13 Best Buyer Intent Data Tools for B2B Marketers

Apurva Pathak | February 11, 2022 | 63 views

Intent Data Tools
If you are a seasoned marketer, you must be aware of how hard it is to find highly qualified leads. Wouldn’t it be convenient to have an intent data strategy that helps you identify companies that are looking for a product or service you offer by tracking their internet activity? If you are an IT service provider, some businesses must be looking to rope in a company like yours to help with their IT needs. If you find these businesses in time, you could clinch a deal with them.

Your sales and marketing teams will be able to work efficiently, your company will get more conversions, and your revenue will grow. This is what buyer intent data tools do.

What is Buyer Intent Data?

In the B2B domain, knowing what your target accounts want and need plays a big part in creating and executing ABM marketing. B2B buyer intent data indicates companies that are actively a part of your buying cycle. It allows marketers to understand what buyers are interested in, what kind of solutions they are looking for, what content appeals to them, and which topics they are stuck on. This data can be acquired from buyer intent data tools that measure buyer intent signals. They are generally a part of account-based marketing software.

Some of the buyer intent signals measured by buyer intent data tools are:
  • Subscription behavior
  • Clicks on social media ads
  • Website visits
  • Length of time spent on the website
  • People from the same company visiting your website
What the numbers say:
  • According to a SiriusDecisions study, a B2B prospect is already 67 percent into the purchasing journey.
  • 73 percent of B2B marketers use buyer intent data in their email marketing.
  • 62 percent of B2B marketers agree that B2B intent data improves their nurturing and personalization workflows.
It is no wonder that buyer intent data tools have created a buzz in the world of B2B marketing. Platforms that provide account-based marketing services have solutions that offer intent data for lead generation and intent-based marketing.

Types of Buyer Intent Data

There are two broad types of buyer intent data: internal buyer intent data and external buyer intent data. These can be used in any intent data strategy.

Internal Buyer Intent Data

This type of data is called first-party data, and it is gathered from your website, automation systems, or from within the account-based marketing software that you use. It is further classified into data you submit manually and data that your CRM perceptively creates. Some examples of this data are: website visits, time on page, lead information submitted, job title, downloads of the bottom of the funnel content like case studies, and viewing bottom-of-the-funnel pages like product comparison pages.

External Buyer Intent Data

B2B processes and sales cycles are often complex. Tracking customers on your website may not be enough. You need to widen your net and go above and beyond your website tracking software. You need to take a look at the off-site behavior of your customers by using buyer intent data tools. This will help you understand what prospective buyers are searching for on the web and not just on your website. Could it be that they are checking some review sites, or your competitor’s website, or possibly finding answers to their queries somewhere else but not on your website?

Understanding this B2B intent data will help you expand your sales funnel accordingly. You cannot control buyer behavior, but you can definitely decide strategically how you will respond to the buyer intent data.

Leveraging Buyer Intent Data in ABM Marketing

An effective account-based marketing strategy is a data-driven marketing strategy that targets key accounts with buyer intent. This laser-focused approach to targeting makes it more successful as compared to other marketing strategies.

Here is how buyer intent data can help you enhance your account-based marketing strategy:
  • Enhances Demand Generation
Buyer intent data enriches the demand generation process by assisting marketing teams in identifying and planning campaigns for prospective accounts. Email marketing and personalized ads can speed up outreach and conversion.
  • Optimizes Content Strategies
It improves content marketing strategies through insights into prospect behavior. It becomes easier to tailor a content strategy to target a prospect once you know what your prospect thinks about a solution or product you offer.
  • Improves Lead Generation
Your prospect’s online behavioral data can drive your lead generation strategy. You can target specific accounts based on their intent. Your cost-per-head (CPL) will go down significantly once you generate more interest in your sales pipeline.
  • Strengthens ABM Partnerships
ABM implementation also involves channel marketing solutions that are complex. Intent data can make the process manageable and bring clarity to the intentions and objectives of the marketing strategy. You can easily prioritize your ABM partners’ leads for higher revenue. It guarantees the success of your ABM group channel program.
  • Reduces the Churn Rate
You can reduce the churn rate by monitoring the research activity of your target accounts. You can easily identify the likelihood of churn. To tackle this problem, you can create personalized offerings for prospects who are checking out your competitor’s offerings.
  • Helps You Tweak Your Solutions
With the help of buyer intent data, you can understand your prospects’ pain points better. Tweak your solutions, design products or services based on the trends you see or the patterns you notice in your target audience’s behavior.

