Businesses are losing on average of $12.9 million per year to false data, intent data stands as the only solution to get out of this mud
Nowadays, having a data-driven marketing strategy is not something we pray for but rather a must. This therefore necessitates that the marketers adopt artificial intelligence and machine learning since these provide them with a lot of information which can help them understand their target market better, optimize their campaigns, and get measurable results.
One significant advantage in the modern marketer’s toolkit is first-party intent data. By using your website’s data, content and interactions with leads and customers you can gain deep insights into your audience interests as well as where they are in the buying process.
I’ve witnessed firsthand how my journey has been transformed by first-party intent data and analytics. This article will examine why B2B marketers need to adopt these tools and give some practical ideas on how they can be implemented.
Intent data in first-party
In the past, marketers often depended on third party data to gain insight into their target audience as this could include all things like demographics, firmographics and even behavioral web data.
However, privacy concerns have increased and regulations such as GDPR and CCPA have been enacted; thus rendering third-party data less trustworthy and harder to get. First-party intent data comes in handy.
First-party intent data is information which you collect directly from your own website, content, and interactions with leads and customers.
This may include:
- Pages looked at on your website
- Content that has been downloaded or viewed
- Forms that have been filled out
- Emails that have been engaged with
- Sales conversations
By analyzing this information, you can gain deep insights into what interests your audience, what their problems are and where they are in the buying process.
AI and Machine Learning
One of the key reasons why first-party intent data is so powerful now is due to the emergence of AI and machine learning. These innovations allow marketers to process huge amounts of data, as well as discover some facts that would be difficult to realize through manual means.
For instance, with AI-based analytics tools you can examine patterns in your first-party intent data such as what type of content topics are gaining more attention, which leads are highest in terms of likelihood to convert, which channels are most engaged with by audience?
