Episode Description
In this first-ever live episode of pharosIQ's Podcast, marketing expert Shanelle Rucker from Dialpad joins to explore the role of intent data in marketing. They discuss how intent data is shaping the B2B marketing landscape and share strategies to leverage it for improved efficiency. Additionally, they consider the potential of integrating Business-to-Consumer (B2C) tactics into a Business-to-Business (B2B) framework, drawing from their extensive experiences. Tune in to gain valuable insights on using intent data to drive marketing success.
Key Highlights:
- Exploring "Intent" in Marketing: Shanelle discusses various interpretations of intent and its significance in both B2B and B2C contexts.
- The Role of Creativity in Demand Generation: Shanelle shares her journey as a Demand Generation Marketer, emphasizing creativity and deep audience understanding.
- Challenges with Intent Data: Reflections on early encounters with intent data, its limitations, and the need for more transparent, effective usage.
- Defining Sales Intent: The conversation covers defining and measuring sales intent, distinguishing between learning and action-oriented intent.
- Future of Intent Data: Visions for improving intent data, integrating niche signals, and combining B2C with B2B data for a comprehensive view.
- Innovations in B2B Marketing: Discussion on AI's potential for personalizing marketing efforts and the exciting future of B2B marketing.
Join us for a great conversation on how to leverage intent in marketing, enhance demand generation strategies, and stay ahead in the evolving B2B landscape.
Shanelle Rucker on LinkedIn
To learn more about how pharosIQ can help you achieve your revenue goals, visit us here.
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Summary:
In this episode, pharosIQ features Shanelle Rucker, who leads digital and demand generation at Dialpad. They discuss Dialpad's AI-powered communications platform, the impact of a Super Bowl ad on B2B marketing, and the blending of B2C tactics into B2B strategies. Shanelle shares her insights on intent data, highlighting its limitations and the need for more transparency in how it is generated and utilized. The conversation also touches on the importance of content consumption in determining buyer intent and the evolving landscape of marketing strategies.
[Read the full transcript]
pharosIQ: Welcome, welcome to this week's episode, the podcast anything but boring special episode. We are in San Francisco live for our first live edition.
This week we welcome Shanelle Rucker . She runs all things, digital, AVM, demand generation over at Dialpad. Welcome, Shanelle. How are you today?
Shanelle Rucker: I'm doing great.
pharosIQ: Tell us a little bit about Dialpad before we get going.
Shanelle Rucker: Yeah, so Dialpad is an AI powered communications platform.
UCAS, CCAS we like to call ourselves like a truly unified communications platform. You can, Talk to customers both on the sales and support side and also internal workforce communications and, with the AI just enables you to streamline those communications Automatically transcribe some of your calls so you're not taking notes in the meetings, focus on the key takeaways.
So yeah communications and collaboration platform.
pharosIQ: Awesome. Sounds great. Bay area. Yeah. I'm assuming.
Shanelle Rucker: H HQ and San Ramon.
pharosIQ: So before we jump into intent, wanted to cover just a couple of things. I was checking out your socials. Notice that Dialpad went pretty big this year with a Super Bowl ad.
So how was that experience?
Shanelle Rucker: It's really cool. So essentially as like a B2B demand gen marketer, a lot of people are like, what do you do? And I'm like, you'll never see what I do if I'm doing it right. Cause you're not the intended audience. So it was really great that I could basically say guys, that's my ad.
Take a look. And yeah, I remember I was watching it at a bar with some friends and locally the ad came on and I was like, guys, I did that. Not all of me, but it was like, it was really exciting to get that out and people understand what I do. And also like internally, a lot of cool, just different moving parts that, as a demand gen marketer.
You got to be a little bit more creative and understand like, all right, what kind of ad we're going to do, like what production I wasn't like too involved with that process because I had joined a little bit after production, but still great and exciting to give feedback and help guide the people making the videos in think about it also from a demand gen perspective.
