3 Best Buyer Intent Data Tools You Should Know About

Apurva Pathak | March 3, 2022 | 700 views

Media7
Account-based marketing strategies prioritize intent data to maximize the effectiveness of their sales and marketing workflows. With the help of intent data, businesses can tailor their interactions with target accounts based on their needs and build valuable relationships with them.

In an interview with Media 7, Gil Allouche, the Founder and CEO of Metadata.io, talked about the use of intent data for lead generation.

“Without the right tools, companies don’t realize what campaigns have zero traction and what campaigns are attracting the most potential buyers, therefore, money is wasted on leads that won’t lead to revenue.”


Intent data aids in the prioritization of a list of target accounts to be pursued for conversion. Additionally, some businesses create specialized groups and targeted lists to hyper-personalize their content offerings and influence purchase decisions.

Importance of Buyer Intent Data

To make the most of intent data, companies engage B2B buyer intent data tools provided by exclusive intent data providers or account-based marketing software providers. They use these tools for effective lead generation.

According to Insights on Professionals, almost 40% of businesses spend more than half of their marketing budget on intent data, and 70% plan to increase spending on intent data.

Intent data plays a big role in enhancing an ABM strategy. Below are some ways:

  • It helps with target account selection
With the help of intent data, you can define your ICP, understand the ICP’s intent, and gather relevant data from multiple intent data tools or platforms and collate it to amplify your target list. As a bonus, you can also divide your target list based on their intent. Finally, you can target the accounts with the help of all the insights that you gained from the B2B intent data.

  • You can zero-in on the best messaging
High-quality B2B buyer intent data includes insights like a prospect’s research history. You can uncover actionable prospect trends that you would have otherwise missed. Using this crucial information, you can optimize your messaging because it plays an important role in content marketing. Buyer intent data can enhance sales pitches by shedding light on the buyer’s interests and needs. 

  • It improves your sales outreach
Prospects are now focused on doing their own research based on the suggestions their friends or acquaintances provide. With the help of intent signals that the buyer intent tools record, the movement of the prospect is revealed. Once your sales team knows the position of a prospect in the sales funnel, they can decide when to get in touch and work towards a conversion.

  • It helps you retain customers
If your customers are looking at your competitor’s products or services, intent data signals will alert you. This kind of information indicates that you need to evaluate your offerings. You can set up triggers to gather such instances and seek feedback from customers to understand their expectations. You can reach out to these customers and provide them with support and attention so you do not lose them.

  • You can amplify your content
Content personalization is a crucial component of an effective ABM strategy. Using first and third-party data, you can create impactful blog content, email marketing campaigns, and other relevant content pieces to appeal to your leads. Buyer intent data can help you target your ideal customer profile (ICP). Your marketing team can create content on topics your prospects are looking at and revamp old content to make it more effective.

Why Are B2B Marketers Intent on Using Buyer Intent Data?

ABM marketing is B2B marketing on steroids. For B2B marketers who want to run intent-based marketing campaigns, buyer intent data has become a go-to tool because it helps them understand their target accounts better. Their approach is focused, tailored, and relevant. Such an approach leads to more conversions, shorter sales cycles, and clearer ROI.

Let us look at why B2B marketers are making it a point to use account-based marketing software with buyer intent data tools.
  • Increases brand exposure through customized websites, landing pages, and social media pages to cater to a specific audience
  • Aligns sales and marketing teams by bridging the communication gap between them and establishing shared business goals
  • Facilitates hyper-targeted advertising by providing information on search intent, online behaviour, main interests through keyword searches, and propensity to make purchase
  • Accurately predicts buyer behavior with the help of comprehensive datasets to forecast the buying patterns of prospects
  • Enhances customer experience by providing insights into the prospects’ needs and expectations so the curated content resonates with them

3 Best Buyer Intent Data Tools You Should Know About

Here is a list of the three best buyer intent data tools that can help you improve your account-based marketing strategy:

Demandbase

Demandbase’s ABX Cloud uses account intelligence to help its customers orchestrate sales and marketing moves. With the help of reliable and high-quality insights, you can create relevant content for every stage of the B2B buyer’s journey. ABX Cloud has an engagement platform that shows all of the information your marketing and sales teams have gathered in one place. This way, your teams can find opportunities faster, engage with them smartly, and close deals quickly, which will help your business grow.

