What Is Intent Data & How to Use it for Your Business

B2B sales and marketing success depend heavily on data. However, it is not enough to use the data only for reaching your prospects. Every good marketer and sales professional knows the potential value of B2B Intent data and its power to help achieve comprehensive business objectives. A good understanding of the customer needs armed with data intelligence will not only give a competitive edge, but it will also help you build a strong and consistent pipeline for the sales team to take over.

However, only a few marketers and sales professionals know how to make smart use of the data to truly take advantage of the vast array of customer insights it offers. And one of the most important types of data for driving sales and marketing insights is Intent Data.

Demystifying Buyer Intent Data

What is Intent Data?

In simple words, Intent Data is the set of behavioral signals that helps you to understand the intention of your prospects to purchase a product or service.

Your prospects are out there, looking for a solution to a problem you might fix. They search online, consume content, look for solutions, and learn ways to ease their pain.

According to studies, before engaging with a salesperson, an average B2B prospect is already 67% of the way into the purchasing journey. Combining prospect signals with buyer Intent Data provides a clearer bird’s eye view to help leverage customer insights to the company’s advantage. This means prospects have an intention to buy a product or service and a sales rep has to focus on the remaining 33% to close the deal.

Here is how intent data can make a difference in your marketing efforts:

Once prospective buyers hit your website, you can monitor their activity and assign them lead scores. You can use retargeting ads or email campaigns to nurture the leads when someone fills out and submits a form on your website.

Great! However, what about all those prospects that are looking for solutions like yours elsewhere on the web and not on your website? When your prospects go to other websites, you don’t have visibility into what they are engaging with. Only a fraction of buyers actively searching for a solution will make it to your site without sales and marketing outreach, and even of those hitting your site only about 15% of them will be actively engaged in a buying decision.

Here is when buyer Intent Data data helps you to identify those prospects who are actively engaged in a buying decision based on the type of content they are consuming.

The Power of Intent Data: Unlocking Hidden Insights

Intent Data vs. Traditional Data Sources

Traditional Data Sources:

• Provide valuable context about customers
• Include:
  • Demographic information
  • Firmographics
  • Historical purchase data
• Limitation: Often fail to indicate current buying intentions

Intent Data Advantage:

• Reveals active purchase intent of potential customers
• Tracks real-time online behavior and engagement:
  • Content consumption
  • Search patterns
  • Website visits

Benefits of Intent Data:

Identifies High-Potential Leads:

• Uncovers prospects actively researching solutions
• Prioritizes leads further along in their buying journey

Enables Personalized Outreach:

• Example: A prospect frequently reading about software solutions, attending webinars, and downloading whitepapers
• Allows tailored messaging addressing specific needs and interests

Transforms Business Approach:

• Shifts from reactive to proactive strategies
• Focuses resources on prospects showing explicit buying signals

Improves Overall Performance:

• Higher conversion rates
• More efficient use of marketing budgets
• Shorter sales cycles

Key Takeaway: Intent data empowers companies to unlock hidden insights, stay ahead of competition, and drive growth more effectively.

The Power of Intent Data for B2B Growth

Intent Data: The Future of Personalized B2B Marketing

Understanding buyers’ intent is a must for any marketer or salesperson looking for a higher success rate and for those who are constantly searching for ways to get ahead. Understanding prospects’ behavior and triggers help businesses to understand what makes them buy and when. 

Marketing and sales teams can target a specific profile with this knowledge and take a personalized approach for them on demand to increase the likelihood of a purchase decision.

With numerous aggregated intent signals, businesses can identify “ready to buy” prospects and fine-tune their campaigns accordingly. 

Personalization has transitioned from a luxury to a necessity. Modern buyers are inundated with information and options, making it essential for businesses to cut through the noise with messages that resonate on a personal level. Personalized marketing goes beyond addressing prospects by their names; it involves understanding their unique needs, challenges, and preferences, and delivering tailored solutions that meet those specific requirements. This approach not only enhances the customer experience but also significantly boosts engagement, conversion rates, and loyalty.