So
pharosIQ: it's an interesting play, you're seeing more B2B kind of cross into that B2C. Has them a little bit, right? I'm from Chicago, but driving down the one Oh one, I've always been fascinated that it's like a tech hub, advertising billboard. And I don't know if it's actually for advertising or tech companies, just it's like a big ego thing that you got to have a billboard on the one Oh one.
But that was always my first introduction to the B2C type tactics for B2B. So what are your thoughts on those type of tactics going out for the B2B?
Shanelle Rucker: Yeah. The thing I'll say about that is that I think B2C and B2B like tactics should, there should be crossover. I think so, as long as the B2C tactics that you're using are relevant and strategic.
So for Super Bowl that's like incremental eyes where before in DG, people might've been like, ah, like just spend all the money on Google search or LinkedIn where we know our audiences and we can track it and we can see that return. Like B2C people don't necessarily think that long term and so I think they get to use a lot more interesting tactics short term returns.
And test and get that data and I think that mindset is really smart to have, and B2B should copy that. I came from B2C originally I had a furniture company as one of my first clients when I worked at an agency, and a lot of the experience that I gained over there I applied to B2B.
pharosIQ: It's, I've always found it's a function of scale. Like the amount of transactions that happen in a set period of time, really, I think every B2B marketer would love to be B2C, right? But if you put an ad out or a billboard up and it connects with 0. 01 percent of your audience in the B2C space, like 0.
01 percent of the people who eat cereal every morning is still millions of people. Whereas 0. 01 percent of the people who are in the telecom space who might be looking for new contact center software is not millions of people. So that's usually the divide that I've seen and where it becomes difficult to transition strategy.
And it's because it's just so focused from there, but people did not come to hear us talk about B2B versus B2C. They came to talk about intent or whether the whether intent sucks and or all of that, right? It's been a really, juicy topic on LinkedIn these days. And it's been a juicy topic for many years.
This isn't the first run through of intent. And now we're seeing a lot of companies picking up words like signals, right? Trying to rebrand that pretending oh, it doesn't exist. This whole thing. So like, when was your first, I guess you would say experience with intent?
Shanelle Rucker: Yeah, it was, again, when I was at that agency in one of my first roles, and I was at work, and one of my accounts was Ashley Furniture.
And I was doing a paid search for them and I had mattresses like that was my part of the account was the mattresses.
And I remember when Google rolled out like in market search audiences and I was like, Oh, this is super tight. Like I can find people who are searching for mattresses instead of just furniture as a whole, but and I was really excited about it. But also conversely, it's also when I realized like the intent data was. It started forming like maybe a little bit of negative opinions because people buy mattresses maybe once every 10 years, unless, they're buying it for another family member or, circumstances change. And it wasn't picking that up. That kind of data would be like, you're in market for a very short time and then probably not for again.
But, what was the bucket? And it seemed like it wasn't fully working for me. Excitement, but then also a little bit of,
pharosIQ: as the kids say these day, a bit sus.
Shanelle Rucker: Yeah, exactly. A bit sus.
pharosIQ: Interestingly enough, I think I first bumped into Intent in 2012, right? So 14 years ago, when Bombura was first doing its thing.
And the interesting thing about the space and Intent Data as a whole, is that it hasn't really changed a lot. In what is now 14 years. Bambora's cooperative data story is still pretty much the same. And then there's been other things pop up over the years, but it's been a fairly flat, a flat type of engagement, right?
Do you think content data has changed over the years?
Shanelle Rucker: Yeah I agree with you. I feel like it's a little flat. If anything, the black box has just gotten bigger and, maybe they are looking at. bigger signals, which sometimes makes the intent a little bit cleaner or, efficient or work a little bit for you. But I don't necessarily think we talk about technology as a whole, like AI has been the first thing that's really come out and been like, we're new, we're different.
It's a huge thing, intent, I don't see anything like that really in my kind of day to day. I think maybe what over time has changed is like, what Or how it's used people are starting to get a little bit more savvy, understanding some of the limitations and then, how do they circumvent that with other tools or maybe others, signals or purchase data, their own data So I think the usage has maybe changed a little bit, most significantly.
pharosIQ: Yeah, I think it, I think, I, I think it's like when someone gives you like a crappy kid, a crappy hand of cards, and you're just really good at playing that hand. I think that's what a lot of B2B marketers have done with intent over the past 10 years. It's blown, somebody gets sold on it.
Cause it sounds great. We're like, Hey like we were able to let you know that these companies are ready to buy right now. So I'm okay. It signed me up. That's why it just, it falls right off the shelf. And then. Like what do I do with that? So I think it saw a little bit of traction, a little bit of growth with the ABM wave that is slowly dying and becoming the GTM wave, right?
There'll be another three letter acronym at about five to seven years that somebody made up to try to sell their software or some shit, right? Yeah. But it's, you mentioned black box, right? Which is an interesting, you saying that word from a B2B marketers perspective, because I've never been on that side of the fence.
I've, I've sold intent data solutions. I've used intent data solutions. I've built intent data solutions, but I've heard that word black box from a couple of more than a couple over the years, right? What does that mean to you? Like, why do you say it's a black box?
Shanelle Rucker: I think what Lo and Marty was introducing us and talking about like intent means something different to anyone.
I think it plays on that, nebulousness. The void, black box, very like synonyms. And I think with that, that black box, it's, I, the biggest problem I have is my definition is like intent, like what is being looked at, like that intent versus What is being looked for and that kind of black box doesn't really differentiate.
And also I'm not entirely sure all this, all the things that are going into, this bucket that it then spits out and says that this person has intent for a mattress.
pharosIQ: Yeah. It's, and I think it's purposeful, right? Anytime. Everybody, anybody in this room or probably listening to this podcast has been in the sales call.
It's tell me about how, how does the intent work? And the first thing the sales person says is we have this algorithm. Because that's every company trains their sellers say, if you just use words like algorithm the questions usually just go away. And that's what happens.
And I think the biggest confusion in the intent space and in the intent data space is what actually makes up intent. Like, how are we defining intent to what? If you will write intent to purchase, there's one, maybe two vendors in the world who I believe have solved for that historically, one of them is Google and the other one's Bing, and there's a reason why those are 72 bajillion dollar companies, right?
Cause when somebody opens up that browser and types in call center software, that's pretty damn strong intent to purchase, right? And I think there's that, and then there's 2000 steps down. Of somebody randomly went to a website that said call center on it, and they're being sold as the same type of story.
So I think what's happening now and what I'm excited for the space is that some vendors are either a being a little bit more open about where they're at in the journey, right? They're saying, Hey, you know what? This person just went to a website. But that's good. That's fine. You can work with that, right?
How you attack that person is just very different than someone who typed into Google, right? Or somebody who went to a review site or somebody, I find it's not the action. It's the action. It's what they engaged with.
Shanelle Rucker: Yeah. And I think like when I said what's being like intent to look at versus look for is one of them is I would just, if we could just separate buckets of somebody who has an intention to act, within nearish time period to, whatever signal that is that it will eventually give out versus like somebody who's has an intent to receive I want to learn I'm doing research.
I'm just trying to collect and understand if this is. even something like a route that I want to go down if I want to take an action. And that's, like you said, like all those myriad of signals. I just want to know who has the data on somebody who's intending to act and somebody who just wants to learn because then I can, separate my approaches out very differently.
But if you just give me the box and say, this is intent, then I have to then spend a lot more of my time. And money and resources, narrowing, adding filters or layers. And I'm like, what are you really good for
pharosIQ: at the end of the day? And then now you have the new players who aren't even looking at engagements.
