Five reasons to use BNZSA INTNT DATA to connect with in-market buyers

Companies are tired of guesswork when trying to filter through the noise of identifying the buying patterns of their target customers. With buying cycles increasing and purchasing decisions taking longer, accurately targeting companies that are currently in market is vital to accelerate pipeline and revenue generation.

The value of intent data in B2B sales:

Traditional intent data refers to information that provides anonymous signals and insights into the online behaviour and activities of individuals or companies. It reveals the specific actions and signals that indicate a potential interest or intention to purchase a product or service. This data is typically collected from various online sources, such as website visits, search queries, content downloads, social media interactions, and more.

In B2B sales, intent data is invaluable when trying to identify high-potential leads as it provides sales teams with a deeper understanding of consumer behaviour and buying intent. This leads to more precise targeting, highly personalised messaging and offers tailored to address specific pain points and challenges potential customers are facing.

What sets BNZSA inTNT apart from other intent data solutions?

Currently piloting in EMEA only, BNZSA inTNT is a different approach to collecting and processing intent signals and this is because it is firstly based around multilingual human verified conversations that have verified GDPR compliance. Thousands of conversations each month are then analysed by Artificial Intelligence and Machine Learning tools to digitally verify the human collected intent.

Unlike traditional intent that can be layered onto firmographic and technographic data in marketing automation platforms, BNZSA inTNT is only available as part of a digital media spend and not as a feed. Using inTNT for advanced segmentation of ideal customer profiles, companies that have been flagged with human and AI verified intent are targeted programmatically and socially and those companies that engage with your brand, product are service are then further called to verify intent and consent. Those contacts are then passed back as compliant opportunities to call by the client.

How does BNZSA inTNT work?

5 reasons to use BNZSA inTNT:

BNZSA inTNT can supercharge your pipeline and help you get in front of the right people at the right time. By incorporating BNZSA inTNT into your marketing strategy you can expect:

Higher Conversion Rates: Engage with prospects when their interest is at its peak, leading to higher conversion rates and shorter sales cycles.
Precise Targeting: Tailor your messaging based on the specific needs and preferences of each prospect, increasing the relevance of your communications.
Strategic Insights: Gain deep insights into the pain points and challenges faced by your target audience. Craft solutions that resonate and address their unique concerns.
Maximized ROI: Stop wasting resources on cold leads. Invest your time and energy where it matters most – on prospects who are actively seeking solutions like yours.
Data-Driven Decisions: Better decisions start with better data. Replace guesswork with data-driven decision-making. Make informed choices backed by real-time, actionable insights.

BNZSA inTNT packages:

BNZSA inTNT is available in three packages, Promoter, Influencer and Evangelist. Each offering builds on levels of awareness and promises precisely targeted, leads that are human, and AI verified and digitally activated who have also consented to being contacted, which is a crucial differentiator to other intent data platforms.

To learn more about how inTNT can take your lead generation efforts to the next level, get in touch.

BNZSA Spotlight:

Human verified: The BNZSA Knowledge Exchange conducts 1000s of local language calls per month, generating valuable data points and insights across the EMEA market.
AI powered: BNZSA inTNT uses AI, ML and NLP to digitally verify intent signals from human conversations. It also checks compliance and other signals that are captured at the contact and company level not via clicks, cookies, or searches.
Multilingual: inTNT’s human verification capability is powered by teams of BDR agents who call across EMEA. inTNT can verify intent and compliance in: English, French, German, Dutch, Italian, Spanish, Portuguese, and Arabic.
Cookie proof compliant data: Information is sourced through phone conversations rather than Web activity such as searches, downloads, or cookies, meaning the data is linked to the company and contact and not IP addresses.
Consent Buildr: BNZSA agents contact companies that have interacted with your brand and call the decision makers at that company to reaffirm intent, consent and to receive information and a call back from client to give an additional human verification layer.

