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What Is Intent Data and How Has It Transformed B2B Sales?

by | Jun 26, 2022 | Sales Data | 0 comments

When it comes to B2B prospecting, speed is the name of the game. Once a decision-maker has discovered a need that requires a solution, the exec will do everything in his power to solve it as swiftly as possible.

Most B2B prospects go through a fairly quick buyer’s journey. However, they do take their time to analyze the information they need to make the right decision, for they are aware of the incoming transformative consequences of a closed deal.

Knowing where prospects are in the buyer’s journey, what content they are using as a backbone for their decision-making, and when they are considering your business can all be determined with the help of intent data.

An estimated 62% of the interviewed B2B marketers agree that intent data improves their nurturing and personalization workflows. Despite this, only 25% of B2B organizations are actively using buyer intent data to improve their targeting, meaning that those who integrate this data methodology early on will have an upper hand against their competitors.

Let’s touch on the meaning of intent data, its most notorious applications and traits, and how it has transformed B2B sales for good.

What Is Intent Data?

Intent data is the collected behavioral information about digital users’ web content consumption. It can be used to identify their most relevant interests and, if processed correctly, could lead to impactful insights that B2B marketing teams can integrate into their remarketing campaignsinbound content, and follow-up strategies.

Decision-makers (like every other human with Internet access) leave a data footprint while performing an online query. Obviously, not all research will be related to solving a specific need inside their organization, but the type of content they click on, and the time spent on each, reveal some hints about their intent.

When buyer intent data tools are active, it is possible to track the consumption spikes of topic-driven content, which indicates a particular digital user is showing a level of interest in the type of product your company offers.

Some examples of these content consumption interactions are:

  • Webinar attendance
  • Newsletter subscriptions
  • White papers downloads
  • Case studies reviews
  • Product comparisons
  • Message boards

That’s when B2B buyer intent data comes in. With the proper settings, tools, and tactics, it has the potential to allow B2B marketers to peek into a prospect’s purchase journey and establish their brand as a top choice.


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