LeadSift’s CEO and co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest buzz words trending in B2B Marketing; ABM and Intent Data. These guys were doing ABM and Intent Data before it was cool. This is the last article in a series of seven in which we share the highlights of our discussion, specifically around intent data and marketing attribution.
Tracking attribution to accounts already in your pipeline
Marketing attribution has been a problem for as long as marketing has existed and it’s no different with intent data. To combat that, David’s team at Intentsify have done analysis by mapping back from the close date to the start of the meaningful intent activity in which they saw a high percentage with a direct correlation between predictive intent activity and what happened three to four months out from a close. So, they use this as a signal to identify that three to four months early they are starting to see this activity and which points to a closed deal.
He has also seen this with another client on renewals, with specific spikes and activity happening a month before renewals. In this particular case, the renewal conversation had happened six months out not one month out, but it was interesting to see this spike in activity pretty much every single time on a renewal. It wasn’t caught early enough, but having that signal, means that you can start extrapolating even further out and maybe get more signals out when it is meaningful.
Actionability and intent data
A lot of platforms now get a feed from either their own or another, intent data vendor, which is often not time-stamped – so you have no idea how old the data is. It will often come in the form of keywords added each week. To make sense of it for your business and to make it actionable, you need to pull it out of that system and put it somewhere where you can analyze it to start seeing a pattern over time and to categorize the activity.
Actionability is a particular challenge for intent data particularly because many companies know that they need it, but don’t know what to do with it. In a recent TOPO survey, 67% of B2B marketing leaders who were surveyed said that actionability is the number one challenge that they had within intent data – a problem that Intentsify has been working on building solutions for throughout 2020.
Jamie sees that it’s tough to operationalize the data within the companies that are getting the insights from intent data and to turn that into something meaningful and useful within the marketing organization. He sees that as a big gap across all the intent providers and ABM platforms in activating that data.
In Kathy’s experience, it’s really hard to get companies to commit to doing historical analysis because they often don’t appreciate the long-term nature of analyzing intent data and expect to see results in weeks rather than months. She sees your past wins and going back and doing that historical look back is critical if you want to get the most impact out of your intent data.
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