Intent Data Industry News: Buyer Intent Data Tools Insight, ABM Benchmarks, 2020 B2B Marketing Predictions, and More

What happened in the intent data industry, ABM, and data-driven marketing for the month of October? Our latest roundup includes new surveys and market research reports to enhance your B2B marketing strategy. We cover a 2019 market report on Global Buyer Intent Data Tools, the improved ROI of data-driven marketing, 2019 ABM benchmarks, B2B marketing predictions for 2020, and what’s working in intent-based strategies.

Buyer Intent Data Tools Market Insights

In October, Acquire Market Research released its 2019 market report on Global Buyer Intent Data Tools. The report takes a close look at the buyer intent data tools industry to see what’s going on in the market, looking at market drivers, patterns, trends, industry conditions, development rate, and more. It also offers projections for the future based on the present-day market and considering factors such as sales turnover, business challenges, shifting financial structures, and revenue income.

According to the report, the Buyer Intent Data Tools market size has remained fairly steady with analysts expecting further expansion and growth by 2023. The report also offers insight into three key segments within the market: competitor, product type, and end use/application.

To unlock further insights, including an in-depth and extensive assessment of profiles, pricing, structure, and product specifications within the Buyer Intent Data Tools market, download the report here.

Data Offers Better Marketing Return on Investment (ROI)

Marketing is becoming more complex and competitive than ever before, which means it can no longer be a guessing game based on past experience. Instead, companies need to learn how to utilize past data and predictive analytics to generate better return on investment (ROI), and to gain insight into effective business strategies. The key is first to having the right big data and then knowing how to use that data to support your objectives.

In a recent Forbes article, professional consultant Nicole Martin delves into the importance of using data to build marketing campaigns and promotions. She mentions the necessity of optimizing your efforts based on different demographics within your audience. When used correctly, she says that data can drive your marketing efforts, increasing conversion rates and revenue.

Key Findings from the ABM Benchmark Survey

Every year, Demand Gen releases their Account-Based Marketing (ABM) Benchmark Survey report. For progressive B2B organizations, the 2019 report reveals some of the top ABM tools and tactics that should be used to streamline customer acquisition and improve overall marketing initiatives. This year, the fourth annual report looked at a variety of ABM tactics such as account-based advertising, web personalization, marketing automation platforms, and using intent data.

Key findings from the 2019 ABM Benchmark Survey include:

• A focus on more customized experiences and tailored content targeted to specific industries (68%), roles (62%), and based on the challenges/needs of the account (52%).
• More streamlined marketing efforts where demand generation and ABM processes are integrated for 40% of respondents.
• Satisfactory ABM results with 69% of marketers saying it has exceeded their expectations.

Download the full report to uncover how B2B marketers are preparing for the next decade now.

5 B2B Marketing Predictions for 2020 by Forrester

B2B marketing could be in for some key shifts in 2020, according to the latest predictions released by Forrester. In fact, next year could be a big year for change when it comes to connecting with buyers in more impactful ways that result in sales. Forrester believes that to remain best-in-class, B2B marketers will have to be more proactive in their customer engagement initiatives.

According to Forrester, in 2020, B2B marketers will:

1. Base their marketing plans and journeys around key audience insights. Marketing teams that are organized to support customer journey will go from 18% to 48%.
2. Make the link between partner experiences and customer experiences, with over half of all B2B marketers making both experiences a priority.
3. Transition sales enablement to a responsibility of marketing in order to deliver more meaningful buyer experiences.
4. Increase digital sales, which will also increase seller engagement by 10%.
5. Adopt customer data platforms (CDPs) to bridge their customer data silos.

Sales and Marketing Teams Are Using Intent Data Strategies

In the world of B2B marketing and sales, context and relevance are key to gaining customers. Companies have to prove that they understand their customer’s needs, pain points, and expectations. The best way to do that is by utilizing intent data as the foundation of their sales and marketing efforts.

Based on a special Demand Gen Report titled “What’s Working in Intent-Based Strategies,” Best-in-Class B2B organizations must use intent data throughout their entire company to remain a leader within their industry. The report then shares expert insights on the current state of the intent data industry, where it is most beneficial, its impact on personalization, the value of first- and third-party data, how intent data is driving results for content syndication, and more.