Understand Intent Data and How to Apply It
The Network of RecordTM tracks the interests of companies based on activities like web searches, white paper downloads, and webinar participation, which can signal a company’s intent to purchase products or services. Radius currently monitors intent for 11 parent categories (such as Compliance & Governance), 117 subcategories (such as Security, Compliance, and Regulation) and 2,449 related topics (such as data security, managed security services, and security events). Radius tracks intent data over time, and we refresh The Network every two weeks. A company appears in a segment that includes intent signals if Radius detects a surge in interest in those signals during the previous two to three weeks. Intent data is inherently complex, so Radius simplifies and models it into actionable form.
Segments created using intent data identify the intent topic and other signals you’ve selected and the companies that meet the segmentation criteria. So if a company appears in the segment, that means they have a current interest in the intent signals the segment includes. It’s important to understand that Radius tracks activities at the company level, and not for any specific individual at a company. But you can consult your marketing automation tool (MAT), such as Marketo or Eloqua, for details on individuals’ activities as they relate to your own content.
Segments that apply intent data can have high variability in a short amount of time. For example, a company’s activities may reflect significant interest in an intent data signal for a few weeks, and very little interest after that.
Intent data reflects the activity-based interests of your prospects, but it’s important to understand that interest itself is not a guarantee of intention to purchase products or services. For example, a company that downloads a whitepaper or visits a company’s website multiple times may be conducting competitive research, not shopping for that company’s products or services. When building segments, always apply your understanding of the prospect and their business.
Let’s look at an example.
Your company sells IT security solutions to medium-sized and large financial technology companies, so you build a segment that includes these signals.
Industry = Finance and Insurance
Annual revenue = Over $500 Million, $100 to 500 Million, $50 to 100 Million, and $20 to 50 Million
Intent = Security Solutions
The segment includes companies in the targeted industry of specified size that have shown an interest in security solutions during the past two to three weeks. You immediately deploy the segment to Marketo and create a campaign to sell your products and services to those prospects.
Understand Intent Data Terms
Activity - A company’s interaction with web content, including searches, whitepaper downloads, and webinar signups, and more.
Interest - A conclusion drawn based on a company’s current activities that they may intend to purchase particular products or services in the near term.
Signal - A business characteristic—such as Location, Number of Employees, Annual Revenue, or News & Events—that’s tracked by the The Network of Record. Signals can be used to assess prospect fit and other characteristics, as well as intent. Organizations that integrate Salesforce with Radius can create custom signals for further segmentation.
Segment by Location
Intent data is location-specific, so include location signals when building a segment that applies intent data. For example, a company’s headquarters and one of its branches may show distinctly different intent signals, so consider which location to include when building your segment. To generate a larger segment, target a broader geographical area or include similar intent topics when building your segment.
Scale Your Segments
Intent signals are organized from broad to narrow—from top-level categories to subcategories to topics. When building a segment with intent data, start by selecting a top-level category of signals (such as Technology) to generate a larger segment, then refine it if needed. To refine, first deselect the higher level category or subcategory and then select subcategories or topics, respectively.
For example, selecting only the top-level category Technology can generate a very large and broad segment. To narrow your segment, deselect Technology and select one or more subcategories of Technology, such as Cloud. Or take it to the topic level: deselect the Cloud subcategory and select Integrated Cloud Solution and Cloud as a Service.
Do some experimenting to arrive at a segment that’s appropriately focused and sized for quick action.
Deploy The Right Size Segment at the Right Time
Segments that apply intent data can vary greatly within a short amount of time. For example, a company’s intent data may reflect significant interest in a technology solution for a few weeks, and very little interest after that. So make sure you deploy intent-based segments and work the leads within those segments as soon as possible. And deploy only the number of leads that you have the capacity to work on right away.
Layer Intent Signals with Other Information
Combine and layer fit and intent signals from Radius with individuals’ activity information from your MAT to create hyper-targeted segments.
For example, an HR software company whose product monitors employee performance wants to identify appropriate in-market prospects that might be easy wins. They build a segment that includes signals like Annual Revenue and Number of Employees that can help assess prospect fit. And they apply intent signals like Human Resources, Performance, Performance Appraisal, and Performance Management so that their segment includes only companies with current interest in those topics. They then view activities like whitepaper downloads in Marketo and prioritize Sales outreach to those individuals if they work for companies that appear in their segment.
Add Intent Data to Existing Segments
Edit existing segments to apply intent signals, and then prioritize and deploy those segments based on intent.
Check Segment Performance
Find your segment on the Radius Performance tab to measure its success.