‍
We're catching up with Sandy Mangat Head of Marketing at Punch.
‍
As a veteran in the B2B marketing space, I've witnessed numerous trends come and go. However, one development that has truly revolutionised our approach is the use of intent data. Today, I want to share my thoughts on how intent data is reshaping modern marketing strategies.
The evolution of intent data
Traditionally, intent data was somewhat of a black box. We knew when accounts showed buying signals, but the underlying reasons remained obscure. This third-party intent data, while valuable, often lacked the granularity needed for truly personalised marketing efforts.
The rise of first-party intent data
The game-changer has been the emergence of product-led growth strategies. These approaches have brought to light a goldmine of first-party intent data – product usage information. This shift has been transformative, offering unprecedented insights into user behaviour.
Why first-party data matters
- Granularity: It provides detailed insights at the user, account, and workspace levels.
- Accuracy: Being your own data, it's inherently more reliable than third-party sources.
- Relevance: It directly reflects interactions with your product, making it highly pertinent.
Leveraging intent data in your marketing strategy
To harness the full potential of intent data, consider these strategies:
- Personalised campaigns: Use account-based marketing techniques informed by intent data to create highly targeted campaigns.
- Sales enablement: Equip your sales team with intent insights to prioritise leads and tailor their approach.
- Product development: Utilise usage data to inform product improvements and new feature development.
The future of intent-driven marketing
As we move forward, the integration of AI and machine learning with intent data will open new frontiers. We'll see more predictive analytics, allowing us to anticipate customer needs before they even arise.
In conclusion, intent data, especially first-party data, is not just a trend – it's the future of B2B marketing. By embracing this powerful tool, we can create more meaningful connections with our customers and drive unprecedented growth in our businesses.
‍
‍
.png)
.png)
.png)
.png)
.png)
.png)
![How to Get Started with Buyer Enablement [WITH EXAMPLES]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)