13 Best Buyer Intent Data Tools for B2B Marketers

Here are thirteen game-changing buyer intent tools for B2B marketers that can help you with your intent-based marketing plan:

1. Terminus
Terminus was named a ‘Leader’ in the 2020 New Wave of ABM platforms and has more than 1,000 customers trusting its account-based marketing strategies. Its account-based marketing tools help marketers analyze how their marketing strategies fare in terms of sales. Its deep B2B account database has over 70 million businesses. Its tools can sync easily with CRM and MAP data and deliver immediately marketable segments.

2. Bombora
Bombora provides risk-free intent data that is not only comprehensive, but also privacy-compliant. It can be integrated with multiple platforms across sales, martech, and B2B advertising. Its data comes from fully consented B2B publishers. The Bombora Data Co-op captures the buying signals of nearly 3.3 million unique domains through 20.1 billion interactions a month, across more than 4000 sites.

3. ZoomInfo
ZoomInfo has an impressive and comprehensive business database that can help you run B2B intent-based marketing campaigns. Its solutions bring together your sales and marketing teams. Its buyer intent data tools have features like lead scoring, sales prospecting, territory planning, and targeted outreach.

4. Demandbase
Demandbase’s platform, Demandbase One, is a great go-to-market solution. Its buyer intent data tools use data built around data privacy and security best practices. It has cloud solutions for advertising, account-based experience, sales intelligence, and data. With this single platform, you can orchestrate and automate your buyer journeys easily.

5. Slintel
Slintel, a 6sense company, analyzes buying behavior, patterns, sales intelligence, and digital footprints of your key accounts. It has a database of more than 15 million organizations. It helps marketers understand buyer behavior and pain points using buyer journeys and keyword insights. It evaluates over 100 billion data points to identify 3% of prospects with high buyer intent.

6. Leadfeeder
Leadfeeder features a variety of filters, both basic and customizable, that allow users to segment companies based on company demographics, location, behavior, location, and more. In addition, it integrates tools like Zapier, CRMs, and other email marketing tools which help provide insights on accounts. It has a responsive support team and is easy to use.

7. KickFire
KickFire provides first-party intent data by identifying anonymous website visitors through visitors’ IP addresses. This crucial data can be used by sales and marketing teams to create personalized content and increase sales outreach. There are different tool versions like LIVE Leads and KickFire for Google.

8. DemandJump
DemandJump provides insights into the customer journey and helps analyze your competitors. You can get information on what your prospects are doing, like which websites they are visiting and what things they are searching for. You can also find out what your competition ranks for, what kind of content they publish, and what kind of ads they use to attract traffic. 

9. TechTarget Priority Engine
Priority Engine gives real-time access to leads that are ranked based on their engagement level and their purchase intent. You can use this information to enhance your ABM strategy, sales outreach, and lead generation. This tool also shows the topics which interest prospects, the kind of technology the prospects use and also provides contact information for leads whenever it is available.

10. Lead Forensics
With the help of Lead Forensics, you can engage with your prospects and customers swiftly. By using the valuable data that this tool provides, you can start useful conversations with the visitors to your website. You can also identify visitors, location, demographic information, and how much time they spend on your website.

11. Pure B2B
Pure B2B is a web-based demand generation tool designed to supplement businesses with their B2B content syndication. It helps in displaying ads, developing outbound leads with the help of predictive analytics and multi-source intent data. If you want to generate high-quality leads, you should consider using this tool.

