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Why Intent Data is Your New Demand Gen Secret Weapon

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Guillaume Cabane
Growth Advisor at G2, Gorgias, Hull, MadKudu
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Why Intent Data is Your New Demand Gen Secret Weapon
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About speaker

Guillaume Cabane
Growth Advisor at G2, Gorgias, Hull, MadKudu

Growth Marketing expert with a strong ROI focus. For the past 15 years, I have been working on projects covering B2B Growth marketing. I have a special taste for B2B SaaS projects.I have a passion for projects requiring efficient tracking to deliver a strong ROI and thrive when in charge of a mixed marketing and engineering team.

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Track: B2b Track

Over the last year, intent data providers have been cropping up left and right, but the overwhelming majority of demand generation marketers have been slow to appreciate the hard, ROI-driving power of intent data. In other words, the first-mover advantage is still yours for the taking! The only question is: which provider is best for you? And growth marketing expert Guillaume Cabane can help you there. Drawing from his experiences at Segment and Drift, where he bought over 10 intent data providers, he’ll give you first-hand, insider knowledge on what features to look for, how much to budget for them, and how to make the most of the overall intent data market shift in this practical, tell-all session.

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OK, thank you. 00:04 Everyone I'm going to talk about intent data. 00:04 If that's what you want to hear about you on the right spot right now cool so. 00:09 Guillaume Cabane, I'm going to talk about in 10 days today. 00:16 And I'm going to visit G2 crowd and 1st. 00:20 I want to start by taking a little step back. 00:23 I want to ask ourselves like? 00:26 How do beta be sites work and we're going to go so far back as looking at this? 00:28

I've been doing marketing for the past almost 20 years now and basically like schematic looks like that, 00:34 like we find leads of two paid or whatever, 00:40 they come to our landing page. 00:43 We put a formal than ending page. 00:45 And then we send him an email if they drop that email. 00:47 You know, we send a follow-up email and we send that to the sales team through the CRM. 00:51 They do whatever salespeople do and eventually they call or leads and money happen right. 00:58

The problem with that is that it's a sad experience. 01:03 No one really wants that right and so today. 01:07 I want to do the eulogy of the contact form because as a marketer. 01:10 I hate that process as a buyer. 01:15 I really, really hate it. 01:17 All right so who am I and why am I relevant to talk about this and called death on the contact form. 01:19 So I said, I've given cabanas an old picture of me. 01:26 I built A4 Grove. 01:30

Teams most notably at segments an AT drifts in the early days and nowadays. 01:30 I'm a growth advisor at multiple companies, 01:37 including G2 crowd in the name of whom I'm talking today. 01:39 But most notably. 01:43 I'm known. 01:43 Truth be told for having created what we call the reveal loop. 01:45 Which is a process to identify anonymous visitors of those companies the domain is coming to your site and our qualifying them finding the right contacts and then sending emails 01:49

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