Charting a Course to ROI: Navigating Intent Data Challenges Effectively
When used correctly, intent data can be a game-changer, providing clear insights into potential customers’ needs as they move through the buyer’s journey. However, unlocking its full potential isn’t always easy. Marketing, sales, and RevOps leaders often face challenges in effectively implementing intent data. If you’re running into roadblocks, you’re not alone.
A recent webinar featuring top intent data experts revealed some common obstacles that marketing and sales teams still struggle with today. From understanding the different types of intent data to consolidating them into a single, actionable strategy, there are valuable lessons to help overcome these challenges and drive real ROI.
Navigating the Intent Data Provider Landscape
The world of intent data can be overwhelming, with a variety of data sources offering different levels of insight. The key challenge is choosing the right provider and understanding the types of intent data that best suit your go-to-market (GTM) strategy.
Here are the most common types of intent data:
- Bidstream Data
This data comes from the signals generated when a user sends a bid request to an ad exchange. While it can be useful for identifying broad audience behaviors, bidstream data lacks the context needed for deeper buyer intent analysis. - Partner Networks
Partner networks offer data collected through external partnerships, giving you access to a wider range of insights. However, the data’s quality and relevance can vary depending on the provider and integration process. - Lead-Based Data
This data is gathered through lead-generation activities like form submissions or webinar sign-ups. While it shows early interest, it requires validation to ensure accuracy and determine which leads are truly in-market. - First-Party, Audience-Based Data
First-party data, collected directly from interactions with your own channels, provides the most accurate and relevant insights. It offers a deeper understanding of your target audience and their buying signals.
While these data sources vary in their strengths, many organizations struggle with inconsistencies in intent data scoring models. Without a standardized scoring method, comparing data across providers becomes difficult, leading to confusion and a lack of trust in the information.
Organizing Intent Signals
Even with the right provider, many organizations face difficulty in organizing and acting on intent data. The modern tech stack is complex, often requiring integration across multiple tools and systems. To effectively use intent data, it’s crucial to have a thoughtful implementation framework.
Many businesses still rely on CRMs like Salesforce to manage account data. Leading intent data platforms now integrate seamlessly with CRMs, allowing teams to pull in relevant data directly into their existing workflows. This ensures that sales and marketing teams are working with the most up-to-date, actionable insights.
Additionally, many platforms offer the ability to integrate third-party tools, giving teams deeper insights into account engagement and buyer behavior. This integration not only streamlines processes but also ensures that teams can create more personalized, targeted outreach strategies.
By centralizing intent data in one unified system, teams can collaborate more effectively, leveraging real-time insights to drive results and measure ROI.
Driving ROI with Intent Data
Intent data provides a significant edge in today’s competitive B2B landscape by identifying high-priority accounts. However, implementing it correctly takes time and resources. The key to success lies in integrating intent data into your workflows, choosing the right provider, and developing a strategy to use it effectively.
With the right platform, businesses can unlock the full potential of intent data, improving targeting, engagement, and ultimately, revenue. By understanding the types of intent data, selecting the right provider, and creating a structured implementation plan, organizations can overcome common obstacles and achieve better results.
If you’re ready to take your marketing and sales efforts to the next level, working with the right intent data provider can transform how you engage with prospects and close deals. The right platform not only captures valuable insights but also ensures they are actionable, helping you drive growth and maximize ROI.
In conclusion, implementing intent data is an ongoing process that requires careful planning, the right tools, and a solid strategy. With the right support, businesses can unlock the full potential of intent data, staying ahead of the competition and driving long-term success in an increasingly data-driven world.
