What is B2B Intent Data? Examples, Datasets & Providers

B2B Intent Data Categories

There are two main categories of B2B intent data:

• First-Party Intent Data: Collected directly from your digital properties. This includes data from your website, CRM system, email marketing campaigns, and social media interactions. It is highly accurate as it comes directly from your audience’s interactions with your brand.
• Third-Party Intent Data: Sourced from external platforms and data providers. This data aggregates behavioral signals from various websites and online activities, offering a broader view of market interest and competitive positioning. Examples include data from industry publications, social media platforms, and third-party websites.

Where Does B2B Intent Data Come From?

B2B intent data originates from multiple digital channels and activities that indicate a buyer’s interest. Key sources include:

• Website Analytics: Monitoring user behavior on your website, such as page visits, time spent on pages, and click-through rates.
• Content Engagement: Tracking interactions with your content, including blog posts, whitepapers, and videos.
• Email Marketing: Analyzing email open rates, click-through rates, and engagement with email content.
• Social Media: Observing interactions on social platforms like likes, shares, comments, and direct messages.
• Webinars and Events: Collecting data from registrations, participation rates, and engagement during online events.

How is B2B Intent Data collected?

B2B intent data is gathered through various methods, including:

• Tracking Pixels: Small code snippets placed on web pages to monitor user behavior.
• Cookies: Data files stored in users’ browsers to track their online activities.
• Third-Party Data Providers: Companies that aggregate and sell intent data collected from multiple sources.

Why is B2B Intent Data Important for Marketing Teams?

B2B intent data is essential for marketing teams. Here are the key benefits:

• Personalized Marketing: Craft marketing messages and content based on the interests and behaviors of your prospects, increasing engagement and conversion rates.
• Campaign Optimization: Refine and improve marketing strategies, ensuring efforts are focused on high-intent leads likely to convert.
• Resource Allocation: Efficiently distribute marketing resources by focusing on prospects demonstrating high purchase intent, thus maximizing return on investment (ROI).
• Competitive Advantage: Gain insights into competitor activities and market trends, staying ahead by addressing emerging needs and opportunities.

Why is B2B Intent Data Important for Sales Teams?

Sales teams benefit from B2B intent data by focusing on high-potential leads. Key advantages include:

• Lead Prioritization: Identify and prioritize leads based on their intent signals, ensuring sales efforts target prospects most likely to convert.
• Better Outreach: Personalize sales pitches by understanding the needs and interests of prospects, leading to more effective conversations.
• Shortened Sales Cycle: By targeting high-intent prospects, sales teams can close deals faster, as these leads are already in the consideration or decision stages.

How Use B2B Intent Data for Marketing and Sales Teams

If you buy intent data, here are practical steps to leverage this type of B2B data:

Integrate with Your CRM System

• Data Import: Import the purchased intent data into your Customer Relationship Management (CRM) system.
• Data Enrichment: Enhance your existing lead profiles with additional intent signals and insights from the intent data.

Identify High-Intent Leads

• Lead Scoring: Use intent data to assign scores to leads based on their level of interest and engagement with topics relevant to your products or services.
• Account Profiling: Segment your leads into different categories based on their intent levels, making it easier to prioritize and target them.

Personalize Marketing Campaigns

• Email Marketing: Craft personalized email campaigns targeting leads with specific interests and pain points.
• Content Marketing: Develop and share content that addresses the topics and solutions your high-intent leads are researching.

Improve Campaign Targeting

• Targeted Ads: Use intent data to refine your ad targeting, ensuring your ads reach the most relevant audience.
• Lookalike Audiences: Create lookalike audiences based on the profiles of high-intent leads to expand your reach to similar potential customers.

Optimize Sales Strategies

• Sales Alerts: Set up real-time alerts for your sales team when high-intent leads take significant actions, such as visiting your pricing page or downloading a whitepaper, use cases, and market research.
• Account-Based Marketing (ABM): Use intent data to identify and target high-value accounts with customized ABM strategies.
• Cold Outreach: Equip your sales team with detailed insights from intent data to tailor their outreach and conversations.

Enhance Lead Nurturing

• Lead Nurturing: Design lead nurturing programs based on the specific interests and behaviors of your leads as revealed by the intent data.

Is Collecting and Storing B2B Intent Data legal?

Collecting and storing B2B intent data is legal if it complies with data protection regulations such as GDPR in Europe and CCPA in the US. Key compliance measures include obtaining proper consent, implementing data security measures, conducting regular audits, and ensuring third-party compliance.

Where Can I Buy B2B Intent Data?

You can buy B2B intent data from providers and companies listed on Datarade. These vendors offer B2B data solutions that help businesses identify and target prospects showing buying intent.

How Can I Get B2B Intent Data?

B2B intent data can be obtained via various delivery methods. Historical data is available for bulk download, while real-time data can be accessed through APIs, feeds, and streams. Businesses can integrate this data into their CRM or marketing automation platforms.

What are Similar Data Types to B2B Intent Data?

Similar data types include B2B leads data, B2B marketing data, firmographic data, technographic data, and company data.