intent data

How to Add Intent Data to B2B Integrated Marketing: 8 Resources to Use Now – B2B Marketing Article

An integrated marketing strategy stresses a consistent, seamless, yet multi-dimensional brand experience for each customer. This means every touch across mobile screens, laptops, television, radio, print, events, and in person reinforces your core message to a relevant audience. The trick: how do you know if that message matters to that contact today? You can do all the award-winning marketing you want, but if it falls on deaf ears or cold budgets, what good does it do? Intent signals and teleprospecting…

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Do You Want Intent Data with That? – B2B Marketing Article

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication, email, search, etc.) and this particular marketing exec was quick to reject the idea…

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The Current State of GDPR Compliance in Marketing – B2B Marketing Article

We’re nearly 18 months removed from the implementation of the EU’s General Data Protection Regulation (GDPR). After all of the panic leading up to GDPR enforcement, we can safely say that the marketing world has not grinded to a halt due to compliance challenges. But after Google was fined $57 million for violations earlier this year, previously theoretical GDPR compliance concerns became all too real. And for marketers, the pressure to adapt is mounting. Because third-party data plays such a…

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Content Hit List – B2B Marketing Article

Here is our countdown of the top-trending pieces and posts generating buzz and airplay in content marketing. These intriguing conversations and case studies not only drove eyeballs and downloads but stirred some interesting comments and dialogue along the way.           Continue Watching2019 State of Video & Interactive Content Research from Demand Gen Report shows that 86% of buyers prefer interactive content they can access on demand and 80% say they will spend up to 20 minutes watching video content. B2B…

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Solving 3 Brand Awareness Challenges with Intent Data – B2B Marketing Article

“If you build it, they will come.” Wouldn’t it be nice if life were that easy for B2B companies? Building a great product is only part of the battle. You know that there’s a lot more you have to do if you want to stand out among your competition. Unfortunately, there’s consensus among marketers that building brand awareness is one of the top challenges of the job. One reason brand awareness can be such a mystery is that it doesn’t…

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10 Unintentional Intent Signal Mistakes to Avoid, Part Two – B2B Marketing Article

<!– | | — Welcome to the second part of our blog on avoiding intent signal mistakes. To set the tone: according to Forrester, 63% of B2B buyers prefer to research on their own, up from 53% three years ago. From an intuitive perspective, this may seem like an extremely negative statistic – but actually, thanks to intent signals, this is pretty good news. As long as B2B marketers understand how best to use intent signals to reach in-market prospects…

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Intent Takes the Fear Out of B2B Phone Prospecting – B2B Marketing Article

<!– | | — When B2B sales professionals tell you they are “afraid” to pick up the phone and call a prospect, you have a problem. But plain old fear of making a “cold call” was cited by about half of the respondents to a recent survey as a major roadblock to B2B outreach over the phone. And more than half of those sales pros said they get easily frustrated and give up on a call far too quickly. What…

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Which Intent Data Use Case is Right for You? – B2B Marketing Article

Using intent data to fuel your marketing activities seems like a no-lose situation. It’s an opportunity to gain deeper insight into the behavior of individuals in your target audience. With that information at hand, you should be able to improve the effectiveness of your marketing activities. At least that’s the promise of quality intent data. It’s why about half of B2B companies are already investing in intent data to some extent. But intent data shouldn’t be used as a magic…

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