Cloudera, the enterprise data cloud company, was an early adopter of account-based marketing (ABM). Like many organizations that have embraced ABM, Cloudera was looking for ways to advance its digital marketing strategies as part of its effort to target businesses interested in their offerings and increase engagement and awareness.
Infogroup, provider of data and data-driven marketing solutions, has launched a new intent data feature within its Data Axle offering, a real-time data delivery tool. The feature is designed to combine intent datawith Infogroup’s known business data to support account-targeting strategies via real-time API feeds.
RollWorks, an account-based platform, has partnered with intent data aggregator Bombora to launch Account Intent as a part of their platform’s Identification solution. The newctool is designed to identify in-market companies based on buyer’s intent, allowing B2B marketers to make informed decisions about which accounts to target in their ABM strategy.
Dun & Bradstreet, a global provider of business decisioning data and analytics, announced the availability of D&B Buyer Intent, which is designed to enable B2B marketing and sales teams to identify signals from companies in the market to purchase. Early detection of digital signals increases the timeliness, relevancy and impact of an organization’s go-to-market strategy, according to a company statement.
Marketing and sales are now firmly data-driven practices, pushing leaders to find data sources and insights that can give them an edge and grow their revenue. As a result, intent data — which measures the interest of a prospect in a product or service — is growing in popularity, especially in B2B circles.
Personalization — to no surprise — continues to be a buzzword in marketing, in both the B2B and B2C industries. Yet B2B organizations are still trailing behind their B2C counterparts in terms of delivering a meaningful personalized experience. However, B2B marketers are beginning to leverage all the new and existing data at their disposal — whether through progressive profiling or intent signals — to be more relevant in their messaging and maintain a healthy balance between personalization and privacy.