In this insightful session, Megan Boone, Director of Demand Generation at ThoughtSpot, discusses how to make effective use of intent data within your organization. She shares how to best set up your campaign and talks about the intent data dos and don’ts using real examples.
You’ll walk away from this episode with a better understanding of how to use intent data and the confidence to fully activate it!
⚡️ Three top takeaways:
Takeaway 1: There’s no one right way to do things
One of the main reasons activating intent data feels so elusive is because there’s no linear journey or playbook to follow. There’s no one-size-fits-all solution. For B2B, it can get very complicated, so you have to get comfortable with experimenting for every project.
Megan advises the best way to learn what will and won’t work is to just get started. The sooner you get working on it, the quicker you’ll learn, and the more you can build out a long-term strategy.
Takeaway 2: Focus on educating your customer one step at a time
When you’re working with demand generation, your goal is to move problem-aware people down the funnel. Megan suggests not wasting your time bringing people into the problem stage ¬– there are plenty of people already there. Focus your efforts on moving those already in your funnel to the next stage, one step at a time.
Don’t expect your leads to leap from problem-aware to solution-aware in one fell swoop. You need to shepherd them through each stage, rather like dating vs. asking someone to marry you on a first date…
Remember that your content, your marketing activities, anything you do to engage and move your potential customer down the funnel isn’t about you. It’s about them. Putting yourself in their shoes can help you understand what they need to know before they’re ready to take that next step.
Takeaway 3: Set parameters
Building out an ICP is foundational to a successful campaign, and sticking to it can save you time and effort when it comes to the crunch. You don’t want to waste your energy bringing in people who are not a good fit.
Megan suggests focusing on your target using set parameters, for example, job function and company size. Once you’ve identified who you’re going after, work as a team to bring them in and engage them.
To learn more about intent data in action and see five real examples, be sure to tune in to the episode.
Having intent data isn’t enough
And uploading new account lists every week takes time you can’t afford to waste.