They're just looking at propensity type signals, right? This person hired For salespeople, so they must have intent for CRF, or they must have intent for sales recruiting, or this company has this tech on their, so they must have intent, right? So that's happening. And then there's this whole block over here of companies who are placing their pixels on your website.
And then they're feeding you intent from your own damn website. Yeah. It's your intent. You spent all the money to get the people to go to that site. You know how hard it is to get people to go to your website. And then they turn around and they're selling you a 75, 000 platform to be able to find the people That are there.
And this is where we're at. And then they're like you're seeing a lot of ROI from our intent. And then you're like, where did your intent come from? This is mine. 75 percent of our revenue and our deals came from my website traffic. Where was your part in this equation? So it's a really mess, but going back to intent to learn intent to buy.
Like, how do you see content becoming part of that journey? Do you believe that? The type of content someone engages with showcases a higher propensity to buy versus learn.
Shanelle Rucker: I think so. And I think it's not just the content, but how you track it and how you structure it. And maybe I'll talk about this later.
But there's, The way that I set up some of my campaigns is retargeting based on amount of the video somebody has viewed and somebody who views a video, it depends on the length. There's going to be some nuance here, but if somebody's viewed something 25 percent versus somebody who's viewed it 75 or 100%, that like amount of consumption is going to dictate then what I do.
Yeah, I think both like what the content you offer and then how they consume it and how much of it they consume is like very important. Yeah, it's like very important and it's going to dictate a lot.
pharosIQ: I think that's really missed. I think that's really the bridge between intent to learn and the intent to purchase, right?
Is the type of, cause most, most engagement is going to be with some sort of content, right? That's in the B2B space. That's usually the first lead in, right? So whether someone. Downloads a white paper that says top 10 trends and call center, right? That's that interest is very different than comparing dial pad and it's four biggest competitors, right?
Engaging with that type of content. To me, that's a significant difference between intent to learn. Or intent to like, Hey, I'm thinking I'm going, I'm getting ready to jump in that market, right? That's where, you have peer review sites that pop up there too. Case studies, these types of what, down the funnel signals, I think are what if you harness them correctly, really can showcase that intent to buy.
Shanelle Rucker: Yeah, and like with that and thinking about it too is like the content, the white paper versus, a case study or like a review, you also have to open up that avenue of the white paper to potentially that review as well. So if you're just leaving it at the white paper and then once, maybe they've consumed 100 percent of it, they read all of the 10 stories and where are they going to go next?
Like, how do you also get them and give them that other, give them and yourself that other lover to Immediately translate, Oh, maybe they just saw the white paper ad and, clicked on it, but then they really were in the bucket for, a competitor kind of comparison or a forest or a gardener or something like that, like, how do you also help them get over there in an easy way and set yourself up for success.
pharosIQ: It's, and that reminds me of the MQL conversation that's happening right now, the death of the MQL and how like generating MQLs is bad. I think. I had a marketer years ago tell me that all an MQL is an agreement or a contract with a marketing team and a selling organization on what a good lead is, right?
So like this concept that like generating MQLs and like what you do with it, like matters significantly more than how you got it. And I think most of the gap that happens is that either you're taking an MQL that isn't qualified and passing it too soon to the selling organization, and then you get grumpy sellers, or you're taking too long and then you're missing the opportunity. So like execution from an MQL standpoint really and it defines the path and the success from that perspective. So what, your B2B marketer, you're speaking for all B2B marketers out there. I am, again, I've been in this space a very long time.
I've sold a lot of intent data. I've built platforms. I've done all. So what questions do you have under the black box? What questions do you have that you would like to ask on behalf of your B2B marketing peers that I could potentially open up the black box for you on the space, how it works and how it goes.
Shanelle Rucker: That is a tall order. The first thing that I think comes to my mind is, based on what we're selling is or based on what we were just talking about selling, haha is basically my question would be with that intent data, like what else are you doing with it other than just selling it to, like me? And the question that is, like this is coming from is I get people coming to me and say oh we sell data to your competitors as well. And I'm saying they're like, okay, that's great. But like with, when I don't know anything about it, like, how are you taking that intent and making it work for the competitors?
