Intent Data is a powerful tool for businesses looking to gain insight into the decision-making process of B2B buyers. These buyers spend an average of 12 hours researching a product or service before engaging with a sales representative, during which they seek information, read reviews, and compare options.  

By leveraging B2B Buyer Data, businesses can tap into this valuable information and identify prospects actively searching for their solutions, giving them a competitive edge in a crowded market. 

What is B2B Intent Data? 

B2B Intent data is a type of sales intelligence that provides insight into the behavior and actions of potential customers, indicating their level of interest and readiness to purchase a product or service. This data is collected by tracking buyers’ online behavior, such as search queries, website visits, and content downloads. 

With buyer data, businesses can gain a deeper understanding of the buying behavior of their prospects, allowing them to tailor their marketing and sales efforts to better meet their prospects’ needs. It enables businesses to prioritize their leads, personalize their messaging, and develop more effective sales strategies. 

How is B2B Buyer Intent Data Collected? 

There are two types of buyer data: first-party and third-party.  

First-party intent data is collected directly from a business’s own website and marketing channels. This data includes information about website visitors’ behavior, such as their pages visited, time spent on the site, and forms filled out. 

Third-party intent data comes from digital touchpoints outside your company, such as your competitors’ sites, social media, content platforms, and Google searches. It gives businesses insights into their competitors and what their customers are searching for.  

Third-party intent data brings you a whole new universe of buyer intelligence! It provides scalable and tailored information that allows marketers to reach new prospects. The best way to get this data is to purchase it from a third-party vendor. 

Gain Competitive Advantage with Intent Signals 

Intent signals give businesses valuable insights into their target audience’s behavior and preferences. These data points can be divided into three categories: account-level, technology, and contact-level buyer data. By analyzing these signals, businesses can tailor their sales and marketing strategies to resonate better with their audience, ultimately driving growth and revenue. 

Account-Level Intent Data

Account-level intent data helps businesses identify companies that are actively researching and evaluating solutions in a specific industry. This type of buyer data analyzes companies’ behavior across various data sources to provide insights into their specific needs and pain points. 

Account-level intent data can help businesses prioritize their sales and marketing efforts by focusing on the accounts that are most likely to be interested in their products or services. It can also help sales teams tailor their messaging and approach to better resonate with the needs of the target accounts. 

Contact-Level Intent Data

Contact-level intent data provides insights into the behavior and preferences of individual decision-makers within target accounts. This can include information on their job titles, responsibilities, online behavior, and more. 

Contact-Level intent data helps businesses identify patterns and signals that indicate a contact’s interest in a particular product or service. This buyer data can help sales teams prioritize their outreach efforts and personalize their messaging to better engage with individual decision-makers within their target accounts. 

Technology Intent Data

Technology intent data provides insights into the technology stack and solutions being used by target accounts. This can include information on the types of software, hardware, and tools being used and any changes or upgrades being considered. 

Technology-related signals can help businesses tailor their messaging and approach to better align with their target accounts’ technology needs and preferences. 

5 Ways to Use B2B Intent Data 

Failing to leverage predictive intelligence data means relying solely on insights from your own website, which may not reflect the full extent of your potential buyers’ pain points. This could limit your ability to respond proactively and effectively to their needs. 

Sales and marketing teams can use B2B buyer data to develop effective go-to-market strategies, accurately segment their target audience, and personalize their outreach to the most relevant prospects. 

Here are the five prominent use cases of B2B intent data for sales and marketing teams: 

Capture Early Opportunities

B2B intent data provides insights into your customers’ pain points and challenges, enabling you to identify early opportunities to offer support and solve their problems. This approach can help you establish a stronger relationship with your customers by showing that you understand their needs and are proactive in addressing them.  

By using this insight to create more relevant marketing strategies, you can attract potential customers from the start and continue to drive customer acquisition over time. 

Prioritize Leads

Intent Data helps you identify prospects actively searching for your product or service.  

With the help of this insight, businesses can prioritize their sales efforts on the most promising leads and increase their chances of success. 

Enhance Account-Based Marketing

B2B intent data can help businesses elevate their Account-Based Marketing by delivering relevant content and experiences to customers. Marketing teams can leverage this buyer data to understand buyer needs and personalize their ABM approach in real-time.  

Building stronger, long-term relationships with your customers can increase your brand’s overall value proposition and drive sales growth. 

Personalize Messaging

B2B intent data can be used to personalize messaging and content to better meet prospects’ needs.  

For example, businesses can use buyer data to tailor their email campaigns or social media posts to specific segments of their audience. 

Develop More Effective Sales Strategies

By analyzing intent data, businesses can gain insights into the buying behavior of their target audience, allowing them to develop more effective sales strategies tailored to their customers’ needs. 

Use Intent Data with Other B2B Data 

B2B intent data is most effective when combined with other types of B2B data, such as demographic, firmographic, and behavioral data.  

Combining these data sources will enable businesses to paint a complete picture of their target audience and develop more effective sales and marketing strategies. 

Draup sales intelligence offers an AI-driven platform that combines intent data with other B2B data sources, such as industry, account, and buyer intelligence. This enables businesses to develop targeted campaigns, identify high-value prospects, and optimize sales and marketing efforts for increased ROI and revenue growth.