How  ‘false positive’ personality types disrupt B2B intent data

There is no argument that when a B2B buyer begins their journey, they start online. All the research and data points are right: the journey starts with search, and oftentimes with a solution or vendor in mind. Do you know what else B2B buyers do? They search for information even when they’re not in a buying cycle, which is a problem because most tools don’t know the difference. Here’s what you need to keep in mind. 

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marketing strategy, B2B marketing, CMO, digital marketing, B2B strategy, Buying intent, Intent Data

How to Use Intent Data to Fuel Your Content Strategy

If a content strategist leads a conversation with “I think this will work,” or “I like this topic,” you must stop them right there before any content is actually created. Content based on gut instinct isn’t going to cut it in an account-based marking (ABM) campaign. The digital marketing strategy relies on data and analytics in order to effectively nurture high-value prospects. On the other hand, if a content strategist begins a sentence with “I’m writing this because the intent data is showing us…,” listen closely; their content plan of action is not only informed, it has a much better chance of engaging target accounts and helping push your campaign toward its end goal.

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content marketing trends, marketing strategy, B2B content marketing, B2B marketing, CMO, content marketing, digital marketing, Account Based Marketing, B2B strategy, ABM Strategy, Buying intent, Intent Data, Content agility

Intent data is the future of B2B marketing

Using intent data to gain a better understanding of your audience is fast becoming the future of B2B marketing.

One of the main barriers when it comes to utilising intent data is that it’s hard to define its true value. Intent data provides a deeper understanding of the buyer journey and how customers make purchase decisions. This article covers what intent data is and outlines how you can use this information to implement better lead generation strategies.

What is intent data?

Intent data provides businesses with insight into the process users go through when looking to buy their product or solution. It does this by tracking intent search terms through a combination of IP addresses and cookies and is collated using a range of digital sources. Intent data notifies businesses that their customers are in an active buying journey, allowing them to focus their marketing strategy on those prepared to purchase and boost conversions.

Types of intent data

Intent data can be either first-party or third-party. Third-party data comes from sources and websites other than your own; there are several third-party data providers that collect data from thousands of high-value analyst sites like Gartner, as well as publications like Forbes, and bucket this data into relevant audiences.

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marketing strategy, B2B marketing, marketing leaders, B2B strategy, B2B Sales, Buying intent, Intent Data, Marketing Metrics, Marketing Analytics

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