59. Intent Data with Bombora's Kate Athmer.

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Today's conversation is on Intent data with Bombora's Kate Athmer.

0:28 Introduction
2:54 What is Intent Data
5:40 What’s the benefit of intent to sales
8:46 Operationalize Intent Data

0:28 Introduction
Kate Athmer is the Senior Director of Growth, Marketing and Sales Development at Bombora.
2:54 What is Intent Data
Intent data is a signal that tells you which of your prospects are in the right mindset, the right research mode to be interested in potentially purchasing the products or services that you sell. Those signals can come in the form of first party intent data. Things like impressions on your website, people visiting and downloading your content, information that most marketers actually have access to either through marketing automation platform or just through some tracking on their own website. But some people don't necessarily have enough volume of their own engagement data. That's where intent data is actually really valuable for smaller growth stage companies like 100 to 250 employees, maybe even up to 500, where you just don't have enough of your own first party engagement to get those intense signals.
The larger enterprise organizations also find value in third part intent data because it is going to give them signals that are potentially before people get to their website, or just broader research being done on competitors for example. So third party intent data is really where Bombora lives.
5:40 What’s the benefit of intent to sales
Helping marketing get account or lead scoring correct or making it something that matches what sales is interested in, is definitely helpful. So, getting the intent data into lead scoring really helps marketing gives sales leads that they want to call on. And it helps sales trust those leads that sales can use it for their own account prioritization. Our sales team has a dashboard in Salesforce that have onboard intent data right in front of them. They can pull a list of accounts that are showing elevated intent that day, or that week when they’re deciding which accounts they really want to work that week.
8:46 Operationalize Intent Data
Figuring out what your process is and where intent data can fit into your existing process and make it better is important. And don't try to just mash together a process around intent data. Instead, you've got to, you got to have your own ducks in a row. And then add it on is what works.

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Видео 59. Intent Data with Bombora's Kate Athmer. канала B2B Fusion