How Intent Data for Manufacturers Can be Beneficial in 2021?

ANUSREE BHATTACHARYA | April 06, 2021 | 569 views
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

Intcomex

Intcomex is a premiere value-added distributor of IT products focused solely on serving Latin America and the Caribbean. It distributes computer equipment, components, peripherals, software, computer systems, accessories, networking products and digital consumer electronics to more than 40,000 local customers in over 45 countries. It offers single source purchasing to its customers by providing an in-stock selection of more than 5,700 products from over 220 vendors, including many of the world's leading IT products manufacturers.

OTHER ARTICLES

Achieving Interoperability in an Industry 4.0 Factory

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

4 Food and Beverage Manufacturing Trends on Tap for 2020

Article | February 10, 2020

It’s the food and beverage industry’s job to appeal to consumer tastes by keeping tabs on what’s hot and what’s not. In the 1990s, for instance, fat free or reduced fat was all the rage, evidenced by the variety of products with such descriptions featured in bold typeface on cartons, cardboard and boxes. Fast forward to today, thanks in part to advancements in nutrition science, fat is back and is recommended in low-carb diets such as Atkins and Keto.

Read More

Spotlight

Intcomex

Intcomex is a premiere value-added distributor of IT products focused solely on serving Latin America and the Caribbean. It distributes computer equipment, components, peripherals, software, computer systems, accessories, networking products and digital consumer electronics to more than 40,000 local customers in over 45 countries. It offers single source purchasing to its customers by providing an in-stock selection of more than 5,700 products from over 220 vendors, including many of the world's leading IT products manufacturers.

Related News

MANUFACTURING TECHNOLOGY

NUBURU and GE Additive Sign Joint Development Agreement

Businesswire | June 02, 2023

NUBURU, Inc., a leading innovator in high-power and high-brightness industrial blue laser technology, today announced that it has signed a joint technology agreement with GE Additive, to explore the speed, accuracy, and commercial benefits of blue laser-based metal 3D printing. “As we continue to advance our proprietary blue laser technology, we have further increased both power and brightness to open up new applications,” said Dr. Mark Zediker, CEO and co-founder of NUBURU. “We’ve achieved key performance milestones that open new possibilities for significant advances in metal 3D printing. Working with GE Additive, and their expertise in metal additive manufacturing, will allow us to rapidly optimize our innovative area printing approach. That will accelerate the further expansion of our pioneering blue laser into innovative metal 3D printing solutions which have the potential to change the landscape of military logistics; aerospace manufacturing; medical device fabrication, and beyond.” “As an industry leader in metal 3D printing and having been on the leading edge of qualifying parts in regulated industries, we’re excited to evaluate NUBURU blue industrial laser technology and its benefits,” said Chris Schuppe, General Manager, Engineering & Technology of GE Additive. NUBURU’s novel approach to additive manufacturing is built on the foundation of blue light absorption by metals, a fundamental physical advantage that offers the highest efficiency laser-based melting for a wide range of industrially important metals. Combining the blue laser module with an innovative optical conditioning system, the NUBURU light engine is at the heart of the expected performance improvements. GE Additive will provide a powder bed system and expertise in the integration and characterization of this next generation prototype light engine, to quantify the performance improvements over existing technology. This joint development agreement is in addition to an agreement with GE Additive to support NUBURU’s previously announced AFWERX Small Business Innovation Research (SBIR) Phase II contract awarded to NUBURU in 2022. About NUBURU Founded in 2015, NUBURU, INC. (NYSE American: BURU) is a developer and manufacturer of industrial blue lasers that leverage fundamental physics and their high-brightness, high-power design to produce faster, higher quality welds and parts than current lasers can provide in laser welding and additive manufacturing of copper, gold, aluminum and other industrially important metals. NUBURU’s industrial blue lasers produce minimal to defect-free welds that are up to eight times faster than the traditional approaches — all with the flexibility inherent to laser processing. For more information, please visit www.nuburu.net. About GE Additive GE Additive – part of GE (NYSE: GE) is a world leader in metal additive design and manufacturing, a pioneering process that has the power and potential to transform businesses. Through our integrated offering of additive experts, advanced machines, and quality powders, we empower our customers to build innovative new products. Products that solve manufacturing challenges, improve business outcomes, and help change the world for the better. GE Additive offers Direct Metal Laser Melting, Electron Beam Melting and Binder Jet metal additive technologies, as well as AddWorks™ consulting services, software and metal powders. www.ge.com/additive.

