Demand Generation Purchase Intent Spikes During COVID-19

TrueInfluence

Intent by industry (manufacturing, professional services, technology, transportation) is also up, as is purchasing in certain other industries. Basic intent data alone isn’t enough. That’s great for getting buzz about intent; bad for helping people understand how to use it. Intent data comes in a variety of forms, and to just see how 10 topics are spiking oversimplifies what it can do. Any number of providers offer different levels of intent data.

What is B2B Purchase Intent Data?

Aberdeen HCM Essentials

The B2B marketing world is abuzz with “purchase intent data.”. I write about it often enough, so to make sure my proselytizing is accurate, I often reference a super-handy guide Aberdeen produced, “Demystifying B2B Purchase Intent Data: Understanding the Basics.”. Demystifying B2B Purchase Intent Data. Okay, first off, what is intent data? Intent data comes in two flavors: First-party and third-party. How Intent Data is Captured.

Are Advertisers Getting Purchase Intent All Wrong?

Martech Advisor

Purchase intent is when a consumer expresses an actual desire to buy a product through their behavior, yet confusing “interest” with “intent” can be a stumbling block, shares, Daniel Heer, Founder & CEO at zeotap. Of course, online shopping takes place every day — millennials, for example, are making 60% of their purchases online in 2019, up from 47% in 2017 according to a CouponFollow survey. B2B vs. B2C Intent.

AI vs. Intent Data: Only One Knows Your Intentions

Aberdeen HCM Essentials

Somehow, out of all this, they have to find trusted vendors who can help them make the right purchase decisions. They simply hope that some of their marketing campaigns will reach potential buyers who are in the market and ready to purchase. AI vs. Intent Data. Intent Data.

AI vs. Intent Data: Only One Knows Your Intentions

Aberdeen HCM Essentials

Somehow, out of all this, they have to find trusted vendors who can help them make the right purchase decisions. They simply hope that some of their marketing campaigns will reach potential buyers who are in the market and ready to purchase. AI vs. Intent Data. Intent Data.

Report: Video Marketing and ABM Remain Popular Among B2B Marketers

KoMarketing Associates

This is followed by purchase-intent targeting (44 percent) and advertising on emerging social channels (44 percent). DemandLab and Ascend2 conducted a report titled, “2018 Leadership Perspectives: Leveraging Data and Technology to Drive Marketing Success,” and found that 76 percent of marketers already consider their marketing data and technology strategy to be “somewhat” or “very successful.”

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Report: Marketing Content Often Fails to Resonate with B2B Buyers

KoMarketing Associates

Recently, TrustRadius published “The 2019 B2B Buying Disconnect” report to shed light on the disconnect between B2B marketers and vendor expectations. Influencer marketing (48 percent), purchase intent targeting (44 percent) and advertising on emerging social channels (44 percent) are becoming more common as well.

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The Role of Intent Data in SEO Success

Aberdeen HCM Essentials

But still, there’s something missing from the usual keyword research/content creation approach—a focus on intent. New search engine algorithms are better than ever at matching results with searcher intent. And with third-party intent data , you’ll have the insights necessary to do just that. 4 Types of Searcher Intent. When we talk about B2B purchase intent , it’s often in the context of capturing total active demand.

Why Timing Is Everything in Digital Advertising

Aberdeen HCM Essentials

Not just people who fall in your target demographics and buyer personas—but those who have exhibited purchase intent and have a higher chance of converting. How Intent Data Shapes Timing for Digital Ads. All too often, marketers lack the data necessary to target digital ads on the granular level necessary to reach a buyer right at the point of highest purchase intent. That’s where third-party intent data can come into play for digital advertisers.

Video Review: How to Use Purchase and Intent Data

Aberdeen HCM Essentials

In the video, “Leveraging Purchase and Intent Data: A Fireside Chat With Stefanie Jay ,” two experts in the marketing space discuss how Walmart Media Group uses purchase intent data and purchase history data to connect marketing activities to buyer journeys. Using Purchase Intent Data. Check out the 20-minute video below to hear more about Stefanie Jay’s purchase and intent data strategy for Walmart Media Group.

