The success of  B2C and B2B sales and marketing is heavily reliant on data. However, just using the data to reach out to prospects is insufficient. Every skilled marketer and sales professional understands the potential value of Intent data and its ability to aid in achieving broad corporate objectives. A great grasp of client demands backed up by data intelligence will not only provide you with a competitive advantage but will also help you build a strong and consistent funnel for the sales team to take over.

However, only a few marketers and sales professionals understand how to use data wisely to genuinely benefit from the huge diversity of consumer insights it provides. And one of the most significant pieces of data for producing sales and marketing insights is transactional data.

What is Intent Data?

Intent data is a type of first-party data that offers valuable insights into the online research and buying behavior of companies and the specific individuals within those companies. Intent data can be captured through different sources, including website activity, search engine queries, social media interactions, and more. Intent data is a valuable tool for marketing and sales teams because it can be used to identify potential customers who are actively researching products or services like those offered by your company. 

Additionally, intent data can be used to understand the needs and interests of your target audience, allowing you to tailor your marketing and sales messages to better meet their needs. Intent data is a powerful tool for helping you close more deals and grow your business.

How Can You Use Intent Data?
Intent data is one of the most valuable tools that businesses can use to improve their marketing and sales efforts. Intent data provides insight into what your prospects are trying to do, and how they are trying to do it. By understanding the intent behind your prospects’ search behavior, you can adjust your messaging and offer solutions that address their specific needs. 

In addition, intent data can help you to prioritize your marketing and sales efforts, and to focus on the prospects that are most likely to convert. As a result, businesses that make use of intent data can see a significant improvement in their marketing and sales results.

Some common use cases for Intent Data include:

1. Identifying New Target Accounts and Generating New Leads

Sales and marketing teams can use Intent data to identify new target accounts that are showing signs of interest in the products or services offered by the company. Additionally, this data can be used to generate new leads by understanding the specific needs of these target accounts and providing them with relevant information about the company’s offerings.

2. Prioritizing Accounts and Opportunities

Another common use case for Intent data is prioritizing accounts and opportunities. This data can be used to help sales teams focus their efforts on high-quality prospects that are more likely to convert into customers. Additionally, intent data can be used to score leads and opportunities so that marketing and sales teams can prioritize the most promising ones.

3. Creating Targeted Content and Campaigns

Intent data can also be used to create targeted content and campaigns. By understanding what topics are being researched by your target audience, you can create blog posts, ebooks, webinars, and other types of content that will engage your target audience best and boost your credibility as a provider.

4. Improving Sales and Marketing Alignment

One of the biggest challenges facing sales and marketing teams is alignment. Intent data can be used to improve alignment between these two teams by providing them with insights into the online research and buying behavior of companies and individuals. Additionally, this data can be used to create joint account plans, target key accounts, and measure the impact of marketing programs.

5. Measuring the Impact of Marketing Programs

Finally, intent data can be used to measure the impact of marketing programs. By understanding which accounts are researching specific topics, you can track the progress of your marketing initiatives and adjust your campaigns accordingly. Additionally, this data can help you identify new opportunities for marketing outreach.

6. Optimizing Facebook and Digital Ads 

Intent data can be used to show Facebook ads to people who are actively interested in your product.

This allows you to focus your ad budget on people who are most likely to buy from you and leads to more sales and happier customers.

Here’s how you can use intent data to supercharge your Facebook advertising and get amazing results for your business – lower CPLs and raise ROAS.



In conclusion, there are many different use cases for intent data. This data can be used to improve sales and marketing efforts by understanding companies’ and individuals’ online research and buying behavior. Additionally, this data can be used to create targeted content and campaigns, segment your audience, and measure the impact of marketing programs.

Are you looking to identify website visitors and gauge your B2B customers’ intent data? Visitor InSites can help! Our person-based intent data provides clients with specific people searching the web for their keywords. Meanwhile, our competitors use IP technology and can only provide intent from a business name. Boost your ROI with intent data by scheduling a call with us today!