Intent Data and the Future of Customer Analytics


Before you intend to engage with your buyer in their buying journey, remember that their journey is more than halfway through, already. So, mend your intentions and target being a part of it from the inception. 

Welcome to Intent Data.

The latest cue phrase in the B2B customer data repository. 

Intent data is data about buyer 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. This data refers to the ultimate buying intention, from where it develops, leads and proceeds, engages and ends. 

And 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 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. Intent data offers a wealth of opportunities to marketers and is intelligently reinventing the marketing funnel. 

More than 40% of B2B marketers are planning to use intent data in 2019 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.


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

Step 1 - Find and identify what the prospect is trying to search (keywords, phrases, combination of words, etc.).

Step 2 - Write quality content specifically on what the prospect is searching for.

Step 3 - Promote the content on all the channels that the prospect is exploring.

Step 4 - Analyse the 'where to' and 'where from' in the buyer journey.

Step 5 - Examine all nodes of engagement and place a call to action.

Step 6 - Monitor chances and instances of engagement that takes place.

Step 7 - Nurture the lead generated and establish the account.

This way 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.