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Posted January 28, 2021
Posted January 28, 2021
Couldn’t attend the Anteriad Summit on accelerating revenue through intent data? You can still take advantage of every bit of advice and enjoy every story. To truly set the stage for a Summit focused on a data-driven future, it made sense to start off with a fuller definition of what intent data means today. Who better to turn to than Anteriad Founder and CEO, Brian Giese.
“Intent data is about people or companies that are in-market and interested in a specific topic,” said Brian. He used the example of a web services company, which would want to see companies interested in cloud computing. I’m interested in buying cloud computing, I type in cloud computing into Google, I go look, right, and I find providers and I stop across the websites, and I figure out which provider is the most interesting to me.” So intent really is their intent to be interested in a topic or multiple, simultaneous topics
Brian set the stage for what B2B revenue teams could expect from their time at the Summit with its practical, real world examples and discussions. “The Summit is all about education and motivation,” he said. “I hope you come through with takeaways on how you can improve your performance.”
And we did.
The B2B buyer journey has undergone a logical progression to become more digital and self-directed, a trend that has only been accelerated by the pandemic. Giese noted that B2B buyers today are 75 percent along the buying process before they even engage a sales associate. “There’s a lot of data from that pre-sales activity from which you can get intent intelligence,” notes Giese. These digital clues about a prospect’s journey are what makes the difference in B2B revenue growth today.
“We capture data about those changes every day. We bring in billions of signals weekly into our reservoir, and we categorize it to about 7,000 topics. Then we can see and take that company and identity graphic down to a person. And then with those people, we can see the active interest.”
“We have the most data in the marketplace, and we’re processing it by billions and billions of records. But it’s not really about how much data, it’s really about how well the data is organized,” declared Giese.
The relevance engine allows for intent to be categorized in such a way that users can see behavior not overnight, but over time. It’s the lens into searcher interests that can be used in a lot of ways.
Brands are interested, and they’re finding lots of ways to use intent data. “It’s [intent data] become a foundational instrument. It’s not a well, as Laura Ramos told me not long ago,” Brian notes. He shared her observation that “This isn’t a category. This is infused everywhere. This is something that’s standard for everything. It’s not really one thing, it’s actually everywhere. So it can be used in many, many ways.”
Tech companies, operational companies and consulting firms use intent in a variety of ways that goes beyond the basics.
A variety of business functions are also turning to intent:
“We can see activity on the Internet of people by company and by name. We can see their footprints across the internet, and we can score those people and flow them into a nurturing campaign using your marketing automation system.”
“We can see that activity within our Marketing Cloud, and when you see an activity, it really gives a B2B marketer or salesperson an unfair advantage. You can see buyers coming in advance. And with that foresight, you gain the ability to engage at the right time with the right offer.”
Brian says it’s technology that should be looking for prospects, not your team. Pulling in massive bits of data, trying to organize it into useful patterns, activating it across revenue teams — marketing technology and artificial intelligence do this better than humans, yet that’s not how most teams work.
“To combat this problem, intent data providers need to provide the sweet spot, the overarching idea of having intent to feed marketing automation and CRM systems to provide advanced analytics. That’s the key information,” explains Giese. “That’s what customers are telling us.”
It’s a fact, many companies sell contact records, but they’re not really infused with intent. Without intent, sellers don’t know what buyers are thinking about. Marketers might be spamming prospects with irrelevant content, in a fumbling attempt to create interest. That’s the typical marketing cycle many experienced B2B sellers have lived through.
Intent-infused data eliminates that. “We get you to the right person in a timely way. That’s really our mission. It’s been our mission for 12 years,” said Giese. View the Summit on-demand to better understand how to use intent data, content syndication and programmatic display as channels to provide more value to sales and marketing. From this recap of the opening remarks, Brian laid a solid foundation for the rest of the sessions at the Anteriad Summit. Watch the full program on demand to enjoy other guests like Brian Solis, Leslie Canning and Oktay Arifkhan and of course, Howie Mandel!