real-time intent

DemandBase Uses AI to Identify Early-Stage Intent to Purchase

DemandBase says marketers will soon be able to assess which B2B professionals are ready to make a purchase in a way that’s similar to studying keywords to know which topics will be popular in search engines. The San Francisco-based firm this week launched Real-Time Intent, an application that will work with its account-based marketing software […]

persona

The Practical, Data-Driven Persona Approach You Can Use Right Now

The persona is a much-vaunted, much-maligned tool in digital marketing, helping marketers to define their audience. But most persona programs fall short for four major reasons: They’re fictional They don’t reflect the overall composition of the audience They aren’t data driven They don’t practically translate into marketing campaigns If your personas are not based on […]