BNZSA, powered by Anteriad, is set to revolutionize the EMEA B2B intent market with the launch of inTNT, a multilingual, Artificial Intelligence, and human-verified intent solution

Hundreds of thousands of monthly conversations in EMEA between BNZSA-trained agents and business buyers in multiple native languages will be analysed by AI and Machine Learning for intent signals.

BNZSA, powered by Anteriad, has launched inTNT to offer the EMEA B2B market a GDPR-compliant, Artificial Intelligence (AI) and multilingual intent solution.

This new intent solution gives B2B marketers validated, compliant intent signals captured in multiple European languages to enable them to get in front of more buyers more effectively.

BNZSA’s inTNT is a smart, precision solution that verifies intent signals both digitally, using AI, and with human verification. In a market traditionally dominated by US and English-centric intent solutions, BNZSA’s inTNT’s multilingual EMEA data stands out because it is derived from hundreds of thousands of monthly conversations with native language agents that also confirm GDPR consent.

BNZSA’s inTNT will be offered to BNZSA’s and Anteriad’s existing EMEA customers as a performance enhancer to lead generation programs, and it will also be offered as an integrated add-on to digital advertising campaigns to increase target audience engagement .

BNZSA’s Knowledge Exchange Programme, which identifies the information technology needs of end users to connect them with BNZSA preferred partner suppliers, will also incorporate BNZSA inTNT. Additionally, this European intent data will be fed back into Anteriad’s global offering as BNZSA is fully integrated into the Anteriad organization.

International CEO of BNZSA, powered by Anteriad, Brahim Samhoud said, “The European market is highly regulated for data privacy and compliance. By launching BNZSA inTNT, we are supplementing Anteriad’s incredibly powerful global intent offering with validated compliant intent signals in multiple languages.

“We are thrilled to offer inTNT and provide our customers the ability to get in front of more EMEA-based buyers today,” added Samhoud.

Karie Burt, Chief Data and Privacy officer at Anteriad, added, “In the past, getting compliant multilingual intent for EMEA that has been verified by human native speakers has been difficult to source. With 1,600 BNZSA-trained agents on the phone verifying and capturingintent each month, we are excited to marry together human and artificial intelligence to deliver value to more marketers in multiple languages while preserving privacy and compliance.”

For more information on inTNT, please get in touch.

How Data Enrichment Can Generate Better Leads

Gina Goanta, Chief Data Officer, BNZSA

Data enrichment is an often-overlooked area of B2B marketing strategy. But why? It’s time consuming and doesn’t give the adrenalin hits of getting straight out in the market. But without it your marketing, business development and sales teams will really miss out.

Enriched data can give you:

Better content to really provide value to your prospects
A strong pipeline of prospects to nurture over time
Better qualified leads within your Ideal Customer Profile (ICP)
Higher value customers with strong renewal potential

What is data enrichment?

Depending on the dataset you’re starting out with, it simply means adding additional data to your list of key accounts that will support your efforts from the prospecting stage through to sale.

Firmographics – key data about the company (HQs, company size, revenue, internal decision-making structures etc.)
Technographics – what technologies your key accounts already have in place, when they were purchased, when they anticipate renewal etc.
Intent – what signals key accounts are giving to indicate they are in-market
Contact details – who is on the buying committee and how to reach them
Custom information – depending on your product / service there may be specific things you need to know e.g., the number of invoices processed each year, number of potential users, what servers they use, and so on.

Best practices for data enrichment

Focus on actionable insights – it’s tempting to flood the database with everything you can find, but often it makes it hard for marketing and sales to wade through. Think about what data will add qualifying insights to help them take action or make decisions, then focus your efforts there.

Continuous improvement – too many people take a “once and done” approach, but we know that data can age pretty quickly. As well as keeping contact information and account structures up-to-date, you’d miss out on quick wins if you fail to stay on top of buying signals for your key accounts. Make sure you factor in some element of ongoing maintenance into any enrichment programme.

Respect data privacy – it should go without saying, but collecting personal data (especially contact information) can be problematic. If you’re going to include this in the database, be sure to give all of your users the right training to use data in a compliant way.