ABX Cloud also uses predictive analysis so your sales team knows when to approach a lead. It conveniently aligns the efforts of both your sales and marketing teams to create an actionable, measurable, and focused ABM approach. It uses artificial intelligence (AI) for account selection. As a result, your target list is based on intent signals, CRM data, and others, which will help you know your target accounts well enough to create effective messaging. ABX’s account-based analytics measure engagement across each account and track progress throughout pre-defined, unique account journeys. This is how Demandbase uses intent data for lead generation.

Demandbase was named a leader in the first-ever 2022 Magic Quadrant for Account-based Marketing Platforms. It is the only company to get the best scores for all three use cases in the accompanying 2022 Gartner Critical Capabilities for Account-based Marketing Platforms report.

Demandbase Success Story: SilkRoad Technology, Inc. is a human resource capital management software company. It used Demandbase's ABM platform, which was equipped with intent data, and saw activity and engagement from their top accounts go from 20%–30% to 80%+ in just six months.

Bombora

Bombora proudly markets itself as a market leader in B2B intent data. It is one of the most popular intent-based marketing facilitators. It has the most comprehensive and privacy-compliant data cooperative on the web. In short, it provides clean, risk-free intent data. It collects data consensually from its proprietary data source that comprises of 4000+ top B2B sites on the internet. It provides the most accurate data on a buyer’s digital journey so you can understand their intent. It has named its intent data solution ‘Company Surge.’

Bombora’s data can be integrated with all major platforms across the ad, sales, and martech ecosystems. This added convenience means you do not have to onboard a new system to access Bombora’s data. You can set it up in your current workflow.

Privacy compliance and ethically sourced intent data make Bombora a great choice amongst the tools. It gathers data from websites that are exclusive to Bombora. It has implemented industry-standard consent mechanisms so that all the data is compliant.

Company Surge uses BERT-based machine learning to understand the intent behind the words on a webpage and gives you an accurate picture of your buyer’s interest, pain points, requirements, and intent. It also helps with resolving pre-purchase signals of buyers to 2.8 million businesses by using its patented method that fuses behavioral and IP2C (Internet Protocol to Company) data. This data is then amplified by firmographic and demographic data.

Bombora detects how many users from a specific organization are researching particular topics, how frequently they visit certain webpages, and how deep their research goes as compared to their usual web activity. Based on this information, it can tell when an organization wants to make a purchase.

Bombora Success Story: Hornbill, a global leader of cloud-based workflow application software for IT, HR, security, and customer service teams, integrated Bombora with its HubSpot database. It got net-new in-market accounts every week, which Hornbill prioritized for sales and marketing. In six months, Hornbill found 900+ new accounts that were already in the market, which led to new active sales opportunities.

ZoomInfo

ZoomInfo Intent helps identify and engage buyers in real-time when they research solutions that your company offers. You can discover ready-to-buy prospects, connect with ideal buyers, and integrate the data with the tools that are already a part of your platform. It is simple to map an ideal customer profile using the buying signals collected by ZoomInfo's database.

You can uncover sales-ready leads that are looking at the products or solutions that your company offers. The intent engine triggers signals that are tracked by a network of 300,000 publisher domains. One trillion new keyword-to-device pairs are added to ZoomInfo every month from more than 90% of all the devices in the United States, which is a lot of devices.

ZoomInfo can help you identify and understand entire buying teams based on what they research. You can reach decision makers over the phone, through digital marketing channels, and by email to start a meaningful conversation. You can create automated workflows to close more deals by incorporating contact and intent data into your CRM, marketing, and sales software.

ZoomInfo Success Story: Speakap, an internal communications app, used ZoomInfo Intent and DiscoverOrg’s combined platform. Their bounce rates fell below 1%, their engagement rate increased by 25%, and their pipeline growth increased by more than 50%.


