20% of Best-in-Class Marketers Now ‘Very Successful’ in Using Intent Data

As marketers turn to data and analytics to help them achieve their key objectives, new research indicates that intent data, in particular, is helping them reach their goals. Intent data is generally defined as information that reflects a web user’s behaviors, specifically as it pertains to content consumption.

Ascend2 recently published “The Outlook on Intent Data” report, and statistics suggested that the majority of marketers (69%) have been at least “somewhat successful” at leveraging intent data to achieve their marketing objectives. About 20% of best-in-class marketers said that they have been “very successful” with the use of intent data.

At the moment, most marketers (25%) say they have implemented and integrated intent data into their overall strategy. Approximately 19% are in the process of implementing it, and 17% plan to do so within the next 12 months.

Improving Upon the Management of Marketing Data

Although data has proven to be extremely useful for marketers, previous research suggests that many are still struggling to acquire it to execute key objectives.

DemandGen conducted its “2022 Database Strategies & Contact Acquisition Survey Report,” and statistics indicated that while 77% of marketers have a data acquisition strategy in place, 43% believe that there needs to be significant improvement.

The majority of respondents (71%) are challenged by outdated data, while 64% do not have the time or resources to implement a more effective process. Furthermore, 52% still do not have a standard operating procedure for marketing and sales teams to keep data up to date.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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