And obviously we're competing against each other. So like, why is this kind of A beneficial thing for me. Why do you use competitors is like a hook and what are you doing? What are you doing on your end that kind of makes it maybe a fair competition like, equitable That's what i've recently encountered and i'm like thinking of is like
pharosIQ: yeah, so and That rabbit hole, Alice, goes very deep so we will definitely the first and foremost, most of the intent data in the space bid stream based and are cooperative based comes from a very small amount of vendors.
So the intent that you would buy from, you could buy the same intent data from five to seven different vendors across sales tech content syndication demand gen companies, etc. And most of those companies are buying that data set from someone else. There is one or two central hubs of bid stream engagement data or what is very website content.
Website engagement data that company then buys, and then they call it their own, and then they resell it to you in a different type of package. And I won't speak to those companies who do that. But there's a lot of them that do. And what you're seeing from that is exactly what you're describing is what I call intent overlap.
So if I'm telling you that you have intent. Or this, these seven companies have intent for call center software. I'm pretty sure that the other 17 people in your category are probably getting the same five companies. And now you're all reaching out to the same person with your AI, automated email, execution platforms, and B2B Martin, you open up your, You're an it guy and you open up and you have these 72 jet GTP written outbound emails that all look the same, feel the same.
And that's where the market's at right now. So the only way to really dive into that is ask your vendor. Where's the data come from? Do you buy it? Is it yours? Did you build it? Proprietarily? There's a couple, there's a couple of signs that you can find it before you ask that question. Anybody who talks about a billion trillion bajillion signals on their site, that's. It makes it pretty indicative that they're aggregating signals from sources that they're purchasing. But if you ask them and they said we built it up over the years and that means they buy it. Or if someone says, Hey, where did you get your data from? And they say, Hey Hey, we build it, right?
Like I send this. This many emails to these many people with this much engagement. And here's how we score it. And here's how then, you're getting a proprietary dataset. And I believe that's where intent will go in the next 10 years, where you'll build your own intent algorithm, either in Snowflake or AWS or something of that nature, and you'll reach out to me.
Or other vendors in the intense space and say, I want to buy your proprietary data because I want to add it into my algorithms.
Shanelle Rucker: And I agree with that. I think with the rise of AI, like everything's turning really general as it's reading the entire internet and spitting out the answers, but it's going to be more niche.
Dialpad has proprietary AI and we built it, which I. One of the things that drew me towards the company is that it's based on, customer, like workforce communications, like we're not, calling on a bunch of like random things to inform us in, when it's helping or assisting you.
So like that niche and tailored AI is I agree with you. And then I think that's where also as an advertiser, when people ask me to expand and I get all these inbound emails and people saying we have all these signals we can sell to you. And I'm like, I'm not really interested what I'm interested in that proprietary aspect.
Uber reached out and was like, hey, do you want to we have advertising now Think about this. And I was like, honestly, like you have so many signals about like where somebody is both in their corporate life and also what they're doing personally. I can use those extra signals to both exclude and also filter or layer on my targeting.
And that's that. What I want. I don't want to necessarily repackaged, especially if I've already purchased something over a vendor here, come to me and tell me like what your intent and your data is going to do for me specifically because like you built it.
pharosIQ: And everybody sounds the same. Every email you get every call you jump on everybody says we've got the best in the signals and the thing and the.
It's all, it's the same, it's generally the same. And I think those unique signals that you'll see pop in, and I had an interesting conversation with a really large procurement software company, and their partnership and their executive team about Hey, I'll, have you ever thought about monetizing the data that goes into your procurement software?
John Q procurement person goes in there and types in all the different things that they purchase. Every year. And there's, they have hundreds and thousands of customers like that date is a gold mine. If I were to say Hey, like we know that these 25 companies are going to be buying X software platform because they put it into their damn procurement software, like people would love that.
