The Biggest Benefits of Intent Data for B2B Marketers

Marketing Strategy — Tue., Aug. 17, 2021

B2B marketers say the most impactful uses for intent data are digital advertising, customer account expansion, and account identification, according to recent research. 64% of respondents say digital advertising is among the most impactful uses, 44% say customer account expansion is, and 44% say account identification is.

The survey also revealed that the top challenges with intent data are creating a strategy for its use (43%), measuring its impact (37%), and converting data into insights efficiently (32%). The research was conducted in March 2021 among 289 B2B marketers in the US with over $10 million in annual revenue.

Intent data is a valuable resource for B2B marketers, and understanding the best uses and challenges associated with it can help create successful strategies. With the right data, B2B marketers can identify and target potential customers and maximize their ROI.

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