Improving Win Rates: Redefining Demand Generation

As a response to these changes, Trotter emphasizes the need for a more targeted and intelligent approach to demand generation. “Why aren’t we just focusing on the fraction of customers within our account books who have intent to buy right? I think about conserving my time to focus on customers who have the higher propensities to purchase”, he stated, highlighting the transition to intent-based selling. The focus has shifted from trying to capture as many leads as possible to identifying and engaging with those who have shown clear intent to purchase. This new model of demand generation, intent-based selling, prioritizes understanding the buyer’s journey and strategically positioning the company to meet potential customers at the right time with the right message. 

He describes how sales teams can leverage various types of intent data—zero-party, first-party, and third party—to identify and prioritize leads who show a genuine interest in making a purchase. Zero-party data includes information that customers voluntarily provide, often indicating direct interest in products or services. First-party data are derived from interactions with a company’s digital properties, like website visits or product trials, revealing interest and engagement levels. Third-party data, sourced from external platforms, offer insights into a potential customer’s broader online behaviour and interests, such as content downloads, event attendance, or industry engagement. 

Intent-based selling represents a strategic evolution in demand generation. This approach leverages data and analytics to understand and predict when a potential customer is ready to buy, focusing on the quality of leads rather than quantity. By analysing behavioural signals across various channels, companies can discern the intent behind actions, enabling them to target their outreach more effectively thus allowing sales professionals to engage with prospects more meaningfully, increasing the efficiency and effectiveness of their efforts.