Trends Report

If Your B2B Organization Is Not Investing In Intent Data, You Are Falling Behind

Findings From Forrester’s Q1 2023 Global B2B Intent Data Survey

September 27th, 2023
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Steven Casey , Cristina De Martini , Ben Salamin , Laurynn Bedard , Arianne Burnette


Intent data has become a differentiator for B2B marketing and sales organizations. Forrester’s Q1 2023 Global B2B Intent Data Survey and Forrester’s Q4 2022 Global B2B Marketing Tech Tide™ Survey provide key insights into current use cases across sales and marketing, the challenges experienced, and the benefits achieved. In this trends report, we highlight key survey findings, offer insights from Forrester interviews with intent data users and providers, and present best practice advice for how your organization should maximize the impact of this increasingly valuable asset.

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