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AnteriadDecember 1, 20205 min read

4 Intent Signal Successes: How to Take Demand Gen to the Next Level

From B2B to B2B2C, businesses of all kinds benefit from the insights and information available from buyer intent signals. Here are four stories of intent success. See if any of these scenarios resemble your demand gen challenges and take note of how Anteriad solutions helped solve them for each of their customers.

Intent Data Case Studies for B2B Demand Gen

Success #1 - Extreme Networks - Intent-based leads drive triple-digit sales appointments

Founded in 1996, Extreme Networks employs more than 3,000 people worldwide and has over 30,000 customers in 80 countries. The company provides networking solutions to create stronger connections with customers, partners, and employees. After a period of rapid growth, Extreme began ramping up investment in their demand generation programs. In pursuit of this strategy, they encountered three specific challenges:

  • Finding buyers in-market
  • Accelerating delivery of quality demand generation to teams
  • Arming sales reps with actionable intelligence to close deals

Extreme Networks chose Anteriad’s intent-based, teleprospecting solution — ActiveBase® — as the only solution that met all their needs.

  • In-market buyers — Using intent signals, demographic filters, and telephone qualification, Anteriad targets the correct personas as they actively research topics relevant to Extreme Networks.
  • Faster lead qualification — Extreme can confidently mark Anteriad demand generation as MQLs the moment they appear in the CRM, with a high degree of confidence in the accuracy of the contact information.
  • Deeper account intelligence — ActiveBase uses three custom questions aimed at gathering information about the solution the account currently uses, challenges they face, and plans to upgrade, giving reps information to conduct meaningful follow-up conversations.

"Anteriad programs are incredibly successful. We run a variety of programs with several different vendors, but Anteriad surpasses any other third-party lead source we have used," declared Mike White, Extreme Networks Marketing Manager, Demand Generation.

In less than seven months, the Extreme Networks sales team set more than 125 appointments with Anteriad demand generation – results unmatched by any other provider. The smooth flow of demand generation from Marketing to Sales improved the working relationship between the two teams, and Sales Reps continue to give positive feedback on the quality of Anteriad demand generation and the intent signal intelligence they deliver.

Success #2 - For Marketo (now Adobe), quality + timing = successful demand generation

Every marketer knows of the popular engagement platform, Marketo. Headquartered in San Jose, California, the company has offices around the world and over 1,000 employees. For the Marketo marketing team, it’s important to correctly segment audiences for a targeted approach that gets the right message to the right person at the right time. Marketo needed help tracking new demand generation coming into its database and making sure the data was correct. Timing was also an issue, as the marketing team needed demand generation delivered on time to help hit quarterly demand gen goals.

Using intent signals, Anteriad delivered PersonaBase® to the Marketo marketing team as a direct drip into their marketing automation platform.​ Over the span of three years, Anteriad fed 24,572 quality business demand generation MQLs into Marketo’s database, and T​rue Influence continues providing PersonaBase to ​Marketo with a 100% delivery rate, month after month. The sales team can easily access prospects in PersonaBase and quickly act on them, knowing each target has an interest in their product. ​

“What I really like about Anteriad is their seamless technology,” said Lizzy Funk, Marketo Senior Marketing Specialist. “I never have to worry about any kind of demand generation data coming in wrong. They’re always on time, and they’re always the right demand generation that we’re looking for in the right segment. The size of their database is massive, which is good for us because we’ll never exhaust it. The cost is just right where we need it to be. The ROI has shown to be very good for us as well.”

Success #3 - Docusign discovers the power of real-time follow up

More than 300,000 customers and 200 million users around the world depend on Docusign, the leader in electronic signature technology and digital transaction management services. Founded in 2003, Docusign now has more than 1,000 employees, and when they needed clean intent signal data to feed quality demand generation to sales, they turned to Anteriad.

Sith the Anteriad PersonaBase solution driving demand gen directly into DocuSign’s Oracle Eloqua marketing automation software, Sales can follow up in real time. The moment a prospect engages with a high-value content asset, a sales rep can call to talk about Docusign, creating a seamless solution for the company’s demand generation needs.

“Through the innovation of automation platforms, we can measure individual activities all the way through multi-channel, integrated global campaigns. So it’s truly amazing to see how software innovation, big data, and predictive data analytics tell us who’s doing what and when, to deliver meaningful content to them at the right time, at the right place, at the right moment, and that enhances their customer experience,” said Christine Simonini, Docusign Director of Enterprise and Vertical Demand Generation.

Success #4 - GE: A global industrial internet leader fuels its ABM demand gen machine

Founded in 2011, GE Power Digital is a leader in industrial internet and utilities technology, with more than 10,000 software engineers hard at work delivering outstanding quality to customers. GE Power Digital wanted to ramp up their ABM demand gen program by extending reach, identifying new contacts, and accelerating qualified leads.

Anteriad worked directly with the GE Power Digital sales team to identify intent signals to target prospects who were primed for contact about their purchase decision. The project included vetting and adding contact information to the enterprise’s database, as well as providing a feedback loop to ensure Sales would embrace the new system and the intent signal methodology.

As a result of implementing the Anteriad solution, GE Power Digital realized:

  • 80% improvement in data quality
  • 75% increase in SAL generation

Want to add your business to the list of intent signal and demand gen success stories? That’s what we’re here for. Let’s talk about your challenges and how to solve them.