Any seasoned marketer knows that demonstrating the connection between intent topics and tangible ROI can be difficult, if not impossible. Often at the mercy of the bad, outdated or incomplete data in their CRMs, marketers wind up investing time, effort and precious budget into campaigns and outreach that falter — or downright fail — at bringing in more opportunities.
But what if you could identify the topics that mattered, back before you were tracking topics at all? What if you could zero in on historical intent topics that spiked in interest before an opportunity was created?
And what if you could enhance that data with predictive AI to anticipate intent topics that will resonate with your audience and speak to their problems tomorrow?
That’s exactly what Guided Intent for ZoomInfo Marketing can do for you and your team.
What is Guided Intent?
Guided Intent is a new AI-powered dashboard within our ZoomInfo Marketing solution. In an industry first, Guided Intent uses our advanced predictive AI technology to analyze your first-party CRM data and accurately identify the intent topics most associated with creating opportunities months ago.
Guided Intent reveals what mattered most to prospects in the crucial moments before conversion. It’s like time travel: Yesterday’s invaluable intel, vetted by ZoomInfo’s AI, can inform your marketing decisions today — such as making those powerful topics the cornerstones for new campaigns, or crafting new targeted audience segments.
ZoomInfo is the only solution that converts recommended intent signals into qualified signals.
Guided Intent empowers marketers to proactively:
- Enhance Campaign Planning: Use past intent data and our predictive AI to shape messaging and target the best audiences
- Hyper-Target High-Intent Prospects: Use Account Fit Score and intent topics to instantly prioritize high-fit, high-intent accounts
- Optimize Timing for Impactful Outreach: By knowing which topics are most effective as conversation starters, your sales team can optimize outreach timing for stronger, more relevant engagement and boost deal success
How Does Guided Intent Work?
Let’s say your accounts typically show unusual spikes of activity for a handful of intent signals in the weeks before they’re qualified as an opportunity. Guided Intent’s AI analyzes this data and automatically feeds marketers a list of the most valuable signals, ranked by how closely they’re associated with success.
High-propensity intent signals, for example, are correlated with a qualified opportunity 7-10 times more often than a control group. Medium propensity signals are between 5-7 times more likely to lead to an opportunity, and low propensity signals are 3-5 times more likely.
By turning historical intent data into forward-looking insights, marketers can target audiences that are displaying the most powerful intent signals, tailor their campaign messaging to reflect the most valuable topics, and more precisely coordinate outreach timing with sales.
Guided Intent can also be combined with ZoomInfo’s Account Fit Score to prioritize high-fit, high-intent accounts in real time.
Greater Visibility, Better Results
These days, marketers are under so much pressure to deliver results against ambitious targets, there’s simply no room for error. Every single campaign, outreach initiative and touchpoint must generate value. But without knowing which campaigns are resonating and why, marketers can’t:
- Accurately forecast future demand
- Seize time-sensitive opportunities before their competitors, or
- Optimize their processes
This means lost deals, missed revenue targets, and impeded growth.
By empowering marketers to focus on the intent topics with the greatest potential, ZoomInfo Marketing’s Guided Intent can help busy marketing teams of all sizes improve lead quality, align more closely with sales, and refine marketing messaging for maximum impact.
Guided Intent is available now to all ZoomInfo Marketing customers with Salesforce Integration.