The Future of B2B Marketing: Better Timing, More Respect

In 1999, Seth Godin started a movement to replace traditional interruption-based marketing with permission-based marketing. This method, which shows customers that you value their time and attention, is more effective and less expensive. The issue is that people have to know about you in the first place. Enter intent data, which lets marketers reach out to prospects who indicate they are interested in certain solutions.

Intent data providers, such as Bombora, collect digital breadcrumbs from buyers and surface which prospects are actively showing interest in your product or service, allowing organizations to deploy buyer-led ABM campaigns. Almost half of B2B buyers settle on a solution before ever reaching out to a salesperson, so this data is invaluable for getting your marketing in front of them.

Bombora’s VP of Growth, Kate Athmer, explains that using intent data lets you provide prospects with exactly what they’re looking for. This way, you don’t have to rely on interruption-based tactics and can instead offer prospects a Kleenex when they’re sneezing. Schedule a demo with Bombora today to learn how to leverage intent data and stop hearing “I’m not interested” and start hearing “This is exactly what I was looking for!”