Big Data and Machine Learning Are Transforming B2B Marketing
A key reality for B2B marketers: more than half of future buyers exhibit early stage intent to buy software or technical services by doing research online---before they start to talk to vendors.
Big Data and Machine Learning are at the heart of new techniques that are transforming B2B Marketing and Lead Generation--especially for software and technical services companies. Big Data semantic tools have developed to a point where they can parse massive volumes of content and data. Machine Learning algorithms can learn over time the subtle nuances of how audiences define and associate business topics. These algorithms can evaluate, for example how important legal/regulatory compliance concerns are to a company’s software requirements.
Intent Marketing enables early sales cycle interdiction. It works like this.
- A Big Data/Machine Learning engine analyzes downloads from repositories that aggregate premium content (white papers, webinars etc.) from sites of the most trusted technology information publishers and evaluators.
- The engine spots companies that seem to be in the early stages of seeking guidance about the market for software and/or services—a sign that they may have launched a corporate buying initiative.
- The marketer then contacts these self-qualified buyers.
- Contact early in the buyer’s evaluation cycle gives the marketer an opportunity to have more control over how the prospect defines their requirements as well as over pricing.
- Predictive filters allow for elimination of many “false positives” i.e. students, job seekers etc.—as well as bogus names.
- Over time a marketer can train a Machine Learning engine to analyze these early stage prospects to refine the nuances of its target customer profile.
In 80% of corporate software purchases, company personnel download trusted advisory content within three months of the purchase. These prospects are four times as likely to buy within the ensuing 90 days than those acquired through lists or databases. The next step is to contact them via a multi-touch, multi-offer email campaign that builds brand awareness and starts a dialogue with them.
These intent marketing techniques are being used by most of the top global software companies. Specialized lead generation research firms are using Big Data to help emerging tech companies and middle market companies use the same techniques, leveling the playing field.
Many companies are beginning to use intent marketing to boost their lead generation. Failing to take advantage of this new technique could put your company at a competitive disadvantage.
Leave a comment
Your e-mail address will not be published. Required fields are marked *