BrightTALK, a B2B content and demand marketing platform, has launched an intent insights tool designed to provide marketers with insights into viewing and buying behavior of target audiences in their industry.
As part of BrightTALK’s Intent Leads solution released last year, the intent insights tool uses the company’s AI machine, Ada, to monitor talks from professionals on the platform and identify popular topics of discussion. Designed to show marketers the companies and people focused on similar topics in B2B, the Ada technology can show buying behavior changes by aggregating metrics about content consumption and engagement.
The tool shows trends in B2B by selecting a taxonomy of terms about key topics and illustrating the depth of engagement and buyer intent for those term. It can also detail how many people viewed content about the topic and how much content is being created about the topic.
Other features include:
- Showing marketers purchasing intent of prospective accounts;
- Ranking professionals with intent scoring using a real-time rolling data model;
- Streamlining buyer intent, which helps with prospecting; and
- Allowing for effective content marketing outreach based on trends.
“Intent marketing has been gaining significant popularity in the B2B community, but most marketers are still flying blind when they try to gauge the actual buying intent of prospective leads,” said Paul Heald, CEO of BrightTALK, in a statement. “Our new insights engine takes the guesswork out of prospecting by providing tangible insights into areas where B2B buyers are looking for knowledge, insights and solutions. We look forward to receiving ongoing feedback from our customers and continuing to perfect the product.”