How to Crawl, Walk, and Run with Intent Data

The objective of this presentation is to assist MOPs professionals in guiding their marketing teams to the successful adoption of external intent data sources such that their capabilities can be leveraged effectively and their impact measured usefully in their marketing automation and CRM systems.

We will cover key learnings to date from dozens of implementations, including challenges overcome and pitfalls to avoid as teams begin (crawl), come up to speed (walk), and aspire to innovate (run) with purchase intent data.