Trends Report

An Introduction To B2B Intent Data

Understanding The Intent Data Market And How To Maximize Its Value For Your Business

September 19th, 2022
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Steven Casey , Katie Linford , Laurynn Bedard , Arianne Burnette

Summary

Many vendors use “intent data” as an all-encompassing term, but not all intent data is the same. Understanding what types of intent exist and how to use the data individually and collectively is critical for B2B organizations. B2B leaders must understand the information that intent data provides and how to maximize the value received from the investment. In this report, we explain available intent data types, describe how best to leverage each type, and highlight key considerations for combining intent data types with other insights to enable organizations to prioritize and progress buying groups and opportunities by better understanding buying behavior.

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