B2B Trends: How Intent Data Can Boost Marketing Results

B2B marketers have a data problem: there is too much of it and we don’t know how to suss out the important information from the noise. This is not a new problem, but the industry is eyeing a new potential solution: firstparty intent data.

First-party intent data, information that is shared directly between an individual and a brand, offers marketers the ability to assess interest in a solution with some level of certainty. Instead of estimating how likely a prospect is to convert, for example, we can directly ask them. Instead casting a wide net and hoping for the best, we can observe prospect behavior and signals and — with intent data in hand — weave an irresistible lure that lands a big account.