Decoding your buyer intent signals

Decoding your buyer intent signals

Congratulations, you have a new user now, it’s too early to celebrate it yet.

Your marketing team worked tirelessly building campaigns to attract prospects while the sales team spent hours pushing deals forward. But just because you closed a deal doesn’t mean your work is done.

In fact, the work is just beginning. If sales and marketing are focused on creating a strong customer experience, it should continue past the prospecting and qualifying stages into the retention phase. This means you must learn to properly support your customer success reps so they can retain and grow their accounts.

Luckily, you don’t have to guess which customers are happy and which accounts have one foot out the door.

Consider your buyer’s values and see what alternatives they’re actively researching so you can proactively start to nurture the account – before it’s too late.

 

Table of Content

 

Retention and customer satisfaction simply cannot be ignored when dealing with today’s buyers. However, data tells you when your current customers are actively researching competitors so you can take action and retain the account.

 

The role of buyer intent in customer success

Churn prevention and customer retention are hot topics in the world of B2B SaaS and for good reason. Retention is the key to success – so much so that increasing customer retention by just 5% can boost profits by 25% to 95%.

But here’s the issue: customer retention is becoming increasingly more difficult. Modern buyers have access to more options than ever before. They also have better access to resources, such as third-party review sites and social media chatter, that heavily influence their decisions. And on top of that, today’s buyers have much higher expectations for the businesses they support.

Put simply, your customers are untrusting. So how do you keep them happy?

Enter buyer intent data. Buyer intent refers to the various tools that collect research and signals about buyers’ journeys and their purchase intent. This data can then be used across all departments to achieve specific objectives, from prospecting to retention.

Sales and marketing teams utilize buyer intent data to personalize messaging and drive revenue. For customer success teams, buyer intent is a useful tool to help prevent churn by providing insight into which customers are researching product alternatives.

Decoding your buyer intent signals

Buyer intent signals are valuable for both customer-facing and prospect-facing functions. However, these signals can have very different implications depending on where someone is in their journey.

Retention and customer satisfaction simply cannot be ignored when dealing with today’s buyers. According to The Pareto Principle, 80% of your revenue will likely come from 20% of your customers. Solely focusing on obtaining new prospects won’t work – you need to know where your current customers are and what they’re researching.

Unfortunately, you usually don’t know a customer is churning until it’s too late. However, data tells you when your current customers are actively researching competitors so you can take action and retain the account.

 

Sponsored Content Visit

Sponsored Content Visit signal alerts you when a buyer views your sponsored content on a competitor profile on. These buyers are likely researching solutions – and may even be your existing customers.

A Sponsored Content Visit signal from a customer may mean the following:

  • Your customer is evaluating alternatives during your renewal period and might have a better handle on the competitive landscape as a result.
  • This could also indicate they have a shortlist of providers they’re considering.

 

Category Visit

Category Visit indicates a buyer has visited your product’s category page. If your product is included in multiple categories, this signal will let you know which category was viewed. Prospective buyers and current customers often visit category pages to see where products rank and/or get a feel for the category landscape.

Category Visit signals from a current customer may imply:

  • Your customer is looking at where you rank within your category for validation or initial exploration.

Alternatives Visit

Alternatives Visit signals let you know when a buyer visits an Alternatives page for a product in your category where you are listed as an option. This is not a signal account reps and CS managers should ignore.

These signals can be extremely powerful for anyone who works with customers, especially if the customer is looking at a vendor’s own Alternatives page. Software buyers tend to stumble upon these pages by searching ‘vendor alternatives’ in a search engine.

Signals for Alternatives Visits may indicate:

  • The customer could be unhappy with their current software and might be considering a switch to a new solution.

Comparison Visit

Comparison Visit signal happens when a buyer runs a comparison between your product and up to four other products. This means the buyer understands the landscape and is actively looking to shortlist options.

These signals are valuable for all customer-facing teams to keep a pulse on their current customers. Comparison Visit signals are also key for account managers and CSMs, especially during renewal discussions.

Comparison Visits from a customer could mean:

  • A comparison against you and competitor(s) provides intel into who might threaten your ability to renew this account.

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