BrightTALK, provider of a B2B content and demand marketing platform, has introduced a tool that it says will allow brands to gauge intent based on viewing and buying behavior.
The new service, Insights, is designed to take “the guesswork out of prospecting by providing tangible insights into areas where B2B buyers are looking for knowledge, insights, and solutions,” claims Paul Heald, CEO of BrightTALK.
A tool like this can presumably drive more targeted email marketing when prospects have opted in.
Ada tracks more than 100,000 talks on BrightTALK, and identifies the most popular topics among professionals in sales and marketing, legal services, IT, HR and other verticals, the company says.
Clients can see where terms align to their product categories and search words, and assess the degree of buying interest, it adds.
For example, they can see how many people have viewed content on a topic in the last 180 days, and filter this data by company size, geographical region, and seniority level, the firm continues.
In addition, prospects are assigned an intent score ranging from 0 to 100, using a 180-day rolling model. It aggregates such metrics as the volume of content viewed, duration of engagement and recency.
“Intent marketing has been gaining significant popularity in the B2B community, but most marketers are still flying blind when they try to gauge the actual buying intent of prospective leads,” Heald adds.