Intent data can highlight your target accounts' problems and interests, says Marc Laplante, CEO and Co-Founder at Intentsify

Marc Laplante, CEO and Co-Founder at Intentsify, gives us a preview into a world without third-party cookies, a data-driven marketing industry, and the growing importance of intent data. Read on to find out how Intensify makes intent data more actionable for marketing and sales teams.

The end of third-party cookies will push many vendors to either invest in new products and methods of data collection or ultimately fall by the wayside.

MEDIA 7: As a recognized industry leader with more than two decades of experience in the B2B marketing and tech space, where do you see the industry going?
MARC LAPLANTE:
Well, of course, I’m going to say that I see the industry driven by data. Over the past several years, the number of tech products featuring data-driven components has risen dramatically. This is especially true regarding intent data as more and more tech providers are touting intent-driven capabilities among their products and solutions. However, most of these products are based on a singular intent data set, which is very limiting. Not all intent data sets are equal, and more importantly, no one intent feed can provide all the market intelligence B2B organizations needs to fuel their strategies. I believe that the next phase of MarTech and sales tech will see products that synthesize numerous data sets with AI and can be customized and automatically activated according to the specific needs of each B2B organization.


M7: You co-founded the pioneering company in the predictive analytics space which was also the first vendor that enabled organizations to see intent signals across thousands of different publishers. What inspired you to co-found Prelytix, now MRP Prelytix?
ML:
The inspiration for Prelytix really goes back to our publishing roots. My partner, Mike Kelly, and I were tech publishers in our past lives. We started to see our customers looking for ways to capture additional buyer intelligence on customers and prospects beyond historical lead generation. Those clients wanted to understand where an organization was in their buyer’s journey, and they valued any signal that could help predict that. We knew right then and there that the industry was moving to a more data-focused approach and decided to launch Prelytix to accommodate that need.

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In B2B marketing and sales, intent data is typically understood as a tool to identify or prioritize which accounts we should target for advertising, lead generation, and sales follow-up.



M7: With Intentsify, you have developed a new category of intent-driven technology with Intentsify’s Intent Activation™ software and solutions. How does it make intent data more actionable and impactful for B2B marketing and sales teams?
ML:
When we co-founded Intentsify, we knew that we had to make intent data easier to use.  At Prelytix, we had witnessed (almost universally) how our clients struggled to manage multiple data vendors and try to activate the output via a separate ABM platform or a variety of disconnected point solutions. Intentsify’s platform certainly provides several unique, proprietary intent data products. Yet more importantly, it’s also agnostic to other intent data feeds. The platform will ingest any current intent data sets you subscribe to, layer them on top of Intentsify’s data, and then synthesize all available intent signals into a more holistic, accurate view of the market. The combined intelligence is more powerful—not to mention more efficient—than anything else you can find in the market today. And users can easily activate it via Intentsify’s demand media services, ensuring our customers’ intent-driven strategies actually get executed according to the most timely and relevant intelligence.


M7: According to you, what are some of the best ways to leverage intent data to drive more revenue?
ML:
Firstly, it’s important to note that not all intent data is created equally. But all intent data is valuable, and it’s all complimentary. More data is always better, as long as you can make sense of it and easily act on it. If you have a vendor telling you not to look at additional sources because you have everything you need in one product, you should seriously think about walking away from that vendor. Actually - strike that - if the data works for you and you have the budget, just disregard their advice, take their data, and layer it atop other intent feeds. (I recommend using Intentsify’s platform for this, of course.)

The key is to understand which data sources best cover your market’s online research behaviors, and support the use cases for which you plan to use them. Using multiple data sources not only means more accurate intelligence (because you can corroborate intent signals against each source, eliminating the outliers), but it also opens the door to additional use cases, because certain intent sources are stronger for certain use cases. For example, intent signals from product review sites are particularly useful for bottom-funnel (late buying-stage) use cases, because they highlight accounts that are already researching specific products, features, and brands. But it may not be the best data set to drive wider brand awareness campaigns, like programmatic advertising, because it’s limited to the review site’s visitation volume, which is typically low compared to other intent sources. 

Obviously, the more use cases supported by intent, the more opportunity to drive revenue, while saving your company time, budget, and resources, and there’s no shortage of use cases. In B2B marketing and sales, intent data is typically understood as a tool to identify or prioritize which accounts we should target for advertising, lead generation, and sales follow-up. These are undoubtedly powerful use cases. But they represent only part of the intent data’s value. You should also use intent data to convert those accounts down the funnel into customers and revenue. Intent data, if granular enough, will highlight your target accounts’ problems, interests, research into competitors, geographic location, and buying stage. This allows marketing teams to select the right mix of messages, content, and channels to use for each account. It allows sales teams to select the right talk tracks, demo versions, and collateral to use among leads. And it even arms the customer success team with the intelligence needed to identify when current customer accounts are a churn risk or upsell opportunity. Again, the more use cases driven by intent, the more revenue your business will generate.

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Not all intent data sets are equal, and more importantly, no one intent feed can provide all the market intelligence B2B organizations needs to fuel their strategies.



M7: What is your take on the end of third-party cookies? How do you see it affecting the intent data space?
ML:
I believe that the death of third-party cookies will ultimately increase the quality of available intent data. We’re starting to see new ways to identify individuals and companies that are much more accurate and reliable than third-party cookies. Intentsify is making major investments in those types of technologies, and we’re already seeing the gains in accuracy for our customers. The end of third-party cookies will push many vendors to either invest in new products and methods of data collection or ultimately fall by the wayside.   


M7: As the co-founder of two successful and leading companies in the industry, what is your advice to budding entrepreneurs of today?
ML:
My advice is to build something that brings value to your customers and listen to their feedback as much as you can. There’s nothing wrong with innovative and flashy, but if the customer has no need for something you’ve built, it won’t succeed. It’s absolutely imperative that you understand your market, and that starts with listening to your customers and prospects—and that never ends. Don’t fall in love with what you’ve built, stay in love with your customers. Moreover, hire smart people and listen to them. My partner Eric Belcher said it the best, “We hire colleagues at Intentsify, not employees.” Work with people not over them. We’ve been lucky enough to hire a lot of very smart people over the years that have contributed to the success of our businesses.

ABOUT INTENTSIFY

Intentsify arms B2B organizations with the market intelligence and activation tools required to develop and deliver GTM strategies that increase pipeline and accelerate revenue creation. The Intent Activation™ platform layers, cross-verifies, and synthesizes multiple data sets to provide the broadest, most accurate view of buyers' and accounts' online research activities. With intelligence into which accounts are showing the strongest buying signals, where they are in their journey, and the issues they care most about, marketing, sales, and customer success teams can easily prioritize target accounts and select the right mix of messages, content, and engagement tactics for each. Intentsify’s activation tools and demand media solutions then convert intel into actions, increasing efficiency across each GTM team, improving the buyer experience, while scaling pipeline value and velocity.

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Business Wire | January 24, 2024

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GlobeNewswire | January 09, 2024

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GlobeNewswire | January 10, 2024

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Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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