To further refine this data, marketers use Predictive modeling – a technique used to predetermine future results based on historical data.
Fortunately, there are several buyer intent data platforms available on the web. These platforms study your buyer’s journey and provide your sales and marketing team with actionable insights.
But, we’ll discuss these platforms later in the blog.
First, let’s understand the types of buyer intent data and how they benefit your business.
What is buyer intent data?
Buyer intent data gives you essential insights into any visitor’s journey on your website. The data shows where the visitor landed, what they clicked, where they spent the most of their time, etc.
Types of Buyer Intent Data
There are two types of intent data, and each comes from different sources – First-party data & Third-party data.
You can collect First-party intent data (Aka Internal intent data) within your organization. This data comes from your marketing automation platform, website, downloadable resources, etc.
The best part of collecting internal data is having complete control over what and how you collect it.
You can also actively use this data to nurture your customers’ buying intent to your preferences since you have complete control over it.
When it comes to collecting third-party data, companies outsource data from other B2B buyer intent data suppliers. Even though the data is not internally sourced, your team can still use it.
Intent data suppliers acquire third-party data through IPs or cookies on specific websites.
Since it’s challenging to collect internal data, a popular way to collect it is to buy data from a licensed external provider.
Once you own the data, you can build a strategy to capitalize on this valuable resource.
Benefits of buyer intent data
#1. Increase in Prospecting Efficiency
Over 70% of businesses consider closing high-end deals their top sales priority.
But with 50% of prospects researching your content on third-party websites, it becomes crucial for you to know who is looking at what content.
This makes your sales team’s job easier and allows them to personalize their communication with leads.
#2. Improved Sales Outreach
Providing your sales team with intent data lets them engage with qualified leads earlier in their buyer’s journey.
That means no more waiting for the customers to complete an action or fill in a form.
Your potential customers spend 50% of their time researching on third-party platforms. You can track these customers’ behavioral intent and enhance your sales outreach with intent data.
Intent data can also improve the ROI of your B2B content efforts. You can see who is researching what about your solution and can target your audience with the exact content they are searching on the web.
#3. Upscaling Content Marketing Game
Buyer intent data can be beneficial for your in-house content marketing team. It can help you drive your content creation strategy and hook your potential leads at any point in their buyer’s journey.
So, instead of wasting your marketing efforts on creating meaningless content for unqualified leads, refine your content strategy for purchase-ready customers.
Pro Tip: Target transaction search intent keywords and create high DA backlinks to get more traffic.
You can create an Ideal Customer Profile (ICP) with Buyer intent data. In this profile, you can collect all the intent data received from a specific customer. This makes a strong buyer persona for your sales team to pitch in and communicate efficiently.
Likewise, you can create personalized content depending on the phase of your buyer’s journey to keep them hooked and moving towards the end goal, i.e., Sales.
#4. Guide Sales & Marketing Messaging
Did you know that 72% of customers only engage with personalized sales and marketing messages? They will open your message only if it’s personalized to their specific interests and desires.
So, yes, Personalization is the key to generating high-end leads.
Back in the day, institutions had minimal information about their prospects. Hence, they used a conventional strategy for their sales pitch – Product information & Offers.
With quality intent data, you get access to your customer’s slightest behavioral intent on the web. You can quickly identify their buying path and pain points. Thus, personalize your marketing content and sales pitches to build a better relationship with them.
#5. Reduce Churn Rate
A churn rate is when customers stop doing business with a company.
There could be something that’s turning your customers off. It might be because your product doesn’t meet their particular needs.
But what a delight it would be if you already have a list of those customers who are researching your competitors and are more likely to switch to them.
You can work on creating a strategy to retain them!
This is where buyer intent data helps you track intent signals from customers who show intent to switch services. It also identifies communication gaps and helps you retain significant customers.
Now that we have understood what buyer intent data is and how it benefits marketing.
Let’s get familiar with some of the market’s top buyer intent data tools.
ZoomInfo assists businesses with B2B buyer intent data and software to connect with and convert valuable leads.
Extensive Outreach: Track intent signals from 300,000+ published domains and trillions of new keywords sourced from 90% of accessible devices every month
Real-Time Intent: Discover what your potential buyers are researching about and connect with them earlier in their buyer journey
Seamless Integration: Export your buyer intent data into CRM or marketing software to set up automated workflow effortlessly
ZoomInfo provides a 360 view of customers, prospects, and leading opportunities. It also offers a ZoomInfo extension for Chrome users to view prospects in your browser at any given period.
LeadFeeder helps businesses improve their lead-gen strategy by telling them who visits their website and why – All you need to do is install a single line of code into your website.
B2B Lead Generation: Get to know who visits your website and where do they spend time, track their behavior across your website by installing a single line of code
Advanced Customization: Easily customize your dashboard to work on your target audience using a selection of custom feeds and built-in filters
Quick Integration: Integrate your business intelligence tools with LeadFeeder and generate better insights from buyer intent data
LeadFeeder collects data from publicly available sources and complies with GDPR laws. It isn’t surprising why 60,000 companies trust LeadFeeder’s buyer intent data.
Bombora is a powerful buyer intent data tool. So much so that most lead-gen agencies rely on Bombora’s raw data to fuel their tools.
Quality Lead Generation: Use quality intent data to save time and bring in priority leads effortlessly.
Campaign Optimization: Boost digital engagements by running ads and emails to potential buyers generated from intent data collection
Churn Reduction: Understand if your existing customers have new needs or buying interests by monitoring their online research and keeping them engaged and happy
Unlike other intent tools, Bombora provides excellent global coverage. It sweeps all the digital breadcrumbs left by travelers on the internet. Hence, serving you with the best intent data.
Score and Prioritize Accounts: Prioritize accounts with an intent velocity that need more engagement with top-of-the-funnel (ToFU) advertising and personalized email messaging
Engagement Detector: Gain key insights into which accounts are more likely to convert or churn based on their engagement level for related topics
Broader Coverage: Get optimized and accurate buyer intent data from over 21M locations across the globe
180byTWO eCHO covers over 6000+ topics from 21M locations. It’s powered by more than 50 content consumption signals to get you fresh and accurate intent data in real-time.
Cognism is another intent data platform that collects consent-based intent signals from high-traffic websites.
It provides you with accurate intent data by comparing prospects’ interests in real-time with their interest in the past.
Account-Based Marketing: Give your prospects a filtered account list built from quality intent data
Intent-Data Tracking: Keep track of where your intent data comes from and what it means; ensure it’s trusted, relevant, and collected from high-quality sites
Quick Integrations: Align your existing workflow with Cognism’s intent data tool to help your sales and marketing teams make better data-driven decisions
Cognism believes in a fully GDPR-compliant data sourcing process. It helps you build targeted audiences for paid social campaigns and prevents you from wasting dollars on accounts that will never buy from you.
99% of large enterprises use intent data in some way. Investing in buyer intent data tools is valuable to your sales and marketing team. These tools can track your prospect’s movement across the internet and evaluate the data to tell you how and when to target them.
The tools mentioned in the article provide you with quality intent data and are also a promising source of revenue growth for your company.
Tanish is a digital marketing geek and a super creative writer. He has been researching, analyzing, and writing about digital marketing for 4 years. Before stepping in to the world of Digital Marketing, he was an engineer. In his free time,… read more
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