Intent data helps businesses understand customer needs by analyzing online behavior, enabling personalized content, targeted marketing, and a better overall customer experience.
Benefits of Intent-Based Marketing
Precise Targeting
Deliver personalized content to the right customer at the right time, increasing conversion rates and helping brands stay competitive.
Improved Customer Engagement
Enhance engagement by addressing customer needs and interests, helping grow your audience.
Cost Efficiency
Target high-value clients, making marketing more efficient by focusing on prospects genuinely interested in your offers.
Key Components of an Intent-Based Marketing Strategy
Buyer intent signals, gathered from online activities, reveal prospects’ interests. The challenge is distinguishing ready-to-buy leads from those in early research. AI tools like 6sense or Bombora help analyze multiple data points for better targeting.
Segment leads based on intent, industry, and position in the buyer journey.
93% of B2B marketers need more than two sources for intent data. Tools like 6sense or Bombora help identify signals from external sources, such as industry research and competitor content..
When it comes to Account-Based Marketing (ABM), intent data reigns supreme. 79% of marketers using five or more data sources say more than 50% of their leads become sales-accepted.
Different Types of Intent Data
Owned Intent Data
Owned data, or first-party data, is sourced directly from your audience and reflects their interactions with your brand, providing valuable insights into customer behavior and preferences.
External Behavioral Intent Data
External behavioral data is collected from trusted sources like review sites, events, and communities. It provides additional insights into audience behaviors and interests, complementing owned data for a more complete understanding.
Third-Party Intent Data
Third-party intent data is collected from external sites, offering a broader view of an account’s online interests and behaviors beyond your own website or server. This helps understand potential customers better.
How is Buyer Intent Data Collected?
- Web Analytics
- Social Media
- Search Engine Data
- Surveys
Who Can Intent Data Benefit?
- Agencies
- Publishers
- E-commerce Companies
- B2B and SaaS Companies
- Sales and Marketing Teams
- Advertisers and Media Buyers
Key Target Audiences for Intent Data
Marketing Teams
- Digital Marketers
- Demand Generation Managers
- Content Marketers
- Social Media Managers
Sales Teams
- Sales Representatives
- Account Executives (AEs)
- Sales Development Representatives (SDRs)
Account-Based Marketing (ABM) Teams
- ABM Managers
- Customer Relationship Managers (CRMs)
Product Teams
- Product Managers
- Customer Experience Teams
Customer Success Teams
- Customer Success Managers (CSMs)
- Onboarding Teams
C-Suite and Executives
- Chief Marketing Officers (CMOs)
- Chief Sales Officers (CSOs)
- Chief Revenue Officers (CROs)
Data Analysts and Data Scientists
- Data Analysts
- Data Scientists
Technology Providers and Vendors
- Intent Data Providers (e.g., Bombora, 6sense)
- CRM/Marketing Automation Platforms (e.g., Salesforce, HubSpot)
Consultants and Marketing Agencies
- Marketing Consultants
- Advertising Agencies
Investors and Business Development Professionals
- Venture Capitalists and Investors
- Business Development Executives