Marketers discuss what it takes to succeed with intent data
The Impact of Intent Data on Marketing Strategy
Intent data is a crucial component of modern marketing, offering insights into customer behavior and preferences. First-party and third-party data can help marketers optimize their content strategy and identify high-value prospects.
However, it’s important to be cautious when relying on third-party intent data, as some vendors may over-promise on its capabilities. This type of data can sometimes lack timeliness, accuracy, and misinterpret online activities as buying interest.
Insights from the MarTech Conference
At the fall 2024 MarTech Conference, marketing professionals gathered to discuss the nuances of intent data. Eric Dates, Head of Marketing at VComply, and Liam Moroney, CEO of Storybook Marketing, led the conversation, highlighting the strengths, weaknesses, and success stories associated with intent data.
Key Takeaways from the Discussion
The panel covered various topics related to intent data, including:
- Understanding different forms of intent data (first-party, third-party, etc.)
- Deciphering the story that intent data tells
- Taking actionable steps based on intent data insights
FAQs About Intent Data
Q: Do intent providers over-promise on the capabilities of their data?
A: While some providers may exaggerate the benefits of intent data, it’s essential for marketers to evaluate the accuracy and timeliness of the insights they receive.
Q: How can marketers differentiate between late-stage intent signals and casual browsers?
A: By analyzing the depth and frequency of online interactions, marketers can distinguish between genuine buying interest and casual browsing behavior.
Q: How can intent signals be used to deliver value to customers?
A: By personalizing content and offers based on intent data, marketers can provide relevant solutions to customers’ needs and preferences.
Q: Should sales teams be involved in the utilization of intent data?
A: Collaborating with sales teams can enhance the effectiveness of intent data by aligning marketing efforts with sales strategies and customer engagement.
Q: What are some tips for effectively using third-party intent data?
A: Marketers should verify the credibility of data sources, prioritize real-time insights, and integrate intent data with other marketing tools for comprehensive analysis.
Dig deeper: The false allure of B2B intent data
