Adobe Experience Cloud Blog

JUNE 9, 2017

Now, savvy marketers are turning to intent data to listen to their target audience. What is Intent Data? Intent data is time-based, information collected about a person’s activities which tell you the topics they are showing interest in or researching. How do I use intent data in practice?

Intent Data 134

Intent Data Lead Ranking Intent Relevance 134

Martech

AUGUST 28, 2023

Marketers are using only one-third of their martech stack’s capability, according to Gartner’s 2023 Martech Report. of their marketing budget on technology, says Gartner. The reasons for this are skills, governance and stack sprawl and complexity, according to Gartner. That’s down from 42% last year and 58% in 2020.

Marketing Management 98

Marketing Management Paid Search Agency Marketing Automation Services Gartner 98

Zoominfo

OCTOBER 15, 2020

The intersection of our ideas resulted in a renewed focus on delivering massive value to our customers through the best B2B intent data the market has to offer. And over the course of those calls it’s easy to see intent data taking a seat right alongside the two most important pieces of business information—account and contact data.

Zoominfo 246

Zoominfo Intent Signal Work Management Intent Data 246

SalesIntel

APRIL 15, 2024

B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. Research by Gartner shows that the typical B2B buying process involves six to ten decision-makers. This often results in a more intricate and extended buying process.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

SalesIntel

APRIL 15, 2024

B2B buyers may spend months assessing an issue, researching solutions, and evaluating possible service providers before deciding on a vendor that fits their needs. Research by Gartner shows that the typical B2B buying process involves six to ten decision-makers. This often results in a more intricate and extended buying process.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

Engagio

NOVEMBER 14, 2023

This article will explore ABM’s historical development, look at its current state as highlighted by the October 30, 2023 release of the Gartner ® Magic Quadrant for Account-Based Marketing Platforms (in which Demandbase was once again named a Leader), and offer insights into the category’s future direction with artificial intelligence.

Marketing AI 62

Marketing AI Account Based Marketing Peer-to-peer Marketing Automation Services 62

Directive Agency

APRIL 21, 2023

Directories offer 2 main growth solutions: Buyer intent data subscriptions : vendors get account-level intelligence on category, product profile, and comparison views. Cost-per-click (CPC) auctions : vendors bid to rank higher in a directory category page and pay per click to their site to generate leads.

Peer-to-peer 59

Peer-to-peer Work Management Marketing Management Cost Per Click 59

SalesIntel

FEBRUARY 26, 2024

Gartner reports upwards of 70% of B2B decision-makers are willing to purchase without speaking to a representative. First, let’s understand where the change is and how this impacting both B2B consumers and vendors. As described above, buyers communicate with vendors only when they have completed research and are ready to talk.

Buy 52

Buy Marketing Analytics Tools B2B Barriers 52

SalesIntel

FEBRUARY 26, 2024

Gartner reports upwards of 70% of B2B decision-makers are willing to purchase without speaking to a representative. First, let’s understand where the change is and how this impacting both B2B consumers and vendors. As described above, buyers communicate with vendors only when they have completed research and are ready to talk.

Buy 52

Buy Marketing Analytics Tools B2B Barriers 52

Binary Demand

FEBRUARY 23, 2024

In addition, the latest demand generation in the B2B approach centers on leveraging data and technology to gain insights into potential customers, ascertain their needs and preferences, and establish meaningful engagement strategies. Below are the few insights gathered from diverse surveys and research on B2B buyer behavior: Gartner, Inc.

Demand Generation Agencies 116

Demand Generation Agencies Demand Generation Demand Account Based Marketing 116

Zoominfo

JUNE 14, 2022

Others spent months setting up new tools and managing new vendors, rather than creating data-driven motions that unlock market-making plays. Sales teams can incorporate a diverse range of data signals, such as technographic and intent data , to build an efficient, predictable pipeline. The result?

Marketing Analytics Tools 130

Marketing Analytics Tools Work Management Marketing Management Ideal Customer Profiles 130

Marketing Interactions

OCTOBER 15, 2021

Buyer-to-seller engagement hangs at 16% and will drop 2 – 3% further in the next few years (Gartner). 83% of a typical B2B purchase decision happens before a buyer engages with a vendor – therefore, marketing now owns impact across most of the buying process. Edelman/LinkedIn ). Predictable revenue through closed-won deals (Sales).

B2B Marketing 131

B2B Marketing Lead Ranking B2B Paid Search Agency 131

Madison Logic

MARCH 23, 2023

This opportunity’s most significant growth areas include cloud security, application security, and data privacy. Let’s understand which target audiences are best suited for campaigns focused on cybersecurity solutions: By Vertical The top three industries targeted by cybersecurity vendors were Manufacturing , Finance , and Technology.

