Article
Intent Data Should Work Harder
Remember – a good lead at a bad company is ultimately a bad lead.
Everyone benefits from having a list of all the people and companies that have been actively searching for your product or service this week, right? That’s been the promise of Intent data. GTM teams rely on that Intent signal and often waste even more of their valuable time and resources chasing down what amounts to bad leads. Clearly, intent models don’t work very well – they should’ve just trusted their gut, right?
Wrong. They should’ve trusted the data. As in, all the data. Not just intent. Relying on intent data alone is the error that pushes some many sales and marketing teams away from it. You need to remember, intent alone doesn’t paint the full picture necessary to target deals in the B2B world. In fact, intent data can even point us in the wrong direction and encourage our sales people to confidently jump into a rabbit hole that goes nowhere fast. Let’s explore how to use intent data effectively and avoid diving head-first into a pit of bad leads.
The cost of getting it wrong.
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