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Using Internal Data for “Higher Intent”
Stuck deals are everyone’s problem these days. Slow-moving, stalled opportunities that sellers can’t unlock. Internal politics, lack of perceived value, and prioritization are all major issues. An approach that go-to-market teams can turn to is to take the next step beyond “buyer intent” to “higher intent” data. Higher intent data is the intelligence that comes…
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Why stop at Buyer Intent when you can get to Higher Intent?
Yesterday I laid out why Buyer Intent is powerful, but has its limitations. 1. Much of the data is also in your competitors’ hands. So, you’re back in the same loop of competing against the noise of other vendors. 2. When the data is more specific to your business (e.g. website visits, content engagement, or…
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A New Idea isn’t Enough
Last year, my family and I went to the MoMA in New York. Beside well-known stunners like Starry Night – and works by Manet and Cezanne, there is Blue Monochrome, 1961 by Yves Klein. It literally is a single color on a 6.5 foot by 4.5 foot canvas. That’s it. If you’ve ever looked at…
Peter Mollins on Marketing 