What is Intent Data?

Digital signals revealing a potential customer's interest in a product or service, used to prioritize and personalize B2B sales efforts.

Updated
August 16, 2023

Intent data is the collection of digital signals that indicate a potential customer's interest in a product or service. In the B2B context, it's like finding breadcrumbs left by companies who might be ready to buy what you're selling. By tapping into these clues, you can prioritize your outreach efforts and focus on the prospects that are most likely to convert.

Examples of intent data include:

  1. Content engagement: A prospect frequently downloads whitepapers, reads blog posts, or watches webinars related to a specific product or service in your industry.
  2. Search queries: A potential customer searches for keywords or phrases related to your offerings, indicating they are researching solutions in your niche.
  3. Social media interactions: A prospect follows industry influencers, engages with relevant posts, or participates in discussions related to your products or services on platforms like LinkedIn or Twitter.

What is intent data used for?

There are a few key ways intent data can be used to supercharge your B2B sales:

  1. Lead prioritization: Intent data helps you identify the warmest leads, so you can focus your sales efforts on prospects who are already engaged and interested.
  2. Personalized outreach: By understanding what potential customers are interested in or researching, you can craft targeted and relevant messages that resonate with their needs.
  3. Account-based marketing (ABM): Intent data enables you to better tailor your marketing and sales efforts to specific high-value accounts, increasing your chances of winning their business.
  4. Enhanced lead nurturing: Use intent data to inform your nurturing campaigns, offering timely content and resources that align with the prospect's current interests and needs.

How do you collect intent data?

There are two primary types of intent data: first-party and third-party.

  1. First-party intent data: This is the information you collect directly from your own digital properties, like website analytics, content engagement, and email interactions. Some ways to gather first-party data include tracking website visits, form submissions, and email open rates.
  2. Third-party intent data: This is the data collected by external providers who track online activity across various websites and platforms. These providers can offer insights into a prospect's content consumption, search queries, and social media interactions related to your industry or offerings. To access third-party intent data, you can partner with vendors that specialize in collecting and analyzing this information.
Pro tip! Coldlytics can help you identify prospects via third-party intent data.

Intent data is a powerful tool that can help you focus your cold email outreach and B2B sales efforts on the most promising prospects. By understanding and leveraging these digital breadcrumbs, you'll be better equipped to win over potential customers and grow your small business empire. Go forth and conquer! 🛡️

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