PHOTO:
Camylla Battani
Intent data is a complex product. Itâs also a relatively new product category. Further, itâs one of the âhottestâ products in B2B marketing, supporting numerous use cases throughout the buyerâs journey.
Understandably, marketers have a lot of questions. Below are my thoughts on the most important intent data questions I hear on a regular basis.
Is All Intent Data Pretty Much the Same?
There are numerous types of intent data. Even if we take a narrower definition of intent data â for example, excluding first-party data such activity on your owned web properties or email engagement â there is still a sizable range of sources, tracking methods, and scoring models.