Summing It Up

Buyer intent data tools can enhance the way you do business, how efficiently your sales and marketing teams function, and how effectively you can run your ABM marketing campaigns. Choose your buyer intent data tools from trusted intent data providers based on their offerings, their privacy compliance, integration capabilities, transparent metrics, and overall functionality so that you can make the most of your account-based marketing strategy. This way, you can make the most of your marketing efforts.

FAQ


How can you get buyer intent data?

Buyer intent data is collected by buyer intent data tools, which may be a part of your ABM platform or which you can integrate with your platform. They collect the data from website visits, CRM, social media data, content consumption and off-site activity.

What are the benefits of buyer intent data tools?

Buyer intent data tools provide insights on a customer’s intent to purchase. They do this by mapping the customer journey, performing predictive analysis, behavioral analysis, and tracking competitor data.

How can you use buyer intent data to scale your business?

By using buyer intent data, you can personalize your website, prioritize your inbound leads, nurture your leads, personalize your emails and identify potential customers who haven’t engaged with you yet. So, you can convert the leads into customers by offering them just what they want.

Spotlight

Leeds Consulting Group

Leeds Consulting Group LLC is an association of seasoned sales and marketing professionals who know how to help your company find and close new business. In today's challenging economic climate our primary strengths lie in our ability to help you identify your optimum markets and decision makers, develop a systematic approach for getting your sales people in front of these decision makers, and track prospects to close.

OTHER ARTICLES
BUYER INTENT DATA

The 5 Things to Know About Account-Based Marketing

Article | April 15, 2021

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
BUYER INTENT DATA

5 Steps for Succeeding in Account-Based Marketing

Article | February 23, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
BUYER INTENT DATA

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | October 7, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More

Spotlight

Leeds Consulting Group

Leeds Consulting Group LLC is an association of seasoned sales and marketing professionals who know how to help your company find and close new business. In today's challenging economic climate our primary strengths lie in our ability to help you identify your optimum markets and decision makers, develop a systematic approach for getting your sales people in front of these decision makers, and track prospects to close.

Related News

CORE ABM

Intellimize Enables B2B Marketers to Drive More Efficient Pipeline from Key Accounts

PR Newswire | June 07, 2023

Intellimize, the leading experience optimization platform, has released a turnkey Salesforce integration that makes it easy for B2B marketers to target website visitors from any account and deliver personalized experiences on every page. The release also includes the ability to deanonymize visitors from key accounts and arm sales teams with personalized outbound experiences for target prospects. ABM success requires a deep understanding of each target persona to deliver the right personalized experience at the right time. However, the bane of every ABM marketer has been to identify which anonymous website visitors are from key accounts so they can show personalized content right from their first page view. Intellimize's Salesforce integration with Enhanced Match solves this, making it easier to show personalized content for each prospect at every opportunity stage, to satisfy the individual needs of the entire buying committee. "This is a real game changer for ABM Marketers – to be able to personalize for the entire buying committee, even the anonymous ones, is huge," said Tracy Sestili, Intellimize Chief Marketing Officer. "Plus it really creates synergy among the sales and marketing teams to deliver account based experiences (ABX) at scale." Marketers no longer need to rely on manually setting up campaign UTMs or manually building hundreds of personalized landing pages in order to deliver the content their buyers need to move through the funnel. Using Intellimize, they can create targeted outbound landing pages enabling sales teams to confidently send emails, texts, or direct mail and be certain that each key account will arrive on a landing page personalized just for them. "I'm thrilled that we can provide B2B marketers with everything they need to deliver 1:1 ABM experiences throughout the buyer journey," said Guy Yalif, Intellimize CEO. "With a few simple clicks, marketers can connect their valuable Salesforce data to automatically generate personalized experiences for each unique visitor, within each unique account." This Salesforce integration compliments Intellimize's existing behavioral targeting capabilities which allow marketers to create personalized experiences using on-site visitor behavior so companies can meet prospects where they are in their purchase journey. Marketers have, for example, tailored homepage content for target prospects who visited a product page twice in the past week to highlight that product of interest. Intellimize is the only codeless platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams at Gong, Okta, Drift, Coupa and Sumo Logic gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. About Intellimize Intellimize is the only codeless SaaS platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. Leading marketing teams at Gong, Okta, Drift, Sumo Logic, Coupa and more trust Intellimize to inspire, test and learn faster, drive revenue, and be more efficient. Intellimize is backed by Cobalt Capital, Addition, Amplify Partners, Homebrew, and Precursor Ventures. Learn more on the Intellimize website or follow them on LinkedIn, Twitter, or Facebook.

