What is Intent Data?

There are prospects searching for the solution that your business provides right now. But how do you find them? How can you scoop up these prospects before your competitors do? The answer is Intent Data


What is Intent Data?

Intent Data is online behaviour-based information gathered from activity and content consumption across the internet. It links buyers and accounts with a specific topic. In the initial stages of their buyers journey, buyers read articles, visit websites, and join whitelists to learn about and find a solution to their pain points. Intent data tracks these “digital footprints” and allows you to reach these customers earlier in their buying process. 74% of B2B buyers choose the first company that they see can ease their pain points. Utilizing Intent Data allows you to be the first salesperson through the door. 


Why Intent Data?

Everyone understands the importance of data in the current age of the internet. Data provides essential information that powers your sales process and drives your revenue. Most companies already use some form of Fit Data, which is usually very general firmographic data that show demographics such as industry and job titles and provide company and contact profiles. This is important information, but intent data goes one step further. 

The key to Intent Data is that it shows opportune timing. Fit Data is very static and doesn't account for context or timing. Intent Data uses what is called surge data to factor in these important variables. 


What is Surge Data?

Surge Data is data collected from traffic on other websites that is collected by a third party. These third parties collect and analyze online search activity that is happening on B2B and media websites. They then establish a standard baseline of activity on these sites through analyzing factors such as time spent on a webpage, scroll speed, and amount of content consumed. This allows them to see when there is a surge of search activity and interaction with certain topics. This information communicates to your salespeople when there are prospects ready to be secured and is the driving force behind Intent Data.


Applying Intent Data

So you understand Intent Data and how it works. Now what? Applying Intent Data into your sales and marketing strategies is a critical step to successfully utilizing data. We have 3 ways to use Intent Data to benefit your sales and marketing teams.


  1. Capitalize on Early Buyer Interest: Use Intent Data to identify and jump on prospects that are looking into your solution. Find your customers before they find you. Remember that customers usually go with the first salesperson they speak to. 
  2. Prioritize Accounts with Lead Scoring: Identify and prioritize accounts that are showing intent to buy before they get farther down their purchase journey and start the purchasing process with another company. 
  3. Analyse Customers: Keep up with your customer’s research into topics and solutions in order to ensure that you are solving any new or existing pain points. This will help you retain happy customers. 

Intent Data is the next big step in sales prospecting and marketing data. It can be an invaluable tool for your company. Find prospects at the right time in their buyers' journey and get in front of them before your competitors do. Integrating Intent Data into your sales and marketing funnels will increase your revenue and empower your sales and marketing teams. Now is the time to utilize Intent Data and step up your prospecting game. 



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