Intent data, as we have shown repeatedly with clients, can be used as a diagnostic tool.
Specifically, once you know what a target company has been doing when they are not interacting with you, you have a context for evaluating the contacts you have had with them. This can then provide insight into the reasons why certain accounts close with a win and why others do not.
Consider this chart:
The buyer research data shows how much research this prospect was conducting across a range of categories. The black dot represents when an opportunity was opened in Salesforce. The fact that this deal did not close with a win should not be surprising to anyone.
Data Visualization Can Save Lives!
Using data visualization to discover things about the real world is not a new thing.
For example, back in the mid-1800s, London was experiencing a horrible cholera outbreak. To discover how people were being infected, a Dr. John Snow plotted out all the cases in a particular section of London using black rectangles:
By doing so, he was able to isolate the source of infection as a water pump on Broad Street:
What Could You Discover?
Data visualization might not provide your company with life-saving insights.
On the other hand, if it allows you to discover the optimal time to engage prospects – or gives your sales people the insight they need to properly qualify prospects. That could mean the difference between growth and stagnation (or worse!).
What might your data tell you about your marketing and sales efforts and how to improve them?
Do you know which specific companies are currently in-market to buy your product? Wouldn’t it be easier to sell to them if you already knew who they were, what they thought of you, and what they thought of your competitors? Good news – It is now possible to know this, with up to 91% accuracy. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more.
