Intent data helps go-to-market (GTM) teams gain insights into which organizations are showing interest in specific products or services, and to what extent. With ever-increasing competition for B2B buyers, marketing, sales, and customer success teams require intent data insights throughout their funnel to identify and engage the right target accounts with the right content at the right moment.

What we found: Active intent data use is on the rise, with 67% of respondents using intent data as part of a well-designed and measured strategy. Therefore, if you aren’t using intent signals to enhance your overall GTM efforts, you’re missing out on potential revenue opportunities. But not all intent data is created equal, and B2B teams continue to face myriad challenges in making effective use of the data itself.

Key Insights

• Gauging overall success. Active intent users perceive their overall marketing strategy to be more successful than non-users.
• Cross-departmental collaboration is key. All users report that implementing intent data helps sales and marketing teams become better aligned, but collaborating cross-departmentally is a top challenge to executing effective digital marketing strategies.
• Challenges come with major costs. 54% experienced wasted staff time and 49% reported missed revenue opportunities as a result of intent data challenges.
• Intent data integration is critical to success. 61% of intent adopters reporting very successful digital marketing strategies have their data fully integrated with other data, compared to only 8% of intent adopters reporting lower levels of success.

Intent data helps go-to-market (GTM) teams gain insights into which organizations are showing interest in specific products or services, and to what extent. With ever-increasing competition for B2B buyers, marketing, sales, and customer success teams require intent data insights throughout their funnel to identify and engage the right target accounts with the right content at the right moment.

What we found: Active intent data use is on the rise, with 67% of respondents using intent data as part of a well-designed and measured strategy. Therefore, if you aren't using intent signals to enhance your overall GTM efforts, you're missing out on potential revenue opportunities. But not all intent data is created equal, and B2B teams continue to face myriad challenges in making effective use of the data itself.

Key Insights

• Gauging overall success. Active intent users perceive their overall marketing strategy to be more successful than non-users.
• Cross-departmental collaboration is key. All users report that implementing intent data helps sales and marketing teams become better aligned, but collaborating cross-departmentally is a top challenge to executing effective digital marketing strategies.
• Challenges come with major costs. 54% experienced wasted staff time and 49% reported missed revenue opportunities as a result of intent data challenges.
• Intent data integration is critical to success. 61% of intent adopters reporting very successful digital marketing strategies have their data fully integrated with other data, compared to only 8% of intent adopters reporting lower levels of success.

Inbound marketing today simply can't scale to meet businesses’ needs. The rise of account-based marketing and sales strategies, combined with the increasing saturation of inbound marketing tactics, have made scaling inbound marketing performance to hit growing pipeline goals incredibly difficult and cost prohibitive.

Now more enterprise B2B organizations are turning to 3rd-party demand generation programs to identify and engage the right industry decision-makers. But to achieve exceptional results, B2B organizations must add the X-factor—next-gen precision intent data. The X-factor amplifies the strengths of 3rd-party demand gen programs by adding another layer of targeting precision.

Learn how to:

• Set up a 3rd-party demand gen program: Apply next-gen precision intent data to segment target accounts into separate campaigns based on buy-cycle stage and selected topics and keywords
• Choose campaign parameters: Set up parameters according to your organization's unique needs and resources
• Select content assets: Choose content assets according to intent-identified interests and your buyer journey stage
• Sharpen lead follow-up efforts: Use precision intent to select the right email nurture sequences and develop BDR talk tracks

Generating revenue in today’s dynamic B2B market is becoming more complex than just a few years ago.

This extensive guide shows you how to easily incorporate buyer and account intelligence into sales, marketing, and customer success plays—helping you scale pipeline and revenue more quickly and efficiently.

You’ll discover:

• Why intent-powered intelligence is becoming a growing requirement for strategy-focused teams to hit business goals such as reducing the cost of customer acquisition, increasing sales pipeline, and scaling net retention
• How to transform intent data into actionable intelligence that effectively generates revenue
• Which intent data challenges to avoid so you can realize greater value from your intent investment faster
• 10 intent-driven uses cases specific to marketing, sales, and customer success roles

Explore the Intent Provider Landscape—and Discover the Intentsify Difference

In this extensive report, Forrester evaluated and scored 14 B2B intent data providers across 26 crucial criteria, recognizing Intentsify with the highest score possiblein the following criteria: data accuracy and noise filtering, vision, innovation, and roadmap. 

Gain unparalleled access to in-depth research, analysis, and comparisons to make informed decisions that will propel your sales, marketing, and operations strategies.  

Why Intentsify Is a Strong Performer  

As you explore the report, you'll find Intentsify recognized in the following areas: 

• Predictive intent   
• Advanced buying-cycle analysis  
• Unique application of natural language processing (NLP) to provide a weighted ranking of a company’s most critical keywords  
• Highly customized scoring models for businesses’ product solutions  

Discover why Intentsify has been recognized as a strong performer and join the forward-thinking companies leveraging intent data to fuel their success.