Enterprise Management 52

Enterprise Management Marketing Management Account Based Marketing Lead Scoring 52

Engagio

OCTOBER 18, 2023

as well as what content the account is researching offsite (tracked using B2B intent data). Early-stage accounts prefer educational content, while late-stage ones need help with vendor comparison and decision-making. Intent: Intent data also provides insights on topics an account finds relevant and their problem descriptions.

DemandBase 71

DemandBase Sales Qualified Leads Account Based Marketing CAN-SPAM 71

Binary Demand

FEBRUARY 23, 2024

In addition, the latest demand generation in the B2B approach centers on leveraging data and technology to gain insights into potential customers, ascertain their needs and preferences, and establish meaningful engagement strategies. Below are the few insights gathered from diverse surveys and research on B2B buyer behavior: Gartner, Inc.

Demand Generation Agencies 52

Demand Generation Agencies Demand Generation Demand Account Based Marketing 52

Marketing Interactions

JANUARY 19, 2020

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. The Limitation of Intent Data for Buyer Personas. Why do the work twice?

Buyer Personas 121

Buyer Personas Enterprise Management Work Management B2B 121

Zoominfo

NOVEMBER 6, 2023

We’re very proud to say that ZoomInfo has been named a Visionary in the 2023 Gartner ® Magic Quadrant™ for Account-Based Marketing for our Ability to Execute and Completeness of Vision. Intent Data Takes Center Stage Without a solid data foundation, account-based campaigns can’t reach their full potential.

Account Based Marketing 147

Account Based Marketing ABM Ideal Customer Profiles Marketing Analytics Tools 147

Engagio

JULY 10, 2017

You can find this information from a variety of sources, including annual reports, LinkedIn, and third party data vendors such as Dun & Bradstreet and Reachforce. To bring efficiencies here, tap into the knowledge of competitive intelligence firms such as HG Data , or web scraping firms like Datanyze and BuiltWith.

Account Based Marketing 67

Account Based Marketing ABM Reachforce Bombora 67

DealSignal

NOVEMBER 17, 2020

Expand your audience and move into new markets faster When you launch a new product or expand your target audience, your current data vendor may not have the coverage of the new personas or markets you want to target. And if they do, you may not be able to trust their data at scale. Free Guide: Questions to Ask B2B Data Vendors.

Work Management 98

Work Management B2B Sales Marketing Management Ideal Customer Profiles 98

DealSignal

AUGUST 3, 2023

Data providers should have precise, fine-grain filters for companies, contacts, and possibly intent data to help you reach the right people, at the right time, with the right message. Intent data refers to a range of online activities that helps you find people actively looking for solutions that your company offers.

Deliverability 94

Deliverability B2B Lead Scoring Lead Ranking 94

Marketing Interactions

NOVEMBER 29, 2021

Gartner calls this the biggest challenge in B2B buying. So it goes for selecting vendors and partners. For those of you using intent data, this is a key point for understanding the intent level of an account by the engagement level across the account. Gating content is done to collect buyer contact information.

B2B 62

B2B Work Management Marketing Management B2B Thought Leadership 62

Lattice

DECEMBER 28, 2015

Thanks to our customers, partners and team, we’ve been able to triple our customer win growth , expand our offering beyond North America with partnerships with Stein IAS and Leadteq , and announce several new products to help sales and marketing professionals master the data deluge and deliver measurable gains to their bottom lines.

Top of Funnel 60

Top of Funnel Account Based Marketing Cross-Selling Intent Data 60

NetLine

JULY 17, 2023

As B2B marketing becomes more complex, high-quality, buyer-level, and validated intent data is necessary to drive success. But as B2B marketers start using intent data, what do they need to get the most out of it? So, with that in mind, what skills and competencies do marketers need to get the most out of intent data?

Intent Data 52

Intent Data Intent Lead Ranking B2B Marketing 52

SalesIntel

AUGUST 8, 2022

According to Gartner, 80% of sales interactions are expected to be in digital channels by 2025. If you are using a data provider, you can also quickly refer to company firmographic, technographic, and buyer intent data. . After 9 months, you’ll want to directly ask if they would like to switch vendors.

High Quality Lead 52

High Quality Lead Lead Scoring Lead Ranking Cold Calling 52

Madison Logic

NOVEMBER 30, 2023

Gartner research finds that 70% of the buying journey is complete before a buying group reaches out to a provider.

