SVP of Sales
New technologies are a great thing. Often they lead to new ways to approach issues and can be disruptive as well as additive to success. They lead to new and innovative ways to accomplish goals and tasks. However, with new technologies there’s also a level of unknown and an initial learning curve that needs to ensue where our lack of knowledge during this period leaves us as prey and puts us in the position where we can be taken advantage of. When we hear improbable claims in our personal lives we immediately question what the reality of the claim is.
With the â€˜intent’ data evolution it appears to me that folks are enamored with volume because this is all still mainly unknown and certain vendors may be preying on you. And while a lot of new solutions have value, marketers need to be very careful with what they don’t know vs. believing the story being positioned by some vendors in the marketplace.
I want to share this below – out of respect I’ve removed the select vendor. To be clear, this is from an actual media proposal from an â€˜intent’ vendor that claims that they monitor 50,000 IT related websites. What’s wrong with this picture?
The reality is that there are a handful of key sites on the web that are specific to 1) IT and 2) where folks actually go to research when they’re looking at complex solution purchases. It’s these sites that have the best intent data. If a vendor makes claims such as monitoring 50,000 IT related websites, you need to dig deeper with them to see if that is truly the case. Don’t be afraid to ask your data providers tough questions.
Yes, you need breadth to capture a wide enough signal base to achieve a data set of value. But rather than focus on volume, focus on relevance:
Embrace the change as intent solutions are going to empower marketing like never before – but don’t get taken for a ride. No one monitors the entire web. Volume isn’t indicative of the right signals. Do your own due diligence because remember, intent offerings are only as good as what they model from.
Data scale image source: OdinText
Intelligence Driven Marketing, marketing intelligence, purchase intent data
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