Gartner Research

Emerging Technology Analysis: Leveraging Intent Data for Marketing and Demand Generation

Published: 11 February 2020

Summary

Intent data is a key asset for customer acquisition, retention and growth initiatives. Product marketers can use intent data not only to improve targeting of account-based marketing programs and traditional outbound campaigns, but also to better align messaging and content to buyer needs.

Included in Full Research

  • Technology Description
    • Gartner Definition of Intent Data
  • Technology Adoption
    • Intent Data Will Continue to Gain Adoption as ABM Programs Grow and End Users Seek to Achieve Greater Campaign Effectiveness
    • Pressure for Higher-Quality Leads and Growing Digital Ad Share Will Drive the Need for Targeting Based on Intent Data
    • Intent Data Will Inform Content Decision Triggers and Offer Insights Into Buyer Segment Content Needs
    • Privacy Concerns and Government Regulation May Inhibit Adoption
    • Traditional Practices, a Skills Shortage and Demand for ROI May Slow Usage
  • Technology Impact
    • Marketers Will Continue to Develop Precision Targeting
    • Greater Digital Privacy Will Propel Innovative Solutions
    • Actions for the Next Six to 18 Months
  • References

Analysts:

Alan Antin Todd Berkowitz

Access Research

Already a Gartner client?

To view this research and much more, become a client.

Speak with a Gartner specialist to learn how you can access peer and practitioner research backed by proprietary data, insights, advice and tools to help you achieve stronger performance.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Gartner research: Trusted insight for executives and their teams

What is Gartner research?

Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.

Gartner research is unique, thanks to:

Independence and objectivity

Our independence as a research firm enables our experts to provide unbiased advice you can trust.

Actionable insights

Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.

Proprietary methodologies

Our research practices and procedures distill large volumes of data into clear, precise recommendations.

Gartner research is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.

Tap into our experts

We offer one-on-one guidance tailored to your mission-critical priorities.

Pick the right tools and providers

We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.

Create a network

Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.

Experience Gartner Conferences

Join your peers for the unveiling of the latest insights at Gartner conferences.

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.