The Missing Element in B2B Marketing Data

The B2B industry in 2021 underwent a shift toward intent data. CMOs are now relying on the same information to inform campaigns, with sources such as intent data, technographic data, and historical purchase data. However, these data sources are pervasive and don't give CMOs a competitive edge.

Historical engagement data is the missing element, as it can help CMOs identify and prioritize accounts with strategic campaigns based on comprehensive and holistic data. It can effectively target companies at critical times during the purchase cycle and better positions them to respond and engage across channels.

By understanding and using historical engagement data and other intent signals, CMOs can create campaigns to convert the best accounts, faster, and improve sales pipeline and revenue.