Intent Data is Powerful, But It Only Works When You DoAndrea Lechner-Becker / December 17, 2020 / 1 Comments
If you Google the words “intent data,” be prepared for an onslaught of articles and think pieces on the new darling of B2B marketing. But don’t get the impression intent data is a shiny new object that will fade away with time. It’s a powerful tool that enables organizations to shine a light on who is actively searching for their solution, as well as which topics they’re most interested in. But a silver bullet intent data is not. Yes, it can drive more revenue. But the data won’t work unless you do.
In her recent column for ClickZ, “The 3 most destructive mistakes marketers make with intent data,” LeadMD GTM Lead Kirsten Markson highlights why marketers should utilize intent data, but only when they have a solid plan. She breaks down common pitfalls marketers run into, including unreasonable expectations, lack of operational planning and a disconnect from buyer journeys. She also explains how organizations can set up their teams for success by building processes to access and analyze the data, and laying a groundwork so teams understand their responsibilities and how the data helps them interact with prospective buyers.
Read the entire article here.