Is B2B Intent Data Really Working?

Data is the most potent and important element of any B2B marketing scenario. It has immense potential to improve and enhance your marketing journey.

Intent data is a relatively new tactic and a hot topic in sales and marketing today, but unfortunately, there’s a lot of mystery and sometimes misinformation around it.

Intent data tells you when buyers are actively researching online for a solution, and the products and services they are interested in based on the web content they consume. Additionally, studies show that intent data also nudges you to look at what the competition is doing better than you.

There are a number of myths that have been debunked by the marquee players of the B2B world to influence the sales and marketing professionals to buy accurate B2B Leads from them for guaranteed time-effective conversions.

But the question remains – Are We Seeing The Expected Results in terms of Sales Qualified Leads to Drive Demand Generation from the B2B “Intent Data” ?

Some of the experienced concerns termed as myths:

• Intent Data infringes on consumer privacy
• Intent Data is full of false positives
• Intent Data needs a big team to be successful
• Intent Data needs a defined ideal customer profile (ICP) to work
• Intent Data doesn’t work when everyone’s working from home
• You have to buy another piece of software to get Intent Data

As of 2021, we are not chronologically blessed, therefore torturously defining Intent Data, like we did in the beginning, would be wrong. We’d rather state that the Intent Data provides a bird’s eye view into the accounts most likely to engage and convert based on content marketing or an approach from a brand.

We now know what B2B intent data is and what it does.

How is it collected?

1. Co-op data is gathered from a collection of online sources, including publishers, research firms, tech vendors, agencies and event firms.

Typically, it measures intent using topics.

2. Bidstream data is gathered through biddable online advertising inventory.

Here intent is usually measured using keywords.

3. Publisher data is collected just from a publisher’s own web properties.

High quality data is counterbalanced by the lack of coverage compared to bidstream and co-op. Intent data makes a rather elegant partner with account-based marketing strategies.

What our expert has to say about B2B Intent Data and ABM? 

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We are yet to know whether B2B Intent Data is more than a famed terminology or not, however, we can perfect our content syndication practices to collect the accurate contact data by relying on a transparent and trustworthy vendor.

Do let us know what you think!