{"id":38681,"date":"2024-12-09T10:23:48","date_gmt":"2024-12-09T15:23:48","guid":{"rendered":"https:\/\/exob2b.com\/marketing-strategique-b2b-signaux-dintention\/"},"modified":"2024-12-10T12:15:23","modified_gmt":"2024-12-10T17:15:23","slug":"b2b-strategic-marketing-what-if-intent-signals-transformed-the-way-you-approach-your-customers","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/b2b-strategic-marketing-what-if-intent-signals-transformed-the-way-you-approach-your-customers\/","title":{"rendered":"B2B strategic marketing: what if intent signals transformed the way you approach your customers?"},"content":{"rendered":"\n

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.<\/h2>\n\n\n\n

With 63% of US companies ready to increase their budgets to capture these signals of intent,<\/strong> 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.<\/p>\n\n\n\n

No, it begins much earlier, through their online searches, clicks and interactions. According to Gartner, <\/a>70% of B2B buyers complete a large part of their buying journey without ever speaking to a sales representative.<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The 95-5 rule: are you in the right 5%?<\/h3>\n\n\n\n

As we all know, companies are only active in the market 5% of the time<\/strong>. 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.<\/p>\n\n\n\n

The bad news? On average, your potential customers carry out 18 interactions before making a decision.<\/strong> 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.<\/p>\n\n\n\n

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.\u00a0<\/p>\n\n\n\n

Signals? What signals?<\/h3>\n\n\n\n

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:<\/p>\n\n\n\n