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By Joanna Mills

Insights

A Date with Intent Data

Marketing should not be a blind date – some considerations on how to leverage intent data to maximise marketing returns.

Imagine a blind date where you knew the other person’s likes, dislikes and hobbies before the aperitif. Would this prior knowledge help the conversation flow and increase the likelihood of a successful date? Even the most out of practice first-dater would surely answer with a resounding YES.

Now imagine this same scenario in B2B. If you knew a prospects area of interest, online behaviour, favourite hangouts and even the competitive landscape, how would that shape your storytelling?

We’ve all been through the exercise of auditing and curating content libraries, mapping content to personas and buying stages, designing a kick-ass lead nurture journey and building it all out in our marketing automation platform. But how do you know if it will hit the mark with your prospects?

With 68% of the B2B buying cycle now being completed anonymously online before you ever talk to a prospect, the old right message / right time / right audience adage is now more important than ever, and the B2B tech vendors know it. As a result, there are now over 7,000 solutions on the market that claim to help you identify businesses that are actively researching your products and services, signalling when and what they want to hear from you.

Intent data is a hot Martech topic and has been for some time, but in our experience, there is some confusion about how to use it to best effect. Here’s my take on the key use cases:

The Martech purchasing process can be complicated and with an ever-expanding market, you’re probably wondering where to begin your discovery and research. To give you a head start, vendors CRMT work and partner with include Bombora, Cyance and Uberflip. Each of these solutions have different strengths and will apply to particular use cases. Once you have defined your use cases and key objectives, running a comparison between the solutions is a good place to start – it’s likely the results will differ which in turn should help you to work out how they can solve for your use cases.

Get in touch to make a date to shape your intent business case or scope out a proof of concept.

Written by Joanna Mills – Account Director, CRMT