Intent data never should have been called "intent." We don't know if it means intent, but we do know it's a signal of interest.
Experts like Kerry Cunningham and John Miller are saying look at intent data at the account level to know when and where to direct your resources, and stop chasing leads that aren't ready to talk to you.
Kerry says "direct budgets toward the part of the market that's actually in market, that's how you use intent data." In the latest buyer behavior report from 6sense, only 5-10% of your ICP is in market with active demand at any given time.
In this new age of anonymity, resource constraints, and changing buyer behavior, old playbook strategies simply aren't effective anymore. Tune in with us wherever you listen for more, link below.
https://www.youtube.com/watch?v=-5kAxa-TR_c&t=2239s
#B2BGTM #intentdata #buyers #B2Bmarketing #salesstrategies #ICP #B2Bgrowth #GrowthDriver #demandgen #onlineprivacy #demandgen #GrowthStrategy #brandbuilding #GTM2024
Jon Miller is a marketing technology entrepreneur, executive, and thought leader. He’s played a pivotal role in category creation in this sector, and as the CMO of Demandbase, Jon revolutionized B2B go-to-market strategies. He also co-founded Marketo, a leading marketing automation platform, and was integral in its IPO success. Jon was also the CEO and founder of Engagio, which merged with Demandbase.
Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.
Check out the report from Kerry: https://6sense.com/blog/new-buyer-exp...
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