How and why B2B marketers use intent data

B2B marketers say they use intent data – signals obtained from users’ consumption of content or other interactions with digital properties – to identify new accounts, to align sales and marketing teams, align accounts, and customers for prospecting to prioritize. This is evident from recent research by Ascend2, Bombora, and RollWorks.

The report is based on data from a survey of 126 marketers who work for B2B companies.

About 56% of respondents say they identify new accounts as one of their primary goals for using intent data, 51% say they align sales and marketing, and 38% say they prioritize accounts for prospecting.

B2B marketers say the most actionable ways to use intent data are through targeted advertising (52% say so), personalization (49%), account-based initiatives (37%), and message / content creation (33%) provide.

actionable ways to use intent data in B2B marketing survey

B2B marketers say the most important attributes of an intent data solution or provider are data quality (67%), data source (s) (44%), and ease of implementation (42%).

important attributes of an intent data solution in the B2B marketing survey

B2B marketers say the biggest challenges when using intent data are data quality (56%), data actionability (50%), data security (36%), and marketing and sales alignment (35%) .

Top Challenges of Using Intent Data in B2B Marketing Survey

About research: The report is based on data from a survey of 126 marketers who work for B2B companies.

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