12. Triblio
Tribilo allows you to combine account-based ads, web personalization, and sales activation through a single platform. You can easily engage with your customers, grow their awareness, and get in touch with your target accounts.

13. HappierLeads
Easily reach out to companies that show buyer intent but are not converting into customers with the help of HappierLeads. This tool accurately tracks website visitors and allows you to identify anonymous website visitors, connect with decision markets, and segment traffic.

By using account-based marketing services that offer the best buyer intent data tools, you can enhance your account-based marketing strategy. These intent data providers will highlight you in front of the buyers when they are in their decision-making process. Not only will it give you an upper hand in account-based marketing, but it will also help you proactively intercept prospects without having to wait for them to land on your website.

How Daniel Englesbretson, Founder of Khronos, leveraged Terminus to run successful ABM campaigns for clients

“What I have found is that, especially leveraging technology like Terminus, the data you get from the start speeds you up substantially, and gives you a lot more perspective that you couldn’t have had or wouldn’t have had before.” – Daniel Englesbretson.

ABM has become a mindset for Daniel. Read his full interview with Media 7 where he talks about the impact of AI on the ABM landscape.

Terminus’ account-based marketing software has shown tremendous results because it has one of the best buyer intent data tools in the market. Companies saw a 30 percent increase in opportunity size for the enterprise segment and a 2X increase in the probability of an account moving to opportunity.

Summing It Up

B2B buyer intent data tools can be a great addition to your arsenal of account-based marketing solutions. They can help you with swifter lead generation, boost your sales and save costs on pursuing qualified leads.  Roping in a good-intent data provider will enhance your account-based marketing strategy.

FAQ

What information does buyer intent data reveal when a qualified lead comes to your website?

Buyer intent data reveals qualified leads’ areas of interest, referral sites, and pages visited. This data can be used to personalize outreach and contact prospects.

How can you leverage buyer intent data to achieve higher close rates?

You can use intent data for lead generation. You can appeal to a lead throughout the awareness, consideration, and decision-making phases. Buyer intent data positions you in front of the prospects early on in the buyer’s journey, and that is how you get higher close rates.

What are some examples of internal buyer intent data?

Website visits, lead information submitted, time on page, job title, downloads of bottom-of-the-content, and viewing bottom-of-the-funnel pages are some examples of internal buyer intent data.

Spotlight

The Vanella Group, Inc.

The Vanella Group, Inc. VanellaGroup.com is the creator of Telesales 2.0® and brings an extended capability outsourced B2B teleservice and telemarketing solution focused on enterprise technology providers. Our programs deliver results 5x above industry standards (DMA Report.) With deep expertise navigating through today’s B2B selling landscape to deliver revenue, we build real relationships with prospects, get real-time actionable sales intelligence, and make sure your reps are in the "right place at the right time"? to close the deal.

OTHER ARTICLES
ACCOUNT BASED ANALYTICS

Five Things That Can Make a Difference to ABM in EMEA

Article | December 6, 2021

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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Buying Group Marketing: Another Evolution of ABM

Article | December 28, 2021

B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry. Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach. While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said, "Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs." How Does BGM Drive Revenue? Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain. Closing the Gap Between Sales and Marketing Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization. Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial. In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue. Putting Buyer Experience on Top In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more. Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting. For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM. In BGM: Every step in the buyer’s journey is based on buyer personas and presents value to the buying group. Every demand management process focuses on the buying group. Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision. Offering Solutions to Pain Points Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision. With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months. How Should You Implement BGM on Sales Funnel? We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel: Top of the Funnel While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal. Middle of the Funnel For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective. Bottom of the Funnel Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision. While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions. Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend. Last Word ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads. FAQ What are the three important tenets of buying group marketing? The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account. How is buyer experience different than customer experience? Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey. How can you engage top-of-the-funnel audiences in buying group marketing? You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.

