Intent driven funnel management is still a relatively new player in the game of marketing. Marketers are used to feeling like they are blindly wasting advertising funds without understanding which ads bring in revenue. Companies that use intent data to their advantage are sowing success by understanding how customers move within the dark funnel.
The ability to understand how key accounts are feeling about your industry, what they are researching, and removing guesswork from your marketing strategy should not be taken lightly. In this article, Lora Kratchounova discusses how she recommends using intent data to decrease your cost per lead by creating content that shows up in the right place at the right time. Read the article on Forbes.com.
