How to identify contacts with buying intent

Understanding purchase intent

Purchase intent is a key indicator for assessing the likelihood of a prospect making a purchase. It is based on the analysis of behaviors, interactions and signals emitted by prospects throughout their buying journey.

Knowing how to identify these signals helps to optimize sales and marketing efforts, by focusing resources on the prospects most likely to convert.

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The different types of purchase intent

Purchase intent can be classified into several categories:

1. Transactional intent: when the prospect is ready to buy immediately.
2. Informational intent: when a prospect seeks information with no immediate intention of buying.
3. Comparative intent: when a prospect evaluates several offers to make an informed choice.
4. Latent intent: when a prospect has not yet expressed a need, but could be influenced.

Each type of intent requires a different approach to accompany the prospect through the buying journey.

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How do you measure purchase intent?

Several methods can be used to assess a prospect's level of intent:

1. Analysis of online behavior

Analyzing data from websites and social networks is an excellent way to measure a prospect's interest. Signals to watch out for include :

• Time spent on certain pages (products, comparisons, customer reviews)
• Number of repeat visits to the same product or service
• Interaction with chatbots or customer service
• Download premium content (white papers, case studies, practical guides)

2. Use of surveys and forms

Surveys are a direct way of gathering information about prospects' buying intentions. Here are some questions to ask:

• What's your biggest challenge right now?
• What criteria are important to you when choosing a supplier?
• Do you have any plans to buy in the next few months?

Precise answers to these questions help to segment prospects according to their degree of maturity.

3. Engagement on social networks

Interactions on social networks also reveal buying intent. By analyzing the following elements, we can identify the most engaged prospects:

• Comments and reactions to publications
• Sharing content linked to a specific need
• Private messages to request additional information
• Participation in webinars and online events

4. Analysis of emails and marketing campaigns

Open, click and response rates to marketing emails are very useful indicators of interest. A prospect who opens a marketing email several times or clicks on a specific link shows a high level of commitment.

Tip: Use automation tools to score prospects and detect those with strong intent.

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How can you use purchase intent to boost sales?

Once the intent to buy has been identified, several actions can be taken to maximize conversions:

• Offer personalization: adapt sales pitches and offers according to the level of intent detected.
• Strategic follow-ups: Send targeted follow-up emails or suggest a call to answer the prospect's questions.
• Incentive offers: Offer promotions, free trials or guarantees to speed up the purchasing decision.
• Reassurance: Highlight customer reviews, case studies and social proof to reinforce the credibility of the offer.

Conclusion

Measuring and exploiting purchase intent is essential for optimizing sales and marketing actions. By analyzing the right signals and adapting your approach, you can identify the most qualified prospects and increase your conversion rates.

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