Full funnel marketing to power your pipeline: Anteriad

With 20+ years of experience in data management, privacy and cleanliness, Anteriad is trusted by over 1,600 marketers to drive results with its in-depth, actionable data. Anteriad brings together the teams, technology, data and relationships of MeritB2B and True Influence — two leaders in B2B marketing — into one integrated company so that you can get in front of your next customer, faster. Working with an intent data provider to build an intent-based marketing strategy into your integrated digital campaigns (including email distribution, programmatic advertising, and content syndication) allows you to get more granular with your targeting and gain the confidence you’re reaching the best potential buyers.

By building intent data specifically into your content syndication strategy, you can get your content in front of an audience most likely to convert.

Q. Why work with an intent data provider on content syndication?

Content syndication can be an effective lead generation strategy and plays an important role in most integrated digital marketing campaigns. You run these programs to republish your existing content through one or more third-party channels including websites, email, social media and more. In order to reap the benefits above you must target the right audience with a content syndication strategy. Sometimes brands try to publish their content on as many websites as possible without determining their relevance. This quantity-over-quality approach no doubt results in wasted efforts and resources. Using intent data can help you avoid this.

By working with an intent data provider and adding third-party data to your content syndication strategy, you can make more informed decisions about how your audience consumes content and where it makes the most sense to republish your assets. Your intent data partner should able to help you identify the best channels to use and pinpoint well-focused websites for your messages. The result is optimized targeting, improved content, better engagement, and higher-quality leads.

Q. What is third-party intent data?

Intent is a useful data tool for B2B marketers to prioritize and optimize their targeting. In essence, Intent Data Sources help marketers understand who is ingesting content from websites and other channels, which can signal purchase interest.

Typically, B2B buyers will research a topic, or product category and associated vendors before finalizing their purchase decisions. Getting notification of this ‘spike’ in activity can help vendors get in front of buyers at a critical time in the buying cycle and improve outcomes for both the buyer and seller. Marrying audience segmentation, (job title/function/level, industry, company size, location, etc.) with intent topics relevant to your brand or product/service provides valuable insight as to who is in-market right now. Given buying cycles can vary typically from 3-24 months, getting this insight is critical.

Third-party intent data is generally captured by publishers, media owners, or content syndication providers. They collect the web page and engagement with emails, white papers etc. and map that activity against a topic taxonomy which can then be accessed by marketers and can include thousands of topics. Spikes of activity from domains can then be matched with personas at that company who can then form the basis of a campaign. Having a contact-rich database is key here to ensure you’re targeting the right personas.

Activity can also be measured by intensity and frequency to provide a ‘probabilistic to deterministic’ scale which can further help marketers prioritize prospects for ABM or TAL driven campaigns. Use of intent for audience optimization provides lift in ROI and connects buyers with sellers at the right time in the purchasing cycle.

Q. How to add intent data to content syndication?

Find the right content syndication partner

You need to get your content in front of potential customers. Work with a trusted content syndication partner and expand your reach.

When you choose a partner, it’s important to know they’re on top of the latest marketing trends. Can they offer intent data to target a specific audience? What about lookalike audiences? That is an interesting way to find a larger audience that looks like your existing customers or prospects that have shown intent.

It’s essential to choose a content syndication partner that gets your content in front of potential buyers and delivers quality leads to your company.

Recognize the direct correlation

There are many benefits of B2B content syndication. However, in order to get the most out of it, you start incorporating intent monitoring. You may already track your prospect’s behavioral patterns but integrating it with content syndication requires a whole new skill set.

When your program starts driving leads, you’ll need the resources and expertise to identify prospects by analyzing intent data and filtering qualified leads from unqualified ones. Working with a B2B content syndication partner like Anteriad can simplify this process so your team can be confident you’re following best practices.

Once you leverage intent data to recognize the direct correlation between buyer’s interest and your offering (backed by syndicated content), you can undoubtedly achieve a huge competitive advantage.

Create personalized content

As you know by now, intent data offers numerous competitive advantages. One of the most impactful uses is to help you create content for content syndication programs. In its recent study, Anteriad found that 55% of B2B marketers are using intent data to provide relevant content to the identified audiences.

By analyzing the customer’s purchase intent, you’re in a better position to develop content that matches their interest. In fact, learning intent behind buyer persona research helps you create articles that speak to the background of the target market and address their business problems. By offering content that meets their needs and helps them address their challenges, you’re able to drive more engagement (and eventually conversions) from your audience.

By using intent data to drive your content creation, you establish authority and credibility as a provider and ensure you’re getting the most value from your syndication strategy.

Rob Sanchez, CEO

“Let us help you with your B2B customer acquisition strategy, from defining your ideal customer profile to getting in front of and converting your target audience.”