brandon soros
In this fast-paced B2B Marketing world and an environment where the right tools and strategies matter, focus on the target audience is key. Two concepts that are increasingly becoming important are B2B content syndication and building intent data banks. The two concepts in practice complement each other in such a way that marketers not only get the prospects but are also able to engage them most effectively.
What is B2B Content Syndication?
It is the distribution of your content that is whitepapers, case studies and eBooks, over a number of platforms to increase its exposure. Whenever a business engages in B2B content syndication, it ensures that its valuable resources are seen by an array of audience which in turn creates brand awareness and converts into qualified leads.
Nonetheless, the challenge is to achieve that this content is accessed by the most appropriate audience within the appropriate time. This is exactly where intent data banks come in.
The Role of Intent Data Banks in B2B Marketing
An intent data bank is a library of behavioral data compiled from individuals or businesses who are likely to make a purchase by tracking their online activities such as search, downloads or sites visits. After doing these activities, a marketer is then able to understand the person better (or more favorable) when this person is assessed against the likely to buy funnel.
This information forms the basis of determining which accounts are of higher intent, which leads should be placed higher in the queue, and how marketing approaches should be devised. But there is one particular instance when this data is extremely handy: when intent data is used along with content syndication it alters everything in respect to performance dramatically.
The Synergy: Relationship Between the Two Concepts
Highly effective campaigns can be developed if B2B content syndication is merged with the insights derived from an intent data bank and here is how they work together.
Targeted Content Distribution
The topics that elicit the greatest interest from consumers, as well as the formats of the content, are pre-identified in intent data. This empowers marketers to distribute content of higher relevance through syndication portends channels.
Lead Prioritization
It’s a fairly common conception that leads belong to higher and lower categories; this is exactly the case. By analyzing the intent data, you are able to concentrate your efforts in the areas of syndication on consumers with high intent, and thus you will avoid spending your efforts in vain.
Enhanced Personalization
By looking at intent data, you can create personalized messages that address the needs and concerns of the audience. When this kind of intent data syndication is done, it triggers even stronger emotions.
Performance Measurement
When both syndication metrics and intent data insights are considered, there is more flexibility about campaigns that can be devised so the goals set can be achieved.
Conclusion
B2B marketers, content marketers and businesses get new eyes in the form of B2B content syndication and intent data banks in terms of engaging customers and generating leads. Content marketing strategies that are informed by data with the aim of enhancing the base and users of the content are ensured to have better success in the B2B because of better ROI, more conversions as well as higher intent marketing.
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