4 Common Intent Data Mistakes (and How to Avoid Them)
Everywhere marketers turn, people are talking about intent data. After all, 94% of marketers believe that using data to track buyer intent gives them a competitive advantage. But intent data is now a term whose meaning, like most buzzwords, has become diluted. There is a misconception that intent data is a silver bullet, supposed to solve all marketing problems. But in reality, many organizations are only scratching the surface of how intent data can benefit them and, more importantly, their bottom line.
With common mistakes like siled teams, distrust of data, and lack of privacy, intent data has become a term that everyone uses but few fully understand. However, with 67% of marketers planning to allocate more budget to their intent data strategies throughout 2022, it’s time to shine a light on the most common mistakes practitioners make and identify the strategies needed to correct them.
Throughout this whitepaper, experts and practitioners will discuss the less obvious considerations of intent data and provide tips and tricks on how to maximize the use of data. Discussion topics will include:
- Understand the difference between data collection methods, including data quality and privacy implications;
- The need to properly integrate intent data sources into existing martech and sales stacks to create an easily accessible single source of truth for all departments, especially sales and marketing;
- The importance of trusting the data generated and combining it with other information to determine campaign strategies; and
- How to ensure that the organization is equipped to act on data in the way most useful to its strategy, which does not necessarily mean that it focuses on net new business.