A functional title does not equal a true decision maker. Building a taxonomy, not of titles, but of keywords and phrases people use to describe what they do, will bring back to you your true total addressable audience.
To keep up with modern buyers, we must move beyond the MQL and look at other ways to determine how an account’s behavior can be the equivalent (or better) of what an MQL represents.
In marketing and sales, if everything was a nail and Intent data was a hammer, life would be so much easier and we could all go golfing or whatever your golf equivalent is. Unfortunately, using intent data and behavioral signals requires just a bit more data science and work to make it all come together nicely.
As marketers, we often make assumptions and misplace value on MQLs. Though useful, they can get in the way of a more evolved view of what an Opportunity truly looks like. How can we ensure that MQLs evolve to meet the modern buyers journey?
Most organizations have less than 10% of the Total Relevant Audience for their product in their database. That's why you need a Contact Discovery Audit.
When a client asked us to look at another intent vendor's reporting of over 24,800 ‘surges’, we could only agree on 3,200 of those. The problem? Too many intent data vendors deliver leads based on 'surges' – but without historical context.
Would you be surprised to learn that your Target Account List is probably no more than 10 – 15% of all accounts that are in-market? Buyer intent data shows you what the target list actually looks like.
