Skip to main content

How Sales Managers Grow Their Pipeline with Customer Intent Prediction

Knowing the customers’ intent gives marketing and sales teams power over not just their journey through the sales funnel but also allows them to predict future behavior and create campaigns that will address different personas. Marketers are disadvantaged when creating top of funnel without this crucial information because they don't quite understand what customers want.

6 minute read

predictive customer analytics

By leveraging predictive customer analytics, sales managers can improve the engagement strategy, deliver personalized experiences to customers based on what they want and need, and give them better customer service — exactly what they're looking for when they're looking for it.

It's no surprise that more businesses are seeing the advantages and devoting more significant proportions of their budget to customer intent; only one percent of companies are yet to start using intent data in some way, with 39% of businesses spending more than half of their budget to gather and use intent data.

Over two-thirds of consumers anticipate that the brands they frequent will understand their specific needs well. Indeed, customers are frustrated by impersonal shopping experiences in approximately 70% of cases. Fortunately, sales managers can use customer intent prediction to understand their customers' needs and improve sales pipeline management.

But how do you predict customer intent?

6 Steps How to Predict Customer Intent

Here are five sure steps to follow when predicting customer intent:

Find out the ideal buyer persona to target

Knowing who your ideal customers are will help you better understand their needs. Look at your current customer base and analyze their demographics, location, income, interests, and behavior. Based on this information, create your buyer personas that will most likely convert.

Identify customer intent to purchase

Once you know your target customer, you need to identify their intent. There are a few different ways to identify a customer's intent to purchase, but one of the most effective is to look at their search history. This will give you an idea of what they're interested in and what they may be looking to buy.

Get signals on customer journey

Find out how consumer digital signals are reshaping the customer journey. You can get this information from anything from what pages they're visiting on your website to how much time they spend on each page. The more you know about their journey, the better you'll be able to predict their intent. 

intent prediction

Assess conversion likelihood with lead scoring

Predictive lead scoring is an excellent conversion prediction method. By looking at factors like job title, company size, and budget, you can know how likely a lead is to convert. You can use predictive lead scoring software to automate this process. A marketing automation platform should offer this functionality.

Plan and forecast pipeline growth

Once you've identified your target customers and their intent, you can start planning and forecasting your pipeline growth. This will help you understand how many customers you need to close to reach your goals.

Get early signs of customer churn with Predictive CLV

Customer lifetime value predictive analytics helps sales managers see early signs of customer churn and take necessary actions to retain them. By combining predictive CLV with customer experience score and purchase history, you can see which churned customers hold the potential to bring in higher profits if they are successfully retained. 

Following the six steps above, you can better predict customer intent and grow your pipeline. However, keep in mind that this is just the beginning. You'll need to continuously monitor your data and adjust your strategy as needed.

Here's a look at two customer predictive intent use cases: how sales managers grow their pipeline with customer intent prediction.

Use Case: Purchase Intent Customer Segmentation for eCommerce

If you sell products online, you know that customer segmentation is key to success. By understanding the purchase intent of your customers, you can segment them based on their likelihood to buy. This will allow you to create targeted campaigns that speak to their needs and increase your chances of making a sale.

You can leverage an AI and machine learning platform as a solution to analyze data points and derive each online shopper's purchase intention during each session from numerous sources. Collecting the user behavior data and comparing it to other customer journeys who have purchased in the past will help you identify intent.

From such data, AI can forecast the purchase intent for products and services by using the signals hidden across many engagement pain points. Leveraging AI for predictive lead scoring in marketing reduces the guesswork and makes the process more data-driven and the predictions accurate.

Use Case: Spend Intent Segmentation for eCommerce

Another excellent use case for customer intent prediction is spent intent segmentation for eCommerce. By understanding how much your customers are willing to spend, you can better segment them and create targeted campaigns. Introducing a new pricing schema for products will bring recurring revenue for the business and will also increase customer lifetime value.

To do this, you'll need to collect data on your customers' spending habits. Consider the spending intentions of customers and create the segment of who would purchase product X for price Y.

You can use conditions to create the spending intent-based segment:

- Purchase is greater than $X

- Purchase is less than $Y

- Purchase is within the last 30 days

- Purchase is outside of the United States.

With these filters for targeting in sales, you  could list the customers who can spend beyond the set threshold. Also, by specifying the transaction period, the company could discover customers who frequently purchase more than those who don't. The spending intent segments can also be created for specific areas, like the United States, to ensure that only the relevant people are targeted.

Key Takeaways

  • Customer intent prediction is a great way to grow your pipeline. Understanding the factors influencing customer behavior enables you to better segment them and create targeted campaigns.
  • Lead scoring is a great way to assess the likelihood of a customer converting. By looking at factors like job title, company size, and budget, you can know how likely a lead is to convert.
  • Once you've identified your target customers and their intent, you can start planning and forecasting your pipeline growth. This will help you understand how many customers you need to close to reach your goals.
  • Continuously monitor your data and adjust your sales strategy as needed. Things change quickly in the world of sales, so it's important to be flexible and adaptable.

Context is more important than ever before. It's no longer just about connecting one system to another. It's about connecting people, systems, and data so that they collaborate freely to build a cohesive data narrative that accurately predicts customer intent. Put It Forward's predictive modeling platform is an integrated customer intent suite of modern tools to help you know where your customers will come from and what will turn them into one.

