How and Why B2B Marketers Are Using Intent Data

B2B marketers are using intent data to identify new accounts to target, align sales and marketing teams, and prioritize accounts for prospecting. 56% of respondents cite identifying new accounts to target as one of their primary goals for using intent data. The most actionable ways to use intent data are for targeted advertising, personalization, account-based initiatives, and crafting messaging/content.

The most important attributes of an intent data solution or vendor are the quality of the data, the source(s) of the data, and the ease of implementation. The top challenges they face with using intent data are data quality, making the data actionable, data security, and aligning marketing and sales.

The research was based on data from a survey of 126 marketers who work for B2B firms.