Intent Signals are 2016’s hot topic in business-to-business marketing circles because new technologies can now monitor the digital actions of groups of individuals across the internet to gain an understanding of their company’s purchase intentions. We’re getting immediate insights as companies take their very first steps in the buying journey – it’s a new and very exciting form of intelligence.

My experience with current intent signals data is that it’s used when a prospect is researching a topic – typically a problem they need solved – showing us what is important to their organization. For marketers like me, turning this behavior into guidance for marketing takes a historical understanding of the habit and its roots in consumer activities.

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