289 US B2B marketers at companies with over $10 million in annual revenue were polled by Intensify and Ascend2.
The most impactful use of intent data according to 64% of B2B marketers is for digital advertising, followed by customer account expansion and account identification, both at 44%. Other effective use for intent data included lead generation (42%), account prioritisation or scoring (40%).
Intent data is also used for message selection or optimisation, as well as detecting at-risk consumers by 24% and 12% of marketers respectively. When it comes to the obstacles of using intent data, 43% of B2B marketers say building an intent data strategy is the most difficult.
Measurement of the impact of intent data is a challenge for 37% of respondents. Marketers also had difficulties in translating intent signals into meaningful actions and discovering keywords and topics.
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