Amplifying Demand Generation ROI by Building TALs in a Smarter Way

Creating appropriate TALs for the campaigns is not the issue, but many marketers need support to reach actual in-market buyers. The problem is relying solely on the CRM's static account information. The question is how to build TALs more precisely to attract prospects from the untapped market. And the answer to this question is creating intent-based TALs.

Leveraging intent data and layering it into the TALs for determining high-revenue prospects is the key. The recent and diverse buying signals from various channels will help identify the prospects. It will be easier to connect with decision-makers who might be in search of the solutions being offered.

Knowing the decision-making mindset of potential buyers and the steps they may take in different situations is the key to unlocking the revenue doors. Planning targeted marketing programs with a precise TAL and niche contacts will be able to deliver higher conversion rates than a generic marketing campaign with a large TAL.

Sourcing intent data apart from the usual sources a.k.a 'behind the firewall' sources like downloads, forums, helpdesk Q&As, and forums, will prove beneficial.

Combining first-party intent data from owned and operated channels with reliable third-party data from intense market research and communities' insights will be better for building a high-quality and fully scaled TAL. The quality and depth of intent data used to produce TALs will be an integral factor in determining the demand generation campaign's success.