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How Intent Data for Manufacturers Can be Beneficial in 2021?

As the pandemic upended plans for marketing and sales in 2020, it forced marketers in the manufacturing industry to adopt the tactics of the remote world. Many of them are still wondering how they can focus on driving business growth in 2021. Intent data has undoubtedly added some spice to the season of online marketing.

Research conducted by B2BecNews on 110 businesses found that 59.5% of business buyers research two to three websites before buying while 29.7% research up to seven websites.

The “How” of Intent Data

Intent data allows businesses to channel their expenditure to the leads that matter the most. It boosts sales and encourages marketers to be smarter by doing more in less time.

Moreover, b2b buyers now tend to look for an immersive digital experience and are likely to conduct more and more searches before engaging with a brand. Such digital activity will tell you what a visitor’s intentions are called the intent data.

To drive your business, here are some tried-and-true and unexpectedly productive ways to scale up your marketing and sales game using intent data.

Improve your Sales Pitches/Pipelines

When you are expanding or redefining your business because you want to target a new market or audience, third-party intent data is a decent place to start. Through intent data, your sales team can build a year’s pipeline by reaching target audiences.

To get the value of your sales, you can use intent data categorizing with a professional group, seniority, functional area, business size, and more for targeted prospects. And if your data provides contact information, your sales team will have an even deeper understanding of the dynamics of prospects’ buying activities.

Moreover, learning about the fact if a CEO or a random visitor visits your website creates a difference between a quality lead and a generic one. There are times when organizations don’t vigorously look for a product. But with the right content force, you can direct them towards a purchase decision. This way, you can get a chance to pitch and improve sales.

So, how can content pitch sales?

The next point explains the importance of nurturing content on your website.

Nurture with Personalized Content

Once you target new prospects, you can nurture them with excellent and informational marketing content. These can be in various forms like articles, blogs, advertisements, social media, infographics, and more.

Personalization results better in the sea of marketing (digitally or manually). Since the pandemic has pushed the digital world extensively, personalization is on a hike. Companies that personalize their marketing strategies to communicate are improved by 86% in customer relations, have higher conversation rates, and observed improvement in businesses.

To personalize your content, you have to look at intent data and search for the prospect’s interests. After your research, you can create content for them. Paying attention to contextual information will improve the prospect’s experience, causing them to turn into your client.

After you create personalized content, what will happen next? Find out ahead.

Generate High-Quality Leads

Intent data tells you how far each prospect has progressed. A combination of intent and context data helps with lead scoring, which shows you the quality of leads.

For example:
  • A visit to your website by an intern is somewhat different from a CEO’s visit.
  • Consuming content on general industry information differs in value from product-specific content that provides information on websites.
  • When a visitor compares prices, it intends to buy, opposite to a visitor who bookmarks pages.

Besides, intent data for manufacturers also tells:
  • Channels to target your prospects actively.
  • Content to encourage
  • Offers to serve
  • The timing of each lead nurturing action

Improve Account-Based Marketing Campaigns

Account-based marketing and intent data go hand-in-hand. So, it would be best if you worked through every possible path to collect more information about your prospects. This way, it will help you take a focused approach. Once you identify the interested prospects, you can focus your time and energy on those accounts and expand your reach.

Intent data helps you to find more in-market customers. They can score leads with better precision and re-shape your marketing campaigns by showing up with the right message at the right time.

Include Marketing Automation Operations

Implementing marketing automation technologies with intent data will save your team's time. As they usually spent analyzing data entry by automatically setting alerts when buyers intend to show their interest.

Why is Intent Data for Manufacturing Becoming Crucial for Future?

With marketers, or say, manufacturing marketers, it's always vital to drive revenue for business and get ahead with trending marketing paths. For this, knowing intent of prospects is a must to gain success.

Knowing a prospector’s behavior can help your marketing team target a specific profile and create personalized content on demand to increase their purchase decision. After all the information is collected, prospects become more knowledgeable and informed of the decision they make. More information attracts more potential buyers when they are informed conveniently at the right time and manner. In this entire process, you gain an increased ROI.

These aspects are incomplete without intent data for manufacturers, which targets numerous data and creates an easy baseline so that marketers can learn precisely about potential prospects’ behaviors. Intent data can be used for the future through a particular pattern. Generic marketing campaigns delivered to a random audience will simply shut down your business. Because now, the users expect to see content that’s valuable to them. 

Therefore, intent data for manufacturers is the key to providing better answers and solutions and allowing better marketing budgets. Both of these lead to more conversions which results in more revenue. 

