Did you read our previous article on contact data?
In it, we talked about the five different types of contact data:
- Demographic
- Firmographic
- Technographic
- Chronographic
- Intent
There’s no doubt you need the first three when formulating B2B marketing campaigns.
But here’s a secret...
Your campaigns will be so much more successful if you have high-quality chronographic and intent data.
In this article, we'll show you how those two all-important data types can boost your results and take your campaign marketing to the next level.
Recapping chronographic and intent data
Firstly, let's have a quick recap on the types of data:
Chronographic data
Often called sales triggers, this data type refers to the events that could signify the prospect is ready to buy. Examples include a company location move, company acquisition, new funding rounds and a new recruitment drive.
Intent data
The latest and greatest type of contact data. Intent data tracks the online behaviour of web users and makes predictions based on the content they consume.
1. Demand generation and campaign marketing
Now, let’s look at how these types of data improve your chances of success across the marketing function.
Starting with...demand generation or campaign marketing!
This type of outbound marketing aims to stimulate demand from contacts that may be slightly familiar with your brand, but haven’t yet become customers. It includes activities such as email marketing and newsletters.
Chronographic and intent data help at the start of your process, when you're building your customer contact list template. These types of B2B data show you which contacts have been investigating solutions just like yours and might be poised to buy.
It means you can craft a newsletter or email sequence that is personalised and resonates with your prospect's pain points, with a solid call to action that points them towards your product.
2. Content marketing
Content marketing helps build relationships and foster trust with prospects who aren’t aware of your brand or product.
Chronographic and intent data is like a supercharger for your content marketing. They allow you to understand where a prospect sits on their buyer's journey.
For example, you can know if a prospect is searching for solutions that you offer. You can then craft content that speaks to them exactly where they are, and move them to the next stage.
Intent data can also show you which channels work best for prospects at each stage of the journey. For example, if substantial numbers of already-engaged prospects are talking about you on social media, you can start creating posts or running ads. You can also craft content that’s optimised for the business terms prospects search for on Google.
3. Performance marketing
Performance marketing is an efficient way for B2B companies to advertise on digital platforms, where they’re only charged based on tangible results.
High-quality intent data helps you meet your prospects where they are. If you know the specific terms prospects are searching for on Google, or the pages they visit when searching for solutions to their pain, you can make sure you're there. It's personalised targeting in real-time.
If the primary metric for a performance marketer is Cost Per Lead (CPL), chronographic and intent data will help you lower that all-important figure.
How does it work?
When you plug a high-quality, accurate list into Google ads, a higher proportion of your contacts will be able to see your ads. You can also use that list of leads to create a better-pinpointed lookalike audience, generating even more leads.
4. Product marketing
Product marketing is creating positioning for your product in the marketplace, ensuring that your customers understand what you do and how it helps them.
What can chronographic and intent data do for the product marketer?
They’ll help you target the right people at the right time, and hit the right spots when you do. It enables you to understand buyers' thought processes when they move from never having heard of your brand to become a happy customer.
When you know the specific features of a prospect's pain and the impact that a solution can bring, you can ensure your case studies focus on pushing those buttons and bringing them to life.
In short, better data helps you become a smarter, better marketer!
Contact data and compliance
All your marketing contacts database must comply with national and international regulations, including the GDPR. The penalties for breaching global data laws can be severe - in 2019, Google was hit by a €50M fine under the GDPR.
The one golden rule is: the better the quality of your data, the easier it is to avoid compliance issues.
For example - chronographic and intent data can help you demonstrate a business need for your communication.
How so?
If a prospect isn’t demonstrating any intent in your brand or product, it may be time to remove them from your database. GDPR guidelines state that you should not hold data on a contact for any longer than required.
And if you have an automated system that removes lapsed contacts while keeping live ones up-to-date, you’ll be certain to remain compliant with global data regs.
All these elements together will help you create better campaigns and a smoother customer journey, while ensuring you follow the letter of the law. Think of the impact it could have on your campaign marketing metrics!
For the latest information on data compliance, check out Cognism’s blog on the B2B compliance landscape.
Better data means better marketing
We asked our best marketing clients what they loved most about Cognism’s data.
Here’s how they responded:
“When our marketing team publishes a new piece of content, like a report, we gather data on who’s downloading the piece. This data, however, can be incomplete and that’s where marketing uses Cognism to gather all the data we need.” - Joshua Silvera, Sales Enablement Manager, GWI
“The best thing about Cognism’s data is its versatility - we were able to find many decision-makers and influencers for bulk emails, as well as develop highly targeted lists for ABM campaigns.” - Graham Reed, New Business Director, Ice Blue Sky
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