Marketers have come a long way from traditional marketing strategies like billboards and newspaper ads. However, consumers are now exposed to up to 10,000 advertisements a day, making it hard to capture their attention. Intent data companies collect digital breadcrumbs left behind as prospects search online, giving marketers a better understanding of who is showing interest. Strategies like segmenting prospects by keyword clusters and creating personalized content can help marketers to meet their customers' needs.
Not all intent data is equal. Bidstream data is collected indirectly and is not compliant with regulations like GDPR and CCPA. Co-op data is collected directly from the page, and the sites obtain networkwide consent before collecting user data. When choosing an intent data provider, marketers should ask questions like if they collect scraped bidstream data and if they are fully compliant.
Intent data can help marketers to better understand their prospects and create more personalized content. By cutting down the clutter on their account list, knowing what prospects are researching, and creating relevant ABM journeys, marketers can make sure they are approaching the right prospects with the right message.
Four Ways Intent Data Helps Declutter Your Customers' Marketing Journey to Boost Conversions
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