Given that, it is important for you to know that if your competitor doesn’t already use the Intent Data, they might soon start using it. The report shows that 25% of B2B businesses are currently using intent data, while another 35% are preparing to use it within a year.

Check this detailed infographic –

Harnessing Intent Data for Targeted Campaigns

Intent data is a powerful tool for B2B marketers aiming to create highly targeted campaigns. This data is derived from analyzing the behaviors and actions of potential customers as they interact with various digital touchpoints, such as websites, social media, and online forums. By identifying patterns and signals that indicate a prospect’s readiness to purchase, marketers can tailor their outreach efforts more effectively.

For instance, if a potential customer frequently visits your website’s pricing page, downloads whitepapers, or searches for specific product-related keywords, these actions suggest a high intent to buy. Leveraging this data allows marketers to craft personalized messages that address the prospect’s specific interests and pain points, thereby increasing the likelihood of conversion. Intent data transforms generic marketing efforts into precise, relevant interactions that resonate with the target audience at the right time.

Leveraging Marketing Automation Platforms (MAPs)

Marketing Automation Platforms (MAPs) are essential for managing intent data and automating repetitive marketing tasks. These platforms streamline various processes, such as email marketing, social media posting, and lead nurturing, enabling marketers to focus on strategic activities. MAPs integrate intent data into their systems to enhance the personalization and effectiveness of marketing campaigns.

Popular MAPs like HubSpot and Pardot offer robust features that help businesses harness intent data efficiently. HubSpot, for example, provides tools for tracking website visitor behavior, segmenting audiences, and automating personalized email campaigns. Pardot, a Salesforce product, excels in lead scoring and nurturing, using intent data to prioritize leads and tailor content based on engagement levels.

Example of Using Intent Data with MAPs:

Consider a scenario where a B2B company uses a MAP like HubSpot to manage their marketing efforts. By analyzing intent data, the company identifies a segment of website visitors who have repeatedly viewed their product comparison pages. Recognizing this as a strong buying signal, the marketing team uses HubSpot to create a targeted email campaign for these visitors. The emails contain personalized content, such as case studies, detailed product benefits, and special offers, specifically designed to address their interest in comparing solutions. This targeted approach not only improves the relevance of the communication but also significantly increases the chances of converting these prospects into customers.

The combination of intent data and marketing automation platforms empowers B2B marketers to deliver highly personalized and effective campaigns. By understanding and acting on the unique needs and behaviors of their audience, businesses can foster deeper connections, drive higher engagement, and ultimately achieve better marketing outcomes.

Behind the Scenes: How Intent Data Works

Because your competitors may be unaware of Intent Data, they may continue to use blind targeting and untargeted client acquisition techniques. B2B salespeople and marketers who use intention data correctly may acquire prospective buyers more quickly and move them down the funnel more efficiently than their competitors.

Capturing Digital Footprints: Data Collection

So, how can you collect intent data? Should you try a DIY approach? Tracking user behavior without their agreement is a violation of the new GDPR and CCPA legislation, and can result in significant fines. So should you look for a data partner?

Well, different companies have different approaches to gathering Intent Data – with some practices better than others.

There are three sources to collect Intent Data:

1. Independent Websites or Portals
2. Bidstream
3. Publisher Co-Ops

1. Independent Websites or Portals

Independent websites or portals collect customer information and share it with other parties. Although they cannot collect vast amounts of data, they can more than handle their users’ opt-in and authorization to share their data.

2. Bidstream

Bidstream data is user behavior recorded by an ad pixel and distributed via ad exchanges. The purpose data supplier will post an ad on a public site hosting content. Then they use the ad to scrape the keywords and visitor information on that site without the website owner’s or visitor’s knowledge.

3. Publisher Co-Ops

Publisher Co-ops are groups of publishers and websites that pool their data for all participants to profit from a larger data set. On the first interaction, each publication or website also demands the consent of its visitors.

