"Intent data has transformed B2B marketing. We're still kind of early stages but truly transformational in how we think about the things we do.
We've all had first-party intent data.
People come to our website.
They fill out forms.
They read guides.
They watch videos.
They click on emails.
All intent and purpose that was intent data, right? It was first-party intent data, and it was only the data that we had exposure to, which is, frankly, a fraction of your target market's activities.
We spend a lot of time and effort and spend money on Google getting people on our websites to have more intent data.
Over the last five or six years, companies have come to fruition providing third-party intent data. They compile the data and make it available so that you can understand all those activities that aren't occurring on your website, but that is important to you within your target market."
- Casey Carey, Chief Marketing Officer, Kazoo