EP 13: How Take Advantage of Intent Data in Marketing and Sales

Demand Gen Pod

Today on the Demand Gen Pod, Ryan discusses the importance and uses of intent data for sales and marketing.

He explains that intent data helps understand customer needs and preferences,

enabling personalized messaging. The two types of signals are explicit (web

searches, content downloads) and implicit (social media interactions, online

behavior). Intent data can be collected from various sources such as website

analytics, CRM data, social media monitoring, and third-party providers. Ryan

emphasizes using intent data to personalize marketing campaigns and customize

content offers based on interests. It also helps prioritize leads by assigning

scores to indicate buying signals. Sales teams can integrate this data into

their processes to gain real-time insights on prospect behaviors and tailor

messaging accordingly. Data privacy and compliance are important

considerations when dealing with intent data. Measuring effectiveness is done

through lead conversion rates, revenue generated, customer engagements, high-

intent leads generated, increased satisfaction, and improved sales

productivity. Challenges include multitouch attribution, integrating different

datasets,and aligning with other marketing efforts.

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