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

Media 7 | March 21, 2022

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.

Read More: 'We’ll start to see marketers tap intelligent tools to target consumers without the need for personal identifiers' says LoopMe's Sarah Rew


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.

Read More: Design thinking allows for out-of-the-box ideas, says Avenue Code's Holly Camponez


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.

More C-Suite on deck

Q&A with Jon Miller, Chief Marketing and Product Officer at Demandbase

Media 7 | February 16, 2021

Jon Miller, Chief Marketing and Product Officer at Demandbase,  is a marketing entrepreneur and a thought leader. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation. Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books including Complete and Clear Guide to Account Based Marketing and the Definitive Guide to Marketing Automation.

Read More

Q&A with Gil Allouche, Founder & CEO at Metadata.io

Media 7 | October 7, 2021

Gil Allouche, Founder & CEO at Metadata.io, is a software engineer turned data-driven growth marketer. He founded metadata.io to make demand generation easy for non-technical marketers.

Read More

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read More

Q&A with Jon Miller, Chief Marketing and Product Officer at Demandbase

Media 7 | February 16, 2021

Jon Miller, Chief Marketing and Product Officer at Demandbase,  is a marketing entrepreneur and a thought leader. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation. Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books including Complete and Clear Guide to Account Based Marketing and the Definitive Guide to Marketing Automation.

Read More

Q&A with Gil Allouche, Founder & CEO at Metadata.io

Media 7 | October 7, 2021

Gil Allouche, Founder & CEO at Metadata.io, is a software engineer turned data-driven growth marketer. He founded metadata.io to make demand generation easy for non-technical marketers.

Read More

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read More

Related News

Buyer Intent Data

InMoment and Contentsquare Partners to Help Businesses Visualize CX

InMoment | September 25, 2023

InMoment, a prominent provider of Experience Improvement (XI) solutions, has announced that it has partnered with a worldwide leader in digital experience analytics, Contentsquare, to help businesses visualize customer experiences (CX) in order to add an additional layer of analysis and visualization for revealing digital experience behaviors. Managing Director of InMoment North America, Mehul Nagrani, said, In today’s world where consumers research brands and purchase products & services digitally, our collaboration with Contentsquare and their digital analytics tool suite combined with our text analytics and AI-powered platform is key to enabling businesses make even more informed decisions across all customer touch points. [Source – Business Wire] Nagrani stated that, together with their technology and expertise, they are poised to unlock new dimensions of user experience, and they cannot wait to see what the future holds. InMoment's XI Platform and integrated CX strategy collect data signals from various sources and leverage award-winning AI-powered tools for richer analytics. Through their collaboration with Contentsquare, CX teams and marketers gain valuable insights into user behavior and in-page experiences for website and mobile app visitors. Contentsquare's suite of advanced digital experience analytics tools and Session Replay capabilities enable teams to identify specific pain points in the customer journey, facilitating quicker, data-driven actions to further enhance the customer experience. Executive Vice President of Global Business Development & Partnerships at Contentsquare, Gilad Zubery, stated, Contentsquare’s suite of advanced digital experience analytics tools is connected perfectly with InMoment’s, which drives business growth and value through an integrated customer experiences approach using AI and strategic expertise to assist businesses contextualize their data and prioritize their business efforts across the whole customer journey. We are very proud and thrilled about this partnership! [Source – Business Wire] The collaboration between InMoment and Contentsquare empowers businesses to gain a deeper understanding of user behaviors and issues beyond the digital experience. This enhanced insight enables them to make informed decisions about when and how to engage with customers effectively. About InMoment Headquartered in South Jordan, Utah, InMoment is a leading Experience Improvement (XI) solution provider. The company's mission revolves around assisting clients in enhancing experiences at the critical intersection of customer, employee, and business needs. At the core of their operations lies the connection of clients with their most essential priorities, accomplished through a distinctive fusion of data, technology, and human proficiency. Leveraging their cutting-edge technology platform, extensive domain knowledge, and worldwide teams of specialists, they bring a distinct emphasis on Experience Improvement (XI) to enable clients to seize pivotal moments.

