What is the intent of intent data?

In an online world, what is intent, and, more importantly, what is the data?  Intent is always a hot topic of debate - just because someone visits your website, downloads something or attends an event, does this mean that person is a "hot lead" and ready to buy?

In this episode, I am joined by the brilliant Kerry Cunningham from 6sense.  Kerry has lived in this world before intent data was even a thing. His passion lies on helping sales & marketing functions align better, and his approach is :

 

"I rarely accept things in the business world as they are. I tend to see things as they should be and then get to work figuring stuff out. Over the last 5+ years, my focus for has been on driving the buying groups revolution in B2B, helping organizations transform from outmoded, ineffective lead-based demand gen practices to modern, buying team and opportunity-centric processes that unlock next-level performance.

I also bring a unique combination of academic and real-world expertise in a variety of disciplines, including demand marketing, ABM, marketing operations, sales prospecting, messaging, organizational design and management, cross-cultural organizational design and change management, employee selection and retention, and performance management. "

 

As you will hear in this episode, Kerry does not hold back, so buckle up sales & marketing :

Hear how Kerry describes how, in the past, the best you can be at lead gen, was truly awful.

Why he realised that we were looking at things the wrong way.

What is intent data?

Is it relevant to B2B?

1st Party Data to 3rd Party Data to Anonymous data - why it all matters.

Leads are also a form of intent, but you are looking at them the wrong way.

A prospect vs someone with personal interest.

Why the way sales & marketing are incentivised goes against the best interest of the business.

What buying signals you should be listening for.

It's the combination of signals that hold the key to unlocking all of this.

And much, much more.

Kerry tackles this head-on, with some hard truths, which, if we are honest with ourselves, we could all be doing better.

He also ends with some practical advice you can start doing today with the marketing data you already have access to, just look at it through a different lense.

Follow Kerry on LinkedIn - https://www.linkedin.com/in/kerrycunningham/

Learn more about what 6sense can do for you and your business https://6sense.com/