Intent Data: The Good, the Bad, and the Illegal

Every morning when a marketer gets into work, just after he or she fires up their computer and grabs that first cup of coffee, they pull out their crystal ball and begin to scan the future skies for potential buyers.A well-honed third eye is, after all, a crucial quality in a good marketer.

But what about those marketers who — gasp! — can’t see into the future? Enter: intent data, the tried and trusted crystal ball of savvy B2B marketers. The opportunity represented by intent data is obvious: find in-market buyers before they enter the funnel by tracking their online behavior and content consumption on different websites. Get enough of a head start and you can land a deal before they even consider your competition, shorten your sales cycle, and cut your customer acquisition costs.

Author: Betsy Hicks

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