The use of intent data is increasing, for good reason: it’s hard to ignore the promise that people will have more exposure if they want to actively buy.
But, as with most new digital marketing tools, there is a lot of confusion about what the expected data really is, what it can do, and how it can create more effectiveness in your marketing campaign.
Even if you have already chosen a configuration data tool, you may find it difficult to integrate it better into your sales and marketing process and the technology stack. With so much promise, configuration data can be a disappointment for teams struggling to establish their own data.
You already have access to your own data. This is what you collect on your channels, via email marketing, website, etc. Show who is responding to your marketing.
Intentional data, on the other hand, is third-party data. It’s collected from channels you don’t have and shows what kind of research a person or team is doing on other sites.
Suppose you want to know which companies have not yet visited your site, but are still looking for your product category. Otherwise, these activities would be invisible to you, but with the target data, you have a way of knowing if they are looking for a solution that you can provide.
Intent data is information about what someone viewed online. The material is seen and the frequency of the interaction indicates how interested the person is. Expected data providers collect this information to show signs that a team of buyers is actively looking for a solution.
Some configuration data providers provide information for a single web property or a limited set of properties. Others collect data from many other sources. In any case, it is important that you and your team are clear about the source of the data so that they can understand what they are seeing.
This is another rumor, not the full picture
Intent data does not solve all marketing problems. The configuration data signals provide a timely view of what was previously hidden, but this is not a panacea. Configuration signals can provide greater clarity and direction when used in conjunction with other excellent data and operational practices.
Decide how you want to use it to make the configuration data work. There are a few main uses.
- The configuration information can help you prioritize prompts. It allows you to identify people and accounts who are actively looking for a solution like yours. From there, you can market them or prioritize sales for disclosure.
- Intentional information can shape your message so that it resonates better with your audience. By collecting data from third parties, you can find out what topics people are researching and responding to in the same way, whether in individual conversations with DSPs, in incentive campaigns or other ways. It provides valuable information about what is important to your audience, leading to a significant advantage in the sales process.
The purpose of the data is to mature, but marketers are not yet making optimal use of it
Intent data is no longer in its infancy, but that does not mean that it is as general or maximized as it can or should be. The remaining step is to fill in the configuration data. And what is the purpose of the data if it remains in the system instead of being used in the best way?
Part of the problem lies in the lack of standardization across platforms, from reports to delivery models. Some platforms offer easy-to-read dashboards that integrate with common technologies, such as Salesforce, while others run on Excel spreadsheets.
The ways in which business data is captured, delivered, and reported will certainly become more standardized as the benchmark progresses, which will be useful for marketers looking to use tactics.
As with the latest data sources and marketing trends, configuration data has come a long way since it first appeared. But it will take a while to become the crystal ball we want.
If you plan to use intensity data, it is important to learn as much as possible and realize that there is much more to learn as it develops and marketers learn to use it better and put their insights into practice.