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.
Meet Andrea Lechner-Becker
Andrea Lechner-Becker’s bio reads like someone who filled out a what-should-I-be-when-I-grow-up quiz and decided to try every option. Fueled by endless curiosity, Andrea has never met a problem she didn’t want to solve. This led her to managing sales and marketing at an art gallery, then loyalty and email marketing strategy for an NBA team and arena, then the delivery team at LeadMD, followed by a stint as a novelist and culminating with her current role as CMO of LeadMD. With a decade of experience in dynamic marketing roles, Andrea has had the opportunity to work with the most brilliant marketing minds at the best companies in the world. #hugemarketingdork