Read More

ACCOUNT BASED DATA

Integrate Launches New Product Features to Enable Connected Data Anywhere at Any Time

PRWeb | June 09, 2023

Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced at Forrester’s B2B Summit North America the launch of Mobile Connect, a new app that enables B2B marketers to capture data at third-party events, field events, and anywhere connections happen. Mobile Connect is a new feature included with the Integrate Demand Acceleration Platform (DAP) and will be available to download on iTunes and Android app stores in Q3 2023. In a recent study conducted by Integrate and Demand Metric on “The State of B2B Marketing Budgets 2023,” nearly 50% of B2B marketers cite the difficulty of using data to inform decisions and measure performance as their biggest challenge. Additionally, about 90% of marketers surveyed report that data compliance and accuracy is a priority at their company, underscoring the importance of connected, clean, and compliant data. “One of the biggest hurdles B2B marketers face is the ability to connect their leads and related data from multiple channels, and that includes receiving consent and getting quality leads at live events,” said Aaron Mahimainathan, Chief Product Officer at Integrate. “We’re committed to developing products that support B2B marketers toward more predictable and scalable ways to ensure connected data and buyer signals, and in turn, better, more connected B2B buying experiences.” Mobile Connect lets marketers get opted-in leads at all third-party events regardless of API connectivity by capturing images of trade show badges, business cards, or additional buyer information for transcription. Mobile Connect also features a dynamic form experience, including opt-in and custom questions, to automatically standardize, validate, and ensure compliance across all your leads. The new Mobile Connect also eliminates manual processes by routing buyer data to CRM and Marketing Automation systems in real-time for faster nurture or follow-up. “Sales conversations can happen anywhere and at any time, and making sure marketing and sales can stay aligned with clear visibility into pipeline is critical in today’s fast-paced B2B world,” said Colby Cavanaugh, SVP, Marketing at Integrate. “Mobile Connect not only connects data from events, but it also provides a way for teams to easily ingest data into the Demand Acceleration Platform and other martech systems of record to build a unified view of digital customer journeys.” In addition to Mobile Connect, Integrate is also releasing two new features, including an improved universal API and display ads pacing dashboards. The new universal API supports the ability to ingest leads into the Integrate Demand Acceleration Platform and keep data secure through new permissions and token authorization. The new ads dashboard provides more insights to track and optimize ad delivery. The ads report shows how often impressions are delivered and how delivered impressions affect conversion rates. To learn more about Integrate’s new product features that combine offline activities with online data and behaviors to create a seamless and effective way to connect with customers across all touchpoints, please visit our blog, “Connecting on All Fronts: 3 New B2B Connected Marketing Features to Build Stronger Teams, Data, and Strategies.” About Integrate Integrate connects, governs, and measures marketing campaigns across demand channels. This enables marketers to launch cross-channel buyer experiences, ensure data integrity, measure the impact of their programs, and inform the next best investments. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their Precision Demand Marketing strategies. Today, Integrate’s Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey, and ultimately convert more leads to revenue. For more information, please visit http://www.integrate.com or follow us on LinkedIn, Facebook,Twitter and Instagram.

