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.