In an environment where information imbalances stand to drive buyers and sellers further apart, teams that continue to rely only on traditional inward-focused insight sources will be at a widening disadvantage. More and more, slow-to-change organizations will know less than their competitors about their markets, their prospects and potentially even their own customers. Without a clear understanding of the information available from intent data, they could be at serious risk of further go-to-market (GTM) performance declines.
In this e-book, we’ll break down the key takeaways from a recent session with Forrester’s Malachi Threadgill to help B2B teams better understand the information available from intent data as a category and a path towards its adoption. You’ll explore:
Clarification around the types of intent data to help guide how organization source buyer insights.
Four key issues every team must navigate through in their intent data journey to realize its full potential.
Key areas of opportunity for leveraging intent data to transform your B2B GTM performance.