Intent Data: Why We Use It and Why You Should Too

There has been a recent development in the B2B Sales world that has redefined the way in which sales departments target their prospects. Buyers Intent data has only recently emerged, but in the short time that it’s been in use it has shifted the paradigm of the sales pipeline. Using this data, companies have been able to increase the effectiveness and accuracy of their prospecting and messaging of outbound campaigns. In this article, we will share some general knowledge about how exactly intent data works to streamline the sales process, how it’s helped us improve the quantity and quality of our leads generated for clients, and why your B2B company should be using it too.

What is Intent Data?

The term “Intent Data” is pretty straightforward but understanding how it works can be tricky.  At its most basic form, intent data algorithms work to capture the online search behavior of the prospect demographic that you are targeting. Search behavior can mean multiple things, such as:

  • Who they are (department, title, seniority)
  • What keywords they search and what products they map to
  • What sites they visit
  • How they navigate the sites they visit
  • Using prediction algorithms to foresee buying intent

Using this data, salespeople can increase their conversion rates by targeting prospects with a good intent score, meaning that they have a high chance of being interested in the product you offer based on their intent data.

How we use intent data:

Here at Martal, we have employed intent data to help us create tailored prospect lists with high intent scores based on the needs of our clients. The ABM process requires us to target a variety of verticals and companies, and intent data helps us narrow our research process to find the most suitable prospects with the highest likelihood of being interested in our client’s offering. Once we have created a list of potential leads, our outbound campaigns have an increased chance of reaping higher open rates and response rates. This is because the campaigns include many of the keywords based on our intent data research. Overall, intent data significantly increases the likelihood of a prospect to agree to a demo call or a discovery meeting, and ultimately the lead conversion rate.

Why you should use it too:

If the above information still hasn’t convinced you that you should utilize intent data in your sales process, here are some statistics from case studies that helped us make an informed decision about incorporating it:

  • 88% increase in engagement and 23% of new enterprise business from the same accounts
  • 2X increase in email reply rates and 10% increase in sales pipeline

To conclude, intent data is a great way for sales departments to simultaneously broaden their sales pipeline and narrow down prospecting to only include those with a high likelihood of interest in your offering. Using intent data has been instrumental to Martal Groups success, and we highly suggest other B2B companies to research its benefits as well.

Interested in more?

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Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group