How Intent Data Makes Storytelling More than a Buzzword

by / Wednesday, 12 June 2019 / News Category Business 2 Community

Storytelling is the universal human language. There’s no denying the emotional impact of a great story. And that’s why the rapid rise of storytelling as a marketing buzzword should come as no surprise.

For content marketers, storytelling is meant as a primary tool to help cut through the noise. Telling emotionally engaging, impactful stories can make all the difference between content that is read widely by target prospects and content that wastes valuable marketing resources.

But maybe marketers have embraced the Native American proverb, “Those who tell the stories rule the world,” a little too whole-heartedly. Just because you’re creating content doesn’t mean you’re making the most of storytelling.

By infusing your storytelling with the right data, you can go beyond the buzzwords to deliver real value to your target prospects.

3 Ways Intent Data Fuels Storytelling Success

“In some respects, storytelling requires a leap of faith. The decision to tell stories is a willingness and desire to better connect with customers. It’s not necessarily about selling but getting people to understand the experiences and benefits delivered by your product. From there, anything can happen, including sales.”Mark Evans, author of Marketing Spark

There are some benefits of marketing storytelling that just aren’t quantifiable — they require the leap of faith that Evans describes. However, that’s no excuse to ignore data altogether when trying to include storytelling in your marketing activities.

Gaining access to the right intent data can give you insights that will help your stories and content have greater effects on sales performance. There are many ways that third-party intent data can improve your marketing efforts, but the following three squeeze more ROI out of your storytelling:

  • Unifying Messaging for Sales and Marketing: Consistency is key to storytelling success. That means your sales and marketing teams must be on the same page when it comes to telling stories about your products, services, and brand. Intent data gives you deep insight into the behavior of your target prospects, which will help you make smart decisions about which stories will actually deliver value in the buyer’s journey.
  • Maximizing Relevance and Engagement: Storytelling isn’t a marketing magic bullet. Even the best stories can go unnoticed without the right strategy. You need to deliver the right stories, to the right people, at the right times — and that means matching your marketing/storytelling efforts to the buyer’s journey. With insight into the purchase intent of individual contacts and accounts, you can be sure you’re delivering your stories at the most relevant times to maximize engagement.
  • Promoting Content Most Effectively: In a perfect world, you could publish stories on your own website or on social media and watch the conversions rack up. But just because you publish great stories doesn’t mean anyone will read or listen to them. Getting the right eyes on your content is about more than just the one-to-one relationship between you and your target prospects. Intent data helps you identify the right content syndication and influencer opportunities that will give your stories the best chance of getting results.

All three of these benefits hinge on your ability to find trustworthy intent data. First-party data is a good start, but has significant limitations. Without insight into how your prospects are engaging with competitors and industry media outlets, you can’t get the full picture of their purchase intent.

That’s where third-party intent data comes into play. Getting verified, all-encompassing intent data fills in the gaps of your first-party data so you can feel confident in the foundation of your storytelling.

If you want to learn more about how intent data can improve your marketing activities beyond storytelling, download our free report, Demystifying B2B Purchase Intent Data.

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