The B2B intent data space headline roundup spans a Forbes column, a marketing conference, and product announcements.
Augment Marketing and Sales Strategy with AI
This Forbes article suggests using artificial intelligence (AI) and machine learning to identify intent signals and improve segmentation efforts for marketing programs.
Author Lilach Bullock says the insights gleaned from intent data captured by AI can fuel – and improve – sales and content strategies and activities.
B2B2MX: Invest in Intent Data
A Demand Gen Report article about the closeout of the 2019 B2B Marketing Exchange conference recaps some hearty enthusiasm for the use of intent data in B2B marketing.
Intent data, the article says, can improve identification of target accounts, guide refinement of a company’s ideal customer profile, and optimize targeting of the ideal customer profile.
NLP-powered Intent Intel
RichRelevance, a global experience personalization-as-a-service provider for B2B and B2C brands, announced natural language processing (NLP) and deep learning enhancements to their existing offerings. The new capabilities promise segment-based personalization that can engage individuals in real time and at scale, ultimately strengthening relationships with customers.
According to the company’s press release, a deep learning neural net enables the NLP capabilities to determine purchase intent and extract insights from previously unlinked data points, such as product descriptions, user reviews, user-generated content, and behavioral data. The newly updated Xen AI platform “can now auto-discover meaningful customer behavioral trends and patterns.”
MA-based Data Startup Tunes into Transaction Details
Highland Math, a startup based in Arlington, Mass., is a co-op of data providers that sells aggregated intelligence about all kinds of data transactions rather than behavioral or intent data.
The co-op was founded in 2018 and is comprised of 40 data providers who exchange transactional data for contextual insights. They provide intelligence about points of sale, prices, segment categorizations, and advertisers across about 70 platforms used by the participating data providers.
CEO and Co-founder Dan Scudder — who was recently a guest on Aberdeen’s The Intelligent Business Show podcast — said in the second half of 2019, Highland Math will begin to provide insights directly to advertisers for their target-audience segmentation efforts.
Q&A with Demandbase CEO
In this Q&A with Sudipto Ghosh of MartechSeries, Demandbase CEO Christopher Golec discusses the next phase of ABM, how big data is shaping ABM and B2B data management, and his predictions for the future of the martech ecosystem.
