FAQ

• What makes Foundry Intent data special?

  Data integrity

  By putting an emphasis on the quality of our data, we are able to provide our customers with the most accurate, up-to-date, and most importantly, useful IP intelligence and firmographic data to power our customers’ sales and marketing strategies.

  Normalization

  Our team of Data Integrity Specialists follows strict ISO (International Standards Organization) standards to make sure that every company name, address, SIC/NAICS code, phone number, etc. is usable right out of the box. This allows you to spend less time cleaning, organizing, and normalizing your data and more time selling to the right buyers.

  AI + human intelligence

  While we love our machine learning algorithms, there are just some elements of the IP analysis processes that require a human touch. Machine learning algorithms require vast amounts of data to train themselves on what to look for. The training process is overseen by a team of data experts whose job is to ensure that the data our algorithms are trained on is good and will result in an algorithm actually learning. This helps the algorithm improve while further ensuring that we only pass along accurate data to our customers.

  Real-time analysis

  The world never stops changing, so we never stop listening. In our research, roughly 7-10% of IP addresses change ownership every month, as companies are bought, sold, acquired, dissolved, and change names every day. All of these events have an impact on the data we provide to our customers. Because we report on more than 26 different company data points, we are constantly listening to and reporting on what’s happening in the corporate world 24/7.

  Confidence scoring

  Foundry Intent has a complex system that produces a score of how confident we are that a certain IP address is in use by a specific company. IP associations that do not reach this score are not passed along to our customers. This ensures that when we report an IP address belongs to a company, our customers can trust it.

• What are intent marketing data sources?

  Buyer intent marketing data can come from a variety of sources. Here are a few of the main outlets that are used to gather intent signals:

  • Website Actions
  • Off-site web activity (like branded phone conversations)
  • Point-of-sale or CRM data
  • Social media engagement
  • Content consumption
  • Virtual event engagement
• How is intent marketing redefining the funnel?

  Intent marketing offers tremendous advantages to B2B marketers by giving them the ability to:

  Identify new in-market buyers — Seeing exactly which companies are showing interest can be incredibly useful in building target account lists for sales and marketing campaigns. You may even consider building customized campaigns based on which specific products/services your audience is showing intent in.

  Become part of the buying decision — As a marketer, intent-based marketing makes your life much easier as you do not need to spend time and resources building awareness about your technology. The audience is already aware of it and somewhere in the process of moving forward with their purchase decision.

  Personalize outreach to drive more sales — Leveraging intent data allows you to build custom intent-based marketing campaigns that can speak directly to the benefits of specific products that are more likely to resonate with your audience.

  Improve your marketing ROI — By focusing on leads that have already show interest in your product or service; intent marketing allows you to wade through the clutter of low-quality leads and spend your marketing budget reaching the right audience.

• How to build an intent-based marketing strategy?

  There are 3 steps to building an intent-based marketing strategy

  Step 1: Find your intent data source

  As we discussed above, intent data can be found in many places. However, looking at just one of these data points separately wouldn’t tell us much. Incorporating multiple sources of intent data into your strategy will provide a more holistic view of a tech buyer’s true intent to purchase and give your sales and marketing teams valuable insights into how and when you should reach out to them. To see how a platform can incorporate multiple forms of intent data into one robust package, check out our platform!

  Step 2: Build out your audience requirements

  This is a very important step in the intent marketing process – defining your audience. Segmenting your B2B audience based on company size, industry, etc., will allow you to focus your efforts on in-market companies that are more likely to convert. Additionally, while you may already have an idea of who your target audience is from your other ABM campaigns, now you must dive deeper into the content topics your audience is searching for that would indicate an elevated interest in purchasing.

  Step 3: Use your data

  This is the fun part – using your data! Once you have your intent solution up and running, it’s time to put your data to work. With Neon, you’ll receive a weekly report showing key data points like:

  • Account name
  • Industry
  • Company size
  • Intent location
  • Topic engagement
  • Account intent score
  • Trending date