What is Intent Data?
Intent data offers a unique opportunity to gain deep insights into prospects' interests and readiness to purchase. This blog post will provide an in-depth understanding of intent data, showcase top providers, explore the benefits for sales teams, and offer specific, real-world examples of how intent data can be leveraged effectively.
- Defining Intent Data
Intent data captures the digital footprints of prospects, revealing their interests and intent to buy specific products or services. It is classified into two categories: first-party and third-party. First-party data comes directly from interactions with your website or owned channels, while third-party data is sourced from various external platforms. Both types of data empower sales teams with valuable insights into prospects' buying intentions.
- Top Intent Data Providers and Their Offerings
Many companies specialize in providing intent data. Here are a few prominent examples:
- Bombora: Company Surge Analytics identifies companies actively researching products or services like yours, enabling targeted outreach. For instance, a cloud storage provider could use Bombora to discover companies that have been researching data storage and backup solutions. This information can then be used to prioritize leads and personalize outreach.
- 6sense: The Account Engagement Platform uncovers buying signals from potential customers and facilitates personalized messaging based on their interests. A sales team for a salesforce automation software could use 6sense to identify which companies are engaging with competitor content and target them with tailored messaging that highlights their software's unique features.
- G2: Buyer Intent data reveals when prospects visit G2.com to research specific software or services. A video conferencing software provider could use G2 data to engage with prospects that have been comparing video conferencing platforms, offering personalized demos or special promotions.
- Demandbase: Intent Data Solutions provide insights into target accounts' research behavior, enhancing account-based marketing strategies. An AI-driven customer support platform could use Demandbase to learn which target companies are engaging with chatbot-related content and target them with case studies demonstrating the benefits of their AI solution.
- How Intent Data Benefits Sales Teams
Intent data offers several advantages for sales teams:
- Identifying high-priority prospects: Sales teams can focus their efforts on prospects actively researching relevant products or services, increasing the chances of conversion. For example, a cybersecurity firm could use intent data to identify companies that have recently visited cybersecurity forums or engaged with content about threat detection solutions. The sales team can then focus on these leads and offer personalized solutions based on their research.
- Enhancing lead scoring and segmentation: Intent data adds a new dimension to lead qualification, helping sales teams engage with the right prospects at the right time. A sales team for a project management software could prioritize leads that have attended webinars, downloaded whitepapers, or requested product demos, and engage them with relevant content based on their interests.
- Personalizing sales and marketing outreach: Armed with insights into prospects' interests, sales teams can customize their messaging to address specific pain points and drive higher conversion rates. A B2B ecommerce platform could tailor their outreach based on prospects' industry, company size, and previous interactions with related content, offering solutions that directly address their needs.
- Shortening sales cycles: By engaging with prospects who have shown interest, sales teams can close deals faster. A marketing agency could use intent data to focus on prospects that have
How Can Sales Teams Integrate Intent Data into Their Tech Stack?
Integrating intent data into a sales tech stack is relatively straightforward, with most intent data services offering API integrations or integration with popular CRM systems, such as Salesforce or HubSpot. This allows sales teams to seamlessly incorporate intent data into their existing workflow and use it to inform their sales strategy.
For example, a sales team could use intent data to identify which companies are in-market for their products or services and target their outreach accordingly. They could also use the data to understand the specific interests and needs of potential customers and tailor their sales messaging to be more relevant and effective.
What Should Sales Teams Be Mindful of When Using Intent Data?
When using intent data, it's important for sales teams to be mindful of data privacy laws and regulations. It's essential to only use data from sources that have obtained explicit consent from the users, and to be transparent about how the data is being used in sales efforts.
Additionally, sales teams should ensure that they are using intent data ethically and in a way that respects the privacy of potential customers. This includes being transparent about how the data is collected and used, and not using the data for any purpose beyond what it's meant to be used for.
What are Some Other Intent Data Services Available?
In addition to Bombora, there are several other intent data services that businesses can use to gain insights into the interests and buying intentions of potential customers. Some examples include:
- Everstring: This service uses artificial intelligence and machine learning to analyze company data and provide insights into the interests and needs of potential customers.
- MadKudu: MadKudu helps businesses to identify which leads are most likely to close and provides personalized recommendations for outreach and engagement.
- Infer: Infer uses machine learning to analyze data from a variety of sources and provide insights into the interests and needs of potential customers.
Is it worth paying for Intent data?
In general, using intent data can be a valuable investment for sales teams looking to improve their targeting, increase efficiency, and enhance personalization.
However, it's important to consider the specific needs of your business and whether intent data is the right fit. Some questions to consider might include:
- Is your business focused on B2B sales? Intent data is most commonly used in B2B sales, as it provides insights into the interests and needs of companies rather than individuals. If your business primarily serves consumers, intent data may not be as relevant.
- Do you have the resources to implement and maintain an intent data system? Using intent data requires some upfront investment, as well as ongoing maintenance to ensure the data remains accurate and up-to-date. Make sure you have the necessary resources to make the most of an intent data system.
Overall, intent data is a valuable tool for sales teams looking to improve their targeting, increase efficiency, and enhance personalization. By using services like Bombora and integrating intent data into their sales tech stack, businesses can gain valuable insights into the interests and needs of potential customers and close more deals. However, it's important to be mindful of data privacy laws and regulations and to ensure that the data is being used ethically and transparently.
