Addressing Common Arguments Against Brand Marketing
Stacking Growth | The B2B Marketing Podcast
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Reevaluating Intent Data in B2B Marketing
This chapter explores the complexities and misconceptions surrounding the use of intent data in B2B marketing, emphasizing that it primarily captures website visit patterns rather than actual buying intent. It argues for the importance of combining intent data with additional criteria and personal interactions to effectively identify ideal customer profiles and enhance predictive accuracy.
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