Read More

Account Based Data

DemandScience Listed on the Inc. 5000 Fastest-Growing Companies List

DemandScience | September 22, 2023

DemandScience, a prominent AI-driven B2B demand generation company specializing in boosting sales pipeline growth for global marketing and sales organizations, has announced its 10th consecutive inclusion in the prestigious Inc. 5000 list. This remarkable achievement places DemandScience among the elite, making it one of only 143 companies to attain this honor ten times in history as one of America's fastest-growing private companies. With an impressive three-year revenue growth rate of 214%, DemandScience secures its position at #2,546 on this year's Inc. 5000 list. The 2023 Inc. 5000 lineup features companies that have not only achieved rapid revenue growth but have also adeptly maneuvered through challenges like inflationary pressures, elevated capital costs, and a competitive labor market. Collectively, this year's Inc. 5000 companies have contributed 1,187,266 job additions to the economy over the past three years. Barry Harrigan, Co-founder of DemandScience, said, When we founded DemandScience in 2012, we knew B2B companies were ready for an innovative approach that brought marketing and science together to counter their complex demand generation problems. Two years later we made the Inc. 5000 as one of the fastest-growing companies in the market and the world – and we have not looked back. And now, as pioneers in integrating AI into the demand generation space, our success will help us revolutionize and lead the charge. [Source – Globe Newswire] DemandScience's dedication to fostering work-life balance has earned the company several accolades. Notably, it secured a Great Place To Work Certificate for both 2023 and 2022, clinched an impressive #5 position on Fortune Magazine's prestigious Best Workplaces in Advertising & Marketing list last autumn, and received recognition as a Best Place to Work by the esteemed Boston Business Journal. Peter Cannone, Chair and CEO of DemandScience, stated, We’re a trusted partner for over 1,500 global B2B companies, working collaboratively to assist solve their demand generation obstacles and help them exceed their business goals. Their success has fueled our growth and our ability to develop innovative and solutions for pipeline growth, data protection, accurate B2B data, intelligence, and insights. [Source – Globe Newswire] About DemandScience DemandScience stands as a leading AI-driven B2B demand generation company, propelling pipeline growth for businesses. Their advanced intelligence platform equips worldwide B2B enterprises to pinpoint promising prospects and precisely target potential buyers already in the market. Leveraging cutting-edge technologies and AI advancements, the company guarantees the prompt provision of precise data, insights, and indicators, enhancing the buyer's path from initial interaction to conversion. Established in 2012, DemandScience serves a clientele of 1,500 global customers with top-notch solutions, data, and leads.

Read More

Targeted Account Strategy

Anteriad Receives 2023 Cloud Computing Stratus Accolade

Anteriad | September 25, 2023

Anteriad has been presented with 2023 Stratus award for cloud computing, recognizing innovation in cloud technology. Anteriad's cutting-edge Anteriad marketing cloud solution propels it to stratus award win. Industry-leading data empowers b2b marketers: Anteriad's precision and global reach applauded. Business Intelligence group acknowledges Anteriad's role in advancing cloud infrastructure. Anteriad's AI-driven marketing technology puts b2b marketers at the forefront of innovation. Anteriad has been honored with the prestigious 2023 Stratus Award for Cloud Computing by The Business Intelligence Group as a testament to its innovative approach to harnessing cloud technologies. This annual business award program recognizes organizations, products, and individuals that excel in delivering distinctive solutions that leverage the power of cloud computing. Anteriad's exceptional achievement stems from its cutting-edge Anteriad Marketing Cloud solution, tailored to meet the dynamic needs of B2B Marketers. This accolade underscores Anteriad's commitment to advancing cloud-based solutions and highlights its pivotal role in driving innovation within the industry. Anteriad empowers the B2B sector with industry-leading data characterized by purpose-built, highly trusted, compliant, campaign-ready attributes and global reach. This unparalleled offering provides B2B marketing leaders with unmatched depth and scale, coupled with hyper granularity, ensuring precision and effectiveness in their campaigns. Maria Jimenez, Chief Nominations Officer of Business Intelligence Group, mentioned, Anteriad is one of the leaders in the cloud, helping to develop the infrastructure we need to store and host the data and applications driving our society. We are so proud to recognize all of the winners in this year’s award program. [Source – GlobeNewswire] Ken Lordy, Chief Product Officer at Anteriad, expressed their excitement at winning a Stratus Award for Cloud Computing for their Anteriad Marketing Cloud solution. He highlighted how their fusion of extensive, high-quality data and AI-driven marketing technology positions their B2B marketing clientele at the forefront. Lordy emphasized that Anteriad's technology capabilities, shaped by the demands of contemporary B2B marketers, form the bedrock of their global offerings. Anteriad Marketing Cloud's robust solution empowers customers with exclusive, pertinent B2B data and invaluable insights into their target prospects. A pathway to remarkable enhancements in lead quality, precise identification and expansion of buying groups, amplified pipeline performance, and, most significantly, the cultivation of new business opportunities. Additionally, Anteriad's extensive, diverse, and deeply sourced intent data has proven instrumental in the success of campaigns spanning email marketing, demand generation, and programmatic channels.

