![\"Intent](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2023\/08\/Intent-Data-The-Tool-Every-B2B-Company-Needs-In-An-Economic-Downturn-768x384.jpg\")
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As part of Solutions Review’s Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>David Crane, the VP of Portfolio Marketing at <\/span><\/span>Intentsify<\/span><\/span><\/a>, explains why intent data is essential for B2B companies.<\/strong><\/em><\/p>\n Generating revenue in today’s dynamic B2B market is more complex than ever, as go-to-market (GTM) teams at even the largest enterprises are only a fraction of their former size. While operational efficiency has always been top of mind for business leaders, it\u2019s paramount to surviving ongoing economic turbulence, mainly when businesses operate with a growth-at-all-cost mindset. To drive results and remain profitable in this climate, enterprises must have the right processes in place to efficiently identify the ideal accounts\u2014and engage each with the right messaging.\u00a0 <\/span>\u00a0<\/span><\/p>\n As a result, business leaders are turning to data and integrated cross-functional processes to better align sales, marketing, and customer success efforts. Intent data, for example, allows businesses to reduce the cost of customer acquisition by enabling these teams to focus time and resources on the correct accounts\u2014using the most relevant messaging and content\u2014rather than wasting budget on the wrong targets.<\/span><\/p>\n At its most basic level, intent data is information collected about web users\u2019 content consumption activities and research behaviors, typically at the account level. <\/span>As we all know, the B2B buying process has become more complex, with most of the buyer journey occurring through independent online research. <\/span>\u00a0This means c<\/span>ompanies require deeper insight into target accounts\u2019 online research activities to focus resources on the organizations most likely to buy\u2014and this is where intent data comes in. <\/span><\/p>\n Comprising various source types, derivation methods, evaluation models, and activation points, intent data solutions can provide insights into the entire customer lifecycle. This enables GTM teams to prioritize and hone their outreach efforts accordingly. <\/span>But how exactly does this work for specific functions and use cases? Below are three intent data use cases that help marketing, sales, and customer success teams increase the efficiency and effectiveness of their respective efforts. <\/span>\u00a0<\/span><\/p>\n The market has never been so saturated, and buyers\u2019 attention has never been so splintered. To break through the noise and outshine competitors, B2B businesses must supply buyers with the correct information where and when they want it. And when buyers\u2019 interests change, the targeting and messaging must also adjust to reduce waste and maximize results. While this sounds difficult for already-stretched GTM teams, intent data can help immensely.\u00a0 <\/span>\u00a0<\/span><\/p>\n Intent data can identify which accounts are in-market to buy, where they are in their research journey, and the specific challenges, solutions, and\/or products they\u2019re most interested in at each stage. With the right solution, intent data acts as centralized intelligence, fueling traditionally siloed advertising tactics (such as display and content syndication) in tandem, ensuring messages are relevant, timely, and consistent across all channels. Some intent data solutions even ingest digital program engagements (e.g., display ad clicks, content downloads, etc.) as intent signals in their modeling, enabling channels to learn and optimize from one another continually.<\/span>\u00a0<\/span><\/p>\n The result is a greater return on ad spend (ROAS), improved customer experiences, increased funnel velocity, and greater pipeline contribution from marketing.<\/span><\/p>\nWhat is Intent Data, and How Does it Work?<\/span><\/b>\u00a0<\/span>\u00a0<\/span><\/h3>\n
Marketing: Synchronizing Digital Advertising Tactics<\/span><\/b>\u00a0<\/span><\/h3>\n
Sales: Accelerating Pipeline<\/span><\/b>\u00a0<\/span><\/h3>\n
![](\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2019\/02\/marketing-automation-bg-speedbump.jpg\" "\\"Marketing")
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