LeadSift’s CEO and Co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet, and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest strategies in B2B Marketing; ABM and buyer intent. They were doing ABM and intent data before it was cool. Let’s dig into the types of buyer intent, what it is, and what it isn’t.
What is intent data?
Intent data is an aggregation of all of the data that you can collect on your prospects that you can use to inform marketing decisions based on activity that indicates a potential intent or interest in your solution or product.
There is a misconception in the industry that there’s just one type of buyer intent and that you must use it in a certain way. In fact, there are two types that should be used together to fully harness the power of intent.
Types of intent data
- Internal or first-party data: gleaned from weblogs, marketing automation systems, or application logs that show intent or interest. You should get first-party buyer intent by tracking your own website or tracking engagement.
- External data: First-party buyer intent is of little value alone. Once you have it, you should add different layers of external data available from various vendors who all source their data differently. External data could include information you glean from B2B publishers, their website tags or bid stream data taken from the Ad Exchange, publisher site data, co-op data, or from sites that use user registrations like G2 Crowd. What you’re looking at are those topics and keywords that flag that people searching are interested in your solution. No one type of external data is better than another – they all provide their own picture piece of the puzzle and bringing those all together will give you a more holistic, sophisticated, and nuanced view of your target audience.
Intentsify offers a platform that aggregates multiple intent data sources. They believe that there’s a lot of value from all these different intent sources but that using each source in a vacuum isn’t really of value. Bringing them all together helps marketers to digest all that data quickly in a meaningful way and then activate that data through turnkey style solutions.
The benefit of using external buyer intent in addition to internal is that, with enough external data, you can really get an idea of whether someone is in-market at the relevant time rather than having to wait until they visit your site and you are able to collect first-party data. To get maximum value, you should have a strategy for how you are going to use buyer intent from the outset – and before you invest in the data itself.
What intent data isn’t
Google Data – Everyone feels they should have buyer intent, they have heard the buzz and, as a result, they want to know what people are searching on Google. That’s Google data and there is no way you’re getting that!
Data on what your customers are doing on your competitors’ websites – you’re not going to get that kind of data either.
A silver bullet for B2B marketers – rather it is just one very useful tool to add to your toolbox.
The next article in this series dives into why you should be investing in First-Party buyer intent now and its use cases. Find it here or watch the full webinar on YouTube.
Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand, and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.
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