Leveraging Intent Data for High-Impact Marketing Campaigns with Mark Kilens, CMO at Airmeet

The Stack

Intent data has become a pivotal tool for understanding and engaging with prospects. But how can marketers effectively harness its potential? Airmeet’s Chief Marketing Officer, Mark Kilens, has gone all in to understand and leverage intent data to get more prospects down the funnel.

But it's not just about data. Mark emphasizes the foundational importance of understanding your Ideal Customer Profile (ICP). This deep knowledge forms the bedrock of all marketing endeavors, ensuring that every campaign and every message resonates with the target audience.

Mark also touches on the art of proactive planning. In a world where misalignment can spell disaster for marketing campaigns, he underscores the need for consistent messaging and a unified vision. It's about foreseeing challenges, planning for them, and ensuring the entire team is on track.

In this episode, Mark discusses how he tracks over 75 engagement points and uses this data to grow the pipeline, increase revenue, and build customer loyalty. Airmeet is aggressively ramping up its go-to-market strategy and raising the bar using integrated campaigns to amplify brand awareness and engagement. Mark also explains why it's crucial to have a strategy before selecting the right tools.

Main Takeaways

• The importance of a well-defined ICP in guiding marketing efforts and ensuring meaningful engagement with prospects. Everything starts with a deep understanding of your Ideal Customer Profile.
• Plan and be proactive to avoid most problems. One in particular is a lack of alignment and, as an extension of that, a lack of consistent messaging.
• Intent data can provide invaluable insights into customer behavior, allowing for more precise targeting and higher conversion rates.

Dan’s Top Tools

• HubSpot: A marketing and sales automation platform used by Airmeet to manage leads and campaigns.
• Salesloft: A comprehensive sales engagement platform designed to streamline and enhance the sales process through automation and analytics.
• Asana: A project management application designed to help teams organize and manage their work, projects, and tasks efficiently.
• Drift: A conversational marketing and sales platform that enables businesses to engage with and convert website visitors through real-time chat and automation.
• Mutiny: A personalized marketing platform that allows businesses to tailor their website content and experiences based on individual visitor data and preferences.
• Airmeet: A platform for virtual summits, meetups & workshops with a social lounge to deliver a rich networking experience.

Join us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

Subscribe to The Stack Podcast