#CMO #ABM #B2B #intent

What the heck is intent data, anyway?

Latané Conant, CMO of 6sense, and Erik Matlick, Bombora Founder & CEO dive deep:

-Is a business doing research or is a business intending to buy?

-How intent data and buying committees work together

-First party, second party, and third-party intent data – what’s the difference?

-How intent figures into sales prioritization and sales enablement

-Is ABM without intent data even worth it?

-Why Erik thinks surfing and intent data are the same thing

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Sneak preview:

Erik Matlik: The other challenge in B2B is unlike in the consumer world, if a consumer is doing research on something like a pair of shoes, pretty good chance that that person is going to buy that pair of shoes or whatever the consumer product is, right? That's why they're doing that research.

In B2B, it's actually different. B2B companies are always doing research, so how do you tell whether they're just doing research because that's their job to stay on top of the latest trends in security, for example, or are they actually going to purchase something?