In the last couple of years, intent data has been proven to help drive account-based marketing (ABM) success. B2B marketing and sales teams are investing in intent to sharpen messaging, prioritize outbounding, and inform sales conversations—and the use cases continue to expand.
As you look into scaling successful intent-driven programs, note that how marketing technology and data can and should be used is constantly evolving. Is your ABM program and the way you use purchase intent data future-proof? And what should you be on the lookout for in 2021?