It's a fascinating space. And I think it's getting ready to turn because I think the B2B marketing and sales folks are okay, we're good. Enough, but we've given it a ride. Now it's time for you to bring a little bit more innovation and bring some different things to the table.
So that to my last question, I think the consensus is that intent data hasn't really lived up to its promise, right? So what would you as a B2B marketer love to see from. Intent data going forward.
Shanelle Rucker: Honestly, I think it hasn't really lived up to its promise. I would agree with that. Everything that we've been saying is I wish it would do more, or I wish I had to do less like out of the box, I should be able to say Oh, this bucket of it decision makers.
Who are in market, like I should be able to run without audience, maybe with a few tweaks and just, put it in wherever I need to put it and like see results, but I have to tweak and tinker and, have, then I feel, figure out that half of it is, my website data.
So yeah, I don't think it really has lived up to the promise or at least the intended promise that it had, which was like, We're going to, we're going to like basically make your lives better with data that you don't have, or that's incremental. So no, I don't really think it has that's not to say that it's not helpful and it's not, great.
And I, haven't seen good success from it, but what I want to see in the future is more of that niche. Tell me something that you have, the signals that you have on your site, newsletters, aggregating, like how many people click and then reselling that, newsletters are something that I have started to really look into foraying into, especially in, more of the brand or top of funnel.
One thing that I am super interested in is in the future the Uber's who are like saying, we have this interesting, like behavioral data or like things that happen on their platforms that could potentially be resolved.
Or PayPal is coming out with ads in the near future, or like you can advertise on their platform or use their data. And I'm like, that's what I want. Just give me different levers. I'm not asking you to show me the entire black box, but just make it a little bit grayer or transparent so that I can if I'm already being layering on or like manual with the intent, give me a couple more tools so I can do that properly.
pharosIQ: If it wasn't for the data privacy folks, like I'd love to, I'd love to see that. You imagine, B2C data paired up with B2B, right? Being able to connect your, whatever it is your B2C personal email profile connected in some junction with your B2B. And then being able to, again, like I've always thought man, I would love to advertise to my customers on Spotify.
Play if I know everybody's there, like every, everybody at some point of their day throws their headphones on and puts their Spotify playlist up and then just does some stuff, or, Kulu, those spaces as well too. It's, but it's just, I just, it's just so hard to needle in a haystack, but I've even had a joke with my marketing team Hey, let's sponsor like 25. Kids baseball leagues in San Francisco, right? Like we know that a whole, there's a whole lot of B2B tech companies in San Francisco. We sell to those people. I'm sure we'll bump into a couple of marketing dads and moms who were taking the kids to softball on the, on.
So like those types of tactics are like, I think if we had that B2C to B connection, it would be a lot easier to do, but I don't think it'll, I think it'll get harder actually because,
Shanelle Rucker: And
pharosIQ: with
Shanelle Rucker: that too, like at the end of the day, people are multidimensional and they have lives outside of their career.
So if you're just selling me something that has to do with their career, this whole other opportunity I'm missing of like who they are and also show showing up relevantly for who they are, because there are times when, you're at a game and you don't mind chatting with somebody about work, or you don't mind seeing a, a billboard or an advertisement about.
something relevant to your sphere. It just like where's that, let us in B2C like tactics, but there's that creepiness that you just have to watch out for don't border too much into stalking territory. Like we can be a little creepy, but.
pharosIQ: And that also think the next, especially from a sales, but even a marketing perspective, is harnessing personality data, if you will. Like I love that concept because especially with AI, right? Cause if you're going to train an AI bot to do an outbound email I generally approach. A lot of my email with humor, right? I'm always like funny subject lines and, tacos.
