5 Ways We Measure Intent at Trendemon
In our previous blog post, we explored the transition from purely intent-based strategies to a nuanced approach that emphasizes interest. While interest forms the backbone of our engagement strategy, measuring intent remains crucial to identifying ready-to-convert leads. At Trendemon, we utilize advanced methods to measure intent effectively. Here’s how we do it:
1. Engagement WIth Content
Website engagement is a primary indicator of user intent. By analyzing how visitors interact with our site, we can gauge their readiness to engage further or make a purchase. Key metrics include page views, time spent on the site, and interactions with key content pieces. For example, a visitor who spends a significant amount of time on product comparison pages or viewing pricing information likely has a higher intent than someone who briefly skims a few blog posts. One of our key metrics at Trendemon is our read rate, which allows us to understand if someone read a certain page as opposed to clicking off.
2. Account-Level Metrics
One of the more powerful features of Trendemon is our ability to identify accounts, that may be associated with an anonymous website visitor. By understanding which company a visitor comes from, we can tailor our communications and determine if they fall within our target market or ICP (Ideal Customer Profile). But the fun doesn’t stop there we also aggregate account-level data, for example, how many visitors from the buying group visited the website in a specific time frame, total pages read by account visitors, and so on. This provides a more holistic view of the potential intent of your target accounts.
3. Integrating with Marketing Automation to Collect Completion of Business Goals
Our integration with marketing automation platforms like HubSpot or Marketo allows us to track when a visitor completes significant business goals, such as downloading a whitepaper, signing up for a webinar, or completing a contact form. These actions are strong indicators of intent, as they demonstrate a willingness to engage with our content or sales team on a deeper level.
4. Integrating with Salesforce to Collect Opportunity Data and Value
By integrating with CRM systems like Salesforce, we can pull in data related to sales opportunities and their values. This integration helps us connect website engagement metrics with actual sales data, providing a comprehensive view of how marketing efforts contribute to revenue. For instance, we can track the journey of a lead from the first website visit through to opportunity creation, and eventually to a closed deal, attributing value back to specific marketing activities and content.
5. Tracking Traffic Sources and Campaign Performance
Understanding where our traffic comes from plays a critical role in measuring intent. By tracking sources such as organic search, paid campaigns, social media, or referral links, we can determine which channels are most effective at attracting high-intent visitors. For instance, a user arriving from a paid search ad linked to a specific product or service shows a higher level of intent than one who arrives from a more general informational piece. This allows us to not only gauge intent but also refine our marketing spend to focus on the most effective channels.
Conclusion
Measuring intent is a multifaceted approach at Trendemon. By leveraging technology to track and analyze both the explicit actions of our website visitors and the implicit signals they leave behind, we can better understand where they are in the buying cycle. This understanding allows us to deploy more effective marketing strategies, align sales and marketing efforts, and ultimately drive more targeted and successful engagement with our prospects. Through these methods, Trendemon not only captures intent but also nurtures interest to guide potential customers through the buyer’s journey more effectively.
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