B2B go-to-market teams that use intent data—information generated by potential customers' online research and content-consumption activities—are much more likely to report being successful with their strategies, according to recent research from Intensify and Ascend2.

The report was based on data from a survey of 612 B2B customer success, marketing, and sales professionals who work for companies with annual revenue of more than $10 million.

Some 48% of respondents whose firms use intent data say their go-to-market (GTM) strategy is very successful, compared with 17% of respondents whose firms don't use intent data.

How intent data affects B2B GTM strategy success

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The Value of Intent Data for B2B Go-to-Market Teams

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji