Understanding the Zero Moment of Truth. And we’re finally here! The more education you provide in the ZMOT stage, the stronger the connection to The internet hasn’t just changed the way your prospect’s pain points and desired use people buy—it’s changed the way people cases. Conversely, if the information you’re think about buying. So how do you use providing is hard to find or not relevant, intent-powered growth tactics and signal you’re creating friction in the buyers’ interpretation when it matters most? journey that might send them straight to the competition. By now, you understand Traditionally, people would have their the overarching advantages intent data can initial interaction with a product in what have on your business’s bottom line. marketers call the first “Moment of Truth.” Now, long before a prospect interacts with Let’s take a closer look at real-world ways a product, or is willing to take a call with you can incorporate and operationalize sales, they arrive at the “Zero Moment of G2 Buyer Intent. Truth” (ZMOT). ZMOT is a term coined by Jim Lecinski, Vice President of Sales for Google, that describes the change in the consumer’s buying decision journey following the advent of digital media. During this stage, prospects are performing Google searches, comparing products, and reading verified peer reviews. It’s the ideal time for your brand to step up and demonstrate its explicit value to claim your prospects’ attention. When retargeting audiences with G2 Buyer Intent, our customers typically see the ROI down funnel: as MQLs convert to pipeline and revenue. Check out the case studies on page 30 for real-world examples of how marketing teams drive smarter growth with intent- fueled campaigns. 2424 ThThe Big Book oe Big Book of Intf Intent ent 2424