4. Cookies

Cookies are small files stored on your device by websites to remember your preferences, such as login details or language settings. They help make your browsing experience smoother and more personalized.

5. IP Addresses

IP addresses are unique identifiers for your device on the internet. They help websites know where to send information and enable services like geolocation to provide relevant content.

Want to dive into more details? Here’s a detailed article explaining each Intent Data collection type.

Read About – Similar to Zoominfo

Unveiling Intent: Analyzing Online Behavior

Analyzing online behavior data to identify patterns and intent signals involves several steps after data collection. Here’s a breakdown of the process:

Data Aggregation:

• • Centralized Data Storage: Consolidate data from various sources (website, social media, CRM systems) into a centralized database.
  • Data Cleaning: Ensure the data is clean and consistent by removing duplicates and correcting any inaccuracies.

Behavioral Analysis:

• • Segmentation: Segment users based on their behaviors, such as frequent visitors, new visitors, and those who abandon carts.
  • Path Analysis: Track the paths users take through your site to understand common navigation patterns and potential drop-off points.

Pattern Recognition:

• • Trend Identification: Use statistical methods and machine learning algorithms to identify trends and recurring behaviors among different user segments.
  • Heatmaps: Generate heatmaps to visualize areas of high user engagement on your site.

Intent Signals Identification:

• • Engagement Metrics: Analyze metrics such as click-through rates, time on site, and conversion rates to gauge user interest and intent.
  • Behavioral Cues: Look for specific cues like repeated visits to product pages, adding items to the cart, or downloading resources, which indicate purchase intent or strong interest.

Predictive Modeling:

• • Machine Learning: Employ machine learning models to predict future behaviors based on past patterns, helping to anticipate user needs and tailor marketing efforts accordingly.
  • Scoring Systems: Develop scoring systems to rank leads based on their likelihood to convert, considering various intent signals and engagement levels.

Actionable Insights:

• • Personalized Marketing: Use insights to create targeted marketing campaigns, personalized content, and offers tailored to different user segments.
  • Optimization: Continuously optimize your website and marketing strategies based on the analysis to improve user experience and increase conversions.

By systematically collecting, analyzing, and interpreting online behavior data, businesses can gain deep insights into user intent, allowing them to make informed decisions and drive more effective marketing strategies.

Decoding Intent Signals

What Are Intent Signals

Intent signals are indicators or cues that reveal a person’s intent or interest in a particular product or service, it can be observed through a person’s online behavior such as searches, website visits, and social media interactions. 

Examples of intent signals include search queries, website visits, social media interactions, email engagement and form submissions. Understanding intent signals can help businesses understand their audience better, create more targeted marketing campaigns, and improve customer engagement and sales.

Leveraging Intent Signals for Targeted Marketing

Intent marketing leverages intent data to target potential customers who are actively researching solutions related to your offerings. Here’s how it works:

Understanding Intent Data:

• • Behavioral Data: Intent data is collected from various online activities, such as website visits, content consumption, search queries, and social media interactions. This data indicates a user’s interest in specific products, services, or topics.
  • Third-Party Data Providers: Companies can purchase intent data from third-party providers who aggregate and analyze user behavior across multiple websites and platforms.

Identifying Potential Customers:

• • Segmentation: Segment potential customers based on their online behavior and engagement levels. For example, users who frequently visit your product pages or download whitepapers show higher intent.
  • Scoring: Develop scoring models to rank leads based on their likelihood to convert. Higher scores are assigned to users exhibiting behaviors indicative of strong interest or purchase intent.

Creating Targeted Campaigns:

• • Personalized Messaging: Use the insights gained from intent data to craft personalized messages that address the specific needs and interests of each segment. Tailored content resonates more effectively with potential customers.
  • Timely Engagement: Engage with potential customers at the right time. For instance, reaching out to a lead immediately after they have shown interest in a particular solution increases the chances of conversion.

