Intent Data

Intent data consists of insights that indicate a potential customer's interest in a product or service based on their online actions. It includes the digital traces left by users, such as the websites they browse, the materials they interact with, and their search terms. By examining these indicators, businesses can assess a prospective buyer's readiness to purchase, facilitating more focused and timely outreach.

This data provides a strategic benefit across the entire go-to-market team, including marketing, sales, and customer success. It offers insight into a prospect's interests and their stage in the buying process, enabling teams to shift from general outreach to precise engagement.

Incorporating intent data into your outbound strategy gives your team a notable competitive advantage. It allows you to move past assumptions, concentrating your efforts on prospects who are already showing signs of purchase intent. This approach based on data yields several significant benefits.

Although both types of data inform marketing tactics, they correspond to different phases of the buyer's journey.

Adopting intent data comes with several challenges. The main issue is ensuring data quality, as the information can often be noisy, inaccurate, or irrelevant. Additionally, integrating this data into current technology systems can lead to technical issues such as data silos and compatibility problems between platforms.