Frequently Asked Questions


How is intent data collected?

The collection of intent data is not new to marketers. It has gained prominence only after the pandemic. The data is gathered through the website. Its analysis is done by tracking visitors to the website, clicks, chatbots, duration of stay, and information search.

How can manufacturers leverage intent data?

The steps to leverage are:
1. identify the prospect and what it wants to search or trying to search. It could be keywords, trending words or phrases, and more.
2. Create quality yet informational content following the prospects’ interest.
3. Now, it’s time to promote content with the right on different channels to attract prospects.

What are the intent data tools for manufacturers?

Some good intent data tools manufacturers can use are:
  • Leadfeeder
  • ZoomInfo
  • KickFire
  • DemandJump

What is buyer intent data for manufacturers?

Through buyer intent data, your sales team easily reaches out and gets engaged with the right prospect at the right time. Manufacturing marketers use it to plan can create effective campaigns to target potential ones and convince them to buy.

Spotlight

UnaBiz

UnaBiz is a global Massive IoT service provider that specialises in solution design, manufacturing, connectivity and data platform services across a hybrid of network communication technologies such as Sigfox 0G, LoRa, LTE-M, NB-IoT and satellite, to power sustainable business growth. Founded in 2016, the company is headquartered in Singapore, with R&D centres in Taipei and Labège (FR), and operates regional sales offices in Tokyo, Paris, Toulouse and Madrid, with virtual offices globally.

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This integrated approach enables the digitalization of the complete value chain, spanning from design and production to service and recycling. By establishing seamless horizontal integration, it eliminates information silos and creates connections that encompass all aspects, from product innovation and manufacturing to product usage and beyond. Horizontally integrated companies focus on their core strengths and partner to support the value chain. Horizontal integration helps information flow between plant-level Manufacturing Execution Systems (MESs) when a company's manufacturing sites are spread out. This allows production sites to quickly share manufacturing data, such as unexpected delays, breakdowns, and inventory levels. Automated cooperation is crucial to supply chain integration in both the upstream (production processes and downstream (the process of bringing the finished products to market) supply and logistics chains. 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AM has emerged as a transformative solution within the smart manufacturing industry, offering numerous advantages, such as improved labor, energy, and material optimization, enabling companies to respond to changing market demands effectively. AM is particularly time-saving and cost-effective for small-batch complex geometries products, allowing for non-traditional mass customization and shortening the product development cycle. It encourages changes in sustainable business models, including integrating recycled materials, increasing component attributes, and enhancing product lifecycle. AM’s sustainable benefits have garnered significant attention, focusing on reducing waste, optimizing material consumption, and shortening supply chains. Using layer-by-layer production, AM is considered less wasteful than traditional subtractive methods. It also facilitates the creation of products with extended lifecycles through repair, refurbishment, and remanufacturing, promoting sustainability and environmental responsibility. Study data estimates that the cost savings that can be achieved with Industry 4.0 transformations is 50%. 6. Choose the Appropriate Technology The success of digital transformation endeavors hinges on the careful selection of technologies to invest in. Avoid investing in the latest technology just for the sake of digitization, and refrain from rushing into numerous significant changes simultaneously, which may overwhelm employees. Instead, opt to gradually replace legacy systems and synchronize technology with business objectives through the implementation of new procedures. Here’s what Airbus did. Case Study: Airbus Airbus is the market leader in aeronautics and aerospace products and services worldwide. The organization needed a user-centric digital transformation solution to optimize its data analytics, technology, and machine learning tools, but this proved difficult. Later, it embraced open-source technology and consolidated its 15 tools onto a user-friendly platform. In ten months, this helped produce 290,000 visits and 2,200,000 page views. Additionally, the company's service center is now managing 30% fewer incidents. 7. Adapt Company for a Change Digital transformation does not demand extensive technical expertise from management and employees; rather, it necessitates a shift in mindset. By embracing this new mindset and leveraging technology solutions to automate processes for both customers and employees, rapid growth can be achieved within the organization as well as in the external market. To facilitate this transformation, it is essential to identify areas that require change, enhance transparency, and foster a culture of collaboration within the organization. By taking these steps, an organization can effectively prepare for the changes brought about by digital transformation. Case Study: Honeywell The Fortune 100 manufacturer operates in industries such as aerospace and building technology. To improve product quality and make it easier to apply digital strategies, it cut its operations from eight markets to six. Early in its transformation journey, it established a digital transformation group in the company that led digital innovations like data-driven product offerings, IoT-connected devices, and advanced industrial process control. Honeywell Intelligent Wearables eliminated the need for expert site visits, empowered workers to continue learning, improved their performance, and effectively shared their knowledge with peers by connecting field workers with remote advice. In 2018, Honeywell's share price grew from $95 to $174, and revenue went from $40 billion to $43 billion. 8. Integrate Digital Transformation into Business Goals Establish a strong connection between the digital transformation journey and the company's goals. Define the specific achievements to accomplish through digitization efforts. By aligning digital transformation initiatives with business objectives, a company can enhance its effectiveness in completing tasks, retaining existing employees, attracting new talent, and successfully overhauling company culture. Case Study: Cummins Cummins, a manufacturer of diesel and alternative fuel engines and generators is an example of a company that has capitalized on the increased demand for environmentally friendly products. Microsoft cloud compliance opportunities boost data security and IP protection. Microsoft has been one of the world's foremost technology companies for decades. Satya Nadella shifted the company's revenue model away from desktops and accelerated the transition to cloud computing. Cummins now uses Microsoft 365 for information management and collaboration to create a new workplace culture. Cummins' 58000 employees work cross-functionally and globally to stay ahead. Cummins relies on Microsoft 365 for strict security, data management and delivery, and compliance. Final Thoughts Successful digital transformation in Industry 4.0 requires a strategic and holistic approach beyond technology adoption. It demands a cultural shift, stakeholder collaboration, and a clear vision of the desired outcomes. To achieve successful digital transformation in Industry 4.0, organizations must adopt best practices that encompass technological, cultural, and strategic dimensions. Data-driven decision-making, agility, continuous learning, and a customer-centric approach are key elements in this transformative journey. By prioritizing these practices, businesses can navigate the complexities of digital transformation, drive innovation, and stay competitive in the dynamic landscape of Industry 4.0.

