“Intent is like a new toy” is Jessica’s analogy for this trending market strategy. In episode of The Data Heroes Podcast, Jessica Kao, Senior Director of Demand Operations at F5, talks all things intent, scoring systems, and ICPs. Jessica is a data hero at analyzing and understanding trends in the data, and looking for signatures of pattern behavior to uncover customer intent.
“Every situation is going to be different” explains Jessica - companies should be equipped with flexible frameworks, strategies, and thought processes for managing intent data for different customers. She suggests businesses should be prepared to apply maturity scales and additional point-scoring systems, such as keyword scoring to reach MQLs.
Outside the corporate landscape, Jessica has even implemented her data analysis skills in the world of science. At Stanford University she completed her Ph.D. in cancer biology, breaking down the data to understand the signals of breast cancer in women.
