NetLine unveiled its new buyer-level intent solution Intent Discovery.  Intent Discovery identifies both the individual buying committee member and the buyer journey status.  Intent data is gathered from interactions with NetLine’s 12,000 gated content assets from opted-in researchers who are fully permissioned.  NetLine describes Intent Discovery as an “always-on monitor” of business research.  Research activity is “mined on a real-time basis, and intercepted once a buyer has met or exceeded each element required to define intent.”  

Once prospect activity has been qualified for both active intent and firmographic fit, Intent Discovery asks a set of customer-specific questions that further qualify intent and deliver bespoke insights about the prospect and the individual researcher.  These insights are then available to sales reps, allowing them to target their messaging to an audience of one.

All content is vendor agnostic, increasing response quality. “Sans branding, the buyer is more likely to truthfully respond.  Minus the influence of a brand, and its market perception, B2B buyers are statistically more likely to find trust in the questions and their reason for being asked,” stated NetLine.

Preliminary data from their pilot indicates a 70% increase in participant’s “ability to accelerate account’s conversion to net-new opportunities.”

“Historically, if Marketers wanted to glean true intent insights from their prospects, they had to rely on a mix of their own content initiatives and faceless display advertising campaigns focused on targeting anonymous third-party cookies.  With Intent Discovery, Marketers now have access to dramatic first-party scale beyond their own content, enabling them to accelerate the sales process.”

NetLine CEO Robert Alvin

“With this product, we’ve effectively delivered the last mile of B2B Intent: Who is actually expressing intent.  First-party sourced buyer-level intent is the Holy Grail of sales acceleration,” said Chief Strategy Officer David Fortino. “Marketers are finally able to capture in-market and intent-rich dialogue directly from their prospects on a fully-permissioned basis at scale.  Far too many vendors are delivering account-level insights and guessing at the “who” behind the behavior.  We’re not in the business of guessing; it’s time for marketing and sales to understand the who — the person instead of the persona and that’s what we’re delivering on.”