During this week’s online B2BMX event, Triblio’s Chief Customer Officer Andrew Mahr presented a live session titled, “The Future of Intent: What to look for in 2021.” The session provided a detailed outlook on intent in 2021 and highlighted changes that will shift the future landscape of intent-data.
Discovery, not Data
In the webinar, Andrew emphasizes the shift from data to discovery. Andrew is talking about the ability for intent-data to go beyond just uncovering the hidden funnel and finding more insights, “intent data needs to get better at finding the hidden funnel not by asking you what to look for, but by analyzing your business,” said Mahr.
The next generation of intent will be powerful enough to separate noise from actionable insights in the large pool of intent data. Using these insights to inform businesses on hidden purchase signals and provide recommendations to identify unknown qualities of an account.
Intent Data Landscape
With new privacy regulations changing the way we collect data, “intent data has to move into a privacy-first model,” said Mahr. Various sources of intent-data such as bidstreams and DMPs have an uncertain future in the new intent-data environment due to a lack of privacy compliance.
Prior to new GDPR regulations, bidstreams and DMPs had an advantage on the volume of global intent data collected, but as Andrew describes in the webinar, “it’s the privacy-first data sources that are now leading and continuing to add information.” Privacy-first data co-ops and publishers are the data-sources that will continue to add more scale and volume.
The future of intent-data is more actionable, is cross-channel, and encompasses the full funnel. With orchestration, purchase signals are automatically located across the funnel and trigger multi-channel campaigns. The future of intent goes beyond the sheer number of data collected, “when we say the future of intent is orchestrated, what we mean is that ABM marketers will be able to run the programs they always wanted,” said Mahr. Intent data will feed the right accounts at the right time and automate accounts through the funnel with your predetermined sale plays.
Learn more about intent-based orchestration and watch Andrew’s full webinar on-demand.