Read More

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Article | February 11, 2020

As a part of the Industry 4.0 movement, factory engineers are increasingly adopting some form of industrial Ethernet to interconnect the machines and other equipment implementing their production processes. Ethernet has been around in multiple forms for over 40 years. Most of it serves the IT community by interconnecting PCs and other equipment to a company LAN. Because of its flexibility, Ethernet has been adapted to many industrial uses.

Read More

The Impact of Coronavirus on Electronic Manufacturing

Article | February 11, 2020

Wuhan, the epicenter of the outbreak, is considered a crucial hub in the middle of China, a place of high importance for the production of automobiles, electronics, optics, and fiber optics. Wuhan and surrounding cities in the Hubei province are currently on a government-imposed quarantine at a scale the world has never seen before, some Chinese officials have referred to the situation as warlike.

Read More

Digitalizing Your Manufacturing Ecosystem

Article | February 10, 2020

Making digitalization work for you requires an understanding of your manufacturing ecosystem. Standards - such as ISA-95 - only guide you on a journey to more deeply comprehend the workings of your unique process for manufacturing your products. A batch manufacturing ecosystem often includes campaign management. Campaign management is not mentioned in ISA-95, which only speaks generally of order processing.

Read More
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UnaBiz is a global Massive IoT service provider that specialises in solution design, manufacturing, connectivity and data platform services across a hybrid of network communication technologies such as Sigfox 0G, LoRa, LTE-M, NB-IoT and satellite, to power sustainable business growth. Founded in 2016, the company is headquartered in Singapore, with R&D centres in Taipei and Labège (FR), and operates regional sales offices in Tokyo, Paris, Toulouse and Madrid, with virtual offices globally.

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Stratasys’ Latest Printer Offers Applications with Improved Parameters

