Brand To Demand: How Intent Data Is Breaking Down The Silos

Columnist Thomas Koletas discusses how B2B marketers can effectively use intent data to bolster their entire marketing and sales strategies.


There is a popular commercial for the candy bar Twix that shows two adversarial Twix factories that take different approaches to making the same product. The copy implores the viewer to “pick a side,” which of course is ludicrous because each side of a Twix bar is the same product.

It’s a manufactured controversy that, for B2B marketers, evokes inefficiency — and perhaps shades of what they experience between the brand and demand teams within their own marketing departments.

Activate Data To Engage The Right Individual

With consumers increasingly expecting personalized marketing messages, columnist Jeff Hirsch predicts that brands’ success will depend on their strategies for data management and one-to-one engagements.

People don’t spend money as segments; they make purchase decisions as individuals. Marketers need to reach consumers at this individual level with strategies that focus on the personal interactions between the brand and its customers.

It’s Alive: The Power Of First-Party Intent Signals

How do you achieve true people-based marketing? Columnist Mike Sands explains why it’s all about reaching customers at the right time with the right message.

My last column dissected the difference between first-, second- and third-party data and why first-party data in particular is critical to people-based marketing. But true people-based marketing does not mean reaching known customers with generic content. To do people-based marketing right, companies must reach those customers at the right time, with messaging that’s relevant to what they’re doing in that moment.

Get Hyperlocal With Geolocation Targeting

As more consumers are turning to mobile, geomarketing is becoming increasingly essential for marketers. Columnist Andy Lombard explains why it should be a key part of your marketing strategy.

On average, we gaze at our smartphones around 220 times a day and pick up our devices a whopping 1,500 times a week. With some 2.1 billion smartphones now in use, it’s only natural that marketers would try to appeal to mobile-attentive consumers with personalized geolocation targetingand content localization.

Reach Your Maximum Potential With Intent Data

Are you using intent data as effectively as you could be? James Green breaks down the hurdles marketers face in using intent data to its full potential.

Just a few short years ago, the marketing industry was focused on understanding and leveraging the surplus of digital technologies rapidly being developed to help improve customer retention and acquisition. While marketers have made huge strides since the birth of e-commerce two decades ago, they’re still not utilizing the digital space to its full potential.

Customer Experience & Real-time Personalization

If you work with digital marketing, I’m sure you’ve already heard about real-time personalization at least once in your life. Content personalization is a hot topic for online marketers today, but the truth is that, actually, many of them still think that this is something really far from their reality, mainly because of the complicated relationship between IT and marketing teams.

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