In the world of marketing, the line between truth and fiction is often blurred. We tell stories, we create promotional content, and we spin perspectives to make our products and services look as strong as possible.But at the heart of it all is often a driving belief that our products and services truly are the best. As every marketer claims to be selling an industry-leading solution, there’s always a true frontrunner. The question is—does it even matter?

What really matters is the beliefs and perspectives of the accounts you’re targeting, whether they’re aligned with the truth or not. That’s something we can learn from how causes of death are covered in media reports and through Google search results.

Truth vs. Fiction in Causes of Death Coverage

If you want to know the truth about causes of death in the United States, there’s no more authoritative source than the CDC. Everyone has access to their data. And yet, we see large differences between CDC data and the causes of death you’d find from Google search results or media coverage. This simple data visualization really highlights the discrepancies.

While heart disease is the clear leading cause of death, Google searches and media coverage don’t reflect that truth at all. Instead, things like terrorism and homicide become focal points in cause of death discussions even though they barely even register on the CDC side of the chart.

The problem is that Google searches and media coverage are where most people get their information. Sure, some might check CDC data to fact check a report. But for mainstream consumers, the fiction becomes truth in their minds.

This same situation plagues B2B marketers. And if you aren’t ready to meet prospects where they are, you risk sinking resources into the pursuit of target accounts that you’ll never close.

Understanding What’s True for Your Prospects

Let’s say that your product truly is (objectively) the best on the market. Your technology is leagues ahead of the competition and your feature set dwarfs alternative solutions. It can be tempting to focus all of your marketing messages on telling prospects about the truths.

But this is backwards. Even though your product really is the market leader, there’s a reason why prospects haven’t already purchased from you. They have a different perspective and it’s your job to meet them there.

That means gaining deep insight into the purchase intent of your target accounts and understanding their behaviors so well that you can market to their specific needs. This is where third-party intent data comes into play.

The only truth that matters to B2B marketers should be the one that target accounts believe. With the help of intent data, you can gain this understanding on a few key levels, including:

  • Awareness and Perception: Most companies don’t have real insight into target buyer awareness or perception about their solutions. Intent data offers direct measurement of awareness and perception so you can align your market segmentation, positioning, and campaign strategy with the actual beliefs and behaviors of your target accounts.
  • Buyer’s Journey: Target prospects will have different, evolving beliefs as they move through the buyer’s journey. Adapting your marketing messages to their needs in real time will help you engage more effectively and drive conversions.
  • Buyer Pressures: There’s no universal truth about buyer pain points. They’ll be different for each target account. It’s your job to adjust content and messaging to address those unique pain points. And intent data gives you insight into precisely what target accounts are struggling with.

Intent data is the key to putting customers at the center of your marketing activities. You just need to know how to make the most of intent insights. If you’re ready to get started, download our eBook, Demystifying B2B Purchase Intent Data, for a primer.