Video Review: How to Use Purchase and Intent Data

Aberdeen HCM Essentials

In the video, “Leveraging Purchase and Intent Data: A Fireside Chat With Stefanie Jay ,” two experts in the marketing space discuss how Walmart Media Group uses purchase intent data and purchase history data to connect marketing activities to buyer journeys. Using Purchase Intent Data. Check out the 20-minute video below to hear more about Stefanie Jay’s purchase and intent data strategy for Walmart Media Group.

Video Review: How to Use Purchase and Intent Data

Aberdeen HCM Essentials

In the video, “Leveraging Purchase and Intent Data: A Fireside Chat With Stefanie Jay ,” two experts in the marketing space discuss how Walmart Media Group uses purchase intent data and purchase history data to connect marketing activities to buyer journeys. Using Purchase Intent Data. Check out the 20-minute video below to hear more about Stefanie Jay’s purchase and intent data strategy for Walmart Media Group.

Solving the Bad Data Problem in Marketing

Aberdeen HCM Essentials

The right approach to intent data can get you the results you need. While first-party data gives you a strong foundation for marketing strategies, solving bad data problems requires verified intent data that gives you deep insight into the contacts you’re trying to reach. Solving Bad Data Issues with Intent Data. Third-party intent data is the key to overcoming marketing’s bad data problem.

Predict Your Success with Buyer Intent Signals

Aberdeen HCM Essentials

Since the dawn of big data, marketers have struggled to accurately detect true buyer intent out of the abundance of data available to them. That outcome requires the right data, and the right data is all in your buyer intent signals. Predict Success by Measuring Buyer Intent. Prospective buyers emit signals of their purchase intent. All our products and solutions actually drive results from qualified buyer intent signals.

Intent Data Industry News: ABM, Google, Dynamic Targeting

Aberdeen HCM Essentials

This week’s intent data headline installment rounds up stories that discuss industry announcements audience targeting, and retail applications of intent data. 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. Direct Mail Influences Purchase Decisions.

Buyer Intent Data Headline Roundup

Aberdeen HCM Essentials

Welcome to this week’s roundup of intent data news and features. Read on for the latest industry research reports, tips for using intent data, and expert projections of what 2019 might bring to the intent data space. Fit, Intent, Opportunity. This article explores targeting prospects with the right fit and the right purchase intent. Some may be familiar – we know how hot intent data and personalization are, and podcasts have been hot for a while.

Using Buyer Intent Data to Inform Content Marketing

Aberdeen HCM Essentials

This success story tells an age-old tale, one of a marketing team adrift in a morass of content, who found their way to solid ground by following buyer intent signals emitted by their perfect audience. In other words, this video tells the story of how a tech firm transformed their fast and loose content marketing initiatives into an intelligent, targeted strategy informed by intent data. Check out Aberdeen’s comprehensive report Demystifying B2B Purchase Intent Data to learn more.

Differentiate Buyer Intent Analysis with Advanced Analytics

Aberdeen HCM Essentials

Advanced statistical analysis enables market research organizations to derive meaningful insights into key market trends, demystifying buyer intent. In a recent report, How Advanced Statistical Analysis Can Benefit Market Research Firms , Aberdeen’s VP and Principal Analyst of Contact Center and Customer Experience Management Omer Minkara explores the benefits that market research firms achieve by incorporating tools for advanced statistical analysis into their operations.

Differentiate Intent Data Analysis with Advanced Analytics

Aberdeen HCM Essentials

In a recent report, How Advanced Statistical Analysis Can Benefit Market Research Firms , Aberdeen’s VP and Principal Analyst of Contact Center and Customer Experience Management Omer Minkara explores the benefits that market research firms achieve by incorporating tools for advanced statistical analysis into their operations. Companies that report using advanced analytics, for example: Achieve 22.1% Demystifying Buyer Intent with Advanced Analytics.

