Driving Intentional Demand Is a Modern-Day Must. Gary Halbert, widely considered one of the Imagine how effective your go-to-market most brilliant marketing minds of the modern campaigns could be if your marketing and era, gave a group of B2B professionals a sales teams knew precisely about the things thought experiment: that mattered most to your prospects. “If you were selling hamburgers, and you What if you had a crystal ball and not only could have ANY advantage, what would it be?” knew WHO was looking for your product but exactly WHEN they were looking? Some said they’d want the best-tasting burger in the world. Some said an ideal This is the purpose of intent data. location. Others said they’d want the lowest price available. Intent data is like having access to a live feed of what your prospects are looking to learn Gary said his advantage would sell more about throughout their buying journey. hamburgers than all of theirs combined. So…what was it? Collected in real time, intent data ensures Hungry customers. your brand is explicitly visible to current in-market buyers. It gives B2B growth Whether it’s hamburgers or software, the marketers the advantage they need to drive question that weighs heavily on every forward overwhelming growth goals in an organization is where do we find the people uncertain, competitive, and ever-changing who want need our product the most? digital landscape. This guide will help you understand how to gain that advantage Audiences are constantly by putting an end to “spray and pray” overwhelmed by blogs, social prospecting, cutting through the clutter, and media posts, TikTok videos, and endless ultimately smashing your quarterly targets digital noise. The irony is, many times after by knowing more about who your future being force-fed all this content, they’re still customers are, when they want to be found. left hungry for the information they’re looking for. 2