intent signals: a revolution underway
Intent signals are not merely about data collection. They act as strategic triggers. With the rise of artificial intelligence and machine learning, these technologies enable real-time detection of subtle behaviors that traditional methods often miss.
Imagine the power of combining CRM data with intent signal analyses. For example, a client who reads multiple technical articles on your website and clicks on case studies may indicate strong interest in a specific solution. By reacting swiftly, you become the company that understands their needs even before they articulate them.
Gartner predicts that by 2025, 80% of B2B commercial interactions between suppliers and buyers will take place through digital channels. This transformation, accelerated by the pandemic, reflects a growing preference among buyers for digital purchasing experiences. In response, your B2B sales team must adopt a buyer-centric approach, integrating tools and digital strategies to meet shifting client expectations. This requires diversifying digital sales channels, rethinking sales enablement, and prioritizing the experience and coaching of sales teams.
Conclusion: the time to act is now
Intent signals represent a unique opportunity to set yourself apart. They are not just data to leverage but tools for creating more human and enduring relationships. If you’re ready to take action, our experts are here to guide you.
With a well-thought-out strategy and the right tools, you can capture these signals, interpret them, and turn opportunities into successes. So, are you ready to write the next chapter of your growth? Contact us today.
