Fix Your Lead Gen Issues with Intent Data
The use of intent data has made huge strides, transcending “trend status” to become a fundamental resource for today’s B2B marketers.
But while more than half of all marketing professionals leverage insights from first- and third-party intent data, they often overlook the benefits of second-party data and what it brings to the table. Until now!
Watch as Charlie Tarzian, VP of Intent Products at DemandScience, and Allyson Havener, VP of Marketing at TrustRadius, break down the concept of second-party intent data: what it is, how it’s sourced, and the value it drives for your B2B lead generation strategy.
Key topics include:
- Second-party intent data sources
- How to add second-party data into your existing lead gen strategy
- ROI and cost benefit of leveraging combined sources of intent data
VP of Intent Products, DemandScience
Eureka! Three years ago, in marched innovative IP Address Targeting – which provides a stable identifier and one that works across all devices. IP Address Targeting solves cookie deficiencies because it contains three critical pieces of data: device IP address, unique device information, and the page being served. The Big Willow breakthrough is processing billions of daily records of consumed web information, resolving that to specific theme content, and then tying it to specific devices through geo-targeting. In short, we have a cloud-based information system that identifies the unique device and ties it to the specific content being consumed. Quite simply, we can actually discern, in a deterministic way, Buyer Intent of an identified buyer down to a specific Zip+4 location.
Through The Big Willow, marketers can now access information that puts them upstream of Buyer Intent, often before that intent is even revealed to the market. True one-on-one marketing based on Buying Intent of the user; and it only took me 20+ years to solve the riddle!
VP of Marketing, TrustRadius
Allyson leads the marketing strategy at TrustRadius across all functions including demand gen, PR, product, and partner marketing. She’s driven to establish TrustRadius as the platform where buying decisions are made. Allyson brings experience and expertise in hyper growth marketing from previous roles at LiveRamp, an enterprise SaaS company. In her spare time she teaches yoga and finds anything to do outdoors. Allyson was also a ballerina in Dubai and graduated from University of California, Santa Cruz.