The maturity model provides a detailed roadmap for progressive success across revenue functions and the enterprise
IntentData.io, Inc., a marketing technology firm that provides contact-level third-party intent data to enhance clients’ demand generation and support account-based marketing (ABM), announces the publication of its Intent Data Maturity Model.
B2B marketers are adding third-party intent data to their data inventories to help identify targets for account-based marketing (ABM) and to personalize demand generation campaigns. Data is often purchased for a single department and isolated use case. Without a clear roadmap for implementation, companies often struggle to understand “why”, “how”, and “when” they should take appropriate steps to reach their goals for intent data across functions, departments, and timeframes. Often it’s even unclear what the ROI is for adding third-party intent data to their marketing mix.
Our IntentData.io Maturity Model is intended to help management teams visualize and plan a realistic path to gradual and complete implementation and activation of third-party intent data based on their current and projected needs. From “reactive” through “proactive” and “integrated” degrees of maturity, the model guides managers, departments and companies to the point of maximum value – reaching their benchmarks and goals for revenue growth and data utilization and improved buyer experiences.
The model includes several high-level functions for marketing, sales, and customer success and a general corporate category. Detailed use cases and representative examples help teams to orient themselves with respect to companies that have partially or fully implemented third-party intent data and to identify areas of need for future focus and operational planning.
Ed Marsh, CRO of IntentData.io, Inc. notes, “Our third-party purchase intent data provides rich insights that help companies continuously build more effective marketing, sales and customer success playbooks. It’s important to us that our customers explicitly prioritize initial activation but also visualize the full potential of the data, so that we can help them maximize the return.”
Purchase intent data is the collection of observations of online activity that can be used to infer who is taking action that indicates they’re researching or preparing to buy B2B products or services. Subscriptions that cost substantially less than most companies’ expense for just CRM can be used to reduce customer acquisition and retention costs, and increase results in demand generation, public relations, account-based marketing, paid online advertising, event marketing, target account sales, and churn reduction.