Foundry, the leading B2B media and martech provider, announced the launch of the company’s proprietary intent data product, Foundry Intent, marking the company’s first major release since it acquired data and martech companies LeadSift, KickFire, Triblio, and Selling Simplified.
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Built upon Foundry’s existing Neon ABM data infrastructure and its history of strong IT audience and activation, the contact-level intent capability brings together KickFire and LeadSift data capture technologies and machine learning to enhance and expand the company’s knowledge graph across all technology verticals, and offers a more comprehensive view of intent to tech marketers looking to understand and respond to buyers’ individual needs efficiently and at scale.
Building a digital and analog view of buyer intent from the contact level up
Unique to other intent solutions on the market, Foundry Intent unifies real-time signals from a variety of sources – including Foundry’s owned and operated network of award-winning editorial sites, marketers’ own website data, social platforms and sites across the public web, as well as non-digital signals from Foundry’s 800+ annual events – to deliver a high-fidelity source of B2B buyer intent within a single platform.
“Until now,” said Foundry President Kumaran Ramanathan, “the intent market has offered points of view from a single category of data source, and marketers have been left to aggregate and standardize account-level data in hopes of constructing their own insights. The market has signaled that bid stream data and cookies are too limited both in the scope and detail needed to reach an actionable and accurate view of the buyer journey. Our solution in Foundry Intent is to forgo these types of subjective datapoints and instead create a robust view of the buyer journey built entirely of concrete, multi-channel signals from the contact level up.”
The product aims to support B2B marketers as the technology buyer journey becomes increasingly dispersed, by consolidating and scoring varied signals for a single, actionable view of both account- and buyer-level intent.
“Buying decisions are increasingly complex with more ways to buy, places to look, and stakeholders to involve than ever before,” continued Ramanathan. “By applying artificial intelligence to our consolidated data from places where the majority of buyers are active – pre-form fill – we’re erasing a critical blind spot and enabling efficient marketing by painting a more vigorous and accurate picture of contact- and account-level intent.”
Over the past several months, Foundry has conducted beta sessions with select clients to demo the product’s features and leverage its insights in their own marketing efforts.
“I’m very impressed with the depth of data we can get to, moving past just intent data against particular topics and starting to build up a qualitative and quantitative picture of what is happening within an account,” said Emily Birt, Client Partner at Merkle B2B EMEA. “The Foundry Intent platform has also enabled us to solve audience sizing questions for clients based on company profiles vs. firmographic data, which has been invaluable to our strategy team and gives us an edge over standard B2B tools.”