True Influence Study Discovers Top Keyword Trends For Marketers For The Third Quarter of 2017

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Marketers use study to shape their efforts.

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With this study, they can really see which products and services companies are researching online, to tailor their marketing and activities to win new customers.

True Influence has published 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. Results from the online research of marketing terms revealed the greatest increase in interest in the topics “intent monitoring” and “intent data.”

This conclusion was reached based on three factors: 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 90-day period from August 2017 to November 2017 were monitored and compared to each company's baseline levels. Third, those keywords showing the greatest increase in online activity were isolated using the InsightBASE Relevance Engine.

Over the past 90 days, “artificial intelligence,” “online video marketing,” and “location-based marketing” have the highest number of location searches. “Online video marketing,” despite having over 470,000 location searches from August to November is down 56% since the beginning of the year. The ‘Central’ region had the greatest increase in search locations for “ABM”, increasing by 84%.

Brian Giese, CEO of True Influence, announced the publication of the study in the following statement: “What makes this trending study significant is that it provides a window into the minds and interest areas of marketers nationwide. Since we know the B2B buying journey begins with online research, this use of intent signaling data powerfully illustrates a new capability for B2B marketers. With this study, they can really see which products and services companies are researching online, to tailor their marketing and activities to win new customers.”

Giese continues, “We set out to market business signaling intelligence with InsightBASE, but we also offer marketers an additional ‘secret weapon’ of sorts. We see trends towards marketers looking to integrate external data with the intelligence they are gathering from their own internal campaigns. In some instances, the end result is a lift of over 500 percent in campaign conversion results.”

Action-based information like this has significant value across all industries and job functions, because it is monitoring near real-time behavior. There is a difference between what people tell general researchers they are interested in compared to the story their actions tell.

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 first quarter of 2018. True Influence will be continuing its observations and plans to release new comparative studies on the variables in 2018. Our year-end study will also be out shortly.

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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