There's nothing more frustrating than being surprised when a prospect gets cold or feeling helpless because your marketing and sales teams have no idea where a particular high-quality account is in the sales funnel. Are you considering competitors? Is your product or service consistent? On your internal radar, How exactly are you interested in your overall content?

This is common with longer buying cycles, and especially with account-based marketing campaigns. Fortunately, there is a solution that solves every problem imaginable in tracking and interacting with target accounts from point A (knowledge) to point B (sales): account scoring.

If you're a B2B marketer who stays away from analysis and operations, listen carefully. An intent data provider (like Tech Target, 6Sense or Bomber) takes the data about what the target is looking for and consuming and passes it on, so you can learn more about what your target audience wants and needs. It also helps you identify potential customers who are interested in your offering, but who do not yet know that you are in the industry or in the market.