Differentiate Intent Data Analysis with Advanced Analytics

Aberdeen HCM Essentials

In a recent report, How Advanced Statistical Analysis Can Benefit Market Research Firms , Aberdeen’s VP and Principal Analyst of Contact Center and Customer Experience Management Omer Minkara explores the benefits that market research firms achieve by incorporating tools for advanced statistical analysis into their operations. Companies that report using advanced analytics, for example: Achieve 22.1% Demystifying Buyer Intent with Advanced Analytics.

Four Dimensions of Good Data Decisions

Aberdeen HCM Essentials

Your organization has made an investment in a third-party intent data provider, or is considering one. And if you are fueling your marketing and sales operations with first- and / or third-party purchase intent data captured from the web, you need to treat that investment as the strategic asset it is. Reported capabilities for providing accessible, timely, accurate, and complete enterprise data are currently very low, Aberdeen research reveals.

Intent Data Limitations: Context is Key

Aberdeen HCM Essentials

A cornerstone of Aberdeen’s methods is something you’ve been hearing about: Buyer intent data. This refers to information we capture about online research conducted by actual buyers who emit a discernible purchase intent signal. In a post on Leadspace’s blog , Ari Soffer explores the limits of intent data that you should be aware of. Cut The Hype: When Intent Data Shines — And When it Doesn’t. But with the right context, intent data is immensely valuable.

Comparing News Consumption and Active Research

Aberdeen HCM Essentials

The visualizations reminded me of my days in SEO when I tracked the performance of stories in Google Analytics, and the term “ attention economy ” also made me think about the data science and methodology of tracking buyer intent signals, content consumption , and active research being conducted on the web. This visualization depicts the average weekly research activity by topic and maps it against the number of companies in-market for a purchase.

Don’t Overlook Intent Data for Data Governance

Aberdeen HCM Essentials

In his research report, In Data, We Trust: How Business Users Benefit from More Effective Data Governance , Brink explores the impact an investment in more effective data governance capabilities has on the quality and speed of business decisions. Buyer Intent Data Governance. Buyer intent data is, for some Marketing and Sales organizations, uncharted territory. When a business user is conducting active research on the web, they emit buyer intent signals.

Don’t Overlook Intent Data for Data Governance

Aberdeen HCM Essentials

In his research report, In Data, We Trust: How Business Users Benefit from More Effective Data Governance , Brink explores the impact an investment in more effective data governance capabilities has on the quality and speed of business decisions. Buyer Intent Data Governance. Buyer intent data is, for some Marketing and Sales organizations, uncharted territory. When a business user is conducting active research on the web, they emit buyer intent signals.

Reasonably Enable Your BDRs with Buyer Intelligence

Aberdeen HCM Essentials

In this video, taken at TechTarget’s 2018 ROI Summit in London, panelists discussed how intent data enables alignment between Marketing and Sales organizations, which leads to more wins in the pipeline. Campbell said the company has roughly 120 seats globally, so Yellowfin relies on the insights gleaned from intent data to differentiate their marketing tactics from those of the massive enterprises.

Who’s Who in the Intent Data Business?

Aberdeen HCM Essentials

Buyer intent data is gold, and like the eponymous rush of 1848, data-driven organizations are scrambling to make the most strategic and lucrative use of this digital resource, particularly for account-based marketing (ABM). We’ve compiled some big names in the intent data space. A leading provider of B2B intent data, Bombora relies on a data co-op to track content consumption behavior of B2B buyers. ” Leadspace also partners with Bombora for their intent data.

Buyer Intent May Be There, But is it the Right Fit?

Aberdeen HCM Essentials

Confirming buyer intent matters. Even if the lead you’re handing to Sales has high intent to purchase, they won’t be a viable lead if you don’t serve their industry or can’t meet their needs. However, if Marketing can ascertain the prospect has intent to purchase and expressed that their needs and goals fit what your organization provides, you have a qualified lead to give to Sales. Buyer Intent Data Must be a Good Fit.

