Intent analysis should do more than just show whether or not an account is in-market. Such a simplistic, boolean decision forces you to decide when and how to execute a marketing strategy in response to building intent momentum. Until that point, you’re stuck doing nothing. After that point, you’re turning on all of your sales and market strategies (sales calls, programmatic advertising, etc.), hoping one of your messages connects with your buyer at the right moment of intent, with the right content to engage them.
Best-in-Class intent analysis, on the other hand, takes a more comprehensive and enlightened approach. By measuring the recent cadence and density of intent signals, an intent score is produced. This score exhibits more than whether or not an account is on the buying journey.
