Understanding the Power of Intent Data in B2B Marketing
In my early days at Ziff-Davis, the most important buyer to engage were the early adopters and the influencers. Those buyers could have a dramatic impact on the success of a new tech product. The early adopters were the ones who let us know what the “next big thing” would be; the influencers could persuade others to purchase it. These are the audiences we would woo because they meant the most to our business in the long term.
In our data-driven world, we can now take this one step further and segment our audiences. Rather
than reach influencers with your targeted message, you can now segment your audience and find the exact buyers that are currently in-market for your product.
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