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About The Guide

Intent data is becoming an increasingly important tool among B2B organizations. According to a recent TOPO survey, 62% of companies are using one or more intent data solutions—up 29% from 2019 and 121% from 2018. Several types of intent data exist, but almost all types of intent data are modeled on businesses’ content consumption around either topics or keywords.

Understanding the differences between the two methods—and how to use them to your advantage—is critical to ensuring the success of your intent data investments.

What will you learn?

  • The benefits/drawbacks of topics and keywords, and why you should monitor them both
  • How to select both topics and keywords according to your specific buyer-journey stages and interest categories
  • Various ways to segment accounts based on topic- and keyword-based signals

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