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The Biggest Benefits of Intent Data for B2B Marketers

August 17, 2021


The report was based on data from a survey conducted in March 2021 among 289 B2B marketers who work for companies in the US with over $10 million in annual revenue.

Some 64% of respondents say digital advertising is among the most impactful uses of intent data for a B2B digital marketing strategy, 44% say customer account expansion is among the most impactful uses, and 44% also say account identification is among the most impactful uses.

B2B marketers say their top challenges with intent data are creating a strategy for its use (43% say so), measuring its impact (37%), and converting data into insights efficiently (32%).

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