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What is Intent Data

What is Intent Data? Everything you need to know.

Intent data is a valuable source of information that can be used to gain insight into customer behavior and make more informed decisions. It provides marketers, sales teams, and CEOs with the necessary information on what customers are looking for and intending to do. In this article, we will be breaking down what intent data is, why it’s important, and how you can use it to your advantage.

What Is Intent Data?

Intent data is a type of customer data that provides insight into what a customer wants or intends to do. It can be used by businesses to understand the needs of their customers better and provide them with a tailored experience. Different types of intent data can come from many sources including search engine queries, website visits, purchase history, social media activity, mobile app usage, and more.

Why Is Intent Data Important?

Intent data helps marketing and sales teams understand their customers better so they can deliver more personalized experiences. With this valuable source of information, companies can create content that resonates with their target audience and craft more effective sales prospecting and marketing strategies. Additionally, intent data allows companies to target users who are likely to convert due to their expressed intentions in search queries or other activities online. By understanding the needs of their customers through intent data, businesses are able to increase conversions and boost sales.

How Can You Use Intent Data?

Intent data can be used in various ways depending on the goals of your business. For example, if you’re looking to better understand your target audience you could use intent data to examine demographic trends or identify topics that are trending among your customers at any given time. Additionally, if you’re looking for new leads you could use intent data to find those who have already expressed an interest in your product or service through their online activity. Lastly, intent data can also be used by demand generation teams for competitive research as well as market segmentation for targeted campaigns to potential customers.

How Can Demand Gen Teams Use Intent Data?

Demand gen teams use intent data to better understand their prospects and create more targeted campaigns based on that understanding. For example, if someone visits your website multiple times but does not engage in any specific activities, you can use intent signals to determine that this person may need more time before becoming a customer. Armed with this knowledge, you could create additional content tailored towards this person’s needs and interests in order to move them further down the funnel and closer to converting into a sale.

Intent data also helps demand generation teams by providing insights into where their best leads come from so they can focus their efforts on those channels that have the highest ROI (return on investment). By understanding which channels provide the most value for each stage of the buyer’s journey—from initial awareness through purchase—demand gen teams will be able to prioritize their marketing spend accordingly.

What Are High-Intent Customers?

High-intent customers are those that are actively seeking out products or services that you offer. They have already done their research and they’re ready to take action. These customers know exactly what they want, and they’re willing to take necessary steps towards making a purchase. It’s important for businesses to recognize these kinds of customers, as they are the ones most likely to buy and convert into paying customers.

How Do You Identify High-Intent Customers?

Identifying high-intent customers requires understanding how each individual customer is interacting with your website or business in general. It starts by understanding how visitors navigate through your site–what pages do they visit, how long do they stay on each page, etc.–and then tracking their behavior over time. You should also pay attention to social media activity for any mentions of your brand or product, which could indicate an interested customer. Additionally, look out for any visitors who have viewed multiple pieces of content related to the same product; this could signal that they may be close to making a purchase decision. Analyzing this data will help you determine which leads are most likely to make a purchase soon so that you can prioritize them accordingly.

Look at Your Sales Funnel Process

Another way sales and marketing teams can identify high-intent customers is by looking at where they are in your sales funnel process. If someone has already gone through multiple steps—such as signing up for emails, downloading an eBook related to your product, or filling out a contact form—they’re more likely than someone who has only visited your website once or twice before leaving without taking any action. Pay attention to these purchase intent signals and use them as indicators that someone may be ready to make a purchase soon if given the opportunity.

The two types of intent data

There are two types of intent data available: first party intent data and third party intent data. It’s important to understand the differences between these two types of intent data so you can use them both to their fullest potential. Let’s delve into the details.

What Is First Party Intent Data?

First party intent data comes from users who have interacted with your brand in some way or another. This could include website interactions, newsletter subscriptions, social media engagements, product reviews and more. This type of intent data is incredibly valuable because it is sourced from users who already know your brand, have experienced it in some way, and have demonstrated an interest in what you offer. Because of this, first-party intent data offers a much more detailed view of the customer journey than third-party intent data does.