Read More

Buyer Intent Data

InMoment and Contentsquare Partners to Help Businesses Visualize CX

InMoment | September 25, 2023

InMoment, a prominent provider of Experience Improvement (XI) solutions, has announced that it has partnered with a worldwide leader in digital experience analytics, Contentsquare, to help businesses visualize customer experiences (CX) in order to add an additional layer of analysis and visualization for revealing digital experience behaviors. Managing Director of InMoment North America, Mehul Nagrani, said, In today’s world where consumers research brands and purchase products & services digitally, our collaboration with Contentsquare and their digital analytics tool suite combined with our text analytics and AI-powered platform is key to enabling businesses make even more informed decisions across all customer touch points. [Source – Business Wire] Nagrani stated that, together with their technology and expertise, they are poised to unlock new dimensions of user experience, and they cannot wait to see what the future holds. InMoment's XI Platform and integrated CX strategy collect data signals from various sources and leverage award-winning AI-powered tools for richer analytics. Through their collaboration with Contentsquare, CX teams and marketers gain valuable insights into user behavior and in-page experiences for website and mobile app visitors. Contentsquare's suite of advanced digital experience analytics tools and Session Replay capabilities enable teams to identify specific pain points in the customer journey, facilitating quicker, data-driven actions to further enhance the customer experience. Executive Vice President of Global Business Development & Partnerships at Contentsquare, Gilad Zubery, stated, Contentsquare’s suite of advanced digital experience analytics tools is connected perfectly with InMoment’s, which drives business growth and value through an integrated customer experiences approach using AI and strategic expertise to assist businesses contextualize their data and prioritize their business efforts across the whole customer journey. We are very proud and thrilled about this partnership! [Source – Business Wire] The collaboration between InMoment and Contentsquare empowers businesses to gain a deeper understanding of user behaviors and issues beyond the digital experience. This enhanced insight enables them to make informed decisions about when and how to engage with customers effectively. About InMoment Headquartered in South Jordan, Utah, InMoment is a leading Experience Improvement (XI) solution provider. The company's mission revolves around assisting clients in enhancing experiences at the critical intersection of customer, employee, and business needs. At the core of their operations lies the connection of clients with their most essential priorities, accomplished through a distinctive fusion of data, technology, and human proficiency. Leveraging their cutting-edge technology platform, extensive domain knowledge, and worldwide teams of specialists, they bring a distinct emphasis on Experience Improvement (XI) to enable clients to seize pivotal moments.

