Intent Data – what is it?

by Jon Russo

Intent Data – what is it?

by Jon Russo

by Jon Russo

What are the business benefits of Intent data?

Improves conversion odds. Intent helps your sales team identify which accounts are more likely to be interested or ‘in market’ vs. others, thus increasing the odds of successful pipeline conversion.

Prioritizes large number of accounts for sales to work through. When there is a one to many approach that your sales team is tackling, Intent data helps prioritize which accounts are more likely expressing some level of interest in your topic/product vs. other areas. 

Enables account targeting with appropriate nurture campaign air cover and/or banner interest based on account need. Intent data can trigger use cases of better web banner advertising (e.g. a surround sound effect on targeting) and improved nurturing odds based on what an account is actually interested in.

Improves ROI/utilization of existing Marketing & Sales Technology. Intent when integrated with the marketing automation or CRM platform can be used in a more aggressive way than using those same platforms without intent data.

There are a variety of intent data providers – G2 Crowd, Bombora, Big Willow (recently acquired), & TechTarget to name a few.

How are you using Intent Data?