Learn How To Leverage Intent Data Using Seven Proven Strategies

Connecting with the target audience is the essence of every outreach campaign, but relying on cold calls isn’t cutting it anymore. A successful outreach strategy isn’t based on guesswork—it requires precision that comes from acquiring and understanding the prospects’ interests and priorities. 

Unlike your typical leads, intent data provides detailed insights into prospects actively researching your product or industry and are ready to buy. 

This means you don’t have to guess whether they’re on the fence about making a purchase decision, allowing your marketing team to interact faster. And that’s the key—sending personalized messages to these prospects at the right time, compelling them to act.

In this guide, you’ll learn how to leverage intent data using seven strategies for better conversions and discover a completely FREE tool for capturing person-level intent data. 

The Importance of Leveraging Intent Data

Think of intent data as a window into prospects’ online activity, allowing you to personalize your campaigns and tailor your content to match their interests. Unlike the vague approach cold outreach offers, buyer intent data helps your marketing team spend less time qualifying sales leads and more time personalizing content.

A few more advantages of using intent data include: 

• Providing insights on prospects who are actively interested in your industry but have slipped under your radar 
• Enabling you to learn about your target audience and their preferences to create a refined ideal customer profile 
• Identifying low-risk sales opportunities and turning them into conversions 

Overall, the biggest advantage of buyer intent data is that you don’t rely on spray-and-pray techniques alone and send messages to the right person at the right time.

7 Strategies To Leverage Intent Data for Your Business

Below, I’ve listed seven effective strategies that will help you eliminate guesswork and use intent data effectively to crush your marketing goals: 

1. Identify and segment high-intent prospects 
2. Introduce ABM outreach
3. Craft more personalized content 
4. Combine with other analytics 
5. Take advantage of programmatic advertisements 
6. Optimize lead scoring 
7. Revamp your outreach email strategy 

1. Identify and Segment High-Intent Prospects

Using intent data, your team can recognize and segment prospects who are deep in the sales funnel, ready to buy, and meet your ideal customer profile. Segmentation is a crucial factor in your intent-based marketing strategy, allowing you to address your prospects’ pain points with precision.

A personalized, directed approach will motivate your high-intent prospects to engage and make that final step toward purchase.

2. Introduce ABM Outreach 

Marketing teams used to swear by the old-school lead generation funnel to detect B2B prospects, but that method is past its prime. Enter B2B intent data—a smarter way to spot prospects ready to convert.

Generally, there are three main types of account-based marketing (ABM) strategies:

By integrating these strategies into your B2B marketing playbook and leveraging intent data, you’ll optimize resources, streamline targeting, and drive a higher ROI.

3. Craft More Personalized Content

If your content doesn’t grab your prospects where it counts, they’ll scroll right past. A flashy headline might catch their eye, but to keep their attention, you need to hit on what truly matters to them. That’s where intent data comes in.

By using intent data, your team can craft tailored, relevant content that directly addresses the needs of your high-value prospects. It’s no longer just about finding leads; it’s about landing the best ones and doing it before your competition even knows they’re in the game. 

4. Combine With Other Analytics

Intent data isn’t just talk—when paired with analytics, it delivers real action. It gives you a sneak peek into your target’s purchasing behavior and trends, like a backstage pass to their decision-making process.

Here’s where you can plug in B2B intent data for maximum impact:

• Customer segmentation: Refine your target groups based on real intent signals.
• CRM data: Align intent data with your CRM for better lead scoring and outreach.
• Lead generation analysis: Spot which leads are most likely to convert.
• Sales trends: Identify upcoming trends and adjust your strategy in real time.

Using intent data this way lets you make informed decisions and drive better results.

‍5. Take Advantage of Programmatic Advertisements

Programmatic advertising is a powerful strategy that uses AI to automate digital promotions. Purchasing ad space (media buying) in real time ensures your message lands directly in front of your target audience at the right moment, leading to higher engagement and smarter spending.

Programmatic advertising levels the playing field by delivering the right ad to the right people, offering businesses of all sizes the opportunity to drive traffic.

