Wednesday Wisdom: Tracking Intent Signals (An Article)

In our study last year, we surveyed B2B organizations to understand their buyer identification processes. In our paper, Tracking Intent Signals: How Are Marketers Really Identifying Their In-Market Buyers?, we examine the most favored buying signals.

The marketers we heard from displayed a clear inclination towards the old familiar – signals that are named individuals who filled out forms. However, considering that B2B buyers function as collectives rather than individuals and only a mere 3% of website visitors engage with forms, a pivotal shift is required towards group-level signals.

We’re now gearing up to repeat the same survey this year to see what, if anything, has changed. In the meantime, we invite you to give this report a read!

@Kerry