How we can help with data enrichment

Defining customer profile – our data analysts can help you study your sales data to define your Ideal Customer Profile. This could include the best industry verticals or best job functions to target, identifying what size or scale a company would need to take advantage of your product, or even understanding which segments or accounts have strong renewal potential.

Multiple third-party data sources – we leverage multiple data sources to ensure that we can enrich with the most recent, relevant and reliable data for your organisation’s specific objectives. We have access to over 81 million contacts globally, covering all industries across 90+ countries. Our third-party sources provide firmographics, technographics and intent.

Custom first-party data – our team of 10 researchers generate our own first-party custom data, supported by proprietary AI. We can also activate our huge native-language call centre capability to generate opt-ins or even to qualify all the way through to BANT/SQL level.

Ongoing enrichment – this can be tricky to deliver in-house because it requires many different skillsets at different stages. We have analysts, architects, strategists, developers and researchers, so you can access the right specialisms as and when you need them.

Compliance with global data regulations – our whole business is driven by data, so best-practice compliance is absolutely essential for us. Led by our DPO Maxim Olivier, we’re always up to date with the latest developments worldwide – whether GDPR, California, Australia or other jurisdictions.

Intent Data: Its Value to Sales, Channel, Marketing and Business Development Teams

By Saurabh Rastogi, Chief Product Officer, BNZSA

Intent data, ideally enriched with technographic, firmographic and trigger insight, has widespread applications across the broad demand generation machine. Earlier this year, BNZSA launched our Intent Activation Engine to ensure that we and our clients can fully leverage these insights.

Here I look at how Sales, Channel, Business Development and Marketing teams can improve their effectiveness and enhance business results by leveraging rich intent insights. This is based on my experience leading data and predictive intelligence programmes at Oracle across EMEA as well as with a number of BNZSA clients.

Sales

Many sales reps have changing or evolving territories assigned to accounts they might be initially unfamiliar with.

A rep with, say, 40 accounts typically focuses heavily on two to four accounts to make their targets. The rest can be largely unknown or ignored.

Intent insight can act as a filter on all 40 accounts on an on-going basis and proactively identify the best account opportunities at any point in time. Reps can then leverage the broader sales support machine – business development, marketing, partners etc. – to nurture and develop these accounts until they are ready to progress to the opportunity stage. This leads to responsible and effective territory management which drives improved sales productivity.

Reps can also set up programmatic intent alerts on key accounts so they are on top of the evolving requirements within these accounts.

As proof, an Oracle rep told me, “I’m more successful now because I prioritise and focus on the accounts in my territory that I know are at the right stage of need and maturity. I know what to position and who to talk to”.

Channel

The Channel problem is the sales problem amplified. ISVs/vendors and partner organisations tend to be small with a relatively unsophisticated level of demand generation. They also have relatively large market segments to cover. Demand generation is largely sales-driven and advanced segmentation is usually not on offer. Intent filtered Ideal Customer Profile (ICP) accounts, with topics to discuss – augmented by rich firmographic and technographic data – makes the channel much more effective. Reps working the channel can now be laser focussed on a limited number of accounts for the best conversion. This data can be either sourced directly or indirectly provided through the larger product organisation.

Business Development

All of the out-bound campaigns executed by business development groups need quality account lists as a starting point. Historically this has been primarily firmographic data, which has contributed to campaign inefficiencies and indifferent results. For various out-bound campaigns at Oracle, I saw an uplift of three to five times when campaign lists were selected using intent. More leads were generated, lead-to-opportunity and opportunity-to-close conversion rates were better, deal size was larger and the time to close was shorter. All campaigns can be supported programmatically so that data driven account selection becomes the business norm.

Marketing and Advertising

For advertising the use case is quite direct by deploying intent signals for specific topics to target accounts digitally or on social media. This can be done programmatically, so digital targeting always leverages dynamic intent data.

