The In's & Out's of Intent

  • June 17th, 2021
  • Online
  • 1:00PM ET

In many important respects, “intent” data is the fuel for ABM – it can help you optimize the account prioritization and personalization that are such critical elements of ABM success. But it’s also not a silver bullet. And how it’s gathered and what forms it takes can vary widely.

Join us for a conversation with guest speaker Forrester VP and Research Director Steve Casey as we discuss why you need to build a comprehensive intent data strategy that enables you to track the actions of your target accounts and contacts -- from first anonymous touchpoint to post-sale product usage – and how to get started. Topics we will discuss in the webinar include:

  • What’s the difference between behavior and intent when it comes to data?
  • How is behavioral/intent data sourced and what forms does it take?
  • How should you be using it?
  • Does the distinction between first- and third-party signals really matter?
  • How should B2B marketers plan for the impending deprecation of third-party cookies?

We hope to see you there!

 

Speakers

Bryan Brown

Chief Strategy Officer

Steven Casey

Guest Speaker

Bryan Brown is the Chief Strategy Officer at Terminus. He leads company and product vision for Terminus with an emphasis on discerning market dynamics while driving investment strategy, M&A, strategic partnerships, and innovation.

Prior to Terminus, Brown served as Vice President Product Strategy at Silverpop during its acquisition and transformation into IBM Marketing Cloud. He was also the Chief Technology Officer and Co-Founder of Vtrenz, an early pioneer in B2B marketing automation software, acquired by Silverpop in 2007.

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Steve serves B2B marketing professionals. Thematically, his research focuses on the impact of consumer behavior and preferences on the B2B buying cycle and how B2B marketers need to adapt their strategies, tactics, and technologies to optimize engagement with this new "B2B consumer." Steve covers account-based marketing (ABM) strategies and solutions, data providers and data management solutions (including customer data platforms [CDPs]), programmatic advertising, as well as emerging and enabling technologies such as artificial intelligence (AI), chatbots and virtual assistants, and virtual reality (VR) and augmented reality (AR).

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