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Is Third-Party Intent Data Snake Oil?

Third-party intent data is a buzz-worthy topic in B2B marketing and sales, but is it useful intelligence or so much snake oil? In this episode of The Revenue Growth Architects, we’re sifting through an industry report and our own anecdotes to think critically about third-party intent data.

Gain insight into the challenges of using third-party intent data effectively, learn the results of a revealing MIT research report that may shed some light on the subject, and find out what transformed our initial excitement into skepticism.

Tune in for this investigation on third-party intent data to understand if it’s a useful tool in your operations tool kit or a data source with a lot of drawbacks.

Do you have a marketing ops question you’d like answered? Reach out to us at

Key Takeaways:

- Not understanding the algorithm behind third-party intent data means using it carries risks of false positives.

- Leveraging first-party data can provide more accurate and actionable insights compared to third-party data.

- Be wary of introducing new technologies without thoroughly testing their effectiveness and their impact on team trust and collaboration.

- A better path forward: Prioritizing good targeting, creating demand, and a phased approach to implementing third-party intent data.

Jump into the conversation:
[00:12] We’ve got concerns about intent data and testing effectiveness.
[03:30] How useful is third-party intent data for marketing ops?
[22:03] Distinguishing between first and third-party intent data.
[25:22] Consider budget constraints, evolving privacy concerns, and targeted marketing before using third-party intent data.

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