Optimizing Marketing Efforts:

• • Focused Advertising: Allocate your advertising budget more efficiently by targeting ads to users who have shown intent signals. This ensures your ads are seen by those most likely to be interested in your offerings.
  • Content Strategy: Develop content that addresses common pain points and questions identified through intent data. This positions your brand as a valuable resource for potential customers actively seeking solutions.

Enhancing Lead Nurturing:

• • Tailored Follow-Ups: Use intent data to guide your follow-up strategies. For example, if a lead has recently read a blog post about a specific feature, follow up with more information or a case study related to that feature.
  • Automated Workflows: Implement automated workflows that trigger personalized emails or offers based on user behavior. This keeps potential customers engaged and moves them further down the sales funnel.

Measuring and Refining:

• • Performance Metrics: Continuously monitor the performance of your intent-based marketing campaigns. Track metrics such as engagement rates, conversion rates, and return on investment (ROI).
  • Iterative Improvements: Use the data and insights from your campaigns to refine your strategies. Identify what works well and what doesn’t, and adjust your approach accordingly.

By leveraging intent signals, businesses can more effectively target potential customers who are actively seeking solutions. This leads to higher engagement, improved conversion rates, and ultimately, more efficient and effective marketing efforts.

Putting Intent Data into Action

Start Incorporating Buyer Intent Data in Your Prospecting

Intent data can be incredibly valuable on its own, however, it works best when paired with other data points such as firmographic, technographic, and engagement metrics to create a holistic scoring model that also reflects qualifying criteria and engagement. If used in the right combination, Intent Data can be a powerful predictor of which accounts have the highest chances of buying your product or service.

Here’s what our customers say about SalesInte’s Predictive Intent. 

With SalesIntel, you get access to accurate and comprehensive B2B data that includes firmographic and technographic information about your ideal customer profile (ICP) along with access to buyer Intent Data. SalesIntel’s Intent Data will help you uncover your prospects’ buying signals by identifying and learning the intent topics that are actively being researched by specific accounts.

How Intent Data Can Deliver Up to 4X Pipeline Expansion With 300% Marketing ROI

Unlocking Growth Opportunities: Intent Data Use Cases

1. Account-Based Marketing (ABM):

• Precision Targeting: Identify high-value accounts showing intent signals and create personalized marketing campaigns tailored to their specific needs and pain points.
• Enhanced Engagement: Use intent data to prioritize accounts that are actively researching solutions similar to your offerings, increasing the likelihood of successful engagement.

2. Lead Nurturing:

• Personalized Follow-Ups: Tailor your follow-up communications based on the specific interests and behaviors of leads, such as sending relevant content or offers.
• Automated Workflows: Implement automated nurturing workflows triggered by intent signals, ensuring timely and relevant touchpoints that guide leads through the sales funnel.

3. Content Marketing:

• Content Personalization: Develop and deliver content that directly addresses the interests and concerns indicated by intent signals, making your content more relevant and engaging.
• SEO and SEM Strategies: Optimize your search engine marketing efforts by focusing on keywords and topics that potential customers are actively researching.

4. Sales Enablement:

• Sales Prioritization: Equip your sales team with insights from intent data to prioritize leads and accounts with the highest likelihood of conversion.
• Tailored Sales Pitches: Provide sales teams with detailed information about prospects’ interests, allowing for more personalized and effective sales pitches.

5. Competitive Intelligence:

• Market Trends: Monitor intent data to identify emerging trends and shifts in market demand, allowing your business to adapt and stay ahead of competitors.
• Competitor Analysis: Track competitors’ customer interest and intent signals to identify opportunities for differentiation and targeted outreach.

Your Next Steps: Maximizing Intent Data Potential

Ready to unlock the full potential of intent data? Start by integrating intent data into your marketing and sales strategies to achieve more precise targeting, personalized engagement, and higher conversion rates. Embrace the power of intent data to drive growth and stay ahead of the competition. Act now and transform your marketing efforts with actionable insights from intent data!

SalesIntel has simplified intent data search in our B2B data portal so that you can quickly get the actionable data you need to boost lead generation. Want to learn how to search for data that can help you make quick decisions and bring more value to your business?