Intent Data

An Exciting Step Forward in Active Buyer Identification

With today’s internet enablement, sellers have become disenfranchised from the customers and prospects. A recent study revealed that B2B and life science buyers go through eight steps before the sales team gets a call. And the purchase decision frequently follows the ninth step.

To solve the invisible purchaser problem, marketers are turning to new digital tools that enable what is now called “active buyer identification.” These tools evaluate prospects’ online behavior and purchasing trends to determine if their company is engaged in the buying process.

One of these new tools is intent data. This marketing brief will explain the role intent data plays in a marketing strategy and explores its impact in driving customer-driven demand. We will review how B2B and life science marketers are using it to their advantage, plus assess the solution’s challenges and benefits.