There are a lot of shiny toy objects in the world of B2B marketing, but intent data is not one of them. Intent data delivers greater visibility into people when they are actively looking to buy. And while this is undeniably enticing to organizations, there’s some confusion surrounding what it can do, how it can create greater efficiency in your marketing funnel and how an intent data tool should be integrated into the sales and marketing process and tech stack.

Kirsten Markson, LeadMD’s go-to-market practice lead, tackles these uncertainties in her recent article for Marketing Profs, “Intent Data: What It Is and How To Get Started“. She breaks down how intent signals can provide clarity and how to make it actionable. She also shares how intent data can inform your messaging, as well as give an edge to your sales team.

Read the article here.

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