6. Optimize Lead Scoring

In the world of B2B sales, where cycles tend to stretch longer, timing is everything. Spending too much time chasing leads that aren’t ready to convert can drain your team’s energy and resources. Worse yet, delaying outreach to interested prospects risks losing their attention altogether. 

That’s why implementing a lead-scoring framework is the best approach. By ranking prospects based on their likelihood to convert, your team can focus on high-priority leads, especially those with the greatest potential to close.

7. Revamp Your Outreach Email Strategy

Personalization is key to crafting attention-grabbing emails, but truly answering your prospects’ needs—that’s next-level. With intent data, you gain valuable insights into your target’s behavior and actions, giving you the power to fine-tune your email strategy with precision.

For instance, imagine a prospect who recently explored your product page. Instead of sending a generic email, you follow up with a personalized demo offer tailored to their interest. It’s timely, relevant, and exactly what they need to move closer to a decision.

Intent data turns guesswork into informed action, helping your emails to stand out, resonate, and convert.

How To Retrieve Intent Data

I wish I could say businesses can simply open a tool and get all the intent data they need, but that’s not true—there’s no one way to obtain comprehensive intent data. You have to dig through different sources to get insights on first and third-party data. I’ll quickly cover the four main ways to gather buyer intent data:

1. Social media: Most social media platforms provide insights into the content that your prospects engage with and share the most. 
2. Surveys: You can understand a company's existing technological gaps by checking the latest company surveys and industry reports. 
3. Data providers: Tools like Cognism or ZoomInfo can help you identify companies interested in your brand and key metrics, such as annual revenue. 
4. Website visitors: Checking certain website analytics, such as form sign-ups, gives you high-quality data on prospects who are ready to engage with your company.

Obtaining intent data regularly is essential to capture new prospects with whom your competitors haven’t interacted and re-engage with leads you couldn’t nurture earlier. 

Difference Between Intent Data and Other Web Metrics

The biggest difference between intent data and other web metrics (monthly traffic, bounce rates, etc.) is their purpose and collection timeframe. Intent data is collected in real time, while web analytics are typically monitored longer, usually monthly or yearly. 

Additionally, intent data is a more specific type of information that displays which companies and decision-makers are interested in your solution, helping you make data-driven email outreach campaigns. Conversely, your website metrics only provide a broad view of your target audience’s behavior. 

‍How RB2B Makes Your Journey to Leveraging Intent Data Easier

Crafting effective ABM strategies or improving lead scoring without having the right intent data at hand is as good as impossible. Your website visitors are the best indication of prospects actively researching a solution like yours. 

The most common solution to obtain website analytics and intent data is using a data provider like Lusha. Unfortunately, such tools can only go so far and may stop at company-level data, leaving your team in the dark about the individual interested in your company. 

‍RB2B exists to solve this problem by providing personal-level identification. But that doesn’t make your current B2B data providers obsolete. If anything, RB2B compliments them by adding an extra layer of information and sending live high-intent alerts straight to your Slack—all at zero cost.

Ideally, you want to use RB2B alongside your current intent data providers. Here’s how it can benefit your business: 

How To Get Started With RB2B

Check out the mini-guide below to set up RB2B with your website and begin retrieving high-intent data:

1. Register for free 
2. Verify your email address
3. Add RB2B’s tracking code to your website 
4. Integrate it with your Slack 

Upon completing all the steps above, you’ll automatically receive a 30-day free trial of the Pro plan, which you can upgrade to at any time in the future. RB2B’s Person-Level Visitor ID tool is 100% compliant with CCPA and CPRA regulations, and since it doesn’t collect data on Europe-based visitors, GDPR laws don’t apply.

Start leveraging your intent data more efficiently—sign up for RB2B today!

‍Keep reading: If you need more tips on leveraging intent data or tailoring your outreach strategy, check out my thoughts on: 

• Buyer intent signals
• Outreach marketing 
• LinkedIn outreach strategy
• Sales outreach strategy

Featured image source: MART PRODUCTION