What is intent Data?

Intent data is collected from:

• Relationships with publishers, vendors and analysts that companies visit, that share their interactions with websites, online forms, chatbots, and other communication channels.

• Anonymous browsing behaviour on your own website.

• Interaction with community review websites.

B2B intent data can be used by sales and marketing teams to identify and target potential customers, prioritise leads, and tailor their outreach efforts based on the interests and needs of their target audience.

By understanding the B2B intent data of their prospects, businesses can more effectively engage and convert them into customers.

Benefits of Intent Data

The benefits of using intent data include:

• Improved targeting: B2B intent data can help sales and marketing teams identify and target potential customers based on their online behavior, allowing them to more effectively reach and engage the right prospects.
• Prioritised leads: By using B2B intent data to understand the interests and needs of potential customers, businesses can prioritise their leads and focus their efforts on the most promising opportunities.
• Customised outreach: B2B intent data can be used to tailor outreach efforts based on the specific interests and needs of individual prospects, increasing the chances of conversion.
• Enhanced personalisation: By using B2B intent data to understand the preferences and behaviours of their target audience, businesses can deliver more personalised and relevant messaging, improving the customer experience.
• Increased efficiency: By using B2B intent data to identify and target the most promising leads, businesses can save time and resources and increase their overall efficiency.

How do intent data platforms work?

By combining data points from various sources (for example, publishers, analysts, vendors, community review websites), the intent data platform can generate lists of companies showing intent for multiple topics at different levels.

This data can then be used by sales and marketing to drive pipeline.

This data can usually then be fed into marketing automation and CRM platforms to take action on. For example:

• Integrate into CRM platforms for sales development teams to prioritise outreach to new prospects or old prospects that are showing intent again.

• Integrate into marketing automation platforms to trigger advertising campaigns, send emails etc.

How can B2B intent data help?

Using B2B intent data can improve the effectiveness of a variety of tasks within a B2B sales and marketing team, including:

• Lead generation: B2B intent data can help sales teams identify and prioritise potential customers based on their online behaviour, allowing them to focus their efforts on the most promising leads.

• Account-based marketing: By using B2B intent data to understand the interests and needs of specific accounts, sales and/or marketing teams can tailor their outreach efforts and deliver more personalised and relevant messaging.

• Lead nurturing: B2B intent data can be used to track the online behaviour of prospects over time and identify opportunities to engage with them and move them through the sales funnel.

• Lead scoring: B2B intent data can be used to score leads based on their level of engagement and interest, allowing sales teams to prioritise their efforts and focus on the most promising opportunities.

• Customer segmentation: B2B intent data can be used to segment customers based on their interests and needs, allowing sales teams to deliver more targeted and personalised messaging.

Where does B2B Intent Data come from?

B2B intent data is typically collected from a variety of sources, including:

• Web tracking: B2B intent data platforms often use web tracking technologies that identify companies. These technologies gather information about the websites and content that companies visit.

• Forms: B2B intent data can be collected through the use of online forms, such as contact forms, registration forms, and surveys.

• Community Review websites: These websites share data with their clients to understand who is showing an interest in their particular industries.

• Bidstream data: Advertising networks often see huge amounts of data about companies, used for advertising targeting. However, the Information Commissioner’s Office (ICO) has

  flagged this data

  to not meet GDPR laws in the UK and EU.

Getting Started with Intent Data