Observed Signal · Apr 1, 2022 · Commentary · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Evolution of Intent Data: Expanding Beyond Purchase Intent in B2B
This CMSWire feature by David Crane, VP of Marketing at Intentsify, examines how the term 'intent data' has expanded beyond predicting purchase intent to encompass broader business intelligence. The article quotes tech-industry CMO Scott Vaughan and presents multiple vendor definitions to illustrate category ambiguity. Crane argues all intent data types provide value, especially when aggregated, and that narrower definitions limit use cases. He outlines applications such as identifying buying stages, surfacing buyer needs, outmaneuvering competition, and informing data science and business strategy. The piece also connects the rise of intent data to the shift from marketing automation execution toward data-driven strategy, suggesting that B2B go-to-market teams need tools that combine dynamic intelligence with execution.
Insightful but non-breaking opinion piece on intent data definitions and applications; no new product, funding, or partnership announcements. Relevant to B2B MarTech audiences but not industry-shifting.
Track Real-Time Data & Identity Signals & Market Shifts
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- The article was published by CMSWire on April 1, 2022.
- Author David Crane is VP of Marketing at Intentsify, an intent data solutions provider.
- The article quotes tech-industry CMO Scott Vaughan: 'Intent data is like ABM now — if you ask 30 different people what it is, you'll get 35 different answers.'
- Crane argues intent data has evolved beyond purchase intent to include broader business intelligence such as market shifts, buyer journey mapping, and competitor strategy.
- The article cites three different intent data definitions from prominent brands.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Experian Expands Snowflake Data Services for Customer Insights
Experian, a global data and analytics company, has expanded its suite of services available on the Snowflake Data Cloud. The new offerings aim to help businesses unlock greater value from their customer data, leveraging Experian's data assets and analytics capabilities within Snowflake's collaborative environment. While the article is brief and lacks specific details about the exact services, integrations, or technical capabilities introduced, the move underscores the growing trend of data providers integrating with cloud data platforms to enable privacy-compliant audience targeting and data enrichment directly within the enterprise data ecosystem. This partnership is significant for marketers and advertisers seeking to activate and analyze first-party data within their existing cloud infrastructure.
Gemini Direct Marketing Data Now Available via LiveRamp
German data provider Gemini Direct has partnered with LiveRamp to activate its consumer database for digital advertising campaigns. Through LiveRamp's identity infrastructure and Ramp ID, Gemini Direct's target groups, which include information on consumer behavior, sociodemographics, purchasing power, and residential environment, are now available for channels such as Connected TV, Social Media, Display, and Digital Audio. The collaboration also enables data enrichment and data collaboration, allowing brands and publishers to match data in secure environments, analyze audience overlaps, and identify potential customers. This expands LiveRamp's German partner business, following a previous agreement with the REWE Group.
Seven.One Media Expands Data Business with Kleinanzeigen and Criteo
Seven.One Media, the advertising sales house of ProSiebenSat.1, is restructuring its data portfolio and adding new partners. The company will integrate retail, commerce, intent, and consumer data from Kleinanzeigen and Gemini Direct into its offering. The move signals a strategic push to enhance data-driven advertising capabilities, particularly for retail media, and is timed to coincide with the Dmexco trade show.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.