Intent Data: An overview
Intent data is a sort of sales intelligence that displays which prospects or accounts are actively looking for information on third-party websites. The account surges on certain subjects when research on that issue is more than normal. When buyers are faced with an issue, they turn to the internet for help. Before you've even had a chance to interact with them, they typically limit their alternatives. Consider what you'd do if you knew your prospects were looking for a solution like yours as soon as they started the process. With these behavioural cues in hand, sales and marketing teams may prioritise accounts spiking on relevant themes over similarly qualified customers who don't exhibit intent. B2B intent data, when used effectively, may increase conversions and sales.
What is the method of collecting buyer intent data?
Consumption of content is a major indicator of consumer intent. The most convenient method to obtain this information is to purchase it from a third-party seller. Through a data-sharing cooperative, these systems gather and aggregate internet research activity from hundreds of B2B websites, media publications, and other sources. They construct baselines for each company's average content consumption over time by collecting actions each week, and they check for spikes above regular levels of subject searches. They also look into billions of web browsing events as potential customers look for products and services.
What Is the Difference Between Intent Data and Other Web Tracking Data?
You can track the activity on your website and improve lead scores when potential buyers come. If someone fills up and submits a form on your website, you may nurture them with advertising and emails and perhaps convert them. Great. But what about all those prospects looking for solutions to problems that your product can solve? What if they're looking for information but not on your site? You have no visibility into your prospects' activities or indicated purpose when browsing other websites.
What Are Your Strategies for Using B2B Intent Data?
Intent data may help sales and marketing teams develop efficient go-to-market strategies, segmentation, and tailored communication to the relevant individuals. Companies that don't employ predictive intelligence data are just responding to data from their website, although their potential buyer has probably been attempting to solve a problem for weeks.
In 2022, sales and marketing teams will have five key use cases for intent data:
- Purchase intent signals can assist you in figuring out which organisations are looking into your solution before they fill out a form on your website or contact your sales or marketing teams.
- Accounts that indicate an active interest can be automatically filtered out of outreach lists by sales and marketing teams.
- With materials that match what accounts are searching for, marketing and sales teams may better customise first outreach.
- To evaluate your lead scoring methodology, use predicted purchase data. Before starting the buying process with a rival, companies that show interest and purchasing intent should be given precedence.