The Different Types of Intent Data You Must Know to Drive Sales

The role of intent data in sales and marketing

Intent data signals have become increasingly important in today’s sales and marketing landscape for two main reasons:

• The rising popularity of account-based marketing (ABM): In ABM, the focus is on targeting specific high-value accounts that have the most potential of converting into sales. This approach requires a deep understanding of target accounts, including their business needs, pain points and purchasing power. Intent data helps you gain these insights and tailor your outreach accordingly.
• The growing demand for inbound marketing: In inbound marketing, the focus is on attracting first-time visitors and turning them into loyal customers. This is done by providing the answers they’re searching for online and solving their problems. Intent data helps you understand what type of content your target audience is interested in so you can create more of that content type.

1. Search intent data

Search intent data is captured when someone enters a keyword or phrase into a search engine (e.g., Google, Bing). You can use this data to identify the type of queries your target audience is searching for and offer the most relevant answers to their questions.

For example, if you sell marketing software, you might notice that your target audience is searching for “how to improve my website’s SEO.” You can use this data to create content that addresses audience needs.

2. Engagement data

Engagement data is information on the level of engagement users have with a particular piece of content — whether they read it, share it or comment on it. This type of data is mainly captured through social media sites (such as Facebook and Twitter), email marketing platforms and blogs.

For example, if a user shares your blog post on social media, it could be an indication that they found the post helpful and are interested in your product or service. You can use this data to target and convert the user into a buyer.

3. Firmographic data

Firmographic data is information about a prospective company, such as its size, industry, location and revenue. This type of data is typically captured through business directories, website forms and third-party intent data providers. Combining firmographics with ABM helps target your marketing and sales efforts at companies that are more likely to convert.

For example, if your ideal customer is a small business in the healthcare industry, you can use firmographic data to target your marketing and sales efforts at companies with similar demographics.

4. Technographic data

Technographic data is information about a prospective company’s technology infrastructure, such as the software it uses, the hardware it has and the networks it is connected to. This type of data is typically captured through surveys or questionnaires, helping you understand your target companies’ technical capabilities and needs.

For example, if you sell customer relationship management (CRM) software, it would be helpful to know if your potential customers are using an outdated system or if they’re already using a competing CRM tool. This information can help you determine the best way to differentiate your offering and close more deals.

Also read: How to Use Purchase Intent Data to Score Leads

Common sources of intent data

There are many different sources of intent data that you can use to boost conversions. Let’s discuss some of the most common ones:

• Ads/Bidstreams. Ad platforms collect data on the keywords users search for before clicking on an ad. You can use this data to target ads at users interested in your software and even create marketing and sales content tailored to them.
• Search engines. Search engines allow you to target buyers through keywords. You can leverage this data source to optimize your website for the keywords buyers use when searching for software solutions like yours.
• Marketing content. You can segment buyers into different lists, and based on the content each list consumes, provide targeted information about your software offering. This way, you increase the chances of user engagement with your product, which helps boost conversions.
• Web traffic: Web traffic can go all the way through the funnel, but you must ensure the content and information offered by your website are relevant to software buyers’ needs. This will allow you to better target and segment your prospects.
• Internet scraping. Internet scraping is using bots to find users with the highest intent to purchase. You can use various tools to gather information on prospects that might be interested in purchasing your software. This type of intent signal can be used to create targeted lists for marketing and sales outreach.
• Third-party sources. These include software directories such as Capterra, Software Advice and GetApp. They enable buyers to shortlist and select the best software solution by providing comprehensive product profiles with reviews, product comparisons and other educational material. Since their data sources are owned and operated properties, they provide meaningful intent signals — covering top to bottom funnel.

Also read: Leverage Intent Data in Your Marketing and Retargeting Campaigns

Sarabeth McCarthy

Sarabeth McCarthy is a Senior Data Insights Client Relations Partner at Gartner Digital Markets. She helps companies gain market insights, expand prospect pools, and accelerate sales cycles through Data Insights offerings. When not at work, Sarabeth spends her time hiking around her adopted home of Washington DC and Northern Virginia. Connect with Sarabeth on LinkedIn.