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 second article in the series where we’ll share how and why you should be using first-party intent data in 2021.
It’s savvy to invest in first-party intent data now
Intent providers tend to use ad exchange which is going to evolve in a pretty big way over the next couple of years as we see cookieless Chrome and Google arrive. This makes it vital to start looking at investing in first-party data now and to really think about the assets that you have and putting plans into place to start understanding how to leverage that data. This will avoid finding yourself stuck 18 months from now if, all of a sudden a lot of your feeds and pipelines are either turned off or you see them slowly not performing as well as you had planned.
Where to use intent data
How you choose to use and implement intent data depends on how you measure success, outcomes, and ROI and the type of company that you are working with.
At one end of the spectrum, you could use it to hand a list of prioritized accounts to the BDR team which you have been able to narrow down using your intent feed rather than random filtering and selection.
At the other end of the spectrum, you can create a larger story and program where intent informs multiple touchpoints with customers or prospects. Seeing a sudden surge in records from Bombora or your intent feed in relevant keywords can be used to inform how you personalize touchpoints beyond knowing a prospect’s name and into ‘I think you might be interested in these products that we have’.
Larger B2B companies with sales organizations of several thousand people find it harder to create alignment between sales and marketing, especially with longer sales cycles. So, as a marketer, you can use intent data in the earlier stages in the funnel, market, and life cycle as a first step to identify where you have the most impact. Start small and focused and then look at what intent should look like throughout the entire organization.
The next article in this series dives into ROI when using intent data or watch the full YouTube webinar here: Highly Effective ABM Strategies Utilizing Behavioral Intent Data
Ready to start 2021 right with more relevant leads?