{"id":6813,"date":"2025-03-26T18:57:39","date_gmt":"2025-03-26T13:27:39","guid":{"rendered":"https:\/\/www.only-b2b.com\/blog\/?p=6813"},"modified":"2025-03-26T19:35:17","modified_gmt":"2025-03-26T14:05:17","slug":"third-party-intent-data-to-convert-leads","status":"publish","type":"post","link":"https:\/\/www.only-b2b.com\/blog\/third-party-intent-data-to-convert-leads\/","title":{"rendered":"How to Use B2B Third Party Intent Data to Convert More Leads"},"content":{"rendered":"\n<p>Buyer intent is the stage where a potential customer shifts from just researching to being ready to make a purchase.<\/p>\n\n\n\n<p>Understanding the right type of intent data is important for your marketing and sales success.<\/p>\n\n\n\n<p>This is the \u201cstrike while the iron is hot\u201d moment. It\u2019s the best time to use your sales intelligence to turn a hot lead into a sale. <\/p>\n\n\n\n<p>In this blog, we will explore <a href=\"https:\/\/www.only-b2b.com\/blog\/first-party-second-party-third-party-intent-data-differences\/#Third-Party_Intent_Data\" target=\"_blank\" rel=\"noreferrer noopener\">third-party intent data<\/a> comprehensively. But let\u2019s start with the basics first.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Buyer Intent Data?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.only-b2b.com\/blog\/buyer-intent-data-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">Buyer intent data<\/a> is the behavioral trail that potential buyers leave as they search for products or services online. <\/p>\n\n\n\n<p>\n  These behaviors include visiting websites, downloading content, typing search queries, and engaging with marketing materials.\n<\/p>\n\n\n\n<p>By analyzing this data, businesses can spot people who are actively thinking about buying. This allows for better-timed and more targeted marketing and sales actions\u2014these are the signals that actually lead to conversions. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/TYPES-OF-INTENT-DATA-01-1.jpg\" alt=\"types of intent data\" class=\"wp-image-6807\" style=\"width:550px\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">First vs. Second vs. Third-Party Intent Data<\/h2>\n\n\n\n<p>\n  Intent data provides great insights into customer behavior, improving your sales and marketing. By layering multiple data sets, you get a comprehensive picture of the prospect or customer.\n<\/p>\n\n\n\n<p>But how do you use <a href=\"https:\/\/www.only-b2b.com\/connect.php\" target=\"_blank\" rel=\"noreferrer noopener\">intent data<\/a> effectively? This requires understanding the differences between types of intent data. Each has its own advantages. Let\u2019s take a brief look: <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">First-Party Intent Data:<\/h3>\n\n\n\n<p>\n  This is data you collect from your own digital platforms. It shows how people engage with your brand directly.\n<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\n  Advantages:\n<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>High accuracy since it comes from your audience.<\/li>\n\n\n\n<li>Real-time access to user actions.<\/li>\n\n\n\n<li>Full control, helping you stay GDPR-compliant.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Example:<\/em><\/strong> A lead who visits your pricing page, downloads your whitepaper, and clicks on your emails. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Second-Party Intent Data:<\/h3>\n\n\n\n<p>\n  This is someone else\u2019s first-party data that they share with you. It provides insight into user behavior on platforms other than your own.\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\n  Advantages:\n<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gives you access to valuable data without needing to build your own tracking system.<\/li>\n\n\n\n<li>Helps in co-marketing or shared audience insights.<\/li>\n\n\n\n<li>Broadens your understanding of buyer behavior.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Example:<\/em><\/strong> A partner company shares data from users who joined your joint webinar or viewed a comparison between your product and a competitor&#8217;s. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Third-Party Intent Data:<\/h3>\n\n\n\n<p>\n  Collected from external providers across many websites, forums, and platforms. It helps you find people interested in your industry, even if they\u2019ve never visited your website.\n<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\n  Advantages:\n<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Shows you buyers before they ever touch your site.<\/li>\n\n\n\n<li>Helps you reach new in-market leads before competitors do.<\/li>\n\n\n\n<li>Great for account-based marketing (ABM) by surfacing intent from your ideal customers.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Example:<\/em><\/strong> A potential customer comparing products like yours across review platforms and tech blogs. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is First-Party Data Enough?<\/h3>\n\n\n\n<p>While first-party data is valuable, it has its limits. According to recent research,<a href=\"https:\/\/www.strategicabm.com\/what-is-b2b-intent-data\"> only 2\u20135% of your total market is actively looking to buy.<\/a> That means 95% of potential buyers are researching silently without engaging with your brand.<\/p>\n\n\n\n<p>But relying solely on first-party data could mean missing these potential researchers. Layer second- and third-party intent data. This is how you discover and reach these early-stage prospects. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"751\" src=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-1024x751.jpg\" alt=\"how to use third party intent data\" class=\"wp-image-6808\" style=\"width:550px\" srcset=\"https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-1024x751.jpg 1024w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-300x220.jpg 300w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-150x110.jpg 150w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-768x564.jpg 768w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-1536x1127.jpg 1536w, https:\/\/www.only-b2b.com\/blog\/wp-content\/uploads\/2025\/03\/How-Third-Party-Intent-Data-Works_Mesa-de-trabajo-1-1-2048x1503.