About a year back Nicolas de Kouchkovsky wrote about the rise of intent data. He described how intent is being captured : “Intent data …encompass signals and data about prospective buyers or businesses actively researching products or services. …, the ability to detect that an unusual number of visitors that can be traced to the same company are educating themselves about network anomaly detection will give you a likely security pain point to start engaging.”
With over 7000 solutions in the martech landscape and nearly a 1000 in the Sales tech landscape buyers are overwhelmed with offers. Other areas and industries are seeing definite push back to interruption based marketing or sales. The ability to latch on early to a customer browsing product reviews or reading up on a topic and providing them with more information to stay top of mind can do wonders.
The tracking is mostly done with cookies or tracking IP addresses for identifying individuals and companies. Products in this category will have to get explicit permission from customers for capturing data to analyse intent as legislations like CCPA comes into force.