Intent data refers to the behavioral signals and insights collected about a potential customer’s online activities, indicating their likelihood of making a purchase or taking a particular action. These insights can be obtained through a variety of sources, including website traffic, search engine queries, social media interactions, and other online behaviors.
In B2B marketing, intent data is used to help identify potential customers who are actively researching products or services in a particular industry or category. By analyzing intent data, marketers can gain insights into the specific interests and needs of their target audience, enabling them to create targeted campaigns that are more likely to resonate with potential customers.
Some common uses of intent data in B2B marketing include:
- Account-Based Marketing (ABM): ABM involves targeting specific accounts or companies with personalized marketing campaigns. Intent data can help identify which accounts are most likely to be interested in a particular product or service, allowing marketers to tailor their messaging and outreach accordingly.
- Content Marketing: Intent data can help marketers identify the specific topics and types of content that potential customers are searching for, enabling them to create targeted content that is more likely to engage and convert.
- Sales Enablement: By providing sales teams with access to intent data, marketers can help them better understand the interests and needs of potential customers, enabling them to tailor their sales pitches and close deals more effectively.
Overall, intent data can be a powerful tool for B2B marketers looking to improve the effectiveness and ROI of their campaigns. By using intent data to better understand their target audience, marketers can create more targeted and personalized campaigns that are more likely to drive conversions and revenue.
How I Target Intent
Paid Search
Paid search on Google or Bing targets those actively seeking a solution, although search engines do not target titles or industries, but promoting content will get you higher conversion rates, and then sales can begin relationships.
eBooks/White Papers/Webinars
As mentioned across the site, lead magnets bring your firm leads that have business problems. I work with sales to engage with these leads, then to transform them into opportunities.
Intent Signals
I partner wth data platforms that crawl the Internet for web page topics, keywords, and content, then reverse engineer IP addresss and unique user IDs to ascertain companies and prospects researching your solutions, then we market to them.
Site Visitor Intel
There’s tools available that when implemented, can track companies visiting your website, then again, reverse engineering to ID those companies and find contact info of those most likely to be visiting, then we send them messages!
Here are some of the best intent tools we like and use, including website visitor intelligence, another form of intent
BOMBORA
Bombora is the leading provider of Intent data for B2B sales and marketing. Bombora’s data aligns marketing and sales teams, enabling them to base their actions on the knowledge of which businesses are actively researching what products, and the intensity of that research. Using this information, marketers can drive more qualified demand through the funnel, while sales teams can better prioritize accounts and have higher quality conversations.
The source of this data is the first co-operative of 4000+ premium B2B media companies. Members contribute content consumption and behavioral data about their audiences that are aggregated into over 8,000 Intent topics.
LEADSIFT
LeadSift provides contact-level buyer intent data based on leads already in the buyer’s journey. Relevant, intent-driven leads mean you can prioritize your prospecting, fuel your ABM list, or boost your ad efficiency.
Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand and engage in-market audiences with creatively relevant, personalized outreach.
INFOTELLIGENT
Infotelligent is the leading sales growth platform that enables sales and marketing teams to find B2B buyers with intent signals and accelerate their sales pipeline and grow sales faster.
Infotelligent is obsessed with data quality. We refresh and augment contact data real-time as decision-makers move, get new jobs, companies merge, etc.
LEADFEEDER
Leadfeeder identifies the names of the companies visiting your website. The tool turns anonymous traffic into real company names, reveals the exact behavior of the companies visiting your website, and can even identify remote workers with Leadfeeder’s unique database of static and dynamic IP’s.
Then the tool determines the best person to contact from a visiting company with contact info. In summary: Generate leads from your current traffic, Identify leads you didn’t know you had. Turn anonymous website traffic into real company names. View enriched company and contact information.