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ACCOUNT BASED ANALYTICS

The ABM to ABX Transformation Drives Account Engagement

Article | June 14, 2022

Account-based marketing brings in a higher ROI compared to other marketing activities. It targets key accounts, but not always at the right time. The buyer experience gets compromised if the strategy does not align with the account’s buyer journey. Demandbase CMO John Miller paints an interesting picture of what ABM is. “The analogy that I've always used to describe ABM was fishing with spears, which was an effective analogy. But at the same time, it doesn't feel very good to get poked by a spear.” -Demandbase CMO John Miller If ABM pokes accounts without respecting them or creating an emotional connection with them, customer success cannot be guaranteed. This is where ABX comes in. It’s a GTM strategy that puts the value of customer experience above the value of key accounts. ABM ››› ABX: Why Are B2B Marketers Adopting ABX? B2B marketers clearly understand how effective the ABX strategy is compared to good old ABM. Here are the reasons why: Buyer groups are the stars of the show. AI insights provide accurate information on which accounts exhibit buyer intent and what they are looking for. These accounts are engaged through hyper-personalized campaigns only when they are in the buying phase. Marketing, sales, and customer success teams ensure every touchpoint consistently delivers value to the customer. ABX execution involves being agile enough to adapt to the ever-changing behavior and needs of the customer. Every customer is nurtured to deepen loyalty for a long-term business relationship. Why Does ABX Matter? Upgrading your plain old ABM strategy to an ABX strategy simply means applying customer experience best practices to your marketing processes. Consequently, your campaigns are trustworthy, impactful, empathetic, and relevant to every stage of your customer’s journey. Targeted messaging that appeals to every member of the customer’s buying team influences the buying decision of the account. The strategy brings sales, marketing, SDR, and customer-facing teams together so they work towards creating a wholesome customer experience consistently across all the touchpoints. Conclusion In a world where there is a continuous influx of information and a scarcity of attention, any kind of interruptive marketing may be ineffective and off-putting. Companies should focus on ABX to build trust with key accounts and create engagement that isn’t forced through perfectly orchestrated interactions across a project or management lifecycle.