For marketing, intent-based segmentation can help to identify the best accounts for event and webinar engagements and focussing on engaging these across the business, rather than to cast a wider net with inferior results. Account Based Marketing (ABM) can leverage intent insights on focussed key accounts to develop ABM plans, prioritise accounts and allocate budget. For the first time, marketing can bring data-based insights to Key Account leaders and have an account-specific viewpoint rather than rely entirely on inputs from sales.

Intent insights can also be used to inform topics for content development which can be used for campaigns, website, SOMO and sales outreach.

In summary, intent data enables all elements of the marketing and sales process to effectively align internally, to focus effort where and when it is best applied to deliver measurably improved results.

3 common pitfalls when implementing a data-driven marketing strategy

The most effective B2B marketing campaigns start with a nice clean dataset – for ABM especially, but in general if your database is in bad shape, you’ll create a lot of other problems for your campaign further down the line.

In this article, our Chief Data Officer Gina Goanta explores some of the common traps that marketers fall into when planning their strategies and how you can address them.

The most common data strategy mistakes

1. Poor definition of the best customer profile

All businesses have a dream customer who they’d like to partner with for whatever reason – could be their purchasing power, their values, the reputational boost of working with them etc. But is this customer actually buying from you? Focusing on who you want to sell to rather than who actually buys from you can set your whole strategy on course for failure, as you’ll end up focusing on an audience that isn’t necessarily a good fit.

Marketing and sales really need to align from the beginning to define the best customer, not just the dream customer. Building that ideal customer profile (ICP) requires great data analysis – who buys, how much, where upselling and cross-selling happens – supported by predictive intelligence models that help identify similar accounts to target.

2. The “once and done” approach to data strategy

Too many people see data strategy as a sprint, one good clean run and its done. The problem is of course that data ages pretty quickly – you need to be able to update buying signals, technographics and contact information on a regular basis, otherwise your database becomes completely irrelevant. It’s incredibly important to stay on top of account structures and hierarchies within multinational or multi-business companies so that you know who to reach out to and when.

Maintenance and ongoing enrichment are absolutely essential, although both are very hard to deliver in-house since they require many skillsets at different stages. An external data service can really help here since you can access the right specialisms as and when you need them.

3. Lack of alignment between budgets and stakeholders

A challenge that we often encounter is that data cleaning and maintenance is paid from a different budget than the original purchase of the dataset, making it very difficult to track exactly how costly a bad data strategy can be. It means that the team feeling the impact of the flawed data are very far removed from the team who requested it in the first place. Whoever is going to use the data must be involved from the beginning.

How we can help with your data strategy

Working with an external data provider can help address all of these things. By working with us, you’ll be able to tap into the following:

Experience – we’re experts at building datasets for global technology companies like Oracle, SAP and Google. We know exactly the challenges that companies like yours are facing, and we know the questions to ask to avoid issues coming up later. We’re also experts in GDPR so you can be sure that your data will always be compliant.

Coverage - we have access to over 81 million contacts globally, covering all industries across 90+ countries. We use multiple third-party sources for firmographics, technographics and intent, and have a team of 10 researchers who generate our own first-party contact data, supported by proprietary AI.

Flexibility – we have all the skillsets you’ll need in-house – from data researchers to strategists to architects, CRM and AI experts. This means that whatever you need can be handled quickly, and we can accommodate shifts in verticals or geographies at short notice.

You can learn more about our Data Services here, or you can get in contact with us directly.

How does BNZSA's intent activation engine work?

Our Intent Activation Engine provides the best leads possible by harnessing the combined power of multiple and best data sources for buyer intent, technographic, firmographic and our own proprietary data, with timely and local language activation through digital and phone.

But how does it actually work? Our Chief Product Officer Saurabh Rastogi explains more here.

Inside the Intent Activation Engine

We leverage multiple data sources to ensure that we can offer the richest insights possible. Our objective is always to provide actionable insight that is of immediate use – whether for your in-house sales teams or for our own agents reaching out on your behalf.

