We recently sat down with Alex Blakeway, Sales Director at The Access Group, to discuss the importance of first-party intent data.Most B2B marketers we have spoken to consider first-party intent data to be critical to directing sales activity. They offer valuable insights into customer behaviour, interests, and preferences.

According to Alex, "customers are looking for solutions to their problems. By understanding their needs and providing them with useful content, you can build trust, and attract new customers". He recommends the book They Ask, You Answer (Sheridan, 2017), as a guide for good quality content. He added, "In the digital world, there are no b2b and b2c; we all do the research if we're buying a software platform, a car or a dishwasher".

Listen to this podcast to discover the challenges of understanding intent data. Thanks, Alex, for your collaboration.

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