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Marketing Data Flywheel

May 1, 2020

It's a common question during the COVID-19 #WFH crisis. Intent Data volumes are falling. Just when we need it most! Why??!!

It has to do with the collection method. Many rely on IP address resolution and ad activity.

So even while activity is up (check out Kipp Bodnar's HubSpot data here) many data sources seem to be...

Apr 3, 2020

It's natural to wonder how accurate buyer intent data really is. 

That's a simple question to ask - a complicated one to answer. 

There are opportunities for inaccuracy at technical and human points in the process.

This episode pulls back the veil on accuracy from start to finish.

Mar 27, 2020

Intent data has potential to help marketers drive results as event marketing has collapsed and more folks are working from home.

However, much of the common intent data relies on IP address resolution which will be problematic as prospects work from home on shared, dynamic IPs.

Here's what you need to know to make sure...

Mar 20, 2020

Too many folks think of intent data as a silver bullet.

Just pull a list, send a couple emails and let the orders flow in.

It's powerful, but it's not magic. 

There are five basic steps to activating data - and we cover them all in this episode.

Mar 6, 2020

It's a simple question to ask..."What does intent data cost?"

It's harder to answer. Consider the full data stack and costs to activate it including paid ads and content. Then throw in a CDP to manage unification and orchestration, and it might be more than you expected.

But there's a cost to not using it too - and that...