Read More

BUYER INTENT DATA

Lead2Pipeline Expands Buyer Database in Europe and Asia-Pacific, Hires Thought Leadership Industry Veteran, and Moves from New York to Austin

PR Newswire | June 02, 2023

Lead2Pipeline, a B2B demand generation service used by global technology companies, announced its proprietary database of buyers has grown to more than 57 million worldwide. The company successfully recruited thought leadership industry veteran, Jarrett Simisky, to keep up with rising demand for lower funnel programs. To align itself with its growing technology customers, the company moved its headquarters from New York to Austin, Texas. Over the past twelve months, Lead2Pipeline's GDPR-first database has grown to more than 57 million global buyers, increasing 75% across Asia Pacific and 150% across EMEA. The company is one of only twenty global lead gen providers certified by LeadScale for verified leads which exceed GDPR standards for digital compliance. This allows Lead2Pipeline to deliver fully GDPR compliant lower funnel demand gen programs via email and phone across the DACH region (Austria, Germany, Switzerland) in English, French and German. Outside EMEA, the company has seen growth in Spanish-language programs across Latin America. Additionally, clients based in Singapore and Australia have been growing faster than their US counterparts, indicating a promising recovery for technology companies in Asia Pacific. "Our customers rely on our database to reach technology buyers in each region," explained Chip Klang, Co-Founder and CEO at Lead2Pipeline. "Despite the global recession, they continue to build pipeline for their sales teams by focusing on data and exclusively targeting buyers demonstrating intent for their solutions." As technology marketers face increased pressure to produce lower funnel (buyer-ready) leads for their sales teams, demand for research and survey-based content has grown significantly. To help design and scale these lower funnel content syndication programs, Lead2Pipeline successfully recruited one of the industry's most experienced thought leadership sales experts, Jarrett Simisky. Based in Boston, MA, Simisky has driven growth and forged partnerships at prolific brands, including QuinStreet (acquired by TechnologyAdvice), TCI, and TechTarget. "I'm excited to join Lead2Pipeline at a time when tech marketers are seeking guidance for their full funnel demand generation programs," says Simisky. "Lead2Pipeline's cutting edge intent signals allow our clients to target their high-quality content campaigns with precision." As SaaS companies grew rapidly during the pandemic, many built teams outside the Bay Area, Boston, and New York. Austin, Texas has been a major beneficiary of this nationwide migration of flex tech workers. In addition to engineering and customer success teams, Austin hosts a thriving tech marketing community. Earlier this year, Lead2Pipeline moved its headquarters from New York City, where the company was founded, to Austin, while maintaining a remote global workforce. The company expects to build strong relationships across the Austin tech marketing community, with key team members permanently based in Texas. "Technology giants and well-funded startups are laying down roots in Austin. We see a bright future for the growth of this city, and we want to build alongside our clients." added Klang. About Lead2Pipeline Lead2Pipeline helps drive growth for the world's most innovative technology companies, including VMware, Splunk, and BambooHR. Using artificial intelligence and privacy-protected intent data with full CAN-SPAM, CCPA, and GDPR compliance, the company delivers top, middle, and bottom of funnel demand generation campaigns across its proprietary database of 57M technology and business buyers worldwide. For more information, please visit www.lead2pipeline.com.

Read More

CORE ABM

Intellimize Enables B2B Marketers to Drive More Efficient Pipeline from Key Accounts

