Introduction

Data has always formed the basis of demand generation, sales, and marketing campaigns. Over time, our understanding and interpretation of data has evolved. Today, marketers have learned how to analyze the information to determine user intent, forever changing the way we approach demand generation.

Advances in predictive analytics, persona development, and industry research have all played a part in making buyer intent easier to discern. As a result, intent data is quickly becoming one of the most popular categories used by B2B marketers to improve their marketing, sales, and demand generation initiatives.

Behavioral, first- and third-party intent data allows for the creation of targeted strategies and personalized campaigns. More significantly, it increases the efficacy of sales teams, helps identify new ABM targets and markets, and is a critical component of any B2B marketing and demand generation strategy.

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