Helps Marketers Convert A-List Accounts. HOW INTENT DATA 02 The data imperative to understand the connected customer better The first step to serving relevant ads to prospects is gathering accurate insights into their search behavior and buying tendencies. Who is most likely to buy and when? Where are they in the buyer’s journey right now? Intent data can tell you all of this. “Intent data takes the mystery out of how to prioritize and create your marketing campaigns,” says Mitchell Hanson, director of demand generation at ZoomInfo. “It allows you to focus on prospects who are in-market right now, craft messages that have a higher likelihood of resonating, and propel them to take the next action.” According to a Demand Gen Report survey of companies leveraging intent data: ? 80%

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