PR Newswire | June 07, 2023

Intellimize, the leading experience optimization platform, has released a turnkey Salesforce integration that makes it easy for B2B marketers to target website visitors from any account and deliver personalized experiences on every page. The release also includes the ability to deanonymize visitors from key accounts and arm sales teams with personalized outbound experiences for target prospects. ABM success requires a deep understanding of each target persona to deliver the right personalized experience at the right time. However, the bane of every ABM marketer has been to identify which anonymous website visitors are from key accounts so they can show personalized content right from their first page view. Intellimize's Salesforce integration with Enhanced Match solves this, making it easier to show personalized content for each prospect at every opportunity stage, to satisfy the individual needs of the entire buying committee. "This is a real game changer for ABM Marketers – to be able to personalize for the entire buying committee, even the anonymous ones, is huge," said Tracy Sestili, Intellimize Chief Marketing Officer. "Plus it really creates synergy among the sales and marketing teams to deliver account based experiences (ABX) at scale." Marketers no longer need to rely on manually setting up campaign UTMs or manually building hundreds of personalized landing pages in order to deliver the content their buyers need to move through the funnel. Using Intellimize, they can create targeted outbound landing pages enabling sales teams to confidently send emails, texts, or direct mail and be certain that each key account will arrive on a landing page personalized just for them. "I'm thrilled that we can provide B2B marketers with everything they need to deliver 1:1 ABM experiences throughout the buyer journey," said Guy Yalif, Intellimize CEO. "With a few simple clicks, marketers can connect their valuable Salesforce data to automatically generate personalized experiences for each unique visitor, within each unique account." This Salesforce integration compliments Intellimize's existing behavioral targeting capabilities which allow marketers to create personalized experiences using on-site visitor behavior so companies can meet prospects where they are in their purchase journey. Marketers have, for example, tailored homepage content for target prospects who visited a product page twice in the past week to highlight that product of interest. Intellimize is the only codeless platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams at Gong, Okta, Drift, Coupa and Sumo Logic gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. About Intellimize Intellimize is the only codeless SaaS platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. Leading marketing teams at Gong, Okta, Drift, Sumo Logic, Coupa and more trust Intellimize to inspire, test and learn faster, drive revenue, and be more efficient. Intellimize is backed by Cobalt Capital, Addition, Amplify Partners, Homebrew, and Precursor Ventures. Learn more on the Intellimize website or follow them on LinkedIn, Twitter, or Facebook.

Read More

ACCOUNT BASED DATA

Integrate Launches New Product Features to Enable Connected Data Anywhere at Any Time

PRWeb | June 09, 2023

Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced at Forrester’s B2B Summit North America the launch of Mobile Connect, a new app that enables B2B marketers to capture data at third-party events, field events, and anywhere connections happen. Mobile Connect is a new feature included with the Integrate Demand Acceleration Platform (DAP) and will be available to download on iTunes and Android app stores in Q3 2023. In a recent study conducted by Integrate and Demand Metric on “The State of B2B Marketing Budgets 2023,” nearly 50% of B2B marketers cite the difficulty of using data to inform decisions and measure performance as their biggest challenge. Additionally, about 90% of marketers surveyed report that data compliance and accuracy is a priority at their company, underscoring the importance of connected, clean, and compliant data. “One of the biggest hurdles B2B marketers face is the ability to connect their leads and related data from multiple channels, and that includes receiving consent and getting quality leads at live events,” said Aaron Mahimainathan, Chief Product Officer at Integrate. “We’re committed to developing products that support B2B marketers toward more predictable and scalable ways to ensure connected data and buyer signals, and in turn, better, more connected B2B buying experiences.” Mobile Connect lets marketers get opted-in leads at all third-party events regardless of API connectivity by capturing images of trade show badges, business cards, or additional buyer information for transcription. Mobile Connect also features a dynamic form experience, including opt-in and custom questions, to automatically standardize, validate, and ensure compliance across all your leads. The new Mobile Connect also eliminates manual processes by routing buyer data to CRM and Marketing Automation systems in real-time for faster nurture or follow-up. “Sales conversations can happen anywhere and at any time, and making sure marketing and sales can stay aligned with clear visibility into pipeline is critical in today’s fast-paced B2B world,” said Colby Cavanaugh, SVP, Marketing at Integrate. “Mobile Connect not only connects data from events, but it also provides a way for teams to easily ingest data into the Demand Acceleration Platform and other martech systems of record to build a unified view of digital customer journeys.” In addition to Mobile Connect, Integrate is also releasing two new features, including an improved universal API and display ads pacing dashboards. The new universal API supports the ability to ingest leads into the Integrate Demand Acceleration Platform and keep data secure through new permissions and token authorization. The new ads dashboard provides more insights to track and optimize ad delivery. The ads report shows how often impressions are delivered and how delivered impressions affect conversion rates. To learn more about Integrate’s new product features that combine offline activities with online data and behaviors to create a seamless and effective way to connect with customers across all touchpoints, please visit our blog, “Connecting on All Fronts: 3 New B2B Connected Marketing Features to Build Stronger Teams, Data, and Strategies.” About Integrate Integrate connects, governs, and measures marketing campaigns across demand channels. This enables marketers to launch cross-channel buyer experiences, ensure data integrity, measure the impact of their programs, and inform the next best investments. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their Precision Demand Marketing strategies. Today, Integrate’s Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey, and ultimately convert more leads to revenue. For more information, please visit http://www.integrate.com or follow us on LinkedIn, Facebook,Twitter and Instagram.

