Buyer intent data is quickly becoming a must-have dataset for sorting likely-to-convert prospects from those who are less likely, and for influencing marketing budget decisions. Yet as the adoption of this intent data has grown, many senior marketers still talk about intent signals as if they are all the same. They are not. All forms of intent data are useful in moving prospects down the funnel, but there are multiple varieties of intent data. Getting the most out of the data, and the most efficient results, requires understanding the nuances in the data sources, how the data is collected and how multiple signals can be combined.
As marketers are being increasingly tasked to tie their campaigns and other investments to top- and bottom-line results, B2B organizations such as MarcomCentral and MakerBot are looking beyond basic activity metrics to understand tracking activity at different stages of the buying funnel. In addition to validating marketing’s impact, this push for deeper insights aims to enhance content and messaging in those stages, enabling marketing teams to provide more relevant and contextual experiences that accelerate deals.
TechTarget, an online media company and analytics provider, has announced upgrades to its Priority Engine platform, a SaaS-based data and marketing analytics tool that provides real-time access to accounts researching enterprise technology purchases in specific markets, according to the company. The new features are designed to help marketing and sales at enterprise technology companies discover and prioritize in-region, in-market accounts and active prospects to accelerate conversions, deal velocity and sales pipeline.
The partnership is positioned to provide Leadspace customers with visibility into the topics that target companies and individuals are researching and help them score and prioritize leads.