Foundry Launches Contact-Level B2B Intent Data for Tech Marketers Globally
Foundry, a leading B2B and martech communications provider has announced the launch of its proprietary intent data product, Foundry Intent, marking its first major release. company’s first since the acquisition of data and martech companies LeadSift, KickFire, Triblio and Simple Sales.
Based on Foundry’s existing Neon ABM data infrastructure and IT-enabled and high audience history, contact-level intent capabilities combine KickFire and LeadSift data collection technologies as well as learning to improve and expand the company’s knowledge map across all technology verticals, while providing a more comprehensive solution of intent views for technology marketers who want to understand and meet the needs of individual buyers more efficiently and at scale.
Different from other intent solutions on the market, Foundry Intent consolidates real-time signals from a variety of sources, including Foundry’s network of award-winning editorial sites owned and operated by Foundry. , marketer website data, social platforms, and public websites, as well as non-digital signals from the Foundry’s 800+ annual events – to provide a source of the intent of high-accuracy B2B buyers in a single platform.
“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 data points and instead create a robust view of the buyer journey built entirely of concrete, multi-channel signals from the contact level up.”
Foundry President Kumaran Ramanathan.
The product aims to assist B2B marketers as the technology buyer’s journey becomes increasingly fragmented, by consolidating and noting disparate signals for a single, actionable view. available on account-level and customer-level intent Buyers.
“Buying decisions are increasingly complex with more ways to buy, places to look, and stakeholders to involve than ever before,”
“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.”
Foundry President Kumaran Ramanathan.
Over the past few months, Foundry has held demo sessions with select customers to demonstrate product features and leverage its insights into its 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,”
“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.”
Emily Birt, Client Partner at Merkle B2B EMEA.
Combine visibility and seamless coordination
With the release of Foundry Intent, the new interface provides a simple, comprehensive view of buyer intent in real-time and enables coordination at the contact and account level, while strictly adhering to data compliance regulations such as GDPR and globally equivalent standards.
Foundry intent data can be activated for advertising, dispatch, preferences and personalization within existing sales and marketing processes or through Foundry solutions such as advertising, events, needs and personalization. Coordinate ABM for all data and activation in one place. Additionally, through seamless integration into marketers’ CRM and automation tools, Foundry Intent’s algorithms uncover relevant leads who exhibit real-time purchase intent to enhance increased customer awareness and a more timely and relevant sales follow-up process.
Towards a more integrated B2B marketing model
Moving from IDG Communications to Foundry earlier this year, the company is growing its longstanding position as the world’s largest technology publisher to become the media and data leader in the martech space.
“We’re entering an era where marketing and technology communicate consistently and dynamically, establishing the foundation for activation that speaks directly to buyers’ needs,”
“The introduction of Foundry Intent is the intuitive next step to more actionable intent data to power that activation.”
“In bringing together the best of our owned and acquired technologies, we will continue to innovate and help our customers build and execute on their upper pipeline,”
Foundry President Kumaran Ramanathan.
As Foundry Intent marks its first release after a season of acquisitions, Ramanathan noted that upcoming product releases will be included in Triblio and sell Simplified functionality alongside Foundry Intent as part of the suite. martech software designed for more comprehensive and integrated B2B marketing.
Foundry intent data will only be available through Foundry direct sales and through the Triblio platform.