Stratasys | November 06, 2023

Stratasys introduces the F3300 3D printer, offering high speed, uptime, and quality for targeting manufacturing industries with high demands. The F3300 empowers manufacturers to accelerate product development and address global supply chain challenges, delivering a strong return on investment. The latest printer will be unveiled during a live event hosted by the company on November 7. Stratasys, a leader in additive manufacturing and polymer 3D printing solutions will showcase its latest F3300 Fused Deposition Modeling (FDM) 3D printer at the Formnext conference, held in Germany from November 7 to 10. This printer offers exceptional value to manufacturing customers with reduced labor, higher part quality and yield, as well as maximized uptime. The solutions provided by Stratasys provide customers a competitive edge at every stage of the product value chain. These solutions include smart and networked 3D printers, polymer materials, a software ecosystem, and components on demand. The most successful companies in the world go to Stratasys to improve health care, provide agility to manufacturing and supply chains, and alter product design. Key Advancements Faster Print Speeds: Increased gantry speeds, speedier extrusion rates, and autocalibration. Higher Part Quality and Yields: Up to 25% improvement in accuracy and repeatability with autocalibration. Maximized Uptime: Machine monitoring, extruder redundancy, and an operator-friendly interface design. Cost Savings: Offers 25-45% savings compared to other Stratasys FDM solutions. Rich Garrity, Stratasys' Chief Industrial Business Unit Officer, remarked that the next-generation AM system empowers customers to scale production and reduce the need to compromise between traditional and additive manufacturing solutions. He added that the conventional capacity limitations, rising global supply chain challenges, and application complexity are incredibly stressful for manufacturing, and F3300 will empower buyers to accelerate product development, allowing faster innovation and maximized ROI. F3300 printer expands the range of production capabilities and provides performance-oriented manufacturers with the most expansive variety of best-in-class FDM printers. The F3300 is the latest addition to the FDM family, which includes the F900, F770, F450mc, and the F123 series. F3300 complements Stratasys’ F900, known for its dependability, use of high-performance materials, and large capacity. Built for manufacturing by the inventors, the F3300 will be the most sophisticated industrial 3D printer in the market. Its advanced features and design will transform how additive manufacturing is used in demanding industries like automotive, government/military, aerospace and service bureaus. The F3300 is expected to be available for shipment from 2024. Stratasys will host a live event on November 7 at 5:30 p.m. CET to uncover the F3300.

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Manufacturing Technology

Rockwell Automation Invests in Momenta Fund for Sustainable Tech

Rockwell Automation | November 08, 2023

Rockwell Automation invests strategically in Momenta's Industry 5.0 Fund, focused on resilient, sustainable, and human-centric industrial operations. The Industry 5.0 Fund promotes a transition from shareholder to stakeholder value, emphasizing sustainability and empowering individuals with technology to make informed decisions. This partnership positions Rockwell Automation to gain early access to innovative technologies that have the potential to disrupt industrial markets and enhance sustainability while supporting startups at the forefront of digital transformation in energy, manufacturing, smart spaces, and supply chains. Rockwell Automation, a global leader in industrial automation and digital transformation, has made a strategic investment in Momenta's Industry 5.0 Fund. The Industry 5.0 Fund, with an initial capital of $100 million, supports startups dedicated to advancing resilient, sustainable, and human-centric industrial operations. Switzerland-based Momenta launched the fund in cooperation with the EU Commission to promote research and innovation in line with the Commission's Industry 5.0 initiative. The fund aims to transition industries to focus on stakeholder value over shareholder value, emphasizing sustainability and empowering people with information and technology for decision-making. Targeting entrepreneurs in Europe and North America who are at the early stages of development and are at the forefront of the digital revolution in energy, manufacturing, smart spaces, and supply chains, the Industry 5.0 Fund will provide them with venture capital funding and direct value creation. Rockwell Automation is an anchor investor in the fund, allowing the company early access to cutting-edge technologies that can disrupt industrial markets and enhance sustainability. The investment aligns with Rockwell's strategy for inorganic growth and provides valuable insights into next-generation technologies driving digital transformation. Cyril Perducat, Senior Vice President and Chief Technology Officer of Rockwell, expressed excitement about partnering with Momenta to support startups poised to disrupt the industry while expanding human potential. He emphasized the intrinsic benefits of adopting technology that benefits all stakeholders. Ken Forster, a founding partner at Momenta, expressed his appreciation for Rockwell Automation's investment in their Industry 5.0 fund. He acknowledged that Rockwell Automation played a defining role in industrial automation and digital transformation within North America. Under the leadership of an impressive team, they had also been extending their global influence. Ken noted that Momenta's primary focus for the past decade had been investing in companies that drive industrial impact. He further mentioned that they couldn't have found a better partner for the Industry 5.0 fund than Rockwell Automation.

