Growing usage of intent data is proof that marketers are excited about its promise: to illuminate who is actively in the market for a solution, and the topics in which they are likely interested. But the downside is that, if not used correctly, intent data will fail to deliver results.
To help you avoid pitfalls and make the most of intent data, here are three common mistakes that you can avoid with upfront planning.
1) Marketers see intent data as a silver bullet
Intent data is not magical. Its potential is exciting, but it won’t fill in all of your marketing gaps. Many marketers see the possibilities that intent data brings, and assume that the technology will do their work for them. But as with any other marketing tech innovation, we know that they don’t work unless we do.
Intent data won’t miraculously fix all issues in your marketing and sales process. But it is valuable. What it can do is improve business outcomes by creating greater efficiency in your funnel.
For example, as you get more sophisticated in working with – and responding to – intent data, you can likely improve your cost per lead by truly delivering the right message, at the right time to the right people.