30-second summary: Relying solely on domain-level intent is potentially a flawed method How can businesses go beyond domain-level intent and actually uncover the decision-making individual’s intent? With a fast-approaching, cookieless future ABM needs to move beyond lead qualification based on form fills and start exploring more avenues that are intent […]
30-second summary: Leverage multiple data sources to build intent profiles. Enable measurement of engagement, pipeline, and revenue. Develop an optimization plan that enables continuous measurement of buyer and seller behaviors along with leading and trailing indicators of ROI of marketing investment to optimize the companies and content towards conversion. When […]
30-second summary: Marketers are drawn to the possibilities of intent data, which can shine a light on who is actively searching for a solution and which topics they’re most interested in. But without some effort, intent data isn’t a silver bullet to drive more revenue –– the data won’t work […]
Imagine you own a small sporting goods store, and one day, a new customer comes in and begins trying on raincoats. Your salesperson watches that prospective customer try on every raincoat your store sells, then heads over to ask the customer if they would like to buy a lantern. Or, […]
At The Transformation of Search Summit next month, we’re very excited to hear from Courtney Messerli, Director of Ecommerce and Search at goop, the brand founded by Gwyneth Paltrow. She’ll be giving a session called, “Optimizing for the world’s second largest search engine: YouTube.” Courtney has built her career in […]
Remember when the customer journey was a linear, step-by-step process? Neither do I (wink wink). According to a recent article by Allan Thygesen, President of the Americas at Google, “no two journeys are exactly alike, and in fact, most journeys don’t resemble a funnel at all.” Google looked at thousands […]
Customers are connected and mobile-first, and they’re in control of their journeys and experiences. The pace of change for consumers and technology has never been faster. Yet, brands are still chasing customer intent through traditional means. The good news is that because of digital, customer signals give away exactly how […]