Intent Data Is Broken. What's Next?
At its core, the intent data industry is broken. Much of the market promotes minimally viable, remedial technology that simply adds up content consumption of companies and informs you when one of those companies ‘surges’ or ‘spikes’ in frequency of a topic. When those signals are errant, marketers spend time and money pursuing false opportunities, and the cost of that pursuit scales with the size of your program.
This whitepaper will illustrate the challenges the enterprise faces when trying to succeed with today’s intent data, and how the next generation of intent can deliver buyer engagement in multiple languages and regions, and correlate that external learning with what they know in their sales and marketing systems.
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