What’s Working In Intent-Based Strategies?

Intent data is taking the industry by storm — according to Demand Gen Report’s 2021 Database Strategies & Contact Acquisition Survey Report, B2B teams are going beyond using basic demographic and firmographic data to collect deeper intelligence on prospective buyers, with 62% looking to incorporate intent insights into their processes. But, with many vendors claiming to offer some form of intent within their solutions, marketers are left scratching their heads to try and figure out how to utilize and act on intent.

The truth is, while intent data can glean new and unique insights into an account, marketers need to combine multiple forms of intent with existing account intelligence to see measurable success. But, once that intelligence is identified, the opportunities for marketers and sales reps to capitalize on it are endless.

In this report, we’ll dive into the various ways marketers are leveraging intent to fuel go-tomarket strategies for all stages of the buyer’s journey and analyze the best practices for getting started with intent. Specifically, we’ll cover:

  • How marketers are using multiple forms of intent to target accounts with relevant digital ads and cater chatbot messaging to website visitors’ needs;
  • How to use intent for prospecting, retention and identifying buyers when researching competitors;
  • How to leverage intent during content creation;
  • Why marketers should look at intent with a campaign mindset; and
  • The importance of enabling sales to understand how intent data can make their campaigns and conversations more successful.

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