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ACCOUNT BASED DATA

B2B Buyer Intent Data Providers Bring in Your Next Customer

Article | April 29, 2022

In an interview with Media 7, Assaf Eisenstein, Co-Founder & President of Lusha, talked about the importance of buyer intent data for offering great customer service. “The most important things B2B brands can do to establish themselves are to know their customers and match their strengths to the buyers they can best serve.” B2B buyer intent data providers help companies resonate with their target audience in a sea of competitors. They can create timely campaigns to convert a prospect into a customer. According to Statista, about 70% of technology vendors rely on buyer intent data vendors for better prospecting. This puts B2B buyer intent data providers in the spotlight more than ever to come up with innovative solutions that can streamline marketing strategies and get more leads to the sales department. Buyer Intent Data: What It Delivers Businesses are sourcing intent data from B2B buyer intent data providers to maintain a competitive edge and grow. Here are a few of the key areas that buyer intent data can positively influence: Your Prospecting With the help of buyer intent data, your sales team can engage with a prospect with added accuracy at the right time (ZMoT) because it has the contextual information on the prospect. The team can prioritize good-fit leads and accounts. Your Messaging Identify any messaging gaps and create ideal, personalized, and precise messaging for your lead nurturing campaigns to increase engagement. Buyer intent data reveals your prospects’ interests and pain points, which you can capitalize on through your messaging. Your Ad Targeting Your ad campaigns can be more accurate thanks to B2B buyer intent data. They can target both known and unknown prospects who engage with your key topics with precise messaging. Your ABM Campaign In ABM marketing, B2B buyer intent data can tell you which of your target accounts are actively in the market looking for your product or services. It can also help you prioritize engagement and resource allocation and tailor messaging to address specific pain points that your target accounts are struggling with. Your Revenue The combined result of using buyer intent data tools is a spike in your revenue through lead nurturing campaign personalization, timely engagement, enhanced sales prioritization, and customer experience. How is B2B Buyer Intent Data Driving Revenue? For some time now, B2B buyer intent data has been a buzzword for B2B marketers because it is streamlining the conversion of marketing qualified leads (MQLs) to sales qualified leads (SQLs) through multi-channel targeted advertising. It helps them focus more on engaging prospects with buyer interest than on their size to predict the actions of prospects. It considerably shortens sales cycles and assists in demand orchestration when integrated with the sales funnel. Let us look at how B2B buyer intent data can benefit businesses: Understanding the Customers’ Pain Points and Demands Using TechTarget’s Priority Engine, a prospect-level intent data product, Zoom was able to solve three crucial challenges in their ABM marketing strategy: sorting their prospects, personalized messaging to engage these prospects, and the perfect time to get in touch with them. With the help of Priority Engine, Zoom’s sales representatives improved their efficiency and generated more qualified leads that were closer to conversion. Optimizing Sales and Marketing Approaches It is crucial to implement ABM marketing to build an enterprise pipeline. Tracking deal progression, account engagement, and sales and marketing alignment are important for any company to succeed. Dialpad, a cloud communications platform, leveraged Demandbase to optimize its sales and marketing approaches. The platform provided Dialpad with insights whenever a lead moved from marketing qualified to sales qualified, so its sales reps never missed an opportunity. In less than six months, Dialpad sales reps got 80% more MQLs for conversions, a 20% increase in target account penetration, and 15% more deals in the pipeline in a shorter timeline. Creating a Targeted Content Strategy and Web Personalization Companies can no longer rely only on search engine optimization while designing their content strategy. They need to focus on offering a solid customer experience through web personalization and targeted content that addresses the pain points of the customers through effective solutions. Dodge Data, a data analytics company, used buyer intent data from Triblio to create a content strategy, personalize their website, and execute targeted display advertising campaigns. Dodge Data re-engaged 30-40 visitors per day, approaching them right when they were warm, leading to more conversions than when they relied only on demand generation campaigns. Customer Retention Through Insights Post-sales experience is just as important for business growth as gaining new customers. With the help of Demandbase One, Equilar, a software and technology company, was able to retain their customers and serve them on time with the help of insights on product activity and engagement. The company received regular alerts on the accounts it was catering to so it could reach out to them and keep the existing clients happy. Efficient Lead Scoring & Pipeline Growth Pipeline growth is a criterion for success and synchronization between the sales and marketing departments, an important attribute of ABM. Buyer intent data helps business development representatives qualify prospects that show buyer intent so they can book meetings. Leoforce, an AI-based recruiting company, used buyer intent data from Slintel and saw a pipeline growth of 10%-20%. Enhancing ABM Strategy B2B buyer intent data enhances the ABM strategy by identifying key accounts ready to go in-market. If B2B companies do not have this data today, they will be far behind in the competition and won’t be able to monetize their ABM strategy. A great example of how a company can enhance its ABM strategy using B2B buyer intent data would be Arizent, a book and periodical publishing company that became a part of B2B buyer intent data provider Bombora’s Data Co-op. The company monetized its ABM strategy using the buyer intent data from Bombora by capitalizing on the accounts that showed purchase intent. Wrapping It Up By leveraging B2B buyer intent data, businesses can drive revenue through enhanced ABM strategy implementation, outstanding customer experience, and insights that can help them enhance their sales strategy and pipeline. FAQ How can buyer intent data providers help you increase your sales? Intent-based marketing can help you streamline your prospecting pipeline, focus your marketing effort on accounts that show buyer intent, and understand the pain points of customers. This can help you increase your sales pipeline. How can you enhance your ad campaigns using buyer intent data? Intent data can help you make your ad campaigns more granular because it allows you to capitalize on leads that show buyer intent signals. As a result, the ads will target buyers who are close to making a purchase decision. Who are some of the popular B2B buyer intent data providers? Some of the popular B2B buyer intent data providers are Bombora, Slintel, Demandbase, and ZoomInfo.

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Spotlight

The Vanella Group, Inc.

