Here’s my opinion based on discussions with the intent data vendors, consultants, users, and marketing veterans.
Read Below Before You Swap That Credit Card!
Table of Contents
When should you say "NO"
- Outbound is not mature.
- No one is working on data full-time.
- A new category is created but customer is unaware about it.
- There are no large set of accounts.
- Customer Persona is not defined.
- You think intent is a magic wand.
- Focus is on the current quarter and not the full year.
When should you say "YES"
- ACV > 5K USD.
- Team knows how to do good account research, read data, & have the bandwidth to work more on it.
- You understand that buying cycle at enterprise would not reduce just because you have intent data.
- There are more than 10K mid-market + enterprise accounts.
- Contact data does not have email bounce of more than 4%.
- Firmographics data is in good shape, and inaccuracies have been minimized.
