Fix Your Lead Gen Issues with Intent Data

Five years ago, after a data-driven marketer career that started in the 1980’s, I saw the future for real time, one-to-one marketing – something I’d envisioned through my years of working in the industry. My epiphany was recognizing that the real-time bidding exchanges bring together the elements necessary to deliver relevant, contextual messaging, thus changing the basic relationship between the media and the individual. These exchanges encompass the universe of Internet search terms, and thus, link to prospective buyers’ content of interest. By defining an audience based of consumption of content and then identifying the actual users through cookies, we could target prospective buyers by their actual browsing, versus the traditional proxy of target demographics. However, the use of cookies presented a problem because of short shelf life and their inability to work across mobile devices.

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!

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.