Predict And Plan Your Marketing With Intent Data

Intent data is information collected about a web users' observed behavior - specifically web content consumption - that provides insights into their interests. This insight often indicates potential intent to take a specific action.

Also called predictive data, intent data is a collection of information that covers an individual’s online behavior. Marketers use this data to predict the likelihood of a specific person or organization’s intent to purchase a product.

Intent data in all of its versions, from data rendered from intent-based research to the lists data vendors produce and sell, can help us do our jobs better. It helps us produce content that keeps prospects engaged with us and, yes, it helps us create content that makes money — cha-ching

And, of course, when you know someone is interested, you can specifically target them to get them to convert.

Intent marketing is any kind of marketing that aims to meet an end user or prospect’s intent – that is, what they really want or need in that moment.

Intent marketing is especially powerful in search marketing, whether paid or organic, because content is so often targeted at keywords, which (as long as they’re not super broad) reveal tons of intent.

If you want to get results from content marketing, it’s crucial to be the best response to the intent of the query on the first page. If you don’t meet the intent of the query, users are going to pogo right back to the SERP, and remember, all signs point to Google taking engagement metrics like that into account as a ranking signal. But even if they weren’t going in that direction, we’d see similar results. Sites that get intent marketing right are also going to get more links, shares, etc. Think about it, if you find a tool or a product or a service that you love, you want to tell your friends and colleagues about it, since they’re often in the same rough “intent zone” as you. Clicks, links, referrals, repeat visits and so on are all forms of “votes” that Google is likely to count when picking the SERP’s winner.

Imagine being able to see companies in their buying cycle, actively looking for a product just like you offer.

Buyer Intent data gives you that capability.

Only 25% of B2B companies use intent data, but it's one of the most powerful ways to grow your pipeline of qualified leads.

If you’re here, you’re most likely looking to start using intent data to effectively grow your lead pipeline

Depending on your industry and your business size, you're probably looking at either in-house marketing support or hiring a marketing agency.

When you choose to hire in-house for your marketing team, you find and hire a new employee who works in your office, and whose sole responsibility is marketing your company.  

When you hire a marketing agency, you're working with a team of marketing experts to develop marketing strategies that will help your company reach your goals. 

Basically, an in-house marketing team is best for the company that wants constant, immediate contact with your marketing support.

A digital marketing agency is best for the company who wants a comprehensive marketing strategy and is looking for expert advice on every aspect of it.

Given the current market maturity stage we’re at in 2021, there’s a limited number of marketers and sales professionals who truly know how to make smart use of data to take advantage of the vast array of customer insights it offers.

Simply put, intent data is a set of behavioral signals that shows the intention of your prospects to purchase a product or service.

Buyer intent data is an aggregated set of data that shows you which companies are actively in the buying cycle. 

These are companies that are actively sending out strong signals that they are ready to buy, and soon. 

Depending on the tool you use to gather buyer intent data, those signals might include: 

  • Someone clicks on a social media ad 
  • Several people at a company visit your website 
  • Frequent visits to your website 
  • Length of time on your website 
  • Email newsletter subscriber behavior