About the Episode
In this episode of Science of B2B, Kerry Cunningham continues the conversation about intent data, focusing on how sales teams can better leverage signals from accounts without relying on traditional “hot leads.” Kerry explains the importance of understanding where accounts are in their buying journey and offers practical advice for enabling buying teams, even when most members remain anonymous.
Topics Covered
Topic 1: Understanding the 70% Rule:
Most of the buying journey happens anonymously, and buyers often make their decisions before engaging with a vendor. Kerry breaks down why this makes intent data crucial for sales teams to identify and influence accounts earlier in the process.
Topic 2: The Role of Intent Signals in Identifying Buying Teams:
Kerry discusses how third-party intent signals and anonymous website traffic reveal active buying teams and provide insights into their engagement levels.
Topic 3: Shifting the Sales Mindset:
Instead of focusing solely on direct meetings or lead conversions, Kerry advocates for enabling buying teams by sharing valuable content and resources to influence decisions positively.
Takeaways
Takeaway 1: Look Beyond Form Fills:
Recognize that only 20-30% of buying team members will fill out forms. Treat anonymous traffic and multiple leads from the same account as strong signals of buying intent.
Takeaway 2: Enable, Don’t Sell:
Provide high-value content, connect buyers with subject matter experts, and invite them to relevant events—all without attaching strings. The goal is to support their decision-making process and build preference for your brand.
Takeaway 3: Proactively Engage the Whole Buying Team:
Use tools like LinkedIn or name databases to identify potential buyers within engaged accounts. Focus on delivering content directly to them, even if they haven’t expressed personal interest yet.
Insights Surfaced
- Anonymous Engagement Is Key: Seven out of ten buying team members never fill out forms, yet their anonymous engagement can be detected through website traffic and intent signals.
- 11-Month Buying Journeys: The average B2B buying process lasts 11 months, with buyers engaging vendors only in the last three. Intent data provides visibility into the process long before direct contact.
- Content as a Competitive Edge: Sharing the right resources at the right time positions your company as a preferred vendor when buyers are ready to engage.
Key Quotes
“So if you’ve got a piece of content that’s on your company’s website that you know will be of interest to that buying team because they’re in market, it’s your job to figure out how to get it to them….”
You’ve got to get that piece of content in front of them, and don’t do it as a way to get a meeting. Just do it. It’s what they need to make a decision. It’s what they need to choose you.”
Future Topics
In the next episode, Kerry will delve deeper into how sales teams can adapt their strategies to engage buying teams that are in-market but not yet ready to talk. Learn how to identify and prioritize these accounts to stay ahead of the competition.
