Marketers at the MarTech Conference discussed the challenges and capabilities of intent data, highlighting that while it can aid in prospect identification, third-party sources often lack accuracy.
Eric Dates emphasized that intent signals must be interpreted carefully to differentiate between genuine buying interest and mere browsing, which can mislead marketing strategies.
The conversation noted that transactional marketing is becoming less effective as buyer behavior changes, suggesting a need for deeper analysis of intent signals for meaningful engagement.
Liam Moroney pointed out the importance of involving sales in the intent data process to ensure alignment and enhance the effectiveness of the insights gathered.
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