Why is Intent Data Important and How Can You Use it?

B2B marketing often feels like shooting blindfolded – you’re sending cold email upon cold email and seeing if anything hits the target. The best thing you can hope for is a prospect responds to a demand gen program and comes inbound, effectively raising their hand and saying “I’m interested.”

What if you could identify prospects before they raise their hands? That’s the power of intent data. This data is a powerful predictor of people and accounts with a high propensity to buy. It would be like taking the blindfold off.

In preparation for our webinar The Future of ABM #5: Using Intent and Fit for Full-Funnel ABM, I sat down with Matt Amundson, VP of Marketing at EverString, and asked him, “Why is intent data so important?” He not only explained that, but he also dove into how you can start using it today.

If you like this video and want to learn more about intent data for ABM, join Engagio, EverString and RollWords for The Future of ABM #5: Using Intent and Fit for Full-Funnel ABM on Tuesday, September 11, 2018.


Hey guys, Brandon Redlinger here, Director of Growth at Engagio. And I am here with Matt Amundson, the VP of marketing at EverString.

Hey Brandon, how are you?

I’m good, how are you?

I’m great, thanks for having me here.

Absolutely, so the question that I have for you today is why is intent data so important?

Yeah, so I think intent’s important for a lotta of reasons. It’s got great applications for both sales and marketing. As a marketer, the way I think about intent is it gives me access to a broader funnel. So lately, I’ve been ranting a lot about this idea that our own marketing and sales funnels, is a very myopic view of our total addressable market. ‘Cause we can’t possibly contain every account, or every buyer that’s actually gonna buy from us.

But there’s a broader funnel that exists, and it’s everyone, including you, and all of your competitors, and how engaged the leads, and contacts, and accounts are with them. That makes up all the people that are potentially gonna buy, or are actually getting ready to buy. And so what intent does, is it broadens your horizon. It allows you to see past the engagement that’s happening within your own website, or in any of your offline events. And it says like, hey, here’s the people that are exhibiting intent to purchase.

A lot of that has to do with the fact that the buyer’s journey has changed. I know people have been saying that for a super-long time, but it really has. As contents become commoditized, fewer and fewer people are choosing to engage with brand content. That’s not like fun. But that’s like really about what their product does, and what value it brings. And so they’re going to third-party websites to get reviews, and other information, about a brand that they’re thinking of buying from. And so, you need to be able to see that type of activity. Understand who’s doing it.

Distill it down to the accounts that actually matter, and then deliver that information to your sales team. And say, hey, here’s a target account. They’re looking to buy something, and the thing they’re looking to buy is something that we actually sell. So let’s go get ’em before one of our competitors does.

It’s a drastic change in the way demand gen is being done, but it’s a welcome change, and it’s one that I think a lot of marketers are really excited about. Because not everybody’s ready, willing, and able to bet their career that they’re gonna get every single person into their file. – Great, love it. All right, thanks a lot Matt. – You’re welcome.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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