Read More

MANUFACTURING TECHNOLOGY

TPM Introduces State-of-the-Art Additive Manufacturing Lab in Greenville, SC

PR Newswire | June 02, 2023

TPM, a regional powerhouse in design and manufacturing solutions, today proudly unveils its innovative Additive Manufacturing Lab, a cutting-edge facility based in Greenville, SC. This state-of-the-art lab will serve as a regional demonstration center for industry-leading additive and 3D printing technology and provide outsourced 3D printed parts for the Southeast, underscoring TPM's unwavering dedication to fueling growth within the regional manufacturing sector. Equipped with state-of-the-art technologies from globally recognized manufacturers, including Markforged, HP, 3D Systems, Artec 3D, and AMT, TPM's new lab promises precision and quality. These resources position TPM to deliver exceptional services that embody efficiency and superior quality to its clientele. "Launching this newly renovated and enhanced additive lab is a key step as TPM accelerates growth in the manufacturing industry across the Southeastern region, providing the latest technology solutions to our clients." expressed Chris Fay, President of TPM. The lab's launch signifies a critical moment for the region's manufacturing prowess. It provides local manufacturing firms with tools to innovate faster, cut costs, and expedite time-to-market for their products. The Additive Manufacturing Lab comes to fruition in response to the burgeoning demand for 3D printing in the manufacturing industry. TPM's venture into this sphere reaffirms the company's faith in the transformative potential of additive manufacturing and its capacity to shape the trajectory of future production. This momentous announcement arrives at a critical juncture when manufacturers are actively exploring innovative avenues to refine their processes, bolster product quality, and maintain a competitive edge in a fast-paced, evolving marketplace. As TPM eagerly anticipates the possibilities this new lab will usher in, the company reaffirms its commitment to nurturing an ecosystem of innovation and growth for its valued partners. About TPMa TPM is dedicated to guiding manufacturing organizations through the journey of digital transformation by applying the latest software, hardware, and services, enabling people to maximize their potential, positioning companies for growth, and improving engineering processes.

Read More

FUTURE OF MANUFACTURING

Coherent Introduces New Laser Welding Head With Tactile Seam-Tracking Technology for Electric Vehicle Manufacturing

Globenewswire | June 01, 2023

Coherent Corp., a leader in advanced laser processing solutions, today introduced HIGHtactile, a new laser welding head with tactile seam-tracking technology ideal for electric vehicle (EV) manufacturing applications. The growing demand for EVs is expanding applications for lasers in automotive manufacturing, spurring innovations in process automation and improvements in laser usability. Coherent introduced HIGHtactile, a laser processing head with a new patent-pending seam-tracking technology that is easily configurable to perform highly automated fillet welding and brazing. “HIGHtactile is the culmination of twenty years of experience designing seam-tracking systems for welding and brazing, making it a truly unique product on the market,” said Dr. Karlheinz Gulden, Senior Vice President, Laser Components and Subsystems Business Unit. “Our laser processing heads have had great success in automotive manufacturing applications. Now, with the rapidly growing demand for electric vehicles, we are addressing a broad range of new opportunities in critical applications, such as fillet welds that enable battery trays to be stronger and stiffer while at the same time reducing weight.” HIGHtactile is extremely user-friendly, thanks to its wide range of embedded sensors that streamline almost every functional aspect of the welding head. The sensors improve process learning and enable faster laser processing. HIGHtactile can be configured to maximize performance for specific applications such as brazing steel or welding aluminum and steel. Those processes are typically found in body-in-white applications such as trunk lid and roof top brazing. HIGHtactile can be used with a wide range of lasers, wire feeders, and process monitoring systems. Coherent will exhibit at Laser World of Photonics, in Munich, Germany, June 27-30, stand B3.321; Laser Korea, in Seoul, July 5-7, stand 4101; and Laser World of Photonics China, in Shanghai, stand W2 2140, July 11-13. At these conferences, Coherent will showcase the most recent additions to its broad portfolio of differentiated solutions for materials processing. About Coherent Coherent empowers market innovators to define the future through breakthrough technologies, from materials to systems. We deliver innovations that resonate with our customers in diversified applications for the industrial, communications, electronics, and instrumentation markets. Headquartered in Saxonburg, Pennsylvania, Coherent has research and development, manufacturing, sales, service, and distribution facilities worldwide.