Read More

Account Based Data

DemandScience Listed on the Inc. 5000 Fastest-Growing Companies List

DemandScience | September 22, 2023

DemandScience, a prominent AI-driven B2B demand generation company specializing in boosting sales pipeline growth for global marketing and sales organizations, has announced its 10th consecutive inclusion in the prestigious Inc. 5000 list. This remarkable achievement places DemandScience among the elite, making it one of only 143 companies to attain this honor ten times in history as one of America's fastest-growing private companies. With an impressive three-year revenue growth rate of 214%, DemandScience secures its position at #2,546 on this year's Inc. 5000 list. The 2023 Inc. 5000 lineup features companies that have not only achieved rapid revenue growth but have also adeptly maneuvered through challenges like inflationary pressures, elevated capital costs, and a competitive labor market. Collectively, this year's Inc. 5000 companies have contributed 1,187,266 job additions to the economy over the past three years. Barry Harrigan, Co-founder of DemandScience, said, When we founded DemandScience in 2012, we knew B2B companies were ready for an innovative approach that brought marketing and science together to counter their complex demand generation problems. Two years later we made the Inc. 5000 as one of the fastest-growing companies in the market and the world – and we have not looked back. And now, as pioneers in integrating AI into the demand generation space, our success will help us revolutionize and lead the charge. [Source – Globe Newswire] DemandScience's dedication to fostering work-life balance has earned the company several accolades. Notably, it secured a Great Place To Work Certificate for both 2023 and 2022, clinched an impressive #5 position on Fortune Magazine's prestigious Best Workplaces in Advertising & Marketing list last autumn, and received recognition as a Best Place to Work by the esteemed Boston Business Journal. Peter Cannone, Chair and CEO of DemandScience, stated, We’re a trusted partner for over 1,500 global B2B companies, working collaboratively to assist solve their demand generation obstacles and help them exceed their business goals. Their success has fueled our growth and our ability to develop innovative and solutions for pipeline growth, data protection, accurate B2B data, intelligence, and insights. [Source – Globe Newswire] About DemandScience DemandScience stands as a leading AI-driven B2B demand generation company, propelling pipeline growth for businesses. Their advanced intelligence platform equips worldwide B2B enterprises to pinpoint promising prospects and precisely target potential buyers already in the market. Leveraging cutting-edge technologies and AI advancements, the company guarantees the prompt provision of precise data, insights, and indicators, enhancing the buyer's path from initial interaction to conversion. Established in 2012, DemandScience serves a clientele of 1,500 global customers with top-notch solutions, data, and leads.

Read More

Targeted Account Strategy

Anteriad Receives 2023 Cloud Computing Stratus Accolade

Anteriad | September 25, 2023

Anteriad has been presented with 2023 Stratus award for cloud computing, recognizing innovation in cloud technology. Anteriad's cutting-edge Anteriad marketing cloud solution propels it to stratus award win. Industry-leading data empowers b2b marketers: Anteriad's precision and global reach applauded. Business Intelligence group acknowledges Anteriad's role in advancing cloud infrastructure. Anteriad's AI-driven marketing technology puts b2b marketers at the forefront of innovation. Anteriad has been honored with the prestigious 2023 Stratus Award for Cloud Computing by The Business Intelligence Group as a testament to its innovative approach to harnessing cloud technologies. This annual business award program recognizes organizations, products, and individuals that excel in delivering distinctive solutions that leverage the power of cloud computing. Anteriad's exceptional achievement stems from its cutting-edge Anteriad Marketing Cloud solution, tailored to meet the dynamic needs of B2B Marketers. This accolade underscores Anteriad's commitment to advancing cloud-based solutions and highlights its pivotal role in driving innovation within the industry. Anteriad empowers the B2B sector with industry-leading data characterized by purpose-built, highly trusted, compliant, campaign-ready attributes and global reach. This unparalleled offering provides B2B marketing leaders with unmatched depth and scale, coupled with hyper granularity, ensuring precision and effectiveness in their campaigns. Maria Jimenez, Chief Nominations Officer of Business Intelligence Group, mentioned, Anteriad is one of the leaders in the cloud, helping to develop the infrastructure we need to store and host the data and applications driving our society. We are so proud to recognize all of the winners in this year’s award program. [Source – GlobeNewswire] Ken Lordy, Chief Product Officer at Anteriad, expressed their excitement at winning a Stratus Award for Cloud Computing for their Anteriad Marketing Cloud solution. He highlighted how their fusion of extensive, high-quality data and AI-driven marketing technology positions their B2B marketing clientele at the forefront. Lordy emphasized that Anteriad's technology capabilities, shaped by the demands of contemporary B2B marketers, form the bedrock of their global offerings. Anteriad Marketing Cloud's robust solution empowers customers with exclusive, pertinent B2B data and invaluable insights into their target prospects. A pathway to remarkable enhancements in lead quality, precise identification and expansion of buying groups, amplified pipeline performance, and, most significantly, the cultivation of new business opportunities. Additionally, Anteriad's extensive, diverse, and deeply sourced intent data has proven instrumental in the success of campaigns spanning email marketing, demand generation, and programmatic channels.

Read More

Spotlight

Intentsify

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 broades...

Events

Resources