Sell Less Out of Habit and More with Intent
Everyone knows the old saying about where the road paved with good intentions leads … but that’s not what we’re talking about here. Humor me for a bit. For this blog only, I’m going to change the phrase to “the road to SELL is paved with good INTENT (marketing).” A bit of a stretch? Yes. A bit out there? Sure. Worth diving into a little deeper? Most definitely.
The basic definition of intent marketing is a service based on consumers’ intent to purchase or consume a certain service or product. The intent may be either explicitly or implicitly conveyed by the consumer. Simply put, a computer algorithm tracks consumers’ online traffic patterns to determine their interest in buying a product or investing in a service. The data harvested from these patterns is then used to place advertisements that directly or indirectly relate to the product or service searched to seamlessly attract buyers’ attention to make a purchase.
That brings me to my next point. In keeping with the theme of well-known phrases, here’s another one for you: “The devil is in the details” – meaning something might seem quite simple at first glance, but in actuality takes more time and effort to complete than expected. Well, here’s MultiView’s spin on that – “The details are in the data.” Let me explain what I mean by that.
The average person doesn’t realize how important data is – not the depth at which it runs or the potential power that it holds. Basically, in the marketing space, if you don’t have data, you don’t have anything. Moreover, if you don’t know what to do with the data, then that data is useless. Fortunately for us (and for our partners), MultiView is not comprised of average people, and we make what we do look seamless and easy.
You see, as pioneers of industry-specific, online buyers guides (a.k.a. B2B search engines), we know there are thousands of possible searches per product category within a given industry. That’s right … THOUSANDS. Our more than 18 years of B2B focus means we’ve worked with countless B2B companies, capturing data on millions of B2B buyers. Read that again … MILLIONS of B2B buyers. The information gathered from those interactions powers our data-driven decisions in creating and optimizing campaigns.
MultiView’s intent targeting program covers partners with an end-to-end solution that pairs each company with an account manager and an SEM campaign manager who identify key messages and calls to action, perform industry keyword analysis and maintain ongoing campaign optimization. By configuring our optimization software based on your marketing and campaign goals, our talented, experienced and Google-certified team of advertising operations specialists place text and display ads with tailored ad copy for keywords most likely to deliver ROI for your product or service.
I can’t emphasize this enough – our team doesn’t just set it and forget it! We continually work to get more leads by placing your brand on multiple search engines with customized ads that are optimized with industry best practices to maximize lead quality and quantity. This effectively positions your company throughout the customer’s buying journey taking advantage of clues about buyer intent from the search keywords used.
With our high quality, proprietary data driving your strategy, you can generate genuine ROI by combining intent marketing and display advertising – quickly and consistently. Get the leads and conversions you’re looking for – contact us today to get started.