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Best Practices for Using Third-Party Intent Data<\/h2>\n\n\n\n<p>Two-thirds of B2Bs marketers report using a combination of both first-party and third-party data. But to do that effectively, here are best practices you need to follow: <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Combine It with First-Party Data<\/h3>\n\n\n\n<p>\n  When you layer third-party insights over your own data, you get a full picture of your prospect\u2019s journey. This significantly improves the accuracy of your targeting.\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ensure the Data Is Accurate<\/h3>\n\n\n\n<p>Work only with trustworthy data providers. That&#8217;s because the quality of your targeting depends entirely on the quality of the data. <\/p>\n\n\n\n<p>If your data is accurate, you target the highest potential spending customers. This also means you need fewer conversions to significantly improve your ROI and overall bottom line. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Align Sales and Marketing<\/h3>\n\n\n\n<p>Make sure both <a href=\"https:\/\/www.only-b2b.com\/blog\/how-can-sales-and-marketing-work-together-to-generate-leads\/\" target=\"_blank\" rel=\"noreferrer noopener\">sales and marketing teams<\/a> use the same intent data. This helps align strategies and messaging.<\/p>\n\n\n\n<p>In fact, <a href=\"https:\/\/www.surfe.com\/blog\/buyer-intent-statistics\/\">50% of leaders report that intent data helps align sales and marketing efforts<\/a>.<\/p>\n\n\n\n<p>\n  When you bring alignment, you can form closer working relationships across multiple areas of campaigns.\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Focus on High-Intent Leads<\/h3>\n\n\n\n<p>\n  Use lead scoring to prioritize hot prospects showing strong buying signals. This improves your conversion rate and shortens your sales cycle.\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Keep Testing and Optimizing<\/h3>\n\n\n\n<p>\n  Intent data is not static; it needs regular updates. Regularly analyze how well it\u2019s working, and optimize your approach accordingly.\n<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Choosing the Right Third-Party Intent Data Provider<\/h2>\n\n\n\n<p>\n  Now that you&#8217;re ready to enhance your strategy with third-party data, how do you pick the right provider?\n<\/p>\n\n\n\n<p>\n  Here\u2019s what to check before making a decision:\n<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Data Source Transparency: <\/strong>Know where the data comes from. How is it collected? Is it modeled or validated? Is the provider compliant with privacy laws like GDPR and CCPA? Also, make sure the provider isn\u2019t over-reliant on soon-to-be-retired third-party cookies.<\/li>\n\n\n\n<li><strong>Scale and Reach:<\/strong> You want data at scale\u2014especially if you&#8217;re targeting global or niche audiences. Make sure the provider covers the markets and industries relevant to your goals.<\/li>\n\n\n\n<li><strong>Integration<\/strong>: Can the provider\u2019s data easily plug into your existing CRM or marketing automation tools? If not, that could be a problem.<\/li>\n\n\n\n<li><strong>Reputation and References:<\/strong> Look into the provider\u2019s client list, case studies, and customer reviews. Have they worked with B2B tech companies like yours? Do they have success stories to back their claims?<\/li>\n\n\n\n<li><strong>Pricing and Value:<\/strong> Understand how pricing works\u2014usually on a cost-per-thousand (CPM) basis. But more importantly, consider ROI. Is the cost of data justified by the quality and results it brings?<\/li>\n\n\n\n<li><strong>Data Quality:<\/strong> Even more than volume, focus on precision. Are you getting intent signals from people who fit your Ideal Customer Profile (ICP)? That\u2019s what matters.<br><\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Using Third-Party Intent Data at <a href=\"https:\/\/www.only-b2b.com\" target=\"_blank\" rel=\"noreferrer noopener\">Only B2B<\/a><\/h2>\n\n\n\n<p>\n  Let\u2019s say you&#8217;re a B2B cybersecurity SaaS company targeting CISOs at mid-sized US tech firms.\n<\/p>\n\n\n\n<p>\n  You&#8217;re running demand gen campaigns, but conversions are low. That\u2019s because most of your first-party traffic is from researchers, not decision-makers.\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\n  Here\u2019s what we do at Only B2B:\n<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We leverage both proprietary and third-party intent data (Bombora, G2, ZoomInfo etc.) to identify decision-makers actively researching cybersecurity solutions across review sites, niche publications, and forums.<\/li>\n\n\n\n<li>We match these leads with your ICP\u2014mid-sized tech companies, 200\u20135000 employees, US-based.<\/li>\n\n\n\n<li>Once matched, we enrich the data with contact-level details (job role, firmographics, tech stack).<\/li>\n\n\n\n<li>The leads are then filtered by mesh intent and prioritized using our predictive models.<\/li>\n\n\n\n<li>Finally, we hand off a qualified list of hot prospects ready for outreach\u2014at a fraction of the cost and time it would take using in-house methods alone.<\/li>\n<\/ul>\n\n\n\n<p>This is how we reach buyers while they\u2019re still researching, helping you receive high-intent prospects most likely to convert. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Activate Your Data Strategy with Only B2B<\/h3>\n\n\n\n<p>We don\u2019t just give you raw intent data\u2014we deliver precision.<\/p>\n\n\n\n<p>We combine first-, second-, and third-party signals to create a complete, real-time view of each buyer\u2019s journey. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n  \u2714 Want to uncover early-stage buying intent? \n<\/li>\n\n\n\n<li>\n  \u2714 Need to scale your outreach without losing targeting precision? \n<\/li>\n\n\n\n<li>\n  \u2714 Looking to cut wasted ad spend and boost conversions?\n<\/li>\n<\/ul>\n\n\n\n<p>\n  If you\u2019re looking for a trustworthy intent provider, we are here to help you.\n<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Buyer intent is the stage where a potential customer shifts from just researching to being ready to make a purchase. Understanding the right type of intent data is important for your marketing and sales success. This is the \u201cstrike while the iron is hot\u201d moment. It\u2019s the best time to use your sales intelligence to turn a hot lead into a sale. In this blog, we will explore third-party intent data comprehensively. But let\u2019s start with the basics first. What is Buyer Intent Data? Buyer intent data is the behavioral trail that potential buyers leave as they search for products or services online. These behaviors include visiting websites, downloading content, typing search queries, and engaging with marketing materials. By analyzing this data, businesses can spot people who are actively thinking about buying. This allows for better-timed and more targeted marketing and sales actions\u2014these are the signals that actually lead to conversions. First vs. Second vs. Third-Party Intent Data Intent data provides great insights into customer behavior, improving your sales and marketing. By layering multiple data sets, you get a comprehensive picture of the prospect or customer. But how do you use intent data effectively? This requires understanding the differences between types of intent data. Each has its own advantages. Let\u2019s take a brief look: First-Party Intent Data: This is data you collect from your own digital platforms. It shows how people engage with your brand directly. Advantages: Example: A lead who visits your pricing page, downloads your whitepaper, and clicks on your emails. Second-Party Intent Data: This is someone else\u2019s first-party data that they share with you. It provides insight into user behavior on platforms other than your own. Advantages: Example: A partner company shares data from users who joined your joint webinar or viewed a comparison between your product and a competitor&#8217;s. Third-Party Intent Data: Collected from external providers across many websites, forums, and platforms. It helps you find people interested in your industry, even if they\u2019ve never visited your website. Advantages: Example: A potential customer comparing products like yours across review platforms and tech blogs. Is First-Party Data Enough? While first-party data is valuable, it has its limits. According to recent research, only 2\u20135% of your total market is actively looking to buy. That means 95% of potential buyers are researching silently without engaging with your brand. But relying solely on first-party data could mean missing these potential researchers. Layer second- and third-party intent data. This is how you discover and reach these early-stage prospects. Best Practices for Using Third-Party Intent Data Two-thirds of B2Bs marketers report using a combination of both first-party and third-party data. But to do that effectively, here are best practices you need to follow: Combine It with First-Party Data When you layer third-party insights over your own data, you get a full picture of your prospect\u2019s journey. This significantly improves the accuracy of your targeting. Ensure the Data Is Accurate Work only with trustworthy data providers. That&#8217;s because the quality of your targeting depends entirely on the quality of the data. If your data is accurate, you target the highest potential spending customers. This also means you need fewer conversions to significantly improve your ROI and overall bottom line. Align Sales and Marketing Make sure both sales and marketing teams use the same intent data. This helps align strategies and messaging. In fact, 50% of leaders report that intent data helps align sales and marketing efforts. When you bring alignment, you can form closer working relationships across multiple areas of campaigns. Focus on High-Intent Leads Use lead scoring to prioritize hot prospects showing strong buying signals. This improves your conversion rate and shortens your sales cycle. Keep Testing and Optimizing Intent data is not static; it needs regular updates. Regularly analyze how well it\u2019s working, and optimize your approach accordingly. Choosing the Right Third-Party Intent Data Provider Now that you&#8217;re ready to enhance your strategy with third-party data, how do you pick the right provider? Here\u2019s what to check before making a decision: Using Third-Party Intent Data at Only B2B Let\u2019s say you&#8217;re a B2B cybersecurity SaaS company targeting CISOs at mid-sized US tech firms. You&#8217;re running demand gen campaigns, but conversions are low. That\u2019s because most of your first-party traffic is from researchers, not decision-makers. Here\u2019s what we do at Only B2B: This is how we reach buyers while they\u2019re still researching, helping you receive high-intent prospects most likely to convert. Activate Your Data Strategy with Only B2B We don\u2019t just give you raw intent data\u2014we deliver precision. We combine first-, second-, and third-party signals to create a complete, real-time view of each buyer\u2019s journey. If you\u2019re looking for a trustworthy intent provider, we are here to help you.<\/p>\n","protected":false},"author":2,"featured_media":6816,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[275],"tags":[],"class_list":["post-6813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-intent-data"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Use B2B Third Party Intent Data to Convert More Leads - Only-B2B<\/title>\n<meta name=\"description\" content=\"How third-party intent data boosts B2B conversions. 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