The following is the 2021 intention Data Report From Ascend2 recommended by recordtrend.com. And this article belongs to the classification: original, research report, network marketing.
According to a recent report by intentisfy and ascend2, about 45% of B2B marketers say that identifying target audiences or customers is one of the most critical challenges in digital marketing strategy.
Other key challenges for us B2B marketers’ digital marketing strategy include cross sectoral collaboration (36%), reaching target audiences through digital channels (35%), expanding results with current resources (34%), and designing appropriate messages for specific customers (32%).
23% of respondents also said that the old problem of consistency between sales and marketing is still an obstacle to the successful implementation of digital marketing strategy.
Using intention data to overcome obstacles
A recent survey found that 94% of respondents believe that intention data can effectively solve the most critical challenges.
Intention data adoption and its challenges
59% of the respondents are actively using intention data, and most of them (46%) are implementing and measuring intention data strategy. About half (48%) of those who use intention data use independent intention data solutions.
Although B2B marketers see that the use of intention data has a positive impact on customer acquisition (44%), customer identification (44%) and potential customer development (42%), most people (64%) use intention data for digital advertising.
37% of respondents said that measuring the impact of intention data is a challenge when using such data to improve marketing.
Insideview found that about 22% of companies plan to invest intention data to improve consistency between sales and marketing teams. But surveys by intentsify and ascend2 found that sales and business development teams were less enthusiastic about using intent data. The biggest complaints were inefficient handover process or workflow (50%), data relevance problems (48%), inconsistent information and marketing (40%) and unqualified potential customers (39%).
Reasons for not using intention data
5% of B2B marketers do not use intention data at present. Unfamiliar with intention data (27%) or not being the primary task (27%) is the common reason.
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