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. https://www.engagio.com/account-based-marketing/intent-data-customer-journey/
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SHARESHARESHARE
USING INTENT DATA THROUGHOUT THE CUSTOMER JOURNEY
Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution. TOM KEEFE READ MORE