MarTech Minute: Experian releases At-Risk Audience segments, ZoomInfo gives B2B marketers intent tool

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DATA RELIEF. Experian has released At-Risk Audience segments and is making the data available free of charge to government agencies, healthcare providers and non-governmental organizations working on COVID-19 relief initiatives. The privacy-compliant segments are created using Experian’s data sets and can identify groups of people who are more likely to be impacted by the pandemic, giving organizations effective tools for finding and communicating with at-risk populations as they deliver essential services. The information services company is also offering free access for all of its clients to research insights around shifting consumer sentiment in response to the outbreak, looking at changing behaviors across the automotive, financial services, healthcare and retail industries. It also includes data on media consumption habits. 

Why we care: Despite the bad rep data tracking has (deservedly) earned in recent years,  many data platforms are providing valuable information right now as organizations race the clock to help those most impacted by COVID-19. Experian making its insights available to all clients is an added bonus for brands and marketers struggling to craft communications that help them connect with their audiences without sounding tone-deaf.

GOOD INTENTIONS. Go-to-market intelligence solutions provider ZoomInfo has launched ZoomInfo Intent, a B2B tool powered by machine learning that pinpoints purchasing signals. By gathering intent data from a variety of sources and overlaying the data with its B2B content database, ZoomInfo says it can identify prospects that are in-market for specific products and services, allowing B2B marketers to reach leads in a timely manner with relevant content.

Why we care: B2B sales cycles are routinely a long process, so any tool that can help shrink the time it takes to turn a B2B prospect into a customer is a welcome addition to the sales tech stack. The key here is that many B2B purchase decisions start out with the buyer doing a fair amount of research before ever reaching out to a sales team. (ZoomInfo references a Sirius Decisions report that found 67% of research done when making a B2B purchase happens before ever connecting with a sales rep.) An intelligent solution that can get your content in front of a buyer — who is actually looking for what you provide — could help kick-start new sales conversations.