Analyst Firm Names True Influence In B2B Marketing Data Report

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True Influence’s InsightBASE intent monitoring platform enables marketers to access intent signals and track the “digital body language” of potential new clients.

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Trying to identify a buyer’s journey used to require a significant amount of time and money in the past. Now we can determine who is likely ready to buy in a timely and much more accurate fashion.

In the new report “Vendor Landscape: B2B Marketing Data Providers, Q3 2017”, Forrester Research cited True Influence among vendors that support rich reporting and analytics capabilities.

"Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix,” noted the report. The report continued: “It's time to drop that legacy thinking. The data marketplace has exploded with solutions and services to address the origin and governance of business-buyer data — with a reasonable investment of time and money.”

The report noted that only 19 percent of B2B marketers are appending their internal information with third-party behavioral insights or intent data. In our view, that means fewer than one-fifth of organizations are equipped with the timely, accurate data they need to identify the moment when targets are ready to buy and act accordingly.

Intent and behavioral data come from three sources: activity on social networks (such as the scanning of posts), content consumption across publishing networks, and engagement with digital display advertising across the public internet. Intent is determined by matching topics relevant to a seller’s offerings to the content that prospects access.

With True Influence’s InsightBASE intent monitoring platform, marketers can access intent signals to track the “digital body language” of potential new clients. A surge in online activity around certain topics can indicate the prospect is ready to buy, allowing sales and marketing teams to begin a strategic engagement campaign designed to guide the prospect into their sales funnel.

“Identifying who is in the buying cycle is a home run,” said Kay Kienast, Head of Global Marketing Operations, GE Digital. “Trying to identify a buyer’s journey used to require a significant amount of time and money in the past. Now, we can determine who is likely ready to buy in a timely and much more accurate fashion. True Influence is an example of a partner that provides timely, accurate, and quality data for those ready to buy,” said Kienast.

"Understanding the insight needed by marketers and sellers is a critical piece of the marketing puzzle we provide," said True Influence CEO Brian Giese. “True Influence’s intent monitoring brings users the definitive data collected in digital campaigns they require. It is getting the attention it deserves throughout the behavioral process, and is changing the way companies communicate with their targets.”

A complimentary copy of the Forrester report, “Vendor Landscape: B2B Marketing Data Providers, Q3 2017”, is available on the True Influence website.

About True Influence

Founded in 2008, True Influence is a data-driven technology company that connects you with your next customer. We expertly leverage data, technology and content to drive high-impact marketing campaigns and share detailed data insights to help you win new business. True Influence drives leads and generates revenue across multiple industries, promoting brands and products from some of the most successful US companies. Its customer base spans fast-growth SMBs to well-established blue chip brands like IBM, Microsoft and Cisco.

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Brooke Greenwald
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