Read More

MANUFACTURING TECHNOLOGY

NUBURU and GE Additive Sign Joint Development Agreement

Businesswire | June 02, 2023

NUBURU, Inc., a leading innovator in high-power and high-brightness industrial blue laser technology, today announced that it has signed a joint technology agreement with GE Additive, to explore the speed, accuracy, and commercial benefits of blue laser-based metal 3D printing. “As we continue to advance our proprietary blue laser technology, we have further increased both power and brightness to open up new applications,” said Dr. Mark Zediker, CEO and co-founder of NUBURU. “We’ve achieved key performance milestones that open new possibilities for significant advances in metal 3D printing. Working with GE Additive, and their expertise in metal additive manufacturing, will allow us to rapidly optimize our innovative area printing approach. That will accelerate the further expansion of our pioneering blue laser into innovative metal 3D printing solutions which have the potential to change the landscape of military logistics; aerospace manufacturing; medical device fabrication, and beyond.” “As an industry leader in metal 3D printing and having been on the leading edge of qualifying parts in regulated industries, we’re excited to evaluate NUBURU blue industrial laser technology and its benefits,” said Chris Schuppe, General Manager, Engineering & Technology of GE Additive. NUBURU’s novel approach to additive manufacturing is built on the foundation of blue light absorption by metals, a fundamental physical advantage that offers the highest efficiency laser-based melting for a wide range of industrially important metals. Combining the blue laser module with an innovative optical conditioning system, the NUBURU light engine is at the heart of the expected performance improvements. GE Additive will provide a powder bed system and expertise in the integration and characterization of this next generation prototype light engine, to quantify the performance improvements over existing technology. This joint development agreement is in addition to an agreement with GE Additive to support NUBURU’s previously announced AFWERX Small Business Innovation Research (SBIR) Phase II contract awarded to NUBURU in 2022. About NUBURU Founded in 2015, NUBURU, INC. (NYSE American: BURU) is a developer and manufacturer of industrial blue lasers that leverage fundamental physics and their high-brightness, high-power design to produce faster, higher quality welds and parts than current lasers can provide in laser welding and additive manufacturing of copper, gold, aluminum and other industrially important metals. NUBURU’s industrial blue lasers produce minimal to defect-free welds that are up to eight times faster than the traditional approaches — all with the flexibility inherent to laser processing. For more information, please visit www.nuburu.net. About GE Additive GE Additive – part of GE (NYSE: GE) is a world leader in metal additive design and manufacturing, a pioneering process that has the power and potential to transform businesses. Through our integrated offering of additive experts, advanced machines, and quality powders, we empower our customers to build innovative new products. Products that solve manufacturing challenges, improve business outcomes, and help change the world for the better. GE Additive offers Direct Metal Laser Melting, Electron Beam Melting and Binder Jet metal additive technologies, as well as AddWorks™ consulting services, software and metal powders. www.ge.com/additive.

