“Intent data” is a term that refers to information about a user’s intentions, motivations, and goals in the context of the digital experience. It is used in user experience analysis and marketing and sales decision-making to better understand potential customers and provide a more personalized and relevant experience. Intent information can include data about online searches, purchasing behavior, content engagement, and more.
“intentions, motivations and goals of a user in the context of the digital experience”
The digital experience, unless you are an e-commerce, is not about selling (or buying). The digital experience in B2B (especially in consultative sales businesses) is about research (discovery).
The prospect isn't buying anything. He's phone number in korea researching a problem to be solved.
So it makes no sense to measure digital marketing by sales.
“We are investing in marketing, but we are not generating sales”
“We are writing on the blog but we don’t have any leads”
“We are sending emails, but they don’t generate opportunities”
When you hear yourself saying these phrases, it is a clear sign that you are not focused on the customer.
Let's take a look at your Digital Marketing efforts and how to measure them.
For example:
You write and publish on your blog
You send newsletters to your customer base and prospects
You post content on LinkedIn's company page
You post content on other social networks such as Twitter, Instagram and Facebook
You post ads on Google Search
You create landing pages with documents to download (lead magnets)
You create and implement automated message sequences for those who download that lead magnet
What can you measure in each case?
blog: you can measure visits and clicks
Newsletters: openings and clicks / see who opened and who clicked specifically
Company page content / views and interactions ( clicks , likes, shares, comments)
Google Ads: Impressions and Clicks
Landing pages: visits, clicks and completed forms
Automated email sequences: opens and clicks
As you can see, you are always measuring 2 things in general: Reach and Clicks.