B2B intent data, or buyer intent data, is information about purchase signals from a lead or account. You can measure it through surveys, social media, and product comparison websites.
Intent data comes from digital sources mentioned above. AI models give each user’s data a score reflecting intent to buy a product or service.
You can break down intent data 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 spent on your site. No name or contact information is attached to these potential leads unless users fill out contact forms. Nevertheless, 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.
You should expect to find data about the 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. That’s why these digital signals are 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 concentrate on reaching them.
The data helps to uncover the patterns and behaviors of your current customers. Once you see what works best for your business, you will be able to increase your growth.
You can also use this data to track leads, grow your customer base, and 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 they respond best to.
B2B intent data must be as accurate and complete as possible. Additionally, 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
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 act on it.
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.
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