The comprehensive list of terms and concepts that you need to thrive in today’s B2B marketing landscape.
Diversified intent is intent data collected from many sources, search behavior, content consumption, competitor research, technology signals, and more. Diversified intent reduces bias and provides a more complete picture of buyer interest. It leads to more accurate prioritization.
Intent data is composed of behavioral indicators showing that a company or individual is actively researching a topic. Sources include search queries, content consumption, reviews, and site visits. Intent data helps prioritize who is in-market.
An intent score is a numerical measure of how strong a company’s or user’s intent signals are. Higher scores indicate more active research and greater buying readiness. Scores are used for prioritization, routing, and segmentation.
An intent signal is a specific action, like reading an article or visiting a website page, that indicates potential interest in a topic. Multiple signals combine into an intent score. Signals help marketers engage accounts at the right time.
A digital footprint is a user’s online activity across websites, platforms, and tools. Digital footprints inform targeting and intent analysis.
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