Few ideas have drawn as much comment over the past several years as intent data. But how many firms are using it — and are they good at it?
Relatively few have put an intent data program into place, but those that have are effective, judging by The Outlook On Intent Data, a study by Ascend2.
On the positive side, 69% rate themselves as somewhat successful at using intent data, and 20% rate it as best in class. Only 11% say they are unsuccessful.
But a mere 15% say their effectiveness has increased significantly in the past 12 months, versus 67% who report moderate improvement. And 18% say it has decreased, 2% significantly.
Their biggest challenge seems to be deciding on a plan:
Perhaps because of these issues, relatively few firms are fully utilizing intent data:
But budgets are going up: 12% expect their intent data spend to rise by more than 10%, and 42% expect it to increase by up to 10%. Another 40% foresee no change, and 6% are eyeing decreases, with 2% expecting it to decline by more than 10%.
Email is one of the top two most actionable ways to use intent data:
But most are at least hopeful that intent data will help them achieve their marketing strategy goals in the next 12 months:
Of the companies polled, 51% use a combination of in-house and outsourced resources, 44% use in-house resources only, and 5% outsource to a specialist.
Ascend2 surveyed 337 marketers between March 20, 2022 and March 28, 2022. Of these, 25% were B2B, 45% B2C and 30% were B2B and B2C equally combined.
In addition, 64% were in companies with fewer than 50 employees, with 24% in those with 50 to 500 and 12% in firms with more than 500 employees.