In simple words, intent data is sales and marketing intelligence. It is a set of behavioral signals that helps a business to understand the intention of prospective consumers behind a purchase. Intent data helps in identifying the leads that are actively researching for a product online. These leads are scored on different variables and the data is used to alert the sales and marketing teams when high-fit leads are ready for purchase.
As per studies, before contacting a salesperson, an average consumer is already 67% through the purchasing journey. Combining prospect signals with intent data helps the salesperson to understand the consumer’s insight and use it for company’s benefit. It helps the sales and marketing team to persuade the consumer and close in on the remaining 33% to make a sale.
Types Of Intent Data
There are two types of intent data:
- First-Party Intent Data: It is collected by tracking the business website and is also known as engagement data. This type of data can be anonymous (no name is associated with record) or known (if the consumer has filled out a form to provide his details).
- Third-Party Intent Data: Third-party intent data providers track thousands of high-value analyst sites or review sites to collect data. When a consumer researches different sites for particular topics (that are of interest to the business), third-party intent providers notify the sales and marketing team of the business.
The combination of both types of intent data can help a sales and marketing team to expand its outreach.
Uses Of Intent Data
There are many areas where use of intent data can make a huge impact. Here are some key use areas of intent data for businesses:
- Identifying Opportunities: Intent data helps businesses in identifying prospective consumers at an early stage in the buying process. Once identified, sales teams can contact these prospects before their competitors to increase the chance of sales.
- Scoring Leads: Intent data gives required insight to the sales team for distinguishing between prospective consumers searching for a solution and generic users reading about a particular topic without an actual intention to make a purchase. This information helps the sales and marketing teams to prioritize the leads, build target account lists and allocate resources accordingly.
- Account-Based Marketing: ABM is branch of marketing that emphasizes on relationships. Intent data can highly contribute in engaging and building relationships with right prospects.
- Refining Content Strategy: Understanding the intentions of the consumers and the type of content they are reading, businesses can refine their content strategy. Based on intent data, businesses can create content that matches what prospective consumers want to see.
- Personalization: Using intent data, sales and marketing teams can personalize the initial outreach with content and resources that match the search of prospective consumers.
For more information on intent data, contact Centex Technologies at (404) 994 – 5074.