Activating Your Intent Data

Megan Boone, Director of Demand Generation at ThoughtSpot, discusses how to make effective use of intent data within your organization. She shares how to best set up your campaign and talks about the intent data dos and don'ts using real examples.

You'll walk away from this guide with a better understanding of how to use intent data in your demand generation campaigns, and the confidence to fully activate it.

There's No One Right Way to Do Things

One of the main reasons activating intent data feels so elusive is because there's no linear journey or playbook to follow. There's no one-size-fits-all solution. For B2B, it can get very complicated, so you have to get comfortable with experimenting for every project.

The best way to learn what will and won't work is to just get started.

The sooner you begin implementation, the quicker insights emerge, enabling stronger long-term strategy development.

Focus on Educating Your Customer One Step at a Time

When working with demand generation, the goal involves moving problem-aware prospects through the funnel. Rather than introducing people to the problem stage, concentrate efforts on advancing those already engaged to the next phase, one stage at a time.

Don't expect leads to jump from problem-aware to solution-aware immediately. Shepherd them through each stage methodically. Remember that marketing activities and content should focus on their needs, not yours. Understanding their perspective reveals what information they need before progressing forward.

Set Parameters

Building out an ICP (Ideal Customer Profile) is foundational to campaign success, and maintaining it saves time and effort. Focus on specific parameters like job function and company size. Once identified, work collaboratively to engage target accounts.

Having Intent Data Isn't Enough

Uploading new account lists weekly consumes valuable resources. The right platform offers tools to extract more value from existing intent data, reducing manual processes and improving campaign efficiency.