True Influence Study Unveils Top Ten Keywords Searched Through First Half of 2017

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Account-Based Marketing and Intent Marketing Top List of Keywords, Further Demonstrating Their Critical Importance In Marketing.

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As the B2B buying journey begins with online research, the use of intent signaling data powerfully illustrates a significant capability for B2B

True Influence has published its most recent findings from a new study, in which U.S. intent signaling data was monitored and analyzed to identify the terms in which marketers nationwide are showing the greatest increase in interest. To learn more about how to leverage your ABM, check out our latest blog on the subject at

Results from the online research of marketing terms revealed the greatest increase in interest in the topics “account based marketing (ABM)”, “email marketing”, “intent marketing” and “location-based marketing”. Just behind these were “B2B marketing” and “video marketing”. The highest rates of increase were found in the software & technology and healthcare & pharma industries. The greatest incidence of increase was found in the Southern part of the United States, followed closely by the West.

These conclusions were reached based on three criteria:

First, using the InsightBASE platform, the online activities of companies nationwide were monitored for a period of two years to establish baseline activity levels. Second, these online activities for the period from January 15, 2017 to July 15, 2017 were monitored and compared to each company's baseline levels. Third, keywords showing the greatest increase in online activity were isolated using the InsightBASE Relevance Engine.

Brian Giese, CEO of True Influence announced the publication of the study in the following statement: “This trending study is significant because it clearly shows what is happening in the minds of marketers everywhere. As the B2B buying journey begins with online research, the use of intent signaling data powerfully illustrates a significant capability for B2B marketers. Now, more than ever before, they can see which products and services companies are researching online, tailor and personalize their marketing activities more specifically, and win new customers faster than ever before.”

Giese continued, “We set out to market business signaling intelligence with InsightBASE, and as a direct result, understand this is a ‘secret weapon’ of sorts for marketers. The marketing trends clearly demonstrate that professionals are looking to integrate external data with the specific subject-based intelligence gathered in their personal campaigns. In some cases, the end result is a lift of over 650 percent in campaign conversion results.”

This action-based information has value across all industries and job functions, because it is monitoring near real-time behavior. For those who search online, there was a substantial uptick in their behavior when searching for “intent” and “behavior.” They are, in fact, looking for subject matter expertise in their decision-making. This was especially important to companies with over 1,000 employees, who consistently had the largest increase when searching for these keywords. In contrast, companies with fewer than 1,000 employees had the largest increase when searching for “marketing automation tools.”

The study, using data aggregated by InsightBASE, illustrates the specific marketing focuses that are most likely to continue to trend as we move into the third quarter of 2017.

Ian Altman, in his recent Forbes article entitled, “The Top Ten Business Trends That Will Drive Success In 2017,” clearly validates the importance of subject matter experts. “With SMEs, businesses place a premium on proper lead qualification and narrow focus on the right opportunities to make efficient use of scarce, yet highly effective resources.”

True Influence will be continuing its observations and plans to release new comparative studies on the variables for the remainder of 2017 and into 2018.

About InsightBASE    

InsightBASE is a Data-as-a-Service (DaaS) platform that monitors the activity of millions of companies across the web and uses is proprietary Relevance Engine to intelligently link web activity to prospects.

A web application opens the window into full contact data of key personnel where you can set up email alerts whenever a target account shows signal interest in your product so that marketers can perform direct outreach when interest levels are at their peak.

About True Influence

True Influence is the market leader in B2B Intent Monitoring and innovative fact-based account marketing. True Influence’s clients include Google, IBM, Time Warner, Oracle, and others. Click here to learn more about technology at True Influence, or its services.

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Brooke Greenwald
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