Prioritizing Intent Data in B2B Marketing

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Presented by

David Pitta, CMO, BrightTALK

About this talk

There’s always more than one priority in B2B marketing. As marketers, we strive to get the balance right to guide our actions for developing a strong brand, shaping our narrative in the marketplace, and creating demand from our marketing channels. Increasingly, the digital behaviors of our ideal audience continue to fragment. No longer are they dedicated to a single device or source or input (voice vs text). This perpetual change has challenged decade old algorithms to better recognize their intentions. B2B marketers now face a new priority. How do we leverage Intent signals and prioritize the use in go-to-market efforts? Join David Pitta, CMO at BrightTALK who has been leveraging various signals of intent data to prioritize resources, channels, and demand creation over the last 10 years. In this session, he’ll cover: -Looking at the layers and purpose of Intent signals in B2B -Separating account from person-based intent -Leveraging (the three C’s and P based intent) category, content, competitor, and product-based intent -Activating and measuring business value from intent

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