The Vanella Group, Inc. VanellaGroup.com is the creator of Telesales 2.0® and brings an extended capability outsourced B2B teleservice and telemarketing solution focused on enterprise technology providers. Our programs deliver results 5x above industry standards (DMA Report.) With deep expertise navigating through today’s B2B selling landscape to deliver revenue, we build real relationships with prospects, get real-time actionable sales intelligence, and make sure your reps are in the "right place at the right time"? to close the deal.

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ZoomInfo Appoints Alison Gleeson to Board of Directors

ZoomInfo | July 05, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced the appointment of Alison Gleeson to its Board of Directors, effective July 1, 2022. She was previously the SVP of Americas at Cisco, where she led nearly 9,000 employees and was responsible for more than $25 billion in annual sales. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “She has been successful at every level of the sales ladder – from hitting her number as a sales rep to running all of the Americas for Cisco. We expect to leverage her experience and knowledge to drive the next phase of growth for ZoomInfo.” Gleeson currently serves as a board member of publicly traded SaaS companies Elastic and 8x8, Inc. She has been honored with the Connected World’s Woman of IoT Award, Diversity Best Practices’ Above and Beyond Legacy Award, and the Michigan Council for Women in Technology’s Woman of the Year Award. Gleeson received a Bachelor of Arts in Marketing from Michigan State University, where she currently serves on the Advisory Board of Eli Broad College of Business. “I’m excited to join ZoomInfo’s board because I’ve long admired organizations that achieve immense success through a customer-focused approach,” said Gleeson, who joins seven other members on ZoomInfo’s board. “I’m a strong proponent of using innovation to find creative solutions that align to customers’ business drivers. ZoomInfo is at the forefront of innovation in the SaaS space, and I’m eager to help the company continue its rapid growth.” About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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ZoomInfo Earns Top Spot in 23 G2 Grids for Sixth Consecutive Quarter

ZoomInfo | July 05, 2022

ZoomInfo continued its streak of market leadership, topping the overall Buyer Intent Data Tools category along with the top spot in every Lead Capture and Marketing Account Intelligence category. “Once again, ZoomInfo proves its leadership when it comes to consistently delivering top-tier solutions to revenue teams everywhere at businesses of all sizes,” said ZoomInfo Founder and CEO Henry Schuck. “The honest, positive experiences shared by our customers are the reason we’ve maintained our top-tier status with G2 quarter-over-quarter and year-over-year.” For the ninth straight quarter, ZoomInfo was listed as the No. 1 Enterprise solution in the Sales Intelligence and Marketing Account Intelligence sections. Also of note: ZoomInfo has topped at least 19 different grids for eight consecutive quarters. ZoomInfo maintained the top spot in both the Overall and Mid-Market grids of Marketing Account Intelligence for the 18th consecutive quarter. ZoomInfo was named the No. 1 Enterprise solution in five different sections. 36 of ZoomInfo’s 39 rankings were in the top-two on their grid. The Summer 2022 Grid® Reports are based on G2’s unique algorithm, which calculates customer satisfaction and market presence scores in real-time. Based on user reviews and data aggregated from online sources and social networks, ZoomInfo’s high placement in these categories underscores the ways in which best-in-class data feeds every step of a sales and marketing professional’s workflow, and reveals the need for an automated pathway to go-to-market intelligence. No. 1 Placements (23) Lead Capture Lead Capture: Enterprise Lead Capture: Mid-Market Lead Capture: Small Business Lead Intelligence Lead Intelligence: Enterprise Lead Intelligence: Mid-Market Marketing Account Intelligence Marketing Account Intelligence: Enterprise Marketing Account Intelligence: Mid-Market Marketing Account Intelligence: Small Business Market Intelligence Market Intelligence: Mid-Market Email Verification Email Verification: Mid-Market Email Verification: Small Business Lead Mining Lead Mining: Mid-Market Lead Mining: Small Business Buyer Intent Data Tools Buyer Intent Data Tools: Mid-Market Account Data Management: Enterprise Sales Intelligence: Enterprise No. 2 Placements (13) AI Sales Assistant AI Sales Assistant: Enterprise AI Sales Assistant: Mid-Market AI Sales Assistant: Small Business Account Data Management Account Data Management: Mid-Market Account Data Management: Small Business Market Intelligence: Enterprise Market Intelligence: Small Business Sales Intelligence: Mid-Market Sales Intelligence: Small Business Visitor Identification Lead Intelligence: Small Business Other Placements (3) Visitor Identification Visitor Identification: Small Business Sales Intelligence About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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ACCOUNT BASED ANALYTICS

