There are two segments of your audience who actively search and use content but neither do so as part of a buying journey. These personalities will ‘turtle’ on you, hitting your content especially if you’re a thought leader, and then disappear only to reappear again in three to four months. The ‘seeker/sharer’ is the most important audience member for marketing. Seekers will find the ‘doers’ inside the organization, and those people are more likely to have the need and the budget.
more than 70% of B2B marketers will utilize third-party intent data to target prospects or engage groups of buyers in selected accounts
What is Intent Data? Why successful B2B marketers and D2C marketers are using it to win.