With virtually 100% of buyers wanting to self-serve all or part of their buying journey, it's only getting harder to know when your buyers are actually in-market. Intent data-which shows who's actively interested in your product and gives you a way to reach out to them, right where they are in their journey-is proving to be one of the best ways to find and target in-market buyers who match your ideal customer profile (ICP). However, not all intent signals or providers are created equal.

In this session, you'll hear from demand gen leaders who are navigating the confusing landscape of intent data to identify reliable sources, ingest and interpret those signals, and engage buyers at every stage of the funnel.

Topics include:
- Types of intent data and how to align them to campaign planning and your buyers journey
- How to align with your sales team on using different types of intent data
- Playbooks to measure the success of your campaigns