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If your inbound leads aren’t converting fast enough, you’re not just losing opportunities – you’re funding your competitors’ growth. Today’s buyers expect instant, relevant engagement. That’s why optimizing inbound lead management isn’t just operational hygiene – it’s a revenue growth lever.

Doing this successfully starts with creating complete, accurate, dynamic and unified buyer profiles of people, accounts and buying centers so we can properly prioritize and target opportunities with data-driven assurance that we’re delivering the right message to the right people at the right time. Unfortunately, building robust buyer profiles is a complex, cumbersome process – and it usually isn’t cheap.

Meanwhile, your data is decaying. Data decay is an issue that every company faces – especially after the pandemic. As the business environment restructures itself in the post-pandemic era, a new symptom is spreading among companies: millions of workers are quitting their jobs. People and companies change constantly. Companies make acquisitions, people change jobs, and intentions are dynamic. This means your buyer’s data changes every day – but does your database reflect that? Is the data you use to drive your business as accurate as the day you procured it? Historically, achieving that high-quality, up-to-date B2B buyer data has been much easier said than done.

Three out of four B2B sales and marketing teams rely on intent data to prioritize ABM outreach. Intent data provides insight into which companies are demonstrating digital interest to use your type of product (or specific product). And with the right intent data it can be easy to activate intent into opportunity.