We combine the following:

A mix of the best third party intent data sources available. We work with multiple providers to ensure that we can always find the most relevant source for firmographics, technographics, intent, triggers and contacts

First party intent data collected through the 15,000 local language calls made in EMEA on a daily basis - our own contact information and firmographics, as well as detail on trigger events, intent validation

Proprietary AI, machine learning, NLP technologies and knowledge graphs to categorise, manage and store billions of data points in 15 local languages

The best data sources

Our philosophy from the beginning was to be vendor agnostic and to use multiple sources of data as this provides the best coverage and quality.

Depending on specifics, we can source buyer intent data, technographic and firmographic data for projects from multiple vendors, such as Bombora, Cyance, MRP Prelytix for intent (there are others that we can use as well), HG Insights, Demandmatrix, Enlyft (for technographics) and Slintel, Dun & Bradstreet for firmographics and contacts.

The BNZSA Omni Database is our repository of third party non-intent data for firmographics, triggers & technographics.

Intent activation with digital and telemarketing

The data output from the above is some of the best available – combining best external sources with our own proprietary data. This is then pushed out for activation which could be either digital-only (social media, emails & content syndication) or phone-only (BANT qualified leads) or both.

We will gradually be adding programmatic display to digital activation to provide full capability digital activation.

The results

The feedback from our clients has been fantastic. Similar internal programs that I used to run at Oracle have produced results that were typically three to five times better.

These are the best quality leads on the market.

No one else is able to provide leads filtered through the best third party & first party data sources, proprietary technologies, both digital engagement and local language phone qualification, all in a fully GDPR compliant manner.

Please do drop me an email or connect on LinkedIn if you'd like to discuss how you can take advantage of the Intent Activation Engine.

BNZSA launches complete end to end buyer intent data activation solution

BNZSA’s Intent Activation is the most complete end-to-end solution to identify, track and activate Intent data for B2B sales and marketing professionals

Leading B2B IT marketing agency, BNZSA, today launches the BNZSA Intent Activation, the most complete end-to-end solution to identify, track and activate buyer intent data for B2B sales and marketing professionals.

For the first time ever, BNZSA’s Intent Activation connects all the disparate tools available to deliver the most accurate buyer intent data, with the highest possible lead qualification and industry standard GDPR compliance.

“BNZSA’s Intent Activation seamlessly blends best-in-class data input sources with a bespoke series of proprietary offerings – comprising buyer committee identification, intent, firmographic and technographic insight, to prospect engagement – delivering supremely accurate buyer qualification to produce ‘the best leads money can buy’.”
BNZSA CEO, Brahim Samhoud

“At the heart of the BNZSA Intent Activation is a combination of data and digital capabilities with inter-personal engagement. No one else offers this. There are intent vendors, technographic vendors, firmographic vendors, contact vendors, digital agencies and tele- agencies. Some provide pieces of the puzzle, but none does everything – until now. No other offering provides B2B sales and marketing leaders with so many different execution options.”

BNZSA is the only company that offers a customisable and flexible Intent solution to B2B sales and marketers, depending on their needs, budget and execution abilities. Uniquely, the BNZSA Intent Activation realises an end-to-end value journey through information enrichment via broad-based Intent, firmographics and technographics, to digital warming through social media, content syndication, email, display and PR, to local language phone based BANT qualification.

The BNZSA Intent Activation comprises a series of proprietary sequencing tools.

BNZSA Intent Data Pool is a database that receives billions of Intent records weekly from the best Intent providers globally, and other sources.

BNZSA Tech-Lab is built on Artificial Intelligence, Natural Language Processing in 12 languages combined with Machine Learning and Knowledge Graphs. All records are categorised and combine all data points to analyse Intent potential and selects only those records that are relevant. There records are matched with client TALs for advanced re-targeting and adapted nurture tracks. The remaining selected data is further filtered by criteria specific to clients’ needs

BNZSA OmniDatabase is a database that holds millions of records and is connected to half a dozen outside sources to enrich the data with full firmographics and technographics. It is constantly enriched by a dedicated in-house data research team.

