Lead generation is a critical activity for marketing and sales teams, yet it’s not always the most efficient process. Purchase intent data can help with the process because it shows what leads are active and in-market, but many organizations aren’t taking advantage of it. Paroma Sen of MarTech Series explains how intent can provide a more targeted lead gen strategy, help make marketing messaging more impactful and personalized, provide insight on future customers, and tailor content marketing efforts.
