Having a solid data foundation is the first piece in the revenue-driven marketing puzzle, but to drive scalable growth, you need to be able to activate that data across the channels you depend on like ads, your website, and more. Asking the right questions will help you understand how various market intelligence solutions approach data activation.
We’ve organized the following questions into three categories – create demand, capture intent, and convert pipeline. Utilizing this framework enables you to see how the vendors you are evaluating can help you activate your ICP throughout the funnel.
The buyer’s journey starts with creating demand. Ask questions that help you understand how the data provided will enable you to scale your acquisition programs. The goal is to drive scalable and efficient growth, which is more difficult in a world of rising CAC and increased competition.
The buyer’s journey continues by capturing intent. You’ve done the work to get prospects to your website, now it’s time to drive more conversions. Ask your market intelligence provider how they support their customers in increasing website conversions.
Once you’ve brought visitors to your site and captured their intent, it’s time to convert that interest to pipeline. Ask marketing intelligence solutions how you can use the data to efficiently run processes that help feed other teams like sales and CS with the information they need to close more deals.
Hopefully now you feel prepared to conduct research on market intelligence solutions, speak with vendors, and make an informed decision. The process can be overwhelming, but if you come prepared with your business and technology requirements and ask the right questions, you’ll be set up for success.
Here’s a quick cheat sheet on what we covered:
Once you’ve selected your market intelligence provider and have your data foundation in place, you’ll be on your way to building personalized journeys that drive revenue.
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