Demand 52

Demand Brand Identity Branding Work Management 52

Valasys

SEPTEMBER 21, 2021

Often the greatest B2B data providers in the market are empowered with the best-in-class Martech tools. They fuel your lead generation endeavors by the contact data of your target persona. This data is stored in a B2B database which allows marketers to harness the intent data of the customers through several platforms.

B2B Sales 52

B2B Sales B2B Marketing Ideal Customer Profiles Advertising Agencies 52

NetLine

MARCH 2, 2023

If you’re a B2B marketer, chances are you’ve heard of “intent data” but may not understand what it’s all about or how to use it effectively. What is the Definition of B2B Buyer Intent Data? Why Has Buyer Intent Data Become Such a Hot Topic for B2B Marketers?

Intent Data 75

Intent Data Top of Funnel Intent Ideal Customer Profiles 75

DealSignal

MARCH 7, 2023

Relying on a third-party data vendor to continually keep your records refreshed with accurate, up-to-date info ensures that you don’t waste your budget on out-of-date records and that you don’t waste time targeting leads who aren’t your ideal buyers. This differs depending on the vendor.

B2B Sales 52

B2B Sales Marketing Automation Services Top of Funnel B2B Marketing 52

Zoominfo

AUGUST 16, 2023

As the velocity, volume, and variety of data increases, many businesses struggle with unreliable data that doesn’t offer valuable insights, leading to significant losses. In fact, a Gartner survey found that companies attribute an average of $15 million in losses each year to bad data.

Work Management 130

Work Management Marketing Management Ideal Customer Profiles Service 130

Martech

JULY 25, 2022

In fact, according to Gartner, B2B pros spend only 17% of their buying journey with vendor sales pros. And this is combined time — not just with the chosen vendor! Note, this is a not a deep vendor-to-vendor comparison but a look across the B2B landscape to gain a sense of perspective. Primary user = marketing.

Marketing Automation Services 112

Marketing Automation Services Enterprise Management Work Management Marketing Management 112

DealSignal

NOVEMBER 3, 2020

Relying on a third-party data vendor to continually keep your records refreshed with accurate, up-to-date info ensures that you don’t waste budget on out-of-date records and that you don’t waste time targeting leads who aren’t your ideal buyers. B2B intent data is no silver bullet, but still a helpful tool.

Top of Funnel 52

Top of Funnel Marketing Automation Services B2B Sales Paid Search Agency 52

Zoominfo

NOVEMBER 5, 2020

Data is at the core of every go-to-market motion. As shown below, Contact, Account, and Intent data sit at the foundational level of the technology and execution stack. Source : Eric Wittlake, Heads Up: Account and Contact Data Might Be More Important Than You Think , TOPO, a Gartner Company.

Zoominfo 246

Zoominfo Enterprise Management Work Management Marketing Management 246

DemandBase

JULY 21, 2020

Todd Berkowitz, Practice Vice President, Gartner. Rather than relying on quantitative analysis of historical customer data alone to identify the common attributes of your most valuable accounts, you now must layer in predictive data to enhance ICP development and intent data to see who’s in the market now.

Sales Management 52

Sales Management Enterprise Management Work Management Top of Funnel 52

6sense

NOVEMBER 4, 2021

According to a recent Gartner study , more than two-thirds of B2B buyers feel a bit overwhelmed by the amount of high-quality research material available to them — especially on the internet. Interestingly, Gartner also found that 77% of B2B buyers rate their purchase experiences as extremely complex or difficult.

Gartner 62

Gartner Account Based Marketing Content B2B Sales 62

PureB2B

MAY 3, 2021

According to Gartner , general decision-making for a B2B buyer follows a set number of tasks that focus on specific thought patterns the buyer revisits throughout the purchase process. That can entail asking the vendor for references, as well as delivering a presentation to senior management to get their support. Actionable Next Steps.

Lead Generation 62

Lead Generation Intent Work Management Marketing Management 62

PureB2B

MAY 3, 2021

According to Gartner , general decision-making for a B2B buyer follows a set number of tasks that focus on specific thought patterns the buyer revisits throughout the purchase process. That can entail asking the vendor for references, as well as delivering a presentation to senior management to get their support. Actionable Next Steps.

Lead Generation 62

Lead Generation Intent Work Management Marketing Management 62

Inbox Insight

JULY 7, 2020

According to Gartner , global IT spending is set to be $3.9 For tech companies, that means staying one step ahead at all times and using IT intent data to shape strategy. The aim of this study is to enlighten demand generation marketers and tech vendors on buyer behaviour. trillion in 2020 and over $4 trillion by 2021.

Enterprise Management 104

Enterprise Management Work Management Marketing Management Research 104