BNZSA Pipeline is the ultimate value-add where BNZSA’s local language demand generation teams engage digitally and physically with prospects based on the received information.

The output is a predetermined number of highly qualified, information-rich leads who have already been engaged with, are delivered to client-side inside sales and marketing teams for immediate activation.

To fuel the BNZSA Intent Activation, BNZSA is working with a number of companies with complimentary solutions to build a partner ecosystem to deliver third party data, techno- and firmogaprahics in addition to its proprietary first party insight data.

“The combination of best-in-class technology intelligence, digital engagement and phone qualification by BNZSA provides clients with the most actionable qualified leads possible. This accelerates sales cycles and increases conversions,” Brahim added.

To learn more about our Intent Activation offer, you can explore our product page, or reach out to our VP Communications, Clive Savage.

Understanding the Schrems II decision on data privacy: check if you're compliant

At BNZSA, we make sure that our customers can rely on the fact that the data they receive from us will be 100% data privacy safe. Our legal team is always compliant with the latest decisions, the most recent of which is the Schrems II decision in the Court of the European Union, which relates to the transfer of data between the EU and the USA.

What is the Schrems II decision?

The Schrems II decision refers to the findings of the Court of the European Union (CJEU) in the case of Data Protection Commissioner v Facebook Ireland Limited, Maximilian Schrems (Case C-311/18), taken on 16 July 2020. It has significant consequences regarding the transfer of personal data between the EU and the USA.

In this case, the court found that the Privacy Shield mechanism could not be a valid legal basis for the transfer of personal data between the EU and the USA, since the USA were not complying with the level of data privacy required by the EU’s General Data Protection Regulation, particularly regarding data access by public authorities.

The decision clarifies the fact that data transfer to third countries requires their data protection safeguards to be essentially equivalent to those in force in the EU. Adapted Standard Contractual Clauses (SCCs) can be used as a relevant legal basis provided that the data exporter verifies that the third country rules respect these EU safeguards. 

What does it mean for your business?

Even though the decision was taken in July, we haven’t yet received a definitive piece of guidance on how companies should respond.

The Data Protection Authority of Baden-Württemberg in Germany was the first out of the gates with some useful checklists published in August and September.
National and regional authorities have also issued some guidance, supported by some guidance from the European Data Protection Board (EDPB) which finally came out in November.
The European Commission’s consultation on proposed Standard Contractual Clauses (SCCs) closes in December, so we may see more official guidance and SCC templates available in 2021.

For now it’s still not totally clear, but in the next section we’ll explore some recommendations to ensure that you are compliant.

How can you ensure you are compliant?

These tips are based on our summary of the guidance from the various authorities. You may need to take more specific actions based on your data privacy requirements but hopefully this is a good starting point:

Respecting the fundamental principles

One of the pillars of the GDPR is to allow the data subject to know where their data is and how it is used. We take this very seriously and maintain a clear line of traceability for every single contact we engage with.

Map out your data transfers

If your organization is making any international data transfers, you should take some time to map exactly which third countries are receiving your data. This will help you ensure compliance with the EDPB and GDPR requirements.

Adapt your contractual terms

Review your Data Processing Agreements and Standard Contractual Clauses (SCCs) as the legal basis to transfer data to third countries. You may find you need to adapt them on a case by case basis based on your evaluation of the risk emanating from the data protection laws of the recipient country (as recommended by the EDPB and Article 46 of the GPDR).

Put the right technologies in place

Work with your IT team to ensure you take the necessary data security measures for the transfer of data, such as encryption, anonymisation of data etc.

Providing high levels of transparency

When collecting and processing data, all prospects are clearly informed whether data will be transferred to a third party and to a third country. We secure their clear consent and explain the risks before proceeding with any such transfer.

Next steps

It’s important to stay informed about what’s coming next. When the Commission issues their guidance on SCC, we’re expecting some updates on the responsibilities of data importers to inform exporters where public authorities request to access data, as well as further requirements on data security.

Do let us know if you have any specific doubts or questions that we might be able to help with.