3 Questions to Ask B2B Intent Data Providers – TechTarget
Let’s say an external intent data provider is telling you “Acme Corp.” is showing strong or increased intent activity around Flash Storage solutions. Ask them these questions:
Question 1: “You say Acme is investigating Flash Storage. How do you know it’s Acme?”
Look for providers who offer techniques beyond IP lookup for identifying accounts, such as direct user input into registration forms.
Question 2: “How do you know Acme’s interested in Flash Storage?”
Ask providers for a specific understanding of the content sources (Web sites, Social Networks) they’re using to derive intent in your market area. Beware of solutions that don’t reveal the source of the content and user/account activity – it’s a warning sign they may be associating intent where none actually exists.
Question 3: “Who at Acme Corp. is investigating Flash Storage?”
Ask the provider if they provide contact lists for the accounts they identify as active/in market. If they do, ask them the source of the contacts, and whether those contacts are “just names” or whether they are the actual people who generated the intent signals in the first place.