Is Intent Data good for your Business?

Struggling to understand your digital audience’s business needs and purchasing intent? Intent data is a dataset that reveals what a person likes and, as a result, what they are inclined to do, say, or purchase next. 

Whenever you search for anything on the internet or visit a website, you are inadvertently demonstrating an interest in certain themes. People who read this blog post, for instance, have expressed an interest in the issue of “intent data.” 

This is the foundation of intent data. In the case of B2B intent data, it can consider criteria such as the websites a buyer visits, the items or services they are investigating, and the amount of purchase intent they display. Because most B2B buying paths include extensive investigation, these content interactions may highly predict buyer intent. 

Is Intent Data Right? 

With the help of intent data, you can increase your reach and obtain data that you would not have access to otherwise. This data enables you to locate further customers, score leads more precisely, and re-shape your ABM campaign with personalized messaging. 

Intent data may be used to learn how customers think, what their purchasing path is like, and what they are expected to do also on the internet. Intent data, when utilized by marketers and sales teams, aids in the understanding of various factors: 

  • What content users are interested in; 
  • What topics are researched online;  
  • What solutions or needs do customers seek to fulfill;  
  • How users interact with different websites. 
Intent data is divided into two categories: first-party data and third-party data. 

Understanding that a lead is focused on a specific topic isn’t particularly helpful unless another lead is also eligible to buy. As a result, purpose data is frequently combined with firmographic, technographic, and other data to reduce the list of accounts to just those that are a good fit. 

Customer data may be classified into suitability, intention, and potential. 

First-party intent data 

First-party intent data is information gathered directly. For example, if your company has a website, you may simply gather first-party intent data. This might comprise software logs, how users communicate with your site, which areas are most frequently viewed, how long they spend on the website before purchasing a product, and how many of your visitors purchase your items. 

Although first-party intent data is helpful for your organization, it is also limiting because you may wish to broaden your offering to additional prospective purchasers. This simply provides you with information on your current clients’ requirements, interests, and purchasing habits. 

Third-party intent data (alternative data) 

Third-party intent data is obtained through site crawling, publisher networks, user registration procedures, or cookies. This external data is more affluent than internal intent data; for example, gathering data from websites reveals what remarks users post, what sorts of information they seek or download, what they look for on websites, and more. 

This sort of information is only accessible via (third-party) network operators who assist firms in understanding the entire interesting market. Third-party intent data has several applications, such as focused marketing campaigns and content customization. 

What’s the best way to use Intent Data? 
  • Make your online experience more personalized for anonymous accounts. 
  • Prioritize inbound leads depending on their level of involvement. 
  • Personalized emails are used to nurture known leads. 
  • Discover potential clients who haven’t yet contacted you. 

B2B intent data has evolved as a speedy type of data over the previous three years, according to TOPO’s newest Intent Data Market Guide, transforming how teams allocate their time and acquire knowledge about accounts. 

Before leveraging intent data, much of the marketing effort to attract business clients was focused on account-based advertising via LinkedIn. As a result, it became a goal to link marketing and sales and to establish trust with sales individuals. Intent data is assisting in this endeavor. 

Anyone who has used intent data is aware that it offers numerous methods to view and understand what clients are doing and if they are in the market (i.e., actively researching products). Identify some questions before moving forward: 

  • What firms in their ICP are investigating themes relevant to their product? 
  • Who are the competitors being studied? 
  • Which are the firms that are accessing the website, and whose pages are they browsing? 
Is Intent Data worth it?  

So, does intent data provide you with a market edge? Account-based marketing is something I believe in, and it should, in my opinion, be a fundamental strategy for B2B enterprises. To make an ABM strategy work, you must first identify your ideal customer and then develop a method to interpret intent signals to create the optimum program. 

It’s not only buying intent that is perhaps the most difficult to ascertain, and it’s more about awareness and how much interest there is.  

Intent data might be useful when checking what firms do on your site (first-party data). You can observe which product pages they are looking at, what material they are viewing, how often time they spend on your website, and so on. This data can be instrumental in developing more relevant content, improving product messaging, executing email campaigns, and performing retargeting ad campaigns, among other things. 

Activating Intent data 

The last distinction between intent data kinds is, of course, how it is used. Dale believes that integrating first and third-party Intent signals yield the best outcomes. 

Why? Third-party Intent data contributes to the whole idea. Their behavior across the web determines when prospects are actively engaged in research or purchasing cycles for a product or service. The precision of first-party data reveals unique brand preferences at a finer level. Prospects who visit your website indicate that they are interested in and informed of your products and services. 

Account-Based Marketing may be used to deploy programmatic efforts to a target market that third-party data shows are interested in (ABM). It may be confirmed further by observing which of those accounts finally makes it to the brand’s website. 

The level of interest in intent data is unquestionably beneficial to marketers of all kinds. Like with any marketing effort, the key is to understand how the various forms of intent data can assist the marketer to reach the campaign goals. 

Combining multiple types of intent data and overlaying the indicators produces a far more thorough image of prospective buyers who are constantly seeking a product or service. It provides the ideal chance for good marketing teams to work in tandem. Those who make an effort to study the distinctions and understand the use cases will profit the most. 

We like to approach intent data with caution. We feel it is critical to understand to design the correct sales and marketing campaigns, but we are unsure that it is the right intent data at the right moment. Also, don’t trust that every option available fits. 

Some intent solutions are superior to others. To determine which one is best for your company, talk to existing clients about the highs and lows, the obstacles, and the potential. Then you must try for yourself and let this time work. However, you must put in a lot of work to evaluate and act on information. We would still not splurge if you weren’t willing to put in the effort. 

Experience the power of intent-based marketing as we decode signals, turning curiosity into captivating connections for your brand’s success.

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