And I just, I know I have to stand out from the noise right now. So I just put random shit in the subject line. Cause I know if you see an email that says tacos, you're at least giving it a go, right? But I'm sure there's a lot of people who aren't funny. Who don't like humor, who are like CFO, sorry, Jeff.
Who are like just her and like the, like, why are you emailing me in my corporate account about tacos? Jerk, so I would love to imagine if you could train the AI to not email that person and have a real corporate vibe versus. The humor side of it. So it's the amount of things that we could do is probably endless.
But we're we're reaching our time. And we have one key question, which is the beat a boring podcast question where we end it all right. And I will ask you. So tell us about a campaign, a program, an ad, anything that you've done over your career that was unbeat a boring, right? We're trying to inspire the masses who are listening to us for other ideas that they could potentially use to unboring their B2B marketing.
Shanelle Rucker: Yeah and the one that I, the example I'm going to give today is actually one that I've done recently with CTV on LinkedIn. So LinkedIn connected TV is like pretty recent product that they did. And, as a demand gen marketer, usually people don't have the biggest appetite or support for doing more top of funnel or brand.
But since we had these Super Bowl videos, I was like, let's re reduce, reuse, recycle let's, get the most we can out of this content. Which then, put me into okay, what are the cut downs? Like, how do we make this appropriate for CTV? And also, Like the audience, which is going to be a lot different than the Super Bowl.
So I got to put in my, creative work, which is exciting to me because, as a demand gen marketer, a lot of times it's like in the spreadsheets, like analysis, like what are the, what are the signals? What are the things that at levers I can pull, but really being able to put my, Work into creating content or like tailoring it, tailoring existing content to what I'm doing on the demand gen side and orchestrating and designing that funnel is super fun.
And then also then you followed up with target those people with, lead gen and like actually trying to. Drive demand, like super fun. Cause you're like, all right, I see it. Like I designed this entire journey. And then as soon as the pipeline starts flowing in, I'm like, okay, now this is getting really fun.
Like, all right, like we've got some cool videos and they're not just pretty things to look at. Like the pipeline is, coming. And also in that program when I was running CTV against. It's insular on LinkedIn, but CTV on LinkedIn and lead gen forms on LinkedIn, we saw a 45 percent lift in lead gen form conversion rates.
So like not only a fun campaign to run, but like it worked and we saw like good success. So
audio guy: it's like
Shanelle Rucker: being creative and like involving brand and top of funnel it's fun. And then it also pans out. So they're not boring.
pharosIQ: You just have to get in as early as you can. Yeah, and believe marketing, whether it's B2B or B, whatever, it's the art form of when someone has a need, they think of you first, right?
That's really, it's in a simplest form, right? So figuring out who your ICP is and, whether it's through brand campaigns or demand, just, a lot of times I've called You're very top of funnel, syndication, like audience acquisition type programs. I call them community building, like somebody agrees to give you their email address in exchange for a piece of content that you give it at a really great price, right?
So you have, now you have this. You would consider it an email database, right? But if you start thinking about that email database as a community where you start engaging with that audience, right? And if you really bring the goods over time, that audience will obviously start engaging back with you at a higher propensity once they start reaching it market.
So I think, awesome. And you're going to get CTV. There's a ton of different ways to do it, but, and I think that's a really great way to go to your executive team and talk about it versus brand,
pharosIQ: I know that if you go up to your CEO, CFO, whatever, I think they run this brand campaign.
They'd be like, okay, not gonna.
Shanelle Rucker: It's a affinity building. I like to call it.
pharosIQ: Love it. That's perfect. Awesome. So Shanelle, thank you so much for joining us to our live studio audience come watch this podcast. Thank you for doing that. We appreciate it. Any parting thoughts?
Shanelle Rucker: Can't wait for the next 10 years when Intent Data gets better.
pharosIQ: I think innovation in the B2B marketing space is getting ready to really wrap up and it's an exciting time to be there.
So awesome. Thank you again for joining us. Thank you for our live audience it's been a pleasure.
