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Nikki CanditoMarch 27, 20245 min read

Step out of the Data Dead Zone with intent-based marketing

Looking for a compass to lead the way out of the Data Dead Zone? Intent data is a powerful tool to help you improve your strategy and make data-driven marketing decisions. Implementing an intent-based marketing strategy is an important step out of the Data Dead Zone. 

What is the Data Dead Zone? 

In our research, 44% of marketers reported challenges with data quality and completeness. These marketers are in the Data Dead Zone. They're also more likely to face other B2B marketing challenges like trouble meeting goals, being unhappy with their lead scoring methodology, not using third-party intent data, and having little to no exposure to B2C tactics.  

But they don’t have to be permanently stuck in the Data Dead Zone. By taking a few steps, they can improve their strategy and be on their way to better results. One of the steps is to embrace an intent-based marketing strategy and use third-party intent data. 

What is intent-based marketing? 

Intent-based marketing applies intent data across your marketing strategy to better understand and engage your prospects. Intent data gives you insight into potential customers by revealing the hidden signals of buyer interest and readiness.  

Imagine being able to see beyond a prospect downloading an eBook from your site and into their entire digital footprint across multiple platforms, understanding not just when they engage with your content but how they interact with related topics and competitors across the web. This is the benefit of using third-party intent data. Even with the benefits, it’s a resource largely untapped by those in the Data Dead Zone. 


How marketers use intent data 

A big reason those in the Data Dead Zone aren’t getting the benefits of intent is because they rely solely on first-party data. First-party data is the data generated from their own digital properties.  

While first-party data is a necessary part of a data strategy and valuable, it can leave you with blind spots because it only gives you a narrow glimpse into your prospect's world. Marketers who only use it miss the vast landscape of intent signals available through third-party providers. These third-party signals can help you get a better understanding of a buyer's journey, interests, and pain points. 

The difference in the use of intent data is stark. Only 4 out of 10 marketers in the Data Dead Zone leverage intent data. Even then, it's often only for targeting and content personalization. On the other hand, Data Heroes—those who report they are using the right data and can prove it in their pipeline—are more likely to be using intent from their own website as well as through third-party sources. 

That’s not all, Data Heroes are using intent in more sophisticated ways. They're not just targeting; they're using it to build strategies and anticipate what buyers will need in their journey. With intent, they aren’t just reacting to potential customers but they're proactively engaging leads with content that resonates deeply with the needs and timelines of their prospects. 

How to use intent-based marketing to get out of the Data Dead Zone 

The path forward is clear: to break free from the Data Dead Zone, marketers should build third-party intent data into their marketing strategy. This journey involves testing, learning, and adapting, using intent data as a strategic tool to understand and engage with the buyer's journey beyond the borders of your own website. 

But how exactly do you do that? 

Step 1: Find the right intent data provider 

This is the most important piece. There’s so much to consider when looking for an intent data provider. For one thing, you need to look at your current strategy and think about how a data provider can fit into it. Do you want a hands-off provider with off-the-shelf data, or do you want a provider who offers managed services and expertise to help you use their data to get the best results? Both can be effective options depending on how confident you are in your data strategy. Check out our guide on how to select an intent data provider to help you navigate the process. 

A great way to get an objective outlook on data providers is to look for third-party reviews. Analyst reports, like the Forrester B2B Intent Data Providers Wave, give you a thoroughly researched and unbiased view of the top vendors in the landscape.  

These reports give you insights into each provider’s strengths, for example, Anteriad was named a Strong Performer in The Forrester Wave™: B2B Intent Data Providers, Q2 2023 with the highest scores possible in the criteria of innovation, data security, and compliance, accuracy and noise filtering, and data delivery. We also were recognized as a Strong Performer in The Forrester Wave™: Marketing And Sales Data Providers For B2B, Q1 2024 where they note, “Reference customers praise the company for its level of service and ability to act as an extension of in-house marketing resources.” Getting third-party insight like this is invaluable in the intent data provider search.  

Step 2: Test different strategies for using intent data 

Intent data can be used across your funnel to improve the performance of your campaigns. Most people just use intent data to pinpoint who to target, and while that is a powerful use case, it’s not the only worthwhile way to use intent data. 

Try building intent-based nurture streams to move leads through the funnel in a more personalized way. By using a prospect's intent to determine which topic-specific email stream they’re placed in, you increase the chances of serving them content they care about and driving engagement. This means they’re more likely to move down your funnel faster. 

But even that is only one intent-based marketing tactic. You can also use intent for ABM, customer monitoring for upsell and cross-sell opportunities, lead generation, fine-tuning content to meet common customer pain points, and more.   

By integrating comprehensive intent data into your B2B strategy, you unlock the ability to not only see your prospects' needs but also understand and anticipate them. This means delivering the right message, at the right time, through the right channel, significantly enhancing the effectiveness of your marketing outreach, and ultimately, transforming potential interest into conversions. 

Get in front with intent-based marketing 

In embracing intent data, you don't just move out of the Data Dead Zone; you step toward B2B data clarity, precision, and strategic foresight. The journey is not without its challenges, but the rewards—a deeper connection with your audience, more effective marketing strategies, and a competitive edge in the market—are well worth the effort. 


Nikki Candito

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