The promise of B2B buyer intent data is simple and compelling: get the right information in front of the right buyer at the right time. But if it’s really that straightforward, why isn’t everyone using it?
The value proposition of intent data vendors is typically that will combine their data (which is third-party data from your perspective) with your website analytics data (your first-party data) to identify companies that are actively looking to buy what it is you sell, and where they are in the buying process.
If you are able to either get this information before your competitors, or make better use of the knowledge, your company wins more business. If the value is that obvious, why is it that, “While the concept of intent data has been around for close to a decade, many companies are just starting to fully explore the best methods of harnessing it to grow their businesses”?
That quote is taken from the State of Intent Data report, published by Demand Gen Report and sponsored by DemandScience and TechTarget. Below are nine vital observations, from the report and other sources, for any marketing leader interesting in taking advantage of intent data to drive revenue. [Read more…]