To stay ahead in B2B sales, you need something more, something unique, something unconventional.
Enter B2B intent data, a revolutionary concept that empowers B2B marketers to predict when their prospects are most likely to make a purchase.
Account-based marketing (ABM) and data-driven marketing are on the rise. Turn to buyer-intent data tools, and you will gain that edge—the competitive edge.
What do these tools exactly do?
They provide deep insights into prospects’ online activities, helping marketers and sales teams align their strategies with actual customer needs.
In this blog, we’ll delve into the topic of buyer intent data, what it is, its benefits, and the top tools available in the market to help you harness this valuable resource.
What is Buyer Intent Data and How Does it Work?
Table of Contents
- 1 What is Buyer Intent Data and How Does it Work?
- 2 The Advantages of Using Buyer Intent Data Tools
- 3 What’s the best way to use Intent Data:
- 4 Key Features to Consider When Choosing a Buyer Intent Data Tool
- 5 Popular Buyer Intent Data Tools in the Market
- 6 Are you tired of disinterested leads?
Buyer intent data provides information about a prospect’s online behavior that signals their intent to purchase.
This data includes browsing patterns, search queries, content consumption, and interactions across digital platforms.
Analyze these signals. And you will be able to gauge where a prospect is in the buying journey and predict when they are most likely to make a purchasing decision.
There are two primary types of buyer intent data:
- First-party intent data: Collected directly from a company’s owned assets like websites, email campaigns, and social media interactions.
- Third-party intent data: Gathered from external sources such as partner websites, content syndication networks, and data providers.
Buyer intent data tools aggregate these signals, allowing marketers to prioritize high-intent leads and tailor their outreach to align with buyer interests.
The Advantages of Using Buyer Intent Data Tools
Integrating buyer intent data offers several advantages. Let’s break them down one by one.
Better Lead Prioritization:
Hot leads are termed “hot” based on their online behavior. The best part is that your sales teams can focus their efforts on prospects showing purchase intent- ultimately increasing efficiency and conversion rates. For practical strategies on how to leverage intent data for sales, equipping your team with the right tools and techniques is essential.
Improved Personalization:
Now that you know what prospects are researching, what’s next? Marketers can create highly personalized content and messaging that resonates with buyers’ specific pain points and needs.
Enhanced Account-Based Marketing (ABM):
Does intent data work well for companies focusing on ABM? Absolutely. Intent data tools enable more targeted engagement with key accounts and help identify decision-makers who are actively seeking solutions.
Shorter Sales Cycles:
With the insane number of variables and blockers, it is nearly impossible to predict your sales cycle. One surefire way is to know which prospects are actively looking to buy, allowing you to tailor your outreach at the right time and reduce the time it takes to close deals.
Data-Driven Decisions:
True intent data provides predictive analytics that help marketers with everything from content creation to campaign optimization.
However, intent data is not magical; it’s only your guide. You can’t expect it to directly predict every sale, which can lead to disappointment when leads don’t convert. Use it to prioritize leads, not as the sole indicator of success.
What’s the best way to use Intent Data:
- Define Your Objectives
- Choose the Right Tool
- Integrate with Existing Systems
- Set Up Tracking and Monitoring
- Segment Your Audience
- Develop Personalized Content
- Align Marketing and Sales
Key Features to Consider When Choosing a Buyer Intent Data Tool
Look for features. Features that align with your marketing and sales goals. Here are key features to consider:
Data Accuracy and Coverage: Ensure that the tool provides high-quality, accurate intent data with wide coverage across various industries and geographies.
Integration with CRM and Marketing Automation Platforms: The tool should easily integrate with your existing CRM and marketing automation systems like Salesforce, HubSpot, or Marketo for seamless data sharing and campaign execution.
Customizable Alerts and Notifications: Look for tools that offer real-time notifications when high-intent signals are detected, allowing your team to act quickly on potential leads.
Account-Based Insights: For ABM strategies, choose a tool that provides intent signals at the account level, helping you focus on decision-makers within target companies. Utilizing ABM intent data effectively allows for even more precision in targeting and engaging these key stakeholders.
Predictive Analytics and Scoring: The tool should provide predictive scoring to help prioritize leads based on their likelihood to convert, improving your targeting and messaging.
