third-party intent data

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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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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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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