There is confusion in the market on what intent data is -- and it's purpose. In this podcast discussion with John Steiner (CMO at Tech Target) and Bill Henry (SVP of Field Sales at Tech Target), you will learn:
1, Where the confusion lies and why it's happening.
2. What teams need to think about before they invest in an intent data platform - failure to do this will minimize the returns you get from intent data and ABM.
3. How GTM teams are not putting the right processes in place to prioritize, segment accounts -- and how they lack the processes to leverage intent in a way that allows sales and marketing teams to deliver more relevant buyer experiences.
4. How GTM teams are not using intent data to create new greenfield opportunities that are not yet showing intent, to prioritize where opportunities exist within specific parts of your portfolio, to prioritize accounts within an ABM list and to protect and expand key accounts. You'll see how marketing does not have precise enough intent data to enable sales to have the right interactions for each bucket.
5. Why teams need more than account-based intent and why the intent data they are using in isolation is meaningless.
6. How we should be using intent data as a springboard vs. something to react to and how GTM teams can increase their industry, company, persona, personal and customer relevance.
7. How you need to keep sales requirements in mind when looking into intent data platforms and in building out your intent data strategy -- and how you should enable sales to leverage intent data to capture more revenue.