GlobeSt. Marketing Blog
July 2022: Using intent-based research to succeed in a more complex B2B market
With fear of inflation and economic uncertainty potentially complicating B2B selling this summer, experts are suggesting commercial real estate marketers need to focus more on understanding their customers and prospects better and targeting the ones most potentially interested in what you have to sell.
That’s why even more businesses are turning to intent data research as a key part of their marketing strategy. Listed by Forbes as a top tech trend to leverage in B2B marketing this year, increasing the role of intent data in your marketing strategy will allow you to understand which companies are actively researching topics related to your solution and allow you to target the companies that are most likely to buy your products.
Implementing intent-based research has been proven to increase close rates and sales. Gartner reports that respondents using first-party, second-party and third-party intent data are 2.9x as likely to have a conversion rate of 10% or higher. This higher conversion rate has also allowed “99% of businesses who have invested in intent data to see a sales/ROI increase.”
GlobeSt.’s ABM/Activate capability uses an AI-based purchase engine that analyzes how customers interact with content on more than 7,000 topics. Then compiling this information, the program ranks possible leads with an easy-to-understand surge score indicating buyer intent.
We use a multi-channel strategy to message and drive key account leads, including display advertising, guaranteed key account lead generation, and co-branded emails. If you’d like more information about our AI-driven intent capabilities, please contact me at [email protected].
Trends Real Estate Industry Marketers Need to Know
- Multifamily is showing signs of wear. Once High-Flying Rental Markets Noticeably Slow. At 4,459 visits, this was among our more popular articles. It is a trend we started reporting on last month, namely that multifamily appears to be coming back to earth. This particular article looked at cities that recently commanded high rents and now are starting to go for lesser amounts.
- Changing financials for single family rentals. Single-Family Rental Homes See Drop In Returns. Here too, we are looking at a shift occurring in another popular asset class. Complementary to the multifamily asset class, single family rental homes have received a wave of capital due to its strong fundamentals and returns that it has historically delivered. This drop in return is a trend that we will be watching closely. This article received 3,921 visits.
- Interest rates’ impact on CRE. CRE Can Withstand A Higher Rate Environment. Here’s Why This article, which received 3,302 visits, takes a look at how the various asset classes will be affected by rising interest rates. It is an ongoing story of interest for our readers, especially as it becomes more clear that the Fed will continue to raise rates for the foreseeable future.
- Worries about stagnation. Stagflation Likely, But Short Lived As Inflation Heats Up. Another larger economic trend that could impact CRE is stagflation. We take a look at the likelihood that the US economy will experience slower growth alongside higher inflation in this article, as well as what it means for CRE. Discussion within the broader economy about stagflation seems to come in waves, usually when a key metric such as GDP shows signs of slowing. We expect this debate will also be reflected in the CRE community on an ongoing basis as well. This article received 2,735 visits.