Intent data does not always live up to its users’ intentions.
Almost all B2B marketers say it can work for different tasks — but only 28% are very satisfied with their current intent data solution, while 59% are somewhat satisfied, according to The State Of Intent Data for Go-to-Market Teams, a study from Intentsify, conducted by Ascend2.
Of the companies polled, 36% use intent data as part of a well-designed and measured strategy, while 18% have no such strategy in place. And they face the following challenges when using intent data to improve their go-to-market (GTM) efforts:
Despite those issues, 48% of intent users rate their GTM strategy as very successful, versus 17% of non-users.
Where kind of data are they deploying?
Of intent users, 47% utilize both first- and third-party data, while 31% rely on first-party data (website data) and 21% third-party (ad exchange sources, data co-op, publisher).
And they are using intent data for these purposes:
Moreover, the most impactful uses of intent data are:
But here’s one more issue that B2B brands should consider: Return on investment takes longer than respondents expect.
For instance, 30% expect to see ROI in from one to three months.
But only 23% realize it in that timeframe.
Similarly, 32% forecast between three and six months, but 31% get there in that period.
But the situation is reversed as the months go on: From six months to one year, the actual time is shorter than the expected time.
In general, B2B marketers face these challenges with their go-to-market strategy:
Ascend2 surveyed 612 B2B customer success, marketing and sales professionals at companies with more than $10 million in annual revenue.
Of those respondents, 41% are managers, while 27 are directors, 11% are vice presidents, 4% are senior vice presidents and 16% are at the C-suite level and 1% fit into the “other” category.