The false allure of B2B intent data

What has more allure in martech than a tool that promises to grant remarkable advantage over the competition? And among such tools, what could be more powerful than one that tells you who is ready to buy? Intent data has become a big category with various sources, all of which promise visibility and focus that can change everything. These days, a marketing program that isn’t leveraging intent data of some description is seen as flying blind and hoping to hit the target with luck and timing on its side. Of course, neither of these is in great supply in this environment. Only about 5% of B2B buyers are in-market at any given time, so focusing marketing efforts on those active is an incredibly alluring idea. However, the trouble with intent data is that even if the signals are fully accurate, knowing who is actively in-market to purchase will not save bad strategy. It may only shine more light on it. This article is not about demonizing intent data but rather trying to reposition what it can and cannot do for a marketing program. In doing so, trying to prevent some false hope that comes with that incorrect understanding.