What Is Third Party Intent Data?

Third-party intent data is gathered from sources outside your own website or channels—which means that it can be used to identify unknown prospects who may not be aware of your brand yet but are showing signs that they might be interested in what you offer. This type of intent data is often gathered through surveys, interviews and even industry events where people share their interests openly. Third-party intent data can provide insight into industry trends as well as give marketers invaluable insights into what their target audience wants or needs before they make a purchase decision.

The Difference Between First Party and Third Party Intent Data

First-party intent data allows brands to gain deeper insight into their customers’ needs by collecting information about them directly from within the company’s ecosystem—while third-party intent data provides broader scope for discovering new prospects by using external resources such as surveys, interviews and industry events to collect information about potential customers that may not be aware of the company yet. While both types of data are useful for understanding user behavior, first party intent data has a greater ability to provide a comprehensive view of customer journeys while third party provides a broader scope for finding new prospects before they become customers.

What Is An Intent Data Provider?

An intent data provider (IDP) is a company that specializes in collecting, analyzing, and selling user intent data. This user intent data can be used by digital marketers to identify potential customers and create effective campaigns to reach them. For example, intent data providers might have intent data collected that track users’ online activities such as which websites they visit and what keywords and relevant content they search for. Intent data providers then take this information and creates target market profiles of potential b2b buyers so marketers can target them with relevant ads or content.

The Benefits Of An Intent Data Provider

An IDP can provide invaluable insights into the behavior of potential customers. These insights can help inform marketing decisions about where to invest time, energy, and resources for maximum impact. Additionally, an IDP can give you access to previously untapped markets; for example, if you are targeting a b2b buyer who is interested in a specific product or service but have not yet taken any action towards buying it, an IDP can help you find those people and reach out to them more effectively than if you were relying solely on traditional marketing channels like television or radio ads. Furthermore, using an IDP allows you to track ROI more closely because it gives you more detailed analytics about who viewed your ads and who took action after seeing them.

Harnessing Intent Data from Existing Customers and Product Power Users

Staying in tune with your customer’s journey is essential for any successful business. Intent data offers a valuable way to gain insights into customer behavior and preferences, but what if you could harness intent data from your existing customers and product power users? Tracking employment changes among them can provide an effective form of intent data that can be used to build more meaningful relationships with your customers.

By monitoring changes in employment within your existing customer base or product power users, you can use this as an additional source of intent data as well as a source of warm leads for your sales team.

How Can You Use Employment Changes As Intent Data?

By tracking employment changes among existing customers or product power users, you can gain insight into the new company’s products or services and how it aligns with yours. You can also see which individuals have moved up or down in the ranks of the new company—this gives you an indication of whom you should target with specific marketing campaigns or sales engagement strategies. Furthermore, if one of your existing customers joins a competitor, it might be time to review your pricing structure or marketing tactics to ensure they remain loyal.

Tracking employment changes provides insights into where the market is headed and helps you stay ahead of the competition. For example, if one of your high-value customers moves to a startup in a competitive space, it might indicate that there’s potential for disruption in that industry—so being aware of these shifts early on can give you a competitive edge over other companies who may not be keeping track of these changes. Additionally, tracking employment changes among product power users allows businesses to better understand how their offerings are being used by different types of professionals—which helps inform product development decisions and keeps them ahead of market trends.

Intent data is an invaluable source of information that can help businesses get a better understanding of their customers’ needs so they can provide them with tailored experiences and increase conversions. With its wide range of applications across multiple marketing channels such as search engine optimization (SEO), pay-per-click (PPC) campaigns, email marketing automation (EMA), etc., intent data has become an essential part of any successful digital marketing strategy today. If you want to get ahead in today’s competitive digital landscape then using intent data should definitely be part of your business plan!

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