Today on the Demand Gen Pod, Ryan, the host of the Demand Gen Pod, welcomes listeners back and wishes them a happy new year. He discusses the use of intent data in marketing and sales, emphasizing its importance in personalizing campaigns, targeting high-value prospects, and enhancing the sales process. He breaks down the discussion into seven parts: harnessing customer data, personalization and segmentation, customer journey mapping, predictive analytics and lead scoring, automation and personalized campaigns, data privacy and ethics, and measuring success. Ryan elaborates on the importance of using customer data like demographics, purchase history, and behavioral data to make meaningful connections with prospects. He explains how this data can be collected through surveys, website analytics, CRM systems, and social media monitoring. This data helps businesses deliver customized content and offers based on individual preferences and segment prospects into specific groups. He highlights the role of customer journey mapping in understanding prospects' interactions across various channels and optimizing the customer experience. Predictive analytics and lead scoring are discussed as tools to identify high-value prospects and prioritize marketing efforts. Ryan also stresses the importance of data privacy and ethics, compliance with regulations like GDPR and CCPA, and building trust through clear privacy policies and opt-in/opt-out options. Success metrics for data-driven marketing initiatives are covered, with Ryan advising listeners to look beyond high-level statistics like open rates and focus on conversion rates and ROI. He emphasizes the need for continuous iteration and improvement of marketing strategies based on customer feedback and engagement metrics. In conclusion, Ryan recaps the key strategies discussed and encourages listeners to build stronger connections with their prospects at every stage of the funnel. He signs off by reminding listeners to subscribe to the podcast and expressing gratitude for their time.