Intent Data: The Ultimate Guide for B2B Businesses

This data provides insights into potential customers' interests and buying intentions, even those not directly engaging with your brand. Second-party data bridges the gap between your limited first-party data and the broader reach of third-party b2b intent data data. Intent data stops you from wasting resources on uninterested prospects. Intent data helps marketers cut through unqualified leads and gives salespeople better targets than cold calling ever could.

For example, users on G2.com (“Company A”) review various technology companies, and when users look for more information on a particular one (“Company B”), G2 captures that information. The data that your organization picks up directly from its own digital properties make up first-party sources. With every new technology, there are more ways for marketers and salespeople to gather information on prospects and leads. In turn, this enables your sales team to find the people with the highest likelihood of conversion. This is because ABM targets entire companies, and knowing which companies have the strongest levels of intent can help with optimizing strategy and outreach priorities. One of the most crucial tools for ABM is a qualified list of contacts.

And if a reader completes certain actions, like filling out an in-content lead capture form, you’ll even get access to Known Reader data. This intent data provider finds up-to-date purchase intent data that you can then segment and align with buyer personas within your ICP. It’s also a goldmine of that second-party buyer intent data we talked about. And you can create personalized experiences with its enhanced customer segmentation.

Why the second category matters more than most teams realise

Demandbase provides B2B data and buying intent insights, essential for optimizing sales and marketing campaigns. 6sense is an AI-driven platform that uncovers hidden buying signals in the Dark Funnel™. UserGems is a comprehensive, end-to-end sales intelligence platform that uses AI and proprietary data signals to maximize pipeline growth.

Applications for marketing teams

A cloud-based HR solution provider can use firmographic data to identify high-potential SMBs in the tech industry and tailor marketing efforts accordingly. Firmographic data provides information about a company, such as industry, size, location, and revenue. A user repeatedly browsing hiking boots but not purchasing indicates high intent but hesitation, prompting, for example, a personalized discount offer.

• By understanding specific topics and solutions that interest target accounts, teams can craft relevant messages that resonate and accelerate the buyer journey.
• By taking these aspects into account, you’ll be better equipped to select a B2B intent data solution that maximizes your GTM efficiency and supports your broader B2B website strategy.
• Understanding B2B intent data is essential for any go-to-market (GTM) strategy, as it allows organizations to move from broad outbound approaches to highly targeted and personalized campaigns.
• By analyzing these signals, companies can uncover which organizations are actively researching solutions like theirs, helping sales and marketing teams prioritize high-intent prospects.

Scale your business faster

All these together give you a strong picture of who’s interested in your products and services. But they also embed buyer intent signals from a certain Bombora, so you can find the businesses that want to find you. Anyway, if straight-up, no-frills B2B intent data software is what you’re after, look no further than the self-proclaimed market leader. Use it to take your leads’ temperature so you can give the most TLC to feverish leads and uncover key pain points. For B2B marketers, review sites like G2 or TrustRadius give you some of this intel.

Demandbase is a GTM platform focused specifically on helping teams running account-based marketing and selling motions. The problem here is that they use IP/Cookie data as the identification method, which means its not always particularly accurate. The exception here is that if someone fills in a form on your G2 page, then you’ll receive their contact details (depending on what the person provided and whether they opted in). It can tell you that someone at a specific company researched your product, industry, or competitors, but it doesn’t tell you which individual person it was.

For example, it can tell you if someone at an account checked out a side-by-side comparison of your product and two competitors, giving you an idea of who they have in their consideration set. For instance, an SDR might use that contact-level intent data to make their email outreach more relevant to that prospect’s needs. It gives you the ability to deliver relevant ads to named buyers at target accounts. The pitch looks good on paper, but it's often hard to tell whether what’s going on behind the scenes is as good as the product’s messaging. On the Reader Dashboard, you’ll find how an individual reader interacted with your content.

The Marketers Making AI Work in ABM All Changed One Thing First Over the past 10 years, he has worked with startups and enterprise B2B SaaS companies to boost pipeline and revenue through strategic content initiatives. Bombora is a bit of a unique player in the intent data space in that they’re one of the only companies around that still just does data without stacking a workflow layer on top of that. The operational side of revenue activities (e.g., B2B advertising and automated sales outreach) is now ZoomInfo’s broader focus, and intent data is built in as part of the picture. That’s still a core capability, but they’ve expanded since then (mostly through acquisition) into an all-in-one GTM tool.

What real customers say about UserGems

But, unlike his actual job (something something data something), they’re easy enough to explain. OneAdvanced personalized one report for nine sectors and watched the pipeline show up in Salesforce. You also agree to receive information and offers relevant to our services via email and SMS, and you may opt-out at any time. She's always there when you always need her, helping you to find personal contact details for your prospect. You can then use that insight to find sales prospects and leads in your database. Combining a strong intent signal and contact details equals success, with ROI reaching over 230% for sales teams that know how to leverage these assets.

If Bombora’s data shows that Company X is currently researching CRM systems, and you sell CRM systems, then you’re off to a good start. Let’s begin with the goal of intent data – to figure out which people at what companies are looking for your solution today. Put together, Lusha and Bombora turn intent signals into actionable insights. Lusha gives form to this information by enabling customers to select the most relevant topics and find potential prospects at a company that shows high intent. Bombora is actually the intent data provider for Lusha, which makes a winning combination.