What is Conversational Intent?
And, why can it help you sell more in today's post-covid, recession-teetering world?
Conversational intent identifies conversations online where potential prospects are expressing interest and emotions about topics relevant to your business.
Identifying public conversations with intent data helps marketing and sales professionals reach earlier into the buyer journey where their time and efforts can have a greater impact.
There are 3 main categories of intent data.
First Party
Your own data
People filling out forms on your website. Visits to your websites where you gain analytics insights. CRM data. Surveys and questionnaires. Interviews. Your business is an example of a first party vendor.
Second Party
Other company first party data
Most often, this is comparision or shopping sites. Visitors can put in vendors, get comparisions and pricing. The companies sell this information to your business. That makes it second party. Examples of vendors in this section are TrustRadius, G2, etc.
Third Party
Gathered from the web
Intent platforms help with 2 goals: eliminating waste & reaching new prospects.
Eliminating Waste
Spend money in the Right Places
Any efforts made that don’t result in a sale for your business amount to wasted money. Intent platforms help you do a better job segmenting and targeting. So, you reduce the risk that you target people that will not buy.
Reach New Prospects
finding Unknown New Prospects
The other main use of intent is to reaching unknown, but good prospects. Intent platforms use various techniques for this. Once identified, they can be targeted with ads, outreach, or other methods.
Intent platform leverage two models to provide benefits: forecasted data and direct data.
forecasted Data
Identifies groups not visible to human reasoning
Primary Data
Filters vast amounts of data to find needles in the haystacks
Primary data intent is simpler to understand. This method often filters vast amounts of data to find the needle in the haystack in available data. Usually, this will either label your existing data with this. Or, provide a new, filtered data source for your use.