Gartner Research

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

Published: 11 February 2020

ID: G00451392

Analyst(s): Alan Antin , Todd Berkowitz


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.

Table Of Contents


  • 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

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