AI in B2B Marketing, Search-Intent Data: Headline Roundup

This week’s roundup of intent data industry news and features spans market updates, using AI in B2B marketing, Google’s proposed foray into determining the intent of search-based web activity, and a sales intelligence industry report.

5 AI Approaches to B2B Marketing

In this article from the MIT Sloan Management Review, Brian Kardon explores five AI solutions transforming B2B marketing.

Kardon introduces Megan Wharton, an AI sales program who qualifies leads. He also explores the lead scoring use case for AI, which uses B2B prospects’ intent signals and stage of the buyer’s journey to determine the quality of the lead and likelihood of a purchase. He discusses automated email programs which engage inbound leads in conversation, AI’s deep levels of personalization, and intelligent content creation.

Industry News

G2 Crowd has announced a partnership with LinkedIn this week. This move will enable customers of LinkedIn Sales Navigator and G2 Crowd to combine LinkedIn’s sales intelligence solution with G2 Crowd’s buyer intent data to better connect their Sales organizations with the in-market buyers on G2 Crowd’s business marketplace.

Exploring Search Intent

This article on searchenginejournal.com explores the Google patent “Optimized web domains classification based on progressive crawling with clustering,” which contains a proposal for processing and classifying URLs via web crawlers.

When it comes to intent data sources, there’s a big difference between online search data and active research data. Exploring online search data reveals which terms are searched for most frequently. Active research data reveals which URLs users visited (regardless of what search terms they might be using).

This Google patent proposes a URL processing mechanism that crawls pages, clusters them into social, informational, navigational, and geographic clusters, and then tries to understand whether the cluster can answer the original search query.

The goal is for Google to be able to tell whether a website is an appropriate response to a search query by determining the intent of the pages a user lands on.

Sales Intelligence Software Market 2019

Report Consultant has announced the publishing of the Global Sales Intelligence Software Market 2019 report.

The report explores the sales intelligence marketspace, market dynamics, and a look at the major players within the sales intelligence software space.