Intent data can be incredibly powerful when used right. Good quality data used alongside a dedicated analytics tool can help you interpret the buying signals of your customers and use those to craft timely, relevant, and personalized content that meets you customer exactly where they are on their buying journey.

Still, having intent data and making the best use of it are two different things. At Intentsify, we wanted to understand the latest B2B marketing trends and how businesses are using intent data in 2024. We surveyed C-level executives, senior VPs, and other stakeholders working across 10 different industries and asked them about their success and challenges with using intent data, the results of which were published in our The State of Intent Data 2024 report. Here are the four key takeaways.