Your target audience is inundated with offers. It’s often easiest for them to ignore it all, do their research, and come to you with a short list of questions they need answered — or just use you to get a counteroffer and then negotiate with their vendor of choice.  

But what if you could enter their buyer journey sooner and remove the risk of them choosing a competitor? 

Picture the traditional marketing funnel and the stages buyers go through — awareness, interest, consideration, and then action. That funnel exists, whether the prospect has interacted with your marketing efforts or not. 

Intent data enables you to follow where your ideal target accounts are in the buyer journey, and that needs to guide the way you utilize intent data and select topics. Using Bombora as the example company, let’s understand how we can select topics to monitor:   

What types of topics can I monitor?  What type of prospects will I find? Example topics (example company: Bombora) 

Pain points/challenges

(grouped by persona)

Top of funnel: Companies showing intent for the pain points that your solution solves
  • Customer acquisition
  • Customer attrition
  • Effective Selling

Primary category/categories of your business

Mid-to-top of funnel: Companies showing intent for your product category or business vertical
  • Account Based Marketing (ABM)
  • Sales Intelligence
  • Demand Generation
Competitors/Partners: Create a group of your main competitors and their products Mid-to-bottom of funnel: Companies that are searching for your competitors or their branded keywords
  • LinkedIn
  • Salesforce
  • Outreach
  • Terminus
Branded Searches: Create a group containing your brand or product names Bottom of funnel: Fewer companies with higher intent that are showing an increased interest in your offerings
  • Bombora
  • Company Surge®
  • Intent data

When selecting a topic, see the volume of companies searching for that topic (in the past week). The aim should be to select a topic that has a significant amount of interest, but that is still specific enough that your sales teams can capitalize on the increase in intent. 

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