Marketing

How and why B2B marketers use intent data

how-and-why-b2b-marketers-use-intent-data

B2B marketers say they use intent data – signals derived from users’ consumption of content or other interactions with digital properties – to identify new accounts, to align sales and marketing teams, target accounts, and prioritize prospects . This is evident from recent research by Ascend2, Bombora, and RollWorks.

The report is based on data from a survey of 126 marketers who work for B2B companies.

About 56% of respondents say they identify new accounts as one of their primary goals for using intent data, 51% say they align sales and marketing, and 38% say they prioritize accounts for prospecting.

B2B marketers say the most actionable ways to use intent data are through targeted advertising (52% say so), personalization (49%), account-based initiatives (37%), and message / content creation (33%) provide.

actionable ways to use intent data in B2B marketing survey

B2B marketers say the most important attributes of an intent data solution or provider are data quality (67%), data source (s) (44%), and ease of implementation (42%).

important attributes of an intent data solution in the B2B marketing survey

B2B marketers say the biggest challenges when using intent data are data quality (56%), data actionability (50%), data security (36%), and marketing and sales alignment (35%) .

Top Challenges Using Intent Data in B2B Marketing Survey

About research: The report is based on data from a survey of 126 marketers who work for B2B companies.

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Jeffrey Rabinowitz