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What is Intent Data - Marketo

What is Intent Data - Marketo | The MarTech Digest | Scoop.it
Topic Data: When you search for something or visit a website, you are expressing an interest in that topic. There are several different categories of topic data:

  • Anonymous 1st Party Behavioral: People visiting your website who are identified by their IP address, which is then mapped to their company’s name. 
  • Known 1st Party Behavioral: People visiting your website who have also filled out a form online. Because they provided their contact information, they are considered “known.” 
  • Anonymous 3rd Party Behavioral: People visiting other websites that you don’t own, but indicate some relevance (e.g. Forbes.com for business professionals). Their IP addresses are collected by vendors like Bombora and Big Willow.
  • Known 3rd Party Behavioral: People visiting other websites who have also filled out a form on that site providing their contact information. In this context, they become known to the website owner, and vendors like TechTarget make that information available to marketers.
Context Data: Context is all about gaining insight into who the person is that’s taking the action in question. Levels of context range from higher-level, more general information (e.g. Which company does this person work for? What is their official role within the organization?) to really granular, personal insights (e.g. Does this person have expertise in using technologies or best practices associated with my product? Does this lead and company match with my ideal buyer or could they be an influencer?)
CYDigital's insight:

CT for how to use the Intent Data to drive revenue.

 

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Predictive vs. Intent Signals - Data-Informed

Predictive vs. Intent Signals - Data-Informed | The MarTech Digest | Scoop.it
This new intent signals-related information perfectly fits the digital body language model and has great appeal to B2B marketers. After all, it is the rare B2B marketer who would answer the question “Do you want to know when prospect companies are more interested in your product than they usually are?” with any response other than, “Of course. Of course I do.”

Two paths have emerged in terms of how this information is derived: predictive vs. fact-based intent signals.

Predictive analytics is an approach that bundles intent data with sophisticated statistical modeling to help companies prioritize their outreach to potential prospects. Marketers wishing to take advantage of predictive analytics will provide all possible relevant information to the predictive analytics vendor. That vendor will take all of this CRM, marketing automation, financial and other data to construct a custom statistical model. Over time, this model will become accurate enough that it can recognize the companies that are showing increased activity on the web that most closely resembles the marketer’s current customers.

The alternative is the fact-based intent signals approach – on a Data-as-a-Service basis. In this scenario, the focus is entirely on intent signals; there is no statistical-modeling component. The activity taken by an individual on the web is tracked, aggregated, and provided to marketing. The benefit of fact-based intent signals solutions is that they inform B2B marketers when a prospect organization is conducting the online research that marks the beginning of today’s buying journey. Additionally, the contact record is provided for the organization, eliminating the need for the large-scale data and modeling initiative that is inherent in predictive analytics.
CYDigital's insight:

Far more when you CT.

 

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Secret Sauce to Growth in B2B Communications - Intent Data - MarketBridge

Secret Sauce to Growth in B2B Communications - Intent Data - MarketBridge | The MarTech Digest | Scoop.it
A huge opportunity for B2B Communications is to better understand and mine “intent data” in order to anticipate customer needs and direct marketing and sales resources towards those needs. Intent data holds the “signals” that build the prospect’s story, what their interests are, where they are spending their time and existing usage.

Key sources of intent data can unveil a wealth of information to help you better target customers for acquisition, retention and cross-sell/upsell:

  • 3rd Party Sources
  • Internal Behavior or Marketing Data
  • Product Usage Data
  • CRM/Transaction Data
CYDigital's insight:

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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