Using intent data to drive B2B sales

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You’ve probably heard of intent data for years , but for many, the term doesn’t have a clear definition. And with all the talk of predictive data, the confusion is only getting worse. But savvy marketers are taking a closer look at intent data and the different ways it can be applied to campaigns. In the past, intent data was largely confined to internal sources, but that’s changing dramatically every day as technology creates opportunities.


A lot of intent data is limited to what marketers can do with internal data. Some of this data is not source specific because prospects interact through the web and do not share personal information. This is usually the case when a prospect visits a web page or views video content with company information. But there are many activities where personal data is actually shared, such as signing up for a trial service, filling out a contact page, or downloading valuable materials. This is different from what is bosnia and herzegovina telegram number database being tracked from 3rd parties through the web. There are all types of data available for purchase on the web that can be tracked across industries. This type of intent data can be used alone or in conjunction with company data to target consumers. This combination of non-paid and paid intent data can be a powerful force for marketers to target audiences.


One of the weapons in your arsenal that can’t be forgotten when it comes to intent data is search. Google dominates here, and it would be remiss not to touch on this. That’s why any solid plan focused on intent data should have a strong setup around SEO. This data will help you fill in many pieces of the marketing puzzle when you understand digital behavior on the web.


It should also be mentioned that intent data, like other data, does have a shelf life. Marketing teams trying to build their intent data capabilities should be committed to the long term and prepared to spend money on paid sources. Strategies should include keeping your internal framework strong, continued development of external resources, and a commitment to SEO. With a multi-pronged approach, marketers are ready for the next win.