Originally posted on VentureBeat
With all the talk about predictive-driven sales and marketing, a new question is emerging – which data is most valuable? Many B2B businesses are achieving unprecedented customer insight by leveraging all kinds of external demographic and firmographic data to see if a company is a good fit for their product. Some are pairing that with signals from their marketing automation systems and web analytics to predict whether a prospect might be ready to buy soon.
Now, another breed of “intent data” has emerged. External data providers like Bombora, The Big Willow, IDG and TechTarget are aggregating information about web visitors on B2B publisher networks to help businesses figure out when certain prospects might be in the market for their product. This kind of insight presents an exciting new frontier for data-driven marketing.