Intent Data Strategy Not On Marketers’ Priority List

Using intent data in marketing mix can help marketers, and sales professionals gain a competitive advantage, but are all marketers following it?

Marketing leaders across businesses are continually experimenting with new content marketing strategies to augment their brand. As per experts, to analyze the pandemic-induced changing consumer preference, an intent-driven database can help marketers avoid challenges. However, not many brands have it in their marketing mix.

Theoretically, intent data refers to the information that indicates a particular web user has an intention of online purchase. Successful brands have been using intent data to gain additional insight into the potential actions users may take based on statistics about their digital behavior.

Also Read: Content analytics: Increased importance of analyzing and measuring content efficiency

A recent study from Ascend2 reveals that not all marketing leaders have strategies in place to gain a definitive competitive advantage via intent data – only 28% of marketers have an intent data strategy in a process that is measurable. The report titled “Using Intent Data” also indicated that about 23% intend to create a plan in the next 12 months.

As of now, the majority of surveyed marketers (65%) claimed they have been “somewhat successful” (at least) – in terms of accomplishing their goals linked with intent data. Hence, it is safe to put forward that more marketers are willing to look into this area of marketing to reap the prospective benefits.

Given the current scenario, some 18% of the respondents said they are in the process of rolling out a new martech strategy. This shows more businesses can gain a competitive advantage by integrating it. And another 16% of marketers reported that they have no such plans to use intent data anytime soon.

As mentioned in the report, “Using intent data enables marketers to not only identify who to target with specific campaigns and when, but also allows marketing teams to better align strategy and goals with their sales and business development counterparts.”

Also Read: Enterprise Marketing: Accelerating B2B Growth with Intent Data

Even though not all marketing leaders are making the most of intent data, many are turning to location-based marketing (LBM). As per LBMA, most marketers believe the ability to target is the ultimate beneficial feature of location-centric marketing practices. In fact, it helps driving sales at the point of sale as well as better personalization.

Today, businesses of all types have access to hefty data that can be leveraged in various ways to generate demand. The vast majority of marketers globally have agreed that using data, both first-party and third-party, to analyze buyer intent will allow marketing and sales teams with a competitive advantage as we advance.