Leverage Intent data to understand prospective consumers better

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2021, 3:19 PM UTC

Use tools like Google Analytics, CRM, and marketing automation platforms to collect and process intent data.

Assessing consumers individual intent data may help B2B marketers evaluate their interests, next steps, and willingness to purchase. Brands can use intent data to connect with prospective consumers, build relationships, offer relevant solutions, generate quality leads, and augment conversions.

Intent data provides valuable insights into prospects' mindsets and lifecycle and helps design and deliver enticing online experiences. In addition, intent data can help marketers boost win rates, shorten their sales cycle, and align sales and marketing efforts.

Businesses can collect first-party intent data directly from sites, emails, social, and more. Second-party intent data can be gleaned from review sites and publishing networks—digital touchpoints across social, websites, and more offer third-party intent data. ABM technology can also help B2B marketers collect intent data.

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