Anudit Vikram, Chief Product Officer at Intentsify chats about a few nuances and benefits surrounding intent data and it’s use in B2B marketing:

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Welcome to this MarTech Series chat, Anudit, tell us about your journey and what led you to your current role at Intentsify – tell us about your role here as well…

As Intentsify’s Chief Product Officer, I am responsible for driving growth by bringing impactful products to market and fostering a world-class team of innovators. I oversee all of our product lines and drive the strategy and execution of Intentsify’s solutions and offerings.

I come from an ad tech, data, and B2B background with prior stints at MediaMath, Dun & Bradstreet, Merkle, and Yahoo!, to name a few, and am excited at the opportunity to put that experience to use to build the best buyer-intent intelligence data asset and solutions a B2B marketer could have.

In addition to working with my team building cool stuff, I am also a strong believer in the power of collaboration and the value that industry organizations bring. In that context, I have served as a board member of the IAB Data Center of Excellence and co-chair of the B2B Committee.

We’d love your thoughts on how B2B marketing and sales teams have been using B2B account and buyer insights to dovetail their strategies and prospecting efforts?

Driving operational efficiency of marketing programs and reducing the cost of sale have always been top-of-mind items for business leaders. Doing so requires planning and executing precise go-to-market (GTM) strategies to drive growth and do so in a way that also helps with the bottom line. (The looming threat of recession only makes this even more stark!)

As marketers work across their target account list (TAL), imagine if it was possible for them to know which of the prospects are more likely to convert and what type of messaging would resonate with them. Having this type of intelligence would allow the marketer to focus their energies on those prospects that give them the best and fastest path to success.

This is exactly what Intentsify’s proprietary buyer-intent intelligence provides: the ability to know where an account is in its buyer journey and the topics of interest to the account. Armed with this intelligence, the marketer is able to identify the ideal tactic to engage the account with and the appropriate content/message to serve to them, thus driving successful outcomes of their marketing and sales efforts.

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When using this type of intelligence to drive business ROI: what best practices should brand marketers and sales teams keep in mind?

Intent data analyzes prospects’ online activity and enables marketers to discover who is searching for their solutions, thus helping to drive informed account-based marketing (ABM) campaigns. To use it effectively, marketers should regularly review which intent data topic or keyword signals are proving to be the most important for each funnel stage and use case. With this insight, they can optimize the topics and keywords that resonate most with their customers across their marketing efforts.

Content, is a natural avenue to leverage intent data. Marketers can use the data to pinpoint the right messages, content, and engagement tactics to personalize outreach for each account. In doing so, they can streamline their outreach efforts and close deals more efficiently.

What is precision intent and how does it enable faster ROI?

Precision intent is Intentsify’s unique, proprietary intent data solution that generates signals using models calibrated precisely to a customer’s individual products and business offerings. This is not a generic intent signal based on a topic taxonomy incorporating general content consumption. Built using advanced AI technology and an innovative intent-derivation methodology, precision intent equips GTM teams with the most accurate, comprehensive buyer-intent intelligence in the market today to better identify and engage prospects, drive deals, and boost revenue.

Additionally, with precision intent, marketers are able to automate their efforts, meaning it takes significantly less time and effort to derive value from their intent data. Precision intent’s advanced natural language processing (NLP) analyzes a business’s online message to select and weight the topics and keywords that are relevant to a particular product or service. With this data, GTM teams can quickly and efficiently identify where to spend their time (and dollars) to drive the best results as they execute their marketing programs.

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Seeing the rich and diverse types of intelligence and insights that marketers and sales teams can use today to drive their goals: how do you see the future of this space shaping up?

Firmographic data, technographic data, propensity data, and more recently intent data, have been rapidly ascending in importance, largely in the context of account-based go-to-market initiatives. This intent data-driven evolution of GTM strategies has important implications for B2B businesses — particularly in today’s economic climate.

GTM teams are being asked to produce better results on lower budgets, and intent data is paramount in achieving success. Our own research even found that 94% of B2B marketers say intent data is effective at solving the most critical challenges.

Next-generation precision intent analyzes marketers’ online messaging to automatically select and weight the utmost important topics and keywords relevant to their products and services, reducing the time, effort, and need for specialized skills GTM teams typically require to execute marketing programs. We continue to focus our efforts on adding more underlying sources to the intent pool so that we are able to provide a 360-degree view of buyer-intent intelligence to our customers.

With this advanced level of intelligence, B2B organizations can deploy their time and resources where, when, and how they will have the greatest impact, which will create efficiencies in the space and enable teams to maximize their outputs.

A few common misconceptions about the modern state of marketing and marketing intelligence you’d like to dispel?

Data-driven solutions have proven to be effective in B2B marketing, but the tools on the market today are restricted to finite topic and keyword lists, as well as predefined models to generate intent signals. These outdated tools provide a generic solution for all and do not account for the subtleties in GTM messaging that differentiate each B2B marketer.

Marketing teams require advanced intelligence, not a one-size-fits-all solution, and this is why we developed next-generation precision intent. This evolution of intent data analyzes the marketer’s messaging, webpages, and online marketing materials. It automatically selects and uniquely weights an unlimited number of topics, keywords, and products, thus identifying intent that is precisely aligned to the marketer’s GTM. Precision intent also helps B2B GTM teams efficiently deliver exceptional, effective, and efficient full-funnel buying experiences that drive revenue.