Intent Data and the Future of Customer Analytics

Before you intend to engage your potential customers in the buying journey, there are chances that that they are more than halfway through already. So, mending your intentions and targets according to their behavioral intent data should be a part of your plan. 

With this, let’s know more about the much-hyped importance of user intent for marketing success

The latest cue phrase in the B2B customer data repository. 

So, what is B2B intent data?

Intent data is all the information about a buyer’s intentions. It contains data regarding what, where and how a buyer thinks, prefers, refers, compares, analyses, uses, experiences, extracts, combines, discusses, infers, decides and purchases. The B2B intent database refers to the ultimate buying intention, from where it develops, leads and proceeds, engages and ends. 

All of this, has a lot to do with cognition and consumer psychology

Let’s be precise. It is in fact, cognitive psychology. 

Cognitive psychology is the scientific study of the mind as an information processor. 

And this is exactly what marketers are doing - studying the mind of the prospective buyer through user intent data, which is a real-time indicator of buyer interest.

How will B2B companies engage with a potential customer in their buying journey?

That’s no rocket science. Buyer intent data offers a wealth of opportunities to marketers and is intelligently reinventing the marketing funnel. 

Why is Customer Intent Data Important?

The reason why a buyer is investing in your product or service is one of the most crucial factors of the buyer’s journey. This is where customer intent data comes into play. For B2B marketers we have come up with the top suggestions to realize the importance of customer intent data.

Content Creation and Optimization

Content is the most performing method for reaching your audience and gather the required information. Using different forms like written or visual content works for most buyers. When you have clear and concise marketing intent data then you are able to create content that your audience will relate to and optimize further for increased sales. 

Discover Customer Centric Solutions

Knowing exactly what your customer is looking for and presenting just that helps you in converting that prospect into a customer. Intent data for B2B companies is undoubtedly a growing technique for creating solutions that directly solve the customer’s problems. With this the customer gets the solution and you get to retain your business with them.   

Focused Advertising

How you present your offering to the customer is completely your choice. But when you invest or purchase intent data, you are in a better place to judge what kind of advertising will work and what won’t. With the correct intent data, you are able to create advertising campaigns suitable to each client and industry. 

Improve Lead Quality

Organization assemble different types of data. But not all of it is valid for a prolonged time. Hence to market to the right audience and convert prospects that invest in your offerings, you need to make use of intent data. With information about an audience that will purchase your product or service you are able to improve the quality of your leads.  

Types of B2B Intent Data

There is a lot of data that is bound to get accumulated over a period of time. Segregating it is crucial for a better use of this information. B2B marketing intent data can be classified into the following types:

Internal Intent Data or 1st Party Intent Data

The first and more common type is the internal intent data. This type of intent data is the information that companies capture by tracking their website, different marketing automation tools as well as CRM software. Since the buyer intent is collected directly through the number of visitors and engagements a campaign is getting first party intent data helps in creating a detailed, customized solutions for the buyers. 

External Intent Data or 3rd Party Intent Data

This type of data is collected from external websites and other mediums. Third party intent data is mainly complied from websites cookies, user registrations, tracking IP traffic. Using this type of intent data companies are able to have a wider understating of their audience on the web as the data is collected from various sites and sources. Organizations use this data to run specific ad campaigns, publish personalized content and more. 

When is User Intent Data Relevant for B2B Marketers?

User intent is powerful only when it is used correctly. Its practicality is only known when companies have a suitable service or product that targets a particular audience. Without a set of target audience (TA) intent data is invalid. 

The below mentioned instances help you with how to find intent data for your offering.

  • Lengthy and complex sales cycle – Intent data is valid for most cycles but it is the most relevant when the process is too long and unending
  • Accurate processes to use the data – If your organization has the accurate tools to collect and store data
  • Marketing and sales aim to reach a common goal – B2B intent data is applicable when marketing and sales teams have the aim of getting a client onboard

How Can Marketers Utilize B2B Buyer Intent Data?

Your company might have large amount of user data. The real question here is, how to use intent data? We aren’t denying that all the data you have collected is valid or there aren’t any problems with b2b intent data. But if acknowledged correctly there are ways to use the buyer’s information for your advantage. 

The best way to leverage intent data is through the following steps:

  • Find and identify what the prospect is trying to search (keywords, phrases, combination of words, etc.)
  • Write quality content specifically on what the prospect is searching for
  • Promote the content on all the channels that the prospect is exploring
  • Analyze the 'where to' and 'where from' in the buyer journey
  • Examine all nodes of engagement and place a call to action
  • Monitor chances and instances of engagement that takes place
  • Nurture the lead generated and establish the account

Use of Intent Data for a Defined Customer Analysis

Data-driven marketing with user intent has gained a new meaning in this digital era.  There are more ever intent based data centers being developed that make sure buyer information is recorded and stored in a more systematic format. 

More than 40% of B2B marketers use intent data in B2B for these key reasons:

  • to identify the current phase of a buyer in the buying journey
  • to identify stakeholders within target accounts
  • to help marketing and sales teams prioritize and target key accounts
  • to track deals back to campaigns they originated from
  • to identify focus areas to create content upon
  • to engage a company in an active buying cycle before the competitors

The true value from intent data can be obtained only when we target the prospective buyer at the awareness stage and be an integral part of the buyer journey thereon. With the consistent evolution in technology and use of digital media, intent data will be put to the right use and leveraged to the right capacity. It will pave way for scaling leads and nurturing each key account in a customized fashion.


Frequently Asked Questions

What is B2B intent data?

B2B intent data gives you an in-depth understanding about an individual's purchase intent online. This lets you recognize whether and when someone is actually considering, or interested in buying your services or products.

What is buyer intent Data?

Buyer intent data is the pool of information that is gathered before any purchasing action takes place. This type of data mainly consists of buyer engagement and purchase intent.  

What is intent data?

Intent data is a set of information about an audience consisting of what they are interested in thus predicting they would say, buy or react to. When an individual visits a website online, they are likely to show their intent to the marketer.