Tired of marketing
and sales conversations that lead nowhere? Perhaps your prospect isn’t ready to
buy just yet. Or their business doesn’t match your ideal customer profile (ICP).
It happens. But we understand how frustrating and time-consuming it can be. That’s why determining purchase intent is so important.
Purchase intent indicates the likelihood of a person buying your product or service. It can help you identify best-fit opportunities and increase your likelihood of converting leads.
At Squib.Media, we
determine purchase intent to a 97 percent degree of accuracy. Here’s how we
do it.
How we unearth your
best-fit leads
First thing’s
first, we listen to your campaign needs and familiarise ourselves with your
ICPs. This information helps our unique AI, Pelago, narrow down our
1st party data and pinpoint contacts with high purchase intent.
Pelago finds
relevant opportunities in three ways:
1. Analysing
technographic and firmographic data
Much like
demographics, technographic and firmographic data reveal valuable ICP
information. We can then match this to your criteria.
To summarise the
two terms:
- Firmographic data consists of company
information. This includes industry (e.g. SaaS, B2C ecommerce), location,
company size, and company performance metrics (e.g. annual revenue, market
share).
- Technographic data provides insights into
the technology stacks companies use. It can also reveal the software
they don’t use or could replace. This is useful for
adjusting your outreach approach.
2. Deploying NLP
TextRank
We know what you’re
thinking. What on earth is NLP TextRank?
Well, it’s more
simple than it sounds:
- Natural language processing (NLP)
is a subset of computer science that allows technology to identify context in
written text and spoken words.
- TextRank is a ranking model that
harnesses NLP.
In short, we use
NLP TextRank to identify relevant keywords in our datasets. For instance, if a
customer wants to target not-for-profit companies, we can extract leads with
‘not-for-profit’ in their metadata.
3. Mapping online
behaviour
So far, we’ve
described how datasets and models help us gather necessary ICP data. But it’s
impossible to determine purchase intent with words alone.
To understand a
contact’s probability of buying, we map their online behaviour patterns. We
focus on:
- Scroll velocity. In other words, how far a
person scrolls on a page and at what speed. If a contact reads 75 percent
of a blog post about how to boost employee productivity, there’s a strong
change they suffer from an unproductive workforce. For project management
SaaS companies, this could be a telling indicator of purchase intent.
- Page time. Similarly, page time
suggests the interest a contact has in a subject. The longer they spend on
a page, the more interest they have.
- Asset downloads. The whitepapers and
ebooks a contact downloads can indicate their current mindset. For
instance, downloading a guide titled ‘How to choose the best intent data
company’ suggests a lead is in the consideration phase of the buying journey.
Scoring leads based
on purchase intent
Ninety-four percent of
marketers agree that using purchase intent data gives them a competitive
advantage. That’s a statistic you can’t argue with.
At Squib.Media, we
use the context you give us to find tailored, best-fit lead opportunities.
Then, with the help
of Pelago, we assign each
lead a numerical purchase intent value. The higher the value, the more likely
they are to engage with your business. And the more likely they’ll want to
purchase your product or service.