This week’s intent data headline installment rounds up stories that discuss industry announcements, audience targeting, and retail applications of intent data.
Industry News
Madison Logic, an ABM platform provider, has announced the launch of Journey Acceleration, a dynamic targeting tool. Users can integrate Journey Acceleration’s criteria with Salesforce, Marketo, intent data and firmographics, enabling granular control over the dynamic targeting of content at buyers within the sales funnel.
Engagio, an ABM automation platform provider, announced an engagement-based attribution capability for the organization’s account-based attribution solution. The attribution capability analyzes the impact of marketing and sales activity together, enabling marketers to align buyer journey analytics and attribution with account-level engagements; compare the relative impact of all touches and the entire revenue team; and measure business outcomes along the entire buyer’s journey.
Google has announced three new features for responsive display ads, according to this post on WeRSM.com. The intent behind the new features is to bolster advertiser results and experiences and to bring some needed innovation to their ads options. The three new features are video assets for display ads, a “combinations report” on ad performance, and improved responsive ad output enabled by an “ad strength scorecard” on responsive display ads.
Audience Targeting Improves Paid Search
This article on DigitalCommerce360.com provides five ways audience targeting can improve paid search results.
He says a limitation of using keywords to leverage a buyer’s intent is that the insights are generic in nature and cannot help you reach a specific targeted category of customer with a customized message. Using data about purchase intent, buyer journey, and demographics, however, can refine your insights and benefit your PPC campaigns and your prospective clients who are seeking a product or service.
Check out the article to learn the five ways audience targeting can help you maximize your paid search results, such as finding untapped audiences by using multiple search engines in tandem, and using intent data to target in-market prospects.
Direct Mail Influences Purchase Decisions
In news that’s tangential to B2B marketing, a post on BizReport.com says recent research has found that direct mail is still a relevant influencer when it comes to B2C purchase decisions.
CEO of PebblePost Lewis Gersh said marketers must align digital and traditional marketing strategies, as indicated by “the central role of the home, coupled with 90% of intent data available online and 90% of purchases occurring offline.”
In other words, researchers found that households make consumer purchase decisions at home, even when they research the investment online first and emit purchase intent signals.