Read More

MANUFACTURING TECHNOLOGY

TPM Introduces State-of-the-Art Additive Manufacturing Lab in Greenville, SC

PR Newswire | June 02, 2023

TPM, a regional powerhouse in design and manufacturing solutions, today proudly unveils its innovative Additive Manufacturing Lab, a cutting-edge facility based in Greenville, SC. This state-of-the-art lab will serve as a regional demonstration center for industry-leading additive and 3D printing technology and provide outsourced 3D printed parts for the Southeast, underscoring TPM's unwavering dedication to fueling growth within the regional manufacturing sector. Equipped with state-of-the-art technologies from globally recognized manufacturers, including Markforged, HP, 3D Systems, Artec 3D, and AMT, TPM's new lab promises precision and quality. These resources position TPM to deliver exceptional services that embody efficiency and superior quality to its clientele. "Launching this newly renovated and enhanced additive lab is a key step as TPM accelerates growth in the manufacturing industry across the Southeastern region, providing the latest technology solutions to our clients." expressed Chris Fay, President of TPM. The lab's launch signifies a critical moment for the region's manufacturing prowess. It provides local manufacturing firms with tools to innovate faster, cut costs, and expedite time-to-market for their products. The Additive Manufacturing Lab comes to fruition in response to the burgeoning demand for 3D printing in the manufacturing industry. TPM's venture into this sphere reaffirms the company's faith in the transformative potential of additive manufacturing and its capacity to shape the trajectory of future production. This momentous announcement arrives at a critical juncture when manufacturers are actively exploring innovative avenues to refine their processes, bolster product quality, and maintain a competitive edge in a fast-paced, evolving marketplace. As TPM eagerly anticipates the possibilities this new lab will usher in, the company reaffirms its commitment to nurturing an ecosystem of innovation and growth for its valued partners. About TPMa TPM is dedicated to guiding manufacturing organizations through the journey of digital transformation by applying the latest software, hardware, and services, enabling people to maximize their potential, positioning companies for growth, and improving engineering processes.

Read More

FUTURE OF MANUFACTURING

Coherent Introduces New Laser Welding Head With Tactile Seam-Tracking Technology for Electric Vehicle Manufacturing

Globenewswire | June 01, 2023

Coherent Corp., a leader in advanced laser processing solutions, today introduced HIGHtactile, a new laser welding head with tactile seam-tracking technology ideal for electric vehicle (EV) manufacturing applications. The growing demand for EVs is expanding applications for lasers in automotive manufacturing, spurring innovations in process automation and improvements in laser usability. Coherent introduced HIGHtactile, a laser processing head with a new patent-pending seam-tracking technology that is easily configurable to perform highly automated fillet welding and brazing. “HIGHtactile is the culmination of twenty years of experience designing seam-tracking systems for welding and brazing, making it a truly unique product on the market,” said Dr. Karlheinz Gulden, Senior Vice President, Laser Components and Subsystems Business Unit. “Our laser processing heads have had great success in automotive manufacturing applications. Now, with the rapidly growing demand for electric vehicles, we are addressing a broad range of new opportunities in critical applications, such as fillet welds that enable battery trays to be stronger and stiffer while at the same time reducing weight.” HIGHtactile is extremely user-friendly, thanks to its wide range of embedded sensors that streamline almost every functional aspect of the welding head. The sensors improve process learning and enable faster laser processing. HIGHtactile can be configured to maximize performance for specific applications such as brazing steel or welding aluminum and steel. Those processes are typically found in body-in-white applications such as trunk lid and roof top brazing. HIGHtactile can be used with a wide range of lasers, wire feeders, and process monitoring systems. Coherent will exhibit at Laser World of Photonics, in Munich, Germany, June 27-30, stand B3.321; Laser Korea, in Seoul, July 5-7, stand 4101; and Laser World of Photonics China, in Shanghai, stand W2 2140, July 11-13. At these conferences, Coherent will showcase the most recent additions to its broad portfolio of differentiated solutions for materials processing. About Coherent Coherent empowers market innovators to define the future through breakthrough technologies, from materials to systems. We deliver innovations that resonate with our customers in diversified applications for the industrial, communications, electronics, and instrumentation markets. Headquartered in Saxonburg, Pennsylvania, Coherent has research and development, manufacturing, sales, service, and distribution facilities worldwide.

Read More

Events