December 18, 2024
Data is the fuel that drives modern business growth. Your business will struggle to survive long if you don’t make data-driven decisions.
Every engagement (click, visit, or interaction) is an opportunity to learn more about your audience and turn them into paying customers. But how do you exactly do that?
In this guide, we will talk about some less-known methods to turn data into qualified leads. Let's break it down so you can start turning numbers into dollars.
80% of audiences prefer to do business with brands that personalise their experience.
Audience segmentation means dividing your customers into smaller groups based on their behaviours, preferences, or actions. It helps you craft emails, ads, and offers that hit home.
First comes data collection—website visits, total purchases, what features people use, or email engagement. Then, the data is organised into categories or “segments.”
Let’s say you run a project management platform. Here’s how you might segment your audience:
Most cold outreach messages are boring and cookie-cutter stuff. Generative conversational outreach uses AI-powered tools to create natural, human-like conversations with your target audience.
The generative AI models are trained on your existing data to craft personalised, engaging outreach. It adapts based on your audience’s preferences, behaviours, and past interactions.
With a tool like Opps’ Valet chatbot, you can effortlessly use human language to create cold B2B campaigns. Let’s say you’re targeting remote teams who need a better online collaboration platform. You’d feed the chatbot data about your ideal audience—like their common challenges, the tools they’re already using, and the industries they operate in.
For example:
Subject Line: “Make Collaboration Smoother for Your Remote Team”
Email:
"Hi [First Name],
I’ve been chatting with leaders at remote-first companies, and one thing I hear a lot is how hard it can be to keep teams connected and productive when they’re spread out across time zones.
That’s why we built [Your Platform], an online collaboration tool designed to help remote teams stay aligned with features like real-time document sharing, video integration, and task tracking.
I’d love to hear how you’re currently managing team collaboration and if you’d like to see how [Your Platform] can make things easier. Let me know, and I can set up a quick demo!"
First-party data is the information a company collects from its customers. You own it, control how it’s used, and don’t have to worry about losing access.
As Christophe Combette, Director of Product Management at Google, puts it: “First-party data is the data your customers are knowingly sharing with your business. It’s the data you’re already using to drive the business outcomes you want.”
When privacy regulations (like GDPR or CCPA) are getting stricter, first-party data keeps you on the right side of the law. Plus, because customers share it willingly, it builds trust rather than feeling invasive.
However, if you’re a newer business or have yet to experience significant customer engagement, the amount of first-party data you collect might not be enough to drive meaningful insights.
Sometimes, what you think will work... doesn’t. A/B testing removes assumptions and gives you real answers.
It is pretty simple: you create two versions of something like an email subject line or a landing page design. Half your audience sees Version A, and the other half gets Version B. Then, you see which one performs better.
Here’s where you can get creative:
To make sure your results are accurate, keep all other variables constant while testing. For example, if you’re testing a CTA, make sure the layout, color scheme, and content stay the same. Otherwise, you won’t know what actually caused the change in performance.
We all know about tracking visits, bounce rates, and page views, etc. To really understand your audience, you need to go deeper.
As a business, you need to figure out how users interact with your website. Tools like heatmaps, clickmaps, and scroll maps let you see where visitors spend their time and where they’re getting stuck.
It shows you exactly how intuitive (or confusing) your website is. Through this data, you can optimise the experience to guide users toward your goals—whether that’s signing up, purchasing, or engaging with your content.
A lead scoring system is a way for businesses to rank potential leads based on their likelihood of converting them into paying customers.
Most B2B companies rely on simple systems that assign scores based on common factors like job title, company size, industry, or actions taken. These systems also treat every lead equally regardless of context or behavioural patterns.
A more thoughtful approach combines demographic data with behavioural insights and intent signals. Use advanced tracking tools and AI to identify patterns in how leads interact with your website, emails, or product demos.
Here’s how a refined lead scoring system might look for a payroll company targeting global businesses:
| Lead Behaviour/Attribute | Score | Reason |
|---|---|---|
| Viewed “Global Payroll Solutions” page | +10 | Indicates interest in the core product. |
| Attended a webinar on compliance | +15 | High-value engagement with key content. |
| Downloaded “Global Payroll Guide” eBook | +5 | Some interest but less commitment. |
| Repeatedly visits the pricing page | +20 | Strong buying intent. |
| Unsubscribed from email updates | -10 | Indicates disengagement or lack of fit. |
| Company size: 100–500 employees | +10 | Fits the target customer profile. |
