The Revenue Marketing Report
What’s the difference between intent and B2B engagement marketing data?
Jun 5, 2024
Misha Salkinder, Head of Customer Data Strategy at CaliberMind, shares her expertise on the nuances of intent and engagement marketing. She breaks down the differences between first-party and third-party data, shedding light on how they affect buyer behavior analysis. Misha emphasizes the importance of context in B2B marketing, urging marketers to look beyond isolated interactions to optimize strategies. She also discusses tailoring content based on intent signals to enhance customer engagement throughout the sales funnel.
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Quick takeaways
- Understanding the difference between first-party engagement data and third-party intent data is crucial for optimizing marketing strategies.
- Marketers should systematically analyze and integrate both data types to enhance buyer engagement and improve funnel conversion rates.
Deep dives
Understanding First-Party and Third-Party Data
First-party data refers to the data collected directly from interactions with a brand, such as engagements through campaigns, websites, and events. This data is instrumental for marketers as it provides direct insights into how their audience engages with their products and services. In contrast, third-party data, or intent data, pertains to user behaviors and searches related to a subject matter that does not directly involve the brand itself. Understanding the distinction between these two data types is crucial, as both can be leveraged to gauge interest and improve marketing strategies, helping brands to identify potential customers even before they show direct engagement.
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