Understanding the Power of Intent Data in B2B Marketing

Understanding the Power of Intent Data in B2B Marketing

In my early days at Ziff-Davis, the most important buyer to engage were the early adopters and the influencers. Those buyers could have a dramatic impact on the success of a new tech product. The early adopters were the ones who let us know what the “next big thing” would be; the influencers could persuade others to purchase it. These are the audiences we would woo because they meant the most to our business in the long term.

In our data-driven world, we can now take this one step further and segment our audiences. Rather

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than reach influencers with your targeted message, you can now segment your audience and find the exact buyers that are currently in-market for your product.

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