Assure lead accuracy and boost your sales with help of Intent Data

In the marketing world, data is the power source from where you draw the power to make the best decisions for your company. Over time, this data evolved into many smaller branches, one being “Intent Data”.

The role of intent data is rapidly growing in the B2B marketing world; studies show that intent is a key growth accelerator. Every marketing strategy adds to the growth, but the importance of intent data comes from it’s capacity to shed light on a lot of information about the customers. As the name suggests, intent data gives you insights into the search and buyer intent of a potential customer and to offer them solutions promptly. Simply put, with the help of intent data, you move from an unknown customer territory to a known territory, where you are familiar with the customers, what they’re looking for, and what impacts them and not.

What is Intent Data?

The term “Intent Data” is relatively new in the marketing world. But given the immense potential and use it has, it’s imperative that we understand what exactly this term means. Buyer intent data in the B2B context is a set of data points that tells you when and if someone wants to avail your product or service. These data points are collected through a multitude of ways—from the pages they visit, the links they click, the downloaded resources, and so on. Information such as potential customers who have researched for your product/service, or that of your competitors’, or those who researched generally in that category are also insightful intent data points. The collected data points are synthesised to an actionable list further to be made use of.

The strength of the intent data depends on a lot of factors, the main one being the source from where it’s collected-first, second, or third party. First party intent data comes directly from the users that directly interact with your content present online, i.e., your blogs, websites, activities, etc. This type of intent data may or may not be of high value to you, depending on how you measure it and pull insights out of it. A very valuable second party intent data is basically first party data that is purchased from another source. Meanwhile third party intent data completely comes from data conglomerates and might have very less valuable information and more noise.

How is Intent Data Used?

Intent data can leverage demand generations to drive greater ROI for marketing and sales efforts. Along with prospecting, intent data also helps to support sales enablement, to support digital marketing, and so on. Well stocked and detailed, intent data comes very much handy in driving demand generation by helping you identify early buyer interest. By assessing content consumption habits of the prospects, intent data tells you abundant information about their interests, thereby giving you a fair idea of which leads can be converted fast, or which of them are at the decision making stage. In other words, intent data aids you to prioritise leads.

Sales and marketing teams can further benefit from intent data when it comes to identifying buying intentions. They analyse customer signals and further predict the possibility of these customers availing the service. Intent data gives you a fair idea about what the customers are looking for from their behaviour.

Adding to all these positives, intent data also drives forward your demand generation by giving you an edge over your competition by providing you insights about which of your competitions your potential customers are looking to buy from. This also nudges you to look at what the competition is doing better or different from you.

And best of all, intent data is extremely useful in terms of personalisation, which is key in marketing. This data gives you thorough insights about your customers, which in turn helps you to come up with personalised campaigns, messaging, or marketing. After all, demand rises when you are able to strike a chord with your customers and make them feel understood.

Reach Your Goals with Our Intent Data

Intent data is still a novel concept, the potential and value of which are not yet tapped to its full capacity. But as we have seen above, intent data is a boon and is expected to boom. Stay on top of the time, get on board with us and witness the assured results of intent data.