As interest in account-based marketing (ABM) continues to escalate, more B2B marketers are recognizing the need for intent monitoring — and allocating the budgetary dollars needed to make it happen. In a recent survey by SiriusDecisions, 33 percent of respondents stated that they plan to invest “more” or “significantly more” in intent data monitoring provider solutions over the next 12 months.
“That benchmarking data is encouraging,” notes Matt Senatore, Service Director, Account-Based Marketing at SiriusDecisions in the same article, “as it supports the need for companies to identify what SiriusDecisions calls ‘active demand’ in the SiriusDecisions Demand Unit Waterfall™.”
Senatore goes on to offer his advice on choosing the right intent data monitoring provider; specifically, he recommends looking closely at four factors:
1. Partnership: Since the category of intent monitoring is still in its early years, it’s important to understand how the provider will work with you and your team. For example, do they understand how you plan to use the data, and how can they help you accomplish these goals? Can they guide you on how best to respond to surges in intent signals from specific accounts? The answers to these questions, and others like them, will give you an idea of what each vendor is like to work with.
2. Data: Find out where each provider gets their data, how often they refresh it, and how regulations such as the EU’s General Data Protection Regulation (GDPR) will impact their ability to collect, store, and use the information.
3. Integration: Ensure that the provider’s platform will integrate with your marketing automation platform, sales force automation system (and alerting capabilities), data management platforms, DSPs, display advertising and retargeting platforms, and business development representative dialer systems.
4. Pricing: Senatore notes that pricing among intent data monitoring providers is “all over the map,” so make sure you understand exactly what is included in the pricing options you receive from each vendor.
To learn more, read the full article “Four Factors to Consider When Evaluating Intent Data Monitoring Providers” on the SiriusDecisions blog.