Intent Doesn't Work

Kfir Pravda

Intent data doesn't work.

As a partner of leading intent data providers like 6sense and G2, I've had the privilege of working on over 40 projects leveraging 3rd, 2nd and 1st party intent technologies.

However, there's a crucial insight I've gained that often goes unmentioned: Intent data, while incredibly powerful, is not a magic bullet for business growth. It's a tool that requires strategic activation to unlock its full potential.

Intent data can be likened to a treasure map, revealing valuable insights into where potential customers are expressing interest in solutions like yours. However, without the proper strategies and execution, this map remains merely a piece of paper.

The true value of intent data lies in transforming these signals into tangible GTM motions:

Prioritization of High-Potential Accounts: Directing sales and marketing resources towards the accounts demonstrating the strongest buying signals ensures efficient use of resources.

Personalized Outreach: Tailoring your communication and content to address the specific needs and challenges indicated by the intent data enhances engagement and conversion rates.

Sales and Marketing Alignment: Optimizing overall performance by fostering a collaborative environment where both teams utilize intent data to drive a unified go-to-market strategy.

To effectively implement these GTM motions, a comprehensive approach is required:

Playbook Development: Create comprehensive playbooks that outline specific actions to be taken based on various intent signals, ensuring a consistent and effective response.

Systems Integration: Integrate intent data with your existing CRM, marketing automation, and other relevant systems to enable seamless data flow and automation of processes.

Data Management: Establish robust data flows and ensure data quality is paramount for accurate insights and informed decision-making.

Content Creation: Develop targeted content that aligns with the topics and interests indicated by intent data, helping nurture leads and move them through the sales funnel.

Team Enablement: Educate sales and marketing teams on the meaning and implications of different intent signals, empowering them to take informed actions.

When intent data is strategically chosen and properly activated, we've consistently witnessed tangible pipeline outcomes, as evidenced by improvements in KPIs such as account-to-opportunity ratio, pipeline value, pipeline velocity, and closing rates. This data-driven approach ensures that your investment in intent data translates into measurable business results.

Simply put: Intent data doesn't work. Intent activation does.

If you're interested in unlocking the true potential of your intent data and driving real business growth, happy to connect. And for those of you who successfully activated their intent signals - what's your favorite playbook?

Kerry

Kfir has a great perspective here. Please read!