Demandbase is the 6th Best Workplace in the Bay Area in 2022

Demandbase | June 22, 2022

, Demandbase announced that it was named the 6th Best Place to Work in the Bay Area for 2022 by Fortune magazine. This award is based on employee feedback, in which 97% of Demandbase’s employees said it’s a great place to work compared to the 57% of employees in a typical U.s company. "We're delighted to be on this meaningful list because our team members are our top priority," says Gabe Rogol, chief executive officer at Demandbase. "Since 2020, we've acquired three companies, meaning we've had to merge that many teams. It's been quite an undertaking, but we've been really intentional about keeping our employees' needs, goals, and welfare front and center. Knowing that our team's feedback is what put us on this important list tells us we've been successful in that, and in building a strong company from the inside out." "As employee demands and expectations have dramatically changed over the past year, these companies have risen to the occasion—and it's not been easy, Their hard work and dedication to listen to and care for the well-being of every employee, and support them in a way that's meaningful to all, is the standard all organizations will be held to." Kim Peters, executive vice president of global recognition, research & strategic partnerships at Great Place to Work The Fortune Best Workplaces in the Bay Area competition is fierce. Finalists are chosen based on rigorous analytics and confidential employee feedback gathered from America's largest ongoing workforce study of more than 1 million employee survey responses and data from companies employing more than 6.1 million Americans. In addition, companies were only considered if they are Great Place to Work CertifiedTM and have a Bay Area headquarters. Great Place to Work is America's only company culture award that chooses winners based on how employees are treated fairly. Companies are evaluated based on how well they create a great employee experience that transcends race, gender, age, disability status, or any other aspect of employees or their role.

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ABM ACCOUNTS

ZoomInfo Appoints Alison Gleeson to Board of Directors

ZoomInfo | July 05, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, today announced the appointment of Alison Gleeson to its Board of Directors, effective July 1, 2022. She was previously the SVP of Americas at Cisco, where she led nearly 9,000 employees and was responsible for more than $25 billion in annual sales. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “There are few people in the world with the go-to-market experience and expertise that Alison has,” said ZoomInfo Founder and CEO Henry Schuck. “She has been successful at every level of the sales ladder – from hitting her number as a sales rep to running all of the Americas for Cisco. We expect to leverage her experience and knowledge to drive the next phase of growth for ZoomInfo.” Gleeson currently serves as a board member of publicly traded SaaS companies Elastic and 8x8, Inc. She has been honored with the Connected World’s Woman of IoT Award, Diversity Best Practices’ Above and Beyond Legacy Award, and the Michigan Council for Women in Technology’s Woman of the Year Award. Gleeson received a Bachelor of Arts in Marketing from Michigan State University, where she currently serves on the Advisory Board of Eli Broad College of Business. “I’m excited to join ZoomInfo’s board because I’ve long admired organizations that achieve immense success through a customer-focused approach,” said Gleeson, who joins seven other members on ZoomInfo’s board. “I’m a strong proponent of using innovation to find creative solutions that align to customers’ business drivers. ZoomInfo is at the forefront of innovation in the SaaS space, and I’m eager to help the company continue its rapid growth.” About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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CORE ABM

