B2B go-to-market teams that use intent data—information generated by potential customers' online research and content-consumption activities—are much more likely to report being successful with their strategies, according to recent research from Intensify and Ascend2.
The report was based on data from a survey of 612 B2B customer success, marketing, and sales professionals who work for companies with annual revenue of more than $10 million.
Some 48% of respondents whose firms use intent data say their go-to-market (GTM) strategy is very successful, compared with 17% of respondents whose firms don't use intent data.
B2B professionals say the most influential GTM uses of intent data are for customer account expansion, digital advertising, lead generation, and account identification.
B2B professionals say the top challenges they face when using intent data for GTM efforts are creating a strategy, measuring impact, and converting data into insights efficiently.
About the research: The report was based on data from a survey of 612 B2B customer success, marketing, and sales professionals who work for companies with annual revenue of more than $10 million.
