Market Intelligence: Feeding on Intent Data Without Getting Fed Up

The popularity of intent data monitoring doesn’t change the fact that it’s still a snapshot in time tracking a set of online behaviors by one or more still nameless employees at a target company.  Who was it? Why did they engage with that particular content?  Do the people showing “intent” play ANY role in the decision-making process for your intent based marketing solution? These are all questions left unanswered until one or more human-powered touchpoints add some flesh on those bones of interest.  Moreover, the idea of having yet more data to pay for, integrate, manage, and act on heaps more work on a system that is already strained.

B2b intent data, and intent monitoring (which usually only captures online behaviors) in particular, have many limitations.  Conditions such as a lack of recency, inaccuracy and misleading indicators, conspire to impact your sales conversion success when sourcing third-party data. In addition, today’s IT buyer’s journey rarely falls in sync with a linearized model.  A concurrent model of digital touchpoints that lead to interactions and engagements fits best.

Your in-house MarTech might be constantly feeding on questionable intent data, even using it to augment the first-party data from b2b intent data providers that you have for Account-Based Marketing (ABM) purposes, but not getting any closer to fulfilling your organization’s expectation for a monthly volume of qualified leads from marketing. What’s the best way forward to focus on the most relevant intent data for your business so you can get the right content to the right buyer at the right time?  Would it be helpful to see what methodologies are being used to integrate human-powered touchpoints (even in this post-COVID environment) into a digitally orchestrated buyer’s journey?  Download our white paper to find out.


Executive Summary

What is Intent Data and Intent Monitoring?

Limitations of Third-party Intent Data and Intent Monitoring by Intent Data Providers

A Better Way to Use Intent Data

Why Marketing-Led Telephone Outreach Works

Establishing an In-House Lead Qualification Team


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