Are you looking to grow your pipeline with customer intent prediction? Talk to our team at Put It Forward today, and let's guide you through that journey.

Elsa Petterson

Elsa Petterson
Partner success manager @ Put It Forward

What Critical Challenges IT Transformation Solves Written on November 15, 2023. Learn how to solve IT operations challenges and build a successful IT strategy. 6 minute...

Continue reading

The Fundamental Guide to Account-Based Marketing CMI's Enterprise Content Marketing research shows that 34% of businesses use account-based marketing and 21% plan to incorporate...

Continue reading

Optimize your Go-to-Market Strategy with an Integrated Tech Stack Written on November 3, 2023. Learn how to supercharge your GTM strategy with an integrated tech stack. 6...

Continue reading

5 Steps To Improve Decision-Making with Prediction Insights Written on 18 November 2022. Prediction insights are based on predictive conversion models instead of human "gut"...

Continue reading

Identity Resolution - Customer Experience Core Infrastructure Leveraging What You Have Most companies already have everything that’s needed for identity resolution. It’s not about...

Continue reading

How Traditional Revenue Operations Differ from Intelligent RevOps Companies face difficulties in providing the best purchase experience and generating high-quality prospects...

Continue reading

Predictive Analytics for Revenue Generation Executive Summary Predictive analytics is a valuable tool for revenue generation. By analyzing past data and trends along with in-the-moment...

Continue reading

How to Measure a True Marketing ROI Written on October 2, 2023. Learn how to measure a true marketing ROI and best practices to drive efficiency.  6 minute read What has...

Continue reading

How to Gain More Predictive Insights with Less Technology Written on December 20, 2023. Learn how to drive powerful predictive insights without the need to adopt a new technology.  6...

Continue reading

How to Ensure Critical Events are Operationally Executed Written on January 8, 2024. Learn how to ensure critical events and actions are operationally executed in your...

Continue reading

How to Drive Growth with Intelligent Churn Prediction Model Written on October 20, 2023. Learn how to build a churn prediction model and drive positive outcomes. 6...

Continue reading

How to Create a Customer Experience Strategy: Case Study Today's customers demand better experiences from the brands they interact with. To improve your customer experience,...

Continue reading

How To Close More Deals with 360-Degree Customer View Written on 09 December 2022. Put It Forward's customer 360 analytics platform provides advanced analytics capabilities,...

Continue reading

How to Build a Successful Lead Generation Strategy Written on December 6, 2023. Learn how to build a successful lead generation and demand capture strategy. 6 minute read Marketers...

Continue reading

How to boost the lead-to-cash process by integrating Netsuite Written on September 28, 2023. Discover how to integrate Netsuite and boost lead-to-cash process. 6 minute read In...

Continue reading

How Sales Managers Grow Their Pipeline with Customer Intent Prediction Knowing the customers’ intent gives marketing and sales teams power over not just their journey through...

Continue reading

How Professionals Identify the Best New Customer with Predictive Models Written on 04 November 2022. Marketing has always been about trying to understand what the customer...

Continue reading

How Predictive Customer Lifetime Value Drives Revenue Winning and retaining customers is an expensive investment. That is why it is crucial to invest primarily in those...

Continue reading

Harnessing Customer Insights: The Key to Staying Competitive Written on November 20, 2023. Learn how to leverage customer insights from intelligent automation for competitiveness. 6...

Continue reading

Evaluate Your Automation Maturity to Drive Business Transformation Written on January 17, 2024. Learn how to enhance your team's business processes with intelligent workflow...

Continue reading

Financial Planning and Analysis Automated One of the most critical business processes in any company is financial planning and analysis (FP&A) because it provides...

Continue reading

Experience Continuity - Hyper Personalization Through Linked Experiences Experience Continuity - Hyper Personalization Through Linked Experiences When Walt Disney...

Continue reading

Diseconomy - What's Your Next Best Action? Written on October 2, 2023. Learn what is diseconomy at scale and what is your next best action in the face of it.  6 minute...

Continue reading

Developing a Model for Conversion Rate Optimization With Real-Time Insights (CRO) Written on December 11, 2023. Learn how to develop a model for Conversion Rate Optimization...

Continue reading

Seeing Through the Click - Content Awareness Seeing Through the Click - What’s Happening Inside the Content Often, our customers and prospects ask for...

Continue reading

But Will it Work? The Pressure for Marketers to Drive Pipeline Conversion Written by: Mark Cowan - CDO, Put It Forward February 26, 2019 But Will it Work? The Pressure for...

Continue reading

How is AI Empowering Sentiment Analysis? Sentiment analysis is a new area of technology that's being looked at as the next natural step in digital communication. To understand...

Continue reading

Achieving operational excellence with finance automation The future of finance is about delivering valuable insights at a speed Finance chiefs must prioritize reducing costs,...

Continue reading

Complete A/B Testing Reports With Analytics Often people want to get a deeper understanding of email A/B testing results than what's available in standard marketing analytics. Generally...

Continue reading

The Fundamental Guide to the Modern Customer Data Platform The customer data platform market is worth over $2.4 billion. It's a popular form of business software across...

Continue reading