Intent data in B2B gives tremendous visibility into prospect accounts in search of a solution. This enables sales and marketing teams to tailor and engage their prospects with suitable messaging and chances of landing deals can dramatically increase too. The phenomenon of “invisible demand” creates a challenge for marketers and sellers to engage with the prospects, let alone make a pitch. Therefore, it's imperative to uncover this invisible demand and that’s where intent data comes into play. Once you discover who your in-market buyers are, you can customize and deliver timely, relevant content, offers, and influence buyers’ decision. But to get the most out of intent data, you really need to understand the context of the data and use intent as part of an overall marketing strategy.