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Additive Manufacturing

Nexa3D Plans to Acquire Essentium for Broadened Capabilities

Nexa3D | November 07, 2023

Nexa3D, an ultrafast 3D printing leader, has taken a substantial step in staking its leader position in the industrial additive manufacturing space by signing a LOI to acquire Essentium, a manufacturer of HSE 3D printers and materials, adopted for high requirement, precision applications in aerospace, defense, and military. With this acquisition, Nexa3D will add high-speed extrusion (HSE) to its current product portfolio. The acquisition would broaden capabilities, diversify revenues, and expand addressable markets for the fast-growing 3D printing company. Avi Reichental, Co-founder, Chairman, and CEO of Nexa3D, stated that they are looking forward to welcoming the Essentium team to Nexa3D’s family. The acquisition will be a testament to their unwavering commitment to pushing the boundaries of 3D printing technology. He continued that by joining forces with Essentium, they aim to create synergies to deliver unmatched value to their customers. Together, they will drive ultrafast additive manufacturing innovation and provide even more powerful solutions for manufacturers seeking to achieve their production goals. Essentium, known for its variety of materials portfolio, true independent dual extruders (IDEX) and award-winning high-speed extrusion 3D printers, has provided solutions for complex polymer production applications 5 to 15 times quicker than other competing extrusion technologies. Essentium’s commitment to reliability and innovation has made it a go-to choice for manufacturers worldwide. Nexa3D has rapidly emerged as a leader in the 3D printing space, delivering excellent production solutions for businesses across various sectors. Best known for its ultrafast 3D printers, from desktops to the factory floor, its technology has redefined the possibilities of 3D printing production, enabling unparalleled productivity, material flexibility, and accuracy. Adopted by around 1200 customers all over the world, its printers have become the go-to solution for high-throughput production applications. This acquisition is expected to close by the end of this year or as soon as practicable afterward. Both Essentium and Nexa3D are committed to ensure a smooth transition and for maintaining uninterrupted services to existing and prospective customers. About Nexa3D Nexa3D is committed to the sustainable digitization of supply chains, driven by its relentless pursuit of advancing additive manufacturing. The company engineers ultrafast polymer 3D printers, capable of delivering remarkable productivity gains, up to 20 times greater, to professionals and businesses of varying sizes. Innovative partnerships with renowned material suppliers, combined with an open materials platform, serve as the catalyst for unlocking the full potential of additively manufactured polymers, particularly in volume production. Nexa3D leverages automated software tools, employing process interplay algorithms that optimize the production cycle.

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Manufacturing Technology

Stratasys’ Latest Printer Offers Applications with Improved Parameters

Stratasys | November 06, 2023

Stratasys introduces the F3300 3D printer, offering high speed, uptime, and quality for targeting manufacturing industries with high demands. The F3300 empowers manufacturers to accelerate product development and address global supply chain challenges, delivering a strong return on investment. The latest printer will be unveiled during a live event hosted by the company on November 7. Stratasys, a leader in additive manufacturing and polymer 3D printing solutions will showcase its latest F3300 Fused Deposition Modeling (FDM) 3D printer at the Formnext conference, held in Germany from November 7 to 10. This printer offers exceptional value to manufacturing customers with reduced labor, higher part quality and yield, as well as maximized uptime. The solutions provided by Stratasys provide customers a competitive edge at every stage of the product value chain. These solutions include smart and networked 3D printers, polymer materials, a software ecosystem, and components on demand. The most successful companies in the world go to Stratasys to improve health care, provide agility to manufacturing and supply chains, and alter product design. Key Advancements Faster Print Speeds: Increased gantry speeds, speedier extrusion rates, and autocalibration. Higher Part Quality and Yields: Up to 25% improvement in accuracy and repeatability with autocalibration. Maximized Uptime: Machine monitoring, extruder redundancy, and an operator-friendly interface design. Cost Savings: Offers 25-45% savings compared to other Stratasys FDM solutions. Rich Garrity, Stratasys' Chief Industrial Business Unit Officer, remarked that the next-generation AM system empowers customers to scale production and reduce the need to compromise between traditional and additive manufacturing solutions. He added that the conventional capacity limitations, rising global supply chain challenges, and application complexity are incredibly stressful for manufacturing, and F3300 will empower buyers to accelerate product development, allowing faster innovation and maximized ROI. F3300 printer expands the range of production capabilities and provides performance-oriented manufacturers with the most expansive variety of best-in-class FDM printers. The F3300 is the latest addition to the FDM family, which includes the F900, F770, F450mc, and the F123 series. F3300 complements Stratasys’ F900, known for its dependability, use of high-performance materials, and large capacity. Built for manufacturing by the inventors, the F3300 will be the most sophisticated industrial 3D printer in the market. Its advanced features and design will transform how additive manufacturing is used in demanding industries like automotive, government/military, aerospace and service bureaus. The F3300 is expected to be available for shipment from 2024. Stratasys will host a live event on November 7 at 5:30 p.m. CET to uncover the F3300.

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Events