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INSIGHT: B2B intent The power of


If big data is the ‘new oil’, then perhaps the new ‘rocket-fuel’ for B2B brands is intent data, which is being used to drive efficiency through reaching and engaging with professionals who are ‘in the market’. The B2B buying process is generally long and collaborative, and intent is an increasingly important factor in building, as well as nurturing and keeping relationships with B2B customers, writes Michael Toedman.


now consume content and information across a wide array of platforms and devices, making it very difficult to keep up with the customer experience. Intent data can help brands bridge this gap, by knowing how and when to reach customers through monitoring their content consumption. This is also a key trend for B2B media owners; in fact, in the Outsell Information Industry Outlook 2014: Convergence Now!, aligning content and marketing with individual users’ intent and context was featured as a key growth driver for media. According to Outsell, a media owner’s ability to integrate analytics into every operational and planning discipline to


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he data that can help marketers pinpoint those key moments during the buyer’s journey can be found in customer interactions, both in their personal and professional spheres. However, professionals


follow users’ intent, leads to more targeted content and more relevant advertising. This, in turn, leads to higher conversions and more engaged and loyal readers, who value the information and services more highly. Content Consumption Monitoring (CCM) is a technology from Madison Logic that aggregates and organises behavioural intent and uses research signals to drive personalised engagement, stronger retention and greater lead to sales performance. The basic concept of CCM is that by leveraging content consumption intelligence, marketers can be more effective at reaching the right people at the right time. Marketers can develop highly effective campaigns that push content to B2B buyers with high resonance by aligning the content with the research activity associated with a buyer’s company, demographic segment, and/or de-identified cookie profile. Using the insights of CCM, marketers can move prospects down the funnel with greater accuracy, delivering higher quality leads


to sales, while also resurrecting dormant leads that were thought to no longer be interested in the marketer’s solutions. Madison Logic’s technology can be summarised into a three-step process:


1. AGGREGATION: Madison Logic created a contributory model whereby partners share intent data in order to enjoy all intent data across the CCM ecosystem for the partner’s first party audience. These contributory media partners range from small websites to larger publishers and marketers in the B2B space like UBM. Their Contributory Data Program is the largest in the industry and assesses over 200 million user initiated interactions each month.


2. ORGANISE: With consumption signals aggregated, the technology then consumes the disparate, unstructured datasets and collates them into useful signals for the industry. Content including


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