B2B marketers face data overload, struggling to identify sales-ready prospects. First-party intent data, which captures direct interactions between prospects and brands, offers a solution by helping marketers focus on engaged buyers. However, intent data alone isn’t a silver bullet—organizations must have the right processes, technology, and alignment between sales and marketing to use it effectively. Experts emphasize that intent data helps reduce noise, enhances buyer-centric marketing, and improves targeting. Success depends on understanding the right data to use at each stage and ensuring organizational maturity before implementation.

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