Intent Index: Buying Intent Signals for Business Intelligence Platforms

At LeadSift, we help companies connect with buyers that are already engaged within their space. Our platform mines the public web to deliver a daily digest of buying signals from accounts who have, in a public forum, signaled their buying intent and interest about a product/service.

As a result of all this data mining across a wide variety of different industries, we have collected a lot of useful buyer intent data. Rather than letting that data go to waste, we have decided to put it to use by publishing a once-monthly report, breaking down the buyer intent signals and solutions that customers have the most interest in within a specific industry. Every month, we’ll cover a different industry.

In this report, we analyzed buyer intent data by using the same tactics that we use to find hot, engaged leads for our customers — by monitoring and analyzing conversations that customers were having about this industry across the web. Our platform monitors conversions in public forums, blog comment sections, social networks, publications, job postings, review sites, and a host of other platforms for online discussion.

The first industry that we will look at is business intelligence — an industry that grew rapidly and expected to be worth more than $26 billion by 2021. This highly engaged market lends itself well to our platform because of the large amount of discussion that takes place online about the various business intelligence solutions at the top of the market.

In this report, we’ll break down the buyer intelligence solutions buyer signals through several filters including:

  • General business intelligence industry buyer intent.
  • Business intelligence buyer intent based on company size.
  • Who the active audience for these solutions is.

In putting together this report, much of the data aligned with what was expected, but there were definitely some surprises that cropped up in our analysis as well. If you work in the business intelligence industry, this report will be a useful tool for gauging what customers are looking for and measuring your own company’s standing.

Let’s start by taking a look at the general buying intent data we collected:

General Buyer’s Intent in the Business Intelligence Industry

buyer intent business intelligence

In the “General Intent” section of our report, we examine the business intelligence solutions that were the most-discussed and showed the highest levels of buyer intent. It comes as no surprise that Tableau (21%) and Looker (19%) showed the highest levels of buyer intent, as they are the clear leaders in this category.

There was a clear second tier, with Qlik garnering 13% and Domo coming in fourth at 10%. Past Domo and Qlik, the space gets much more crowded, with five different companies falling between 4% and 6.5% buyer intent. While there are some definitive leaders at the top end of the market, the middle tier is extremely competitive, with lots of opportunity to overtake competition and find a footing in the crowded space.

Company Size Intent in the Business Intelligence Industry

intent for business intelligence

Next, we looked at the buyer intent based on the size of the company. We separated our buyer intent data in

to three categories:

  • Small Business (1-100 Employees)
  • Mid-Market (100-100 Employees)
  • Enterprise (1,000+ Employees)

The data showed some interesting revelations. Tableau, Looker, and Qlik held the top three positions in all three categories. Looker had the leading buyer intent signals for small business and mid-market companies but Tableau took the lead with enterprise customers, where Looker fell all the way to third.

This wasn’t entirely surprising, as Tableau has gone to great lengths to position themselves as an enterprise solution, while Looker has always placed more focus on mid-market solutions. Qlik had the third highest buyer intent signals for small and mid-market businesses but jumped to second with enterprise companies on the back of recent campaigns to grow within the enterprise market.

In the next year, keep a close eye on Domo. They were ranked fourth with small businesses and mid-market companies, but fell off the map for enterprise customers. On June 1st, 2018 the company filed for a $100 million IPO and has shifted their focus to growing their enterprise clientele in recent months. Will they see a surge in the enterprise sector in the next year? We’ll keep a close eye on this and update you the next time we publish a buyer intent report for the business intelligence industry.

Active Audience in the Business Intelligence Industry

business intelligence buyer intent active audience

Next, we took a look at the active audience within the business intelligence industry. It’s important that we not just analyze buyer intent, but who those buyers are, where they work, and where they are located. Business intelligence software appeals to companies in nearly industry and customers that hold a wide range of job titles.

Buyer Intent by Job Title

Our data showed that customers that were showing intent most commonly held the co-founder/CEO title, which is to be expected. Choosing business intelligence software for a company is a big decision and one that will almost always involve the upper levels of any organization. It’s also a job title that is much more common among computer software companies and startups, industries where our data showed business intelligence solutions performed well.

The job title that showed the second highest levels of buyer intent was Chief Marketing Officer. Marketing departments as a whole showed a lot of interest, with Marketing Managers displaying the fifth most intent to buy. The rest of the top 5 was rounded out by customers in more technical positions — software engineers and Chief Technical Officers.

Buyer Intent by Industry

Sorting our buyer intent for business intelligence software by industry produced the results that you might expect. The industries with the most interest in business intelligence software tended to be tech industries or those who may have an interest in the software outside of their own company’s needs. “Computer Software,” “Information Technology and Services,” and “Internet” were our top 3 industries, with “Marketing & Advertising” and “Management Consulting” coming in fourth and fifth.

Buyer Intent by Location

With a market that skews heavily toward tech, marketing, and consulting companies, it comes as no surprise that San Francisco, CA was the location that showed the highest levels of buyer intent for business intelligence solutions. In fact, all of the top locations in our data were cities with healthy software and tech scenes. Interestingly, four of the top five locations were in the United States, with London, England being the only non-US city to make the list.

A Competitive, Top-Heavy Industry

In putting together this report, we learned quite a bit about the business intelligence industry. It’s a top-heavy industry, with Tableau, Looker, and Qlik leading the pack by a significant margin. Domo’s recent IPO filing and increased focus on attracting enterprise clients could potentially shake up the industry.

Beyond those four companies, things become more crowded and competitive with more than a handful of companies jockeying for position. Business intelligence software appeals heavily to software and tech companies who may be in a better position to appreciate the value and more easily integrate the solutions.

Here’s our complete infographic:

Business Intelligence Industry Intent