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What is B2B Intent Data?

B2B intent data, or buyer intent data, provides insight into a web user’s purchase intent; allowing you to identify if and when a prospect is actively considering purchasing your (or similar) products or solutions.

Where Does B2B Intent Data Come From?

Intent data can be measured through various avenues, such as surveys, social media, and product comparison websites. AI models give each user’s data a score reflecting an intent to buy a product or service.

Intent data can be broken down into first-party and third-party intent data.

First-party intent data refers to records of the pages a site visitor has reached on your website, the subsequent links they clicked on, and the amount of time they spend on your site. Unless they fill out a form, no name or contact information is given for these potential leads. Companies consider their data invaluable, using it to improve their websites and CRM platforms.

Third-party data is where things get interesting. Third-party data refers to records of similar behavioral data from other websites—from blog or newspaper articles to competitor and product comparison websites. When interest in a product or service that you offer spikes, you will be able to plan accordingly.

What Types of Columns/Attributes Should I Expect When Working with B2B Intent Data?

You should expect to find data about a prospect’s activity online, such as searching, browsing, interactions, downloads, clicks, and more. When it comes to keywords and search terms – there is a real potential for great insights. This is why the information extracted from this data is a crucial tool in a digital marketer’s arsenal. Each typed word or long-tail keyword phrase provides a strong indication of the user’s intent which can explain motivations, interests, and behaviors. From a business perspective, we want to track trends in the consumption of information on topics that you write about, and segment and target those users with relevant content during the many stages of their research.

Finally, demographic data about potential customers is particularly useful. Once you have identified a population segment that is interested in your product or service, you can put all your effort into reaching them.

What Is B2B Intent Data Used For?

The data helps to uncover the patterns and behaviors of your current customers. Once you see what works best for your business, you have the ability to increase your growth.

You can also use this data to track leads, grow your customer base, and ultimately improve your bottom line. Intent data allows you to delve into the psyche of your customers by uncovering what content they are interested in, where they access information, and which channels seems to resonate with them most.

How Should I Test the Quality of B2B Intent Data?

B2B intent data must be as accurate and complete as possible. Each industry and organization has its own goals and needs, therefore, you must use your own organization’s current goals as the main test of your data quality.

However, there are general measures for assessing the quality of B2B intent data: accuracy, consistency, quantity, and how often data appears in a dataset. Also important is conformity: conformity to the values within a certain set of data and conformity to established database standards.

Experts in data protection also recommend the following guiding governance principles when implementing your data quality strategy:

Accountability of those responsible for ensuring data quality
Transparency in documentation measure and availability
Protection measures ensuring the data is secure
Compliance with government standards

What Are the Most Important Factors I Should Vet when Selecting B2B Intent Data?

B2B intent data can be quickly converted into actionable insights by making sure it is properly collected from diverse sources and then properly analyzed. To ensure that investments meet expectations, marketers make their intent data actionable by working with relevant teams (especially in sales) to understand the nuances of intent data and how to brst act on it.

Interesting Case Studies and Blogs to Look Into

8×8 introduces Company Surge® to its LinkedIn strategy and drives target account engagement
B2B lead generation case study – How we tripled our sales with intent data

Tangible Examples of Impact

Marketers using intent data report great success, raising close rates by more than 79% with Infogroup clients expecting an even higher performance due to the real-time access to the data within the company’s Data Axle platform.

Infogroup Launches B2B Intent Data Capability within Its Real-time Data Platform, Data Axle

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