Popular Buyer Intent Data Tools in the Market
Do all tools provide the same data and insights? Not really. With numerous buyer intent data tools available, how do you choose the best one?
Here’s an overview of some of the top tools in the market:
1. Only B2B
Features:
- Contact-level intent data
- Mesh intent insights
- Multi-channel marketing support
Pros:
- Provides deeper insights with contact-level and mesh intent
- Tailored B2B tech solutions
- Proven expertise in delivering highly qualified leads
Cons:
- Advanced data analysis features may require time and training
- Customization for niche industries can be time-consuming
2. Bombora
Features:
- Company-level intent signals
- Deep data insights
- Seamless integration with CRM platforms
Pros:
- Strong data accuracy
- Robust reporting tools
- Helps identify businesses actively searching for your solution
Cons:
- Can be costly for small businesses
- Learning curve for effective use
3. 6sense
Features:
- Predictive intent data
- Real-time buyer signals
- Multichannel campaign orchestration
Pros:
- AI-driven insights enhance targeting
- Great for account-based marketing
- Customizable dashboards
Cons:
- Complexity may overwhelm new users
- Requires proper training for effective use
4. ZoomInfo
Features:
- Access to purchase intent insights
- Detailed contact information
- Integration with CRM
Pros:
- Comprehensive prospect database
- User-friendly interface
- Real-time data updates
Cons:
- Pricing can be high for small teams
- Some users report data accuracy issues
5. TechTarget Priority Engine
Features:
- Actionable intent insights
- Predictive scoring
- Seamless CRM integration
Pros:
- Focus on content consumption patterns
- Helps identify high-intent prospects
- Strong for lead nurturing
Cons:
- Limited to TechTarget’s network
- May not cover all industry segments
6. Demandbase
Features:
- Personalized advertising
- Website personalization
- Sales enablement features
Pros:
- Strong ABM capabilities
- Customizable marketing strategies
- Real-time data insights
Cons:
- Can be complex to implement
- Pricing may be a barrier for smaller businesses
7. Leadfeeder
Features:
- Identifies website visitors
- Tracks browsing history
- Company details provided
Pros:
- Cost-effective for small teams
- Simple setup and integration
- Good for lead follow-up
Cons:
- Limited data on anonymous visitors
- Insights can be surface-level
8. InsideView
Features:
- AI-driven insights
- Lead enrichment
- Real-time alerts
Pros:
- Comprehensive buyer profiles
- Integrates well with CRM
- Helps in lead prioritization
Cons:
- Can be overwhelming due to data volume
- Steeper learning curve
9. EverString
Features:
- Predictive analytics
- Real-time data enrichment
- CRM integration
Pros:
- Strong focus on lead scoring
- Identifies the best prospects efficiently
- User-friendly interface
Cons:
- Limited insights on buyer behavior
- Pricing may be higher than competitors
10. G2 Buyer Intent
Features:
- Tracks user activity on G2 marketplace
- Identifies buyers researching products
Pros:
- Excellent for tech companies
- Focused intent data from active users
- User-friendly interface
Cons:
- Limited to the G2 ecosystem
- May not cover all buyer intents
11. Slintel
Features:
- Buyer intent data combined with technographic data
Pros:
- Provides insights into technology stacks
- Great for targeting tech-savvy buyers
Cons:
- May lack depth in intent data compared to others
- Pricing can be a consideration for smaller companies
12. Leadspace
Features:
- Combines intent data with AI-driven analytics
- Account-based marketing insights
Pros:
- Strong predictive scoring capabilities
- Helps in targeting the right leads
Cons:
- Complexity in setup
- Learning curve for effective use
Are you tired of disinterested leads?
Nobody wants their pipeline to dry- but we can help you here.
By now, you’ve likely recognized the power of leveraging intent data to supercharge your marketing and sales efforts. And when combined with actionable insights, these tools can transform your lead generation strategy, particularly through the use of intent data for lead generation which offers a refined focus on qualified prospects.
So why settle for anything less?
Discover how Only B2B, the trusted intent data provider, can help you boost brand loyalty and build lasting relationships with your most valuable prospects.
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.
