Transform Demand Intelligence with In-Market Activation

Gradually introduce these features and consider the customer journey. In doing so, you can highlight your product value without speaking to all the other features that might be there to address different problems. Think about the onboarding process before sharing everything with new or existing users. Would they feel overwhelmed if you listed all the features that make your product unique?

If a buyer is researching your category but hasn't found your website yet, first-party data misses them entirely. This program represents a second application of that approach to the built environment; the first being the Sustainable Steel Buyers Platform. SCoBA launched in 2025 as a program of the Center for Green Market Activation (GMA) and RMI to pool demand from end-use customers and channel investment through bankable agreements, giving low-carbon cement and concrete producers the confidence to scale. SCoBA aims through this procurement to pool buyer demand, secure high-integrity supply, and enable innovative, low-carbon production methods to scale. Cement accounts for most of the sector’s global emissions, yet emissions-reducing technologies often face geographic and cost barriers to scale, limiting access for many organizations. We look forward to deepening our work with GMA to further activate and organize demand.”

For a holistic understanding of the efficiency of these strategies, businesses should track various customer activation metrics, ensuring they measure every aspect of the activation. Ignoring this data or not using it effectively can result in missed opportunities and strategies that ultimately miss the mark. Offering features or promotions that aren't aligned with what the customers truly want can decrease interest and engagement.

Activating Customer Data

Bynder offers digital asset management solutions for brands to develop content experiences that connect with audiences. The amount of extra storage given to users depends on the referral’s membership tier, with 500 MB offered for Basic signups while Plus members yield an extra 1 GB. Another brand succeeding with customer activation is Dropbox, a cloud-based storage platform that offers free extra storage to users who refer Dropbox to friends, colleagues, family, or others. HubSpot here ultimately showcases the effectiveness of offering a proprietary knowledge base and educational hub with clear incentives for engagement.

It’s inefficient, and it doesn’t scale. We generated specific, contextual talk tracks. We started with an existing territory. From GTM Studio, you can assign accounts to sellers, export to CRM, push into a sales engagement platform, or activate digital campaigns. They know why, and they have a relevant starting point grounded in real behavior. Signal without narrative is wasted, so the next step is to generate a contextual talk track for each account.

Look into product usage data and identify your core features (the ones that help users accomplish the job they hired your product to do), along with all the steps required to start using them effectively. The next step is to create activation milestone(s), which users have to reach to be considered activated. To effectively activate customer insights, it’s crucial to understand the different types of customer data that can be collected. This article covers the essential steps, including data collection, defining key use cases, and effectively activating customer data. Specifically, which features do retained users share that churned users don’t? A common best practice is to create a simple onboarding tutorial that helps users solve an immediate problem with a few simple features.

• In a nutshell, your customer journey map grants you access to your customers so you can more closely navigate the next steps to make the journey easier for them.
• Their main focus is ensuring the work that is being done aligns with greater business goals and appropriately prioritizing and budgeting for those projects.
• For example, language learning app Duolingo rewards users with badges for being top users of the app.

EU drops to single digits because GDPR consent requirements block most identity resolution use cases. Identity resolution went from a niche category in 2022 to a crowded market in 2026. Explore our guides to learn everything you need to know to create experiences that your customers will love. Having taught more than 1,000 entrepreneurs the art of persuasive copywriting, Dana brings unique insight into what resonates with audiences and delivers results. By understanding what customers want from your site, how they behave, and where they struggle, you can guide users through the customer journey and rescue them before they become inactive.

Why buyer intent data matters for B2B teams

"By aggregating demand from major buyers and establishing rigorous standards, we're creating the market conditions for breakthrough low-carbon cement innovations to scale. RMI is proud to work with GMA and leading organizations to launch SCoBA and enable concrete producers to invest confidently in clean and resilient materials that lead to economic benefits." His experience working with intent data and marketing analytics informs his approach to identifying high-intent buyers and converting interest into qualified opportunities. Jamie Pagan is Director of Demand at Leadfeeder, where he leads demand generation and pipeline growth initiatives. But even basic web analytics and CRM engagement data can be a decent starting point. So take stock of where you are, start small, test and iterate, and let the data show you where the heat is. It’s about teams being smart with their resources, aligning with their sales teams, and stepping into the buyer’s world rather than forcing them into yours.

Track and interpret these signals to prioritize hot leads, tailor your approach, and accelerate pipeline. Google also suggests not adding other targeting methods to ad groups set with In-Market Buyers, but instead setting bid adjustments based on demographics or by specific topic. So it’s targeting people, not sites, based on their site behavior,” said Szetela.

Understanding Data Activation

Szetela says he has started an early test using the Boats & Watercraft category of In-Market Buyers for a boat lighting client. Though it hasn’t been officially announced, Google has started rolling out a new targeting feature on the Google Display Network in AdWords called In-Market Buyers. Experiment with different strategies, analyze customer feedback and refine your approach to enhance activation rates and long-term engagement. A strong activation strategy helps in market buyer activation businesses create lasting customer relationships, increase retention, and boost revenue. Let’s delve into the concept of data activation, exploring its definition, significance, and the essential steps every business can take to harness the power of their data for marketing success. Results from the first-of-its-kind pilot procurement show that a market-based approach can effectively accelerate deep decarbonization in heavy-duty trucking.

Privacy-Compliant Personalization

The best approach is to combine them to create a powerful lifecycle marketing activation strategy. One great example of a customer activation strategy that’s helped keep users loyal and engaged is HubSpot’s multitude of free educational courses for marketers. The key to effective push notifications is personalization and value.

They help prioritize leads for sales and marketing teams, ensuring that the most promising prospects are targeted first. These tools automatically assign scores to leads based on their intent signals and other criteria such as engagement level, demographic information, and past interactions. ZoomInfo also offers tools for ABM, data management, and recruitment, making it a versatile solution for driving business growth. ZoomInfo is a comprehensive B2B data platform that helps businesses connect with and close their most valuable buyers. Dealfront identifies companies visiting your website, turning anonymous traffic into high-value leads. G2 is a software review platform that tracks buyer intent data based on user behavior and interactions on its platform.