July 2022: Using intent-based research to succeed in a more complex B2B market

With fear of inflation and economic uncertainty potentially complicating B2B selling this summer, experts are suggesting credit union marketers need to focus more on understanding their customers and prospects better and targeting the ones most potentially interested in what you have to sell.

That’s why even more businesses are turning to intent data research as a key part of their marketing strategy. Listed by Forbes as a top tech trend to leverage in B2B marketing this year, increasing the role of intent data in your marketing strategy will allow you to understand which companies are actively researching topics related to your solution and allow you to target the companies that are most likely to buy your products.

Implementing intent-based research has been proven to increase close rates and sales. Gartner reports that respondents using first-party, second-party and third-party intent data are 2.9x as likely to have a conversion rate of 10% or higher. This higher conversion rate has also allowed “99% of businesses who have invested in intent data to see a sales/ROI increase.”

Credit Union Times’ ABM/Activate capability uses an AI-based purchase engine that analyzes how customers interact with content on more than 7,000 topics. Then compiling this information, the program ranks possible leads with an easy-to-understand surge score indicating buyer intent.

We use a multi-channel strategy to message and drive key account leads, including display advertising, guaranteed key account lead generation, and co-branded emails.If you’d like more information about our AI-driven intent capabilities, please contact me at [email protected].

Trends Credit Union Marketers Need to Know

• Crypto: For credit unions, cryptocurrency has gone from cryptic to crypto as the NCUA continues to slowly open the door to allow credit unions to offer more crypto-based products and services to members. Many CUs are itching to start and expand these services and the NCUA leadership appears to be onboard with providing guidance.
• Office Moves: The pandemic paused several major decisions by industry leaders for two years. Now, big moves are happening as credit unions are leasing out portions of its headquarters. CUNA Mutual Group is tearing down its campus and forcing CUNA, WOCCU and others to find new homes. This is giving other organizations, like Filene, opportunities to save money by sharing its office space with other groups.
• Mergers and acquisitions – credit unions: The trend that keeps on trending – credit unions merging with other credit unions and acquiring smaller banks. We have already recorded a near-record number of mergers this year and it’s expected to continue this upward trend for the next 3-5 years.
• Mergers and acquisitions – fintech: A surprising trend that has appeared in the past month is fintech/CUSO-owned fintechs merging and acquiring other fintechs. The focus so far has been on lending and/or cybersecurity-focused fintechs.
• Expanding FOM: Credit unions are looking for any way to continue growing. The latest trend has been expanding/changing its charter to reach more members. And now lawmakers are helping by expanding the field of membership rules to encourage credit union growth.