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%).