Read More

BUYER INTENT DATA

Lead2Pipeline Expands Buyer Database in Europe and Asia-Pacific, Hires Thought Leadership Industry Veteran, and Moves from New York to Austin

PR Newswire | June 02, 2023

Lead2Pipeline, a B2B demand generation service used by global technology companies, announced its proprietary database of buyers has grown to more than 57 million worldwide. The company successfully recruited thought leadership industry veteran, Jarrett Simisky, to keep up with rising demand for lower funnel programs. To align itself with its growing technology customers, the company moved its headquarters from New York to Austin, Texas. Over the past twelve months, Lead2Pipeline's GDPR-first database has grown to more than 57 million global buyers, increasing 75% across Asia Pacific and 150% across EMEA. The company is one of only twenty global lead gen providers certified by LeadScale for verified leads which exceed GDPR standards for digital compliance. This allows Lead2Pipeline to deliver fully GDPR compliant lower funnel demand gen programs via email and phone across the DACH region (Austria, Germany, Switzerland) in English, French and German. Outside EMEA, the company has seen growth in Spanish-language programs across Latin America. Additionally, clients based in Singapore and Australia have been growing faster than their US counterparts, indicating a promising recovery for technology companies in Asia Pacific. "Our customers rely on our database to reach technology buyers in each region," explained Chip Klang, Co-Founder and CEO at Lead2Pipeline. "Despite the global recession, they continue to build pipeline for their sales teams by focusing on data and exclusively targeting buyers demonstrating intent for their solutions." As technology marketers face increased pressure to produce lower funnel (buyer-ready) leads for their sales teams, demand for research and survey-based content has grown significantly. To help design and scale these lower funnel content syndication programs, Lead2Pipeline successfully recruited one of the industry's most experienced thought leadership sales experts, Jarrett Simisky. Based in Boston, MA, Simisky has driven growth and forged partnerships at prolific brands, including QuinStreet (acquired by TechnologyAdvice), TCI, and TechTarget. "I'm excited to join Lead2Pipeline at a time when tech marketers are seeking guidance for their full funnel demand generation programs," says Simisky. "Lead2Pipeline's cutting edge intent signals allow our clients to target their high-quality content campaigns with precision." As SaaS companies grew rapidly during the pandemic, many built teams outside the Bay Area, Boston, and New York. Austin, Texas has been a major beneficiary of this nationwide migration of flex tech workers. In addition to engineering and customer success teams, Austin hosts a thriving tech marketing community. Earlier this year, Lead2Pipeline moved its headquarters from New York City, where the company was founded, to Austin, while maintaining a remote global workforce. The company expects to build strong relationships across the Austin tech marketing community, with key team members permanently based in Texas. "Technology giants and well-funded startups are laying down roots in Austin. We see a bright future for the growth of this city, and we want to build alongside our clients." added Klang. About Lead2Pipeline Lead2Pipeline helps drive growth for the world's most innovative technology companies, including VMware, Splunk, and BambooHR. Using artificial intelligence and privacy-protected intent data with full CAN-SPAM, CCPA, and GDPR compliance, the company delivers top, middle, and bottom of funnel demand generation campaigns across its proprietary database of 57M technology and business buyers worldwide. For more information, please visit www.lead2pipeline.com.

Read More

Events