Demand Gen Report: The Importance Of Accuracy, Truth & Transparency In Intent Data

RK Maniyani True Influence

Whether it is personal or professional, accuracy, truth and transparency are essential to success. Accuracy provides a high level of quality and accuracy, while truth and transparency provide accountability, stability and security. For the marketer, these are all essential components of building and implementing successful initiatives in the current B2B environment.

The arrival of intent data has been greeted with a great deal of enthusiasm as marketers have been quick to assimilate it into their customer data platforms and bring clarity to their targeting, content selection logic, and prioritization in their scoring algorithms. In fact, Gartner recently reported that 59% of marketers use intent data in their software.

As a result, there are a growing number of data providers providing intent as part of their data set – almost as common as traditional demographic and static filters. Suddenly, intent is everywhere, and the term has been attributed to people who have visited web pages to read product reviews or simply download an infographic. But are these activities an accurate reflection of the regulatory intent to make a purchase? Mostly not.

Generate smart intent data

Accurate intent statements consist of a scientific analysis of individual and organizational behaviors that correspond to a wide range of activities associated with initiating a buyer’s journey. Indications emerge from these behavioral patterns where the organizational goal is coordinated by multiple activities that combine to form a valid signal. It is not a single event by one person; It is a mixture of distinct organizational behaviours.

Intent statements are not a prediction of future events – they are an observation of facts that unfold over a short period. Intent statements are perishable, appear and increase in intensity, then rapidly diminish as needs are resolved. Therefore, to be reliable, it must be delivered quickly and accurately to effectively identify your next customer.

To create true intelligence, intended data providers must apply data science to derive signals of intent by evaluating multiple measurements and observations to communicate their results. Also, advanced identity-accuracy techniques are essential in identifying the actual individual(s) associated with the intended behaviors. Just knowing that a mention is attributed to a field is no longer enough for seasoned marketers who are keen on personalization and work hard to send a distinctive message to the right target.

Using accurate intent data is critical to the success of any marketing and sales organization. It helps build your brand integrity, shorten the sales cycle, and increase revenue. The right intent statements act as a compass that guides you to the right customer at the right time for your solution. It accurately transports you to your destination faster and easier, which increases the speed of your sales engine.

Ensure intent data collection adheres to privacy concerns

Now that you have accurate data, you need to address truth and transparency. This is even more important today as consumer concerns about privacy and the use of third-party cookies are growing. Companies must restructure the way they target their customers with intent monitoring that no longer relies on third-party data.

The transition to a world without cookies is in line with customers’ desires for privacy protection and better ownership of their personal data. This will also increase accessibility and transparency as people-based identifiers can help build trusted relationships with brands and publishers focused on protecting first-party data assets.

Accuracy, truth, and transparency in statements of intent are important, and with the increasing applications of intentional data, it is even more important that marketers ask the right questions. Are your statements of intent derived in an ethical and compliant manner? Is it orchestrated using an approach that uses data science to rationalize organizational and individual behaviors that align with activities associated with the buyer’s journey? Does it accurately reflect those individuals and organizations who align with the themes, content, and issues related to the products you sell?

To maximize effectiveness in today’s market, you need to have data insights to be confident in your ability to accurately identify and target audiences, identify and implement initiatives against purchasing group coverage and have a clear and accurate view of the decision makers tasked with making the final purchasing decision.

No matter how you obtain your intent data, quality is critical to your success. It is important in the pipeline and revenue outcomes your potential customers generate. Make intent statements your compass that guides you precisely to the right customer, at the right time, with the right message.


RK Maniyani is Chief Technology Officer at MeritB2B/True Influence, where he directs the roadmap for products, technology, research and development, and IT infrastructure. Maniyani brings an interesting balance between management, technical HR skills, and account experience.


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