4 Ways Sellers Are Using Winmo Intent Insights

Sales professionals are always on the hunt for the latest technology that will give them a competitive edge to close new business. While they’ve mastered methods like social listening and lead scoring, intent insights have emerged as the next powerful predictor. Winmo’s newest intent insights feature, powered by Bombora, tells you which companies are researching your products or services, so you can intercept those most interested in buying what you’re selling, now.

What are intent insights?

Intent insights are information collected about web users’ content consumption or observed behavior that can provide insight into their interests. For example, if someone is searching for search engine advertising, SEM agencies, and digital ad strategies, they’re probably ready to turn their AdWords campaigns over to an agency. Essentially, Bombora’s insights tell us what products and services companies tracked by Winmo are researching. These insights are collected through observed online behavior and content consumption, including:

• ​Web searches
• ​Case study views/downloads
• ​Webinars/registrations
• ​Subscriptions

All of these sources combine to make up an interest score in Winmo – Interested, Moderately Interested, Very Interested, or Extremely Interested. The more interest expressed, the more intent insights have been collected about that company for a particular product or service.

Once the data is clear, it’s time to determine the searcher’s potential intent to take action. With this understanding, sales and marketing teams can be more relevant and consistent, improving performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on quality, collaboration, and innovation.

Here are four ways to improve your sales strategy with intent insights right away:

1) Identify companies researching topics, companies, or news from your industry.

Here are some search term tips to get you going (broken down by industry):

• ​Agencies: Branding, strategy and analysis, eCommerce, or search marketing.
• ​Martech: Adtech, analytics and reporting, demand generation, or APIs and services.
• ​Ad sales: Campaigns, marketing, or mobile.
• ​Sponsorship: Event management, entertainment, nonprofit, or sports partnership.

2) Focus sales efforts on prospects most likely to convert.

Winmo’s interest scoring model makes this especially simple. Similar to lead scoring, gauging search volume ensures that your sales team is putting the most effort on those most ready to buy. This is a better time management strategy for new business because it ensures that you aren’t scaring off prospects who still need more time to self-educate.

3) Craft relevant email outreach to leads and prospects.

When you know what your potential client’s specific pain points are, you can filter through the noise and drill your message down. Are they interested in a subject you already wrote an ebook about? Send it to them no strings attached. The more value you provide, the more trust you will earn. Also, Winmo profiles now show the top four topics a company or agency is most interested in, so you can factor that into your outreach, too.

4) Get the right message to the right person.

Intent data can often tell you which companies are searching particular topics. However, when overlaid in Winmo’s advertiser database, this information generates a list of specific contacts at those companies. Search companies based on interest, then drill down on titles and contacts most relevant to that topic.