ZoomInfo Earns Top Spot in 23 G2 Grids for Sixth Consecutive Quarter

ZoomInfo | July 05, 2022

ZoomInfo continued its streak of market leadership, topping the overall Buyer Intent Data Tools category along with the top spot in every Lead Capture and Marketing Account Intelligence category. “Once again, ZoomInfo proves its leadership when it comes to consistently delivering top-tier solutions to revenue teams everywhere at businesses of all sizes,” said ZoomInfo Founder and CEO Henry Schuck. “The honest, positive experiences shared by our customers are the reason we’ve maintained our top-tier status with G2 quarter-over-quarter and year-over-year.” For the ninth straight quarter, ZoomInfo was listed as the No. 1 Enterprise solution in the Sales Intelligence and Marketing Account Intelligence sections. Also of note: ZoomInfo has topped at least 19 different grids for eight consecutive quarters. ZoomInfo maintained the top spot in both the Overall and Mid-Market grids of Marketing Account Intelligence for the 18th consecutive quarter. ZoomInfo was named the No. 1 Enterprise solution in five different sections. 36 of ZoomInfo’s 39 rankings were in the top-two on their grid. The Summer 2022 Grid® Reports are based on G2’s unique algorithm, which calculates customer satisfaction and market presence scores in real-time. Based on user reviews and data aggregated from online sources and social networks, ZoomInfo’s high placement in these categories underscores the ways in which best-in-class data feeds every step of a sales and marketing professional’s workflow, and reveals the need for an automated pathway to go-to-market intelligence. No. 1 Placements (23) Lead Capture Lead Capture: Enterprise Lead Capture: Mid-Market Lead Capture: Small Business Lead Intelligence Lead Intelligence: Enterprise Lead Intelligence: Mid-Market Marketing Account Intelligence Marketing Account Intelligence: Enterprise Marketing Account Intelligence: Mid-Market Marketing Account Intelligence: Small Business Market Intelligence Market Intelligence: Mid-Market Email Verification Email Verification: Mid-Market Email Verification: Small Business Lead Mining Lead Mining: Mid-Market Lead Mining: Small Business Buyer Intent Data Tools Buyer Intent Data Tools: Mid-Market Account Data Management: Enterprise Sales Intelligence: Enterprise No. 2 Placements (13) AI Sales Assistant AI Sales Assistant: Enterprise AI Sales Assistant: Mid-Market AI Sales Assistant: Small Business Account Data Management Account Data Management: Mid-Market Account Data Management: Small Business Market Intelligence: Enterprise Market Intelligence: Small Business Sales Intelligence: Mid-Market Sales Intelligence: Small Business Visitor Identification Lead Intelligence: Small Business Other Placements (3) Visitor Identification Visitor Identification: Small Business Sales Intelligence About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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ACCOUNT BASED ANALYTICS

Demandbase is the 6th Best Workplace in the Bay Area in 2022

Demandbase | June 22, 2022

, Demandbase announced that it was named the 6th Best Place to Work in the Bay Area for 2022 by Fortune magazine. This award is based on employee feedback, in which 97% of Demandbase’s employees said it’s a great place to work compared to the 57% of employees in a typical U.s company. "We're delighted to be on this meaningful list because our team members are our top priority," says Gabe Rogol, chief executive officer at Demandbase. "Since 2020, we've acquired three companies, meaning we've had to merge that many teams. It's been quite an undertaking, but we've been really intentional about keeping our employees' needs, goals, and welfare front and center. Knowing that our team's feedback is what put us on this important list tells us we've been successful in that, and in building a strong company from the inside out." "As employee demands and expectations have dramatically changed over the past year, these companies have risen to the occasion—and it's not been easy, Their hard work and dedication to listen to and care for the well-being of every employee, and support them in a way that's meaningful to all, is the standard all organizations will be held to." Kim Peters, executive vice president of global recognition, research & strategic partnerships at Great Place to Work The Fortune Best Workplaces in the Bay Area competition is fierce. Finalists are chosen based on rigorous analytics and confidential employee feedback gathered from America's largest ongoing workforce study of more than 1 million employee survey responses and data from companies employing more than 6.1 million Americans. In addition, companies were only considered if they are Great Place to Work CertifiedTM and have a Bay Area headquarters. Great Place to Work is America's only company culture award that chooses winners based on how employees are treated fairly. Companies are evaluated based on how well they create a great employee experience that transcends race, gender, age, disability status, or any other aspect of employees or their role.

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