Prospective customers are continually dropping clues to where they are in their buying journey through the sites they are visiting, the content they’re consuming and the solutions that they are researching. Content publishers have realised the power of this data and its potential value to marketers – it’s called Intent data and if you’re not up to speed you might be missing out.
B2B marketers are investing in buyer intent data to identify in-market buyers who are already on the journey. Intent data can fuel marketing planning for ABM: account lists and which propositions to take to which prospects. Intent data can deliver great value to marketers when utilised on the right projects with the right processes.