Retail Holiday Shopping Trends Highlighted in Two New Research Reports

Modern Marketing

This year, we’re pleased as punch (yes pleased as punch) to provide you with not one, but two research reports on the topic of holiday shopping and consumers and all that good stuff. The first report is the Oracle Pulse Report: The Who, What and Chatter of Holiday Electronics Shoppers. There are some great visuals in the paper to help visualize these concepts and trends: Download your copy of the report today. Part 1 analyzes purchase intent.

Data-Driven Marketing – What Investments are Making a Difference to the Bottom Line?

V12 Data

In a report from the DMA and Winterberry Group conducted in late 2017, early 2018, 44% of research participants reported increasing their spend on data-driven marketing initiatives during the second half of 2017 compared to the previous 6-month period. About 24 percent of companies with a CDP reported significantly outperforming their marketing goal in the prior 12 months. Purchase-Intent Data. More companies are also investing in purchase-intent data.

81% of Digital Retailers Rank Customer Acquisition as Highest Marketing Priority

V12 Data

More than half of consumers (54 percent) report using social media as part of their path to purchase in some capacity, whether it’s to browse, research, gain inspiration or purchase. According to recent data by Avionos,40 percent of consumers have made a purchase via Facebook, 13 percent have made a purchase through Instagram and 12 percent have made Pinterest purchases. 3) Purchase Intent Marketing.

What Marketers Can Learn About Truth from Cause of Death Reporting

Aberdeen HCM Essentials

That’s something we can learn from how causes of death are covered in media reports and through Google search results. Sure, some might check CDC data to fact check a report. Even though your product really is the market leader, there’s a reason why prospects haven’t already purchased from you. That means gaining deep insight into the purchase intent of your target accounts and understanding their behaviors so well that you can market to their specific needs.

Twitter Reportedly Testing Two-Step Authentication, and Other Marketing Stories of the Week

Hubspot

On top of that, HubSpot came out with its annual research report about the state of inbound marketing , and we''ve been seeing some helpful new feature updates from the likes of Twitter, LinkedIn, and Foursquare. Twitter Is Reportedly Testing Two-Factor Authentication Following Multiple Hacks on User Accounts, From The Next Web. New Keyword Targeting Lets Twitter Ads Chase Purchase Intent, Similar to Search Ads, From TechCrunch. Download the full report here.

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In Data, We Trust: How Business Users Benefit From More Effective Data Governance

Aberdeen HCM Essentials

Demystifying B2B Purchase Intent Data. Intent data is a game-changing tool that can enable you to increase pipeline quality, close larger deals, and significantly boost win-rates. But not all intent data is created equal, and it’s crucial to look before you leap in order to ensure the highest possible ROI. Report

In Data, We Trust: How Business Users Benefit From More Effective Data Governance

Aberdeen HCM Essentials

Demystifying B2B Purchase Intent Data. Intent data is a game-changing tool that can enable you to increase pipeline quality, close larger deals, and significantly boost win-rates. But not all intent data is created equal, and it’s crucial to look before you leap in order to ensure the highest possible ROI. Report

How Advanced Statistical Analysis Can Benefit Market Research Firms

Aberdeen HCM Essentials

Demystifying B2B Purchase Intent Data. Intent data is a game-changing tool that can enable you to increase pipeline quality, close larger deals, and significantly boost win-rates. But not all intent data is created equal, and it’s crucial to look before you leap in order to ensure the highest possible ROI. Report

Intent Data Industry News: Privacy, Paid Search, Data-Driven Creativity

Aberdeen HCM Essentials

This week, we’re looking at headlines related to intent data and data-driven marketing from the month of August. See what this really means by looking at the report highlights and learning about marketing’s new M.O. This Demand Gen Report article walks through key complaints about AI in marketing, offering counterarguments that focus on key benefits. We talk a lot about the value of data visualization , especially when it comes to intent data.