192 - Is Third-Party Intent Data Snake Oil?

The Revenue Growth Architects

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12M ago 26:58

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Third-party intent data is a buzz-worthy topic in B2B marketing and sales, but is it useful intelligence or so much snake oil? In this episode of The Revenue Growth Architects, we’re sifting through an industry report and our own anecdotes to think critically about third-party intent data.

Gain insight into the challenges of using third-party intent data effectively, learn the results of a revealing MIT research report that may shed some light on the subject, and find out what transformed our initial excitement into skepticism.

Tune in for this investigation on third-party intent data to understand if it’s a useful tool in your operations tool kit or a data source with a lot of drawbacks.

Read the MIT report referenced in this episode: "Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers".

Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com.

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