Ultimate Guide to B2B Buyer Intent Data

What is B2B buyer intent data?

B2B buyer intent data is basically intel gathered on potential customers to understand how likely they are to buy something. It analyzes their online activity to predict purchase interest.

Here’s how it works: Companies collect data on what websites people visit, what they search for online, what content they download, and even how they interact with social media. By analyzing all this info, they can build a profile of someone who might be interested in their product or service.

This is especially helpful in B2B sales, where the sales cycle can be long and complex. By identifying potential buyers who are already showing interest, companies can focus their sales and marketing efforts on the most likely leads. This can save time and money, and lead to more sales.

B2B buyer intent data can be broadly categorized into two main types:

1. Source: This refers to where the data originates from and the level of control a business has over it. Here, we have three main categories:
   • First-party data: This is data collected directly from a company’s own website, CRM system, or marketing automation platform. It includes website visitor behavior (downloads, page visits), content engagement (time spent, clicks), and form submissions. Businesses have complete control and ownership over this data, making it highly relevant to their target audience.
   • Second-party data: This data is obtained through partnerships or collaborations with other businesses. For example, two companies in a non-competitive space might share intent data to gain a more comprehensive view of a specific industry or buyer persona.
   • Third-party data: This data is purchased from external data providers who aggregate information from various sources like website visits, search queries, and social media activity. It offers a broader reach but may be less specific to a company’s unique target audience.
2. Signal: This refers to the specific type of online behavior that indicates purchase intent. Here are four main sources of intent signals:
   • Search intent data: This is gleaned from search engine queries people use. Businesses can identify potential customers researching relevant keywords or phrases related to their products or services.
   • Engagement data: This tracks how prospects interact with a company’s content across websites, blogs, and social media platforms. Downloading white papers, registering for webinars, or commenting on blog posts all indicate a higher level of interest.
   • Website visit data: Analyzing website visitor behavior can reveal intent. Looking at pages visited, time spent, and specific content downloads provides valuable insights into a prospect’s needs and buying stage.
   • Social media data: Social media interactions like following industry influencers, joining relevant groups, or engaging with competitor content can all be indicators of purchase intent.

B2B buyer intent data is crucial for businesses today because it allows for a data-driven approach to target the right audience and optimize campaigns. Here’s why it’s important:

1. Improved Targeting and Lead Quality:

• Intent data helps identify companies actively researching solutions like yours, separating them from casual browsers. This refines your ideal customer profile (ICP) and allows you to target high-intent prospects, maximizing campaign effectiveness.

2. Increased Sales Efficiency:

• By prioritizing leads based on their purchase intent, sales teams can focus their efforts on those most likely to convert. This translates to shorter sales cycles and more closed deals.

3. Personalized Marketing and Sales Outreach:

• Understanding buying intent allows for crafting targeted messaging that resonates with specific needs and interests. This personalization improves engagement and conversion rates for marketing campaigns and sales outreach.

4. Content Strategy Optimization:

• Buyer intent data reveals the content prospects are consuming. This helps create content addressing their specific pain points and interests, attracting and nurturing high-quality leads.

5. Aligning Sales and Marketing:

• Shared buyer intent data fosters better alignment between sales and marketing teams. Marketing can attract high-intent leads, and sales can prioritize outreach based on real purchase signals.

Overall, B2B buyer intent data empowers businesses to make smarter marketing and sales decisions, leading to higher ROI and improved business growth.

8 best B2B buyer intent data providers

Choosing the best B2B buyer intent data provider depends on your specific needs and budget. Here are some of the leading players to consider, each with their strengths:

Top contenders:

• ZoomInfo: [ZoomInfo Sales] offers a comprehensive platform with a vast amount of data, including firmographics, technographics, and buyer intent signals. It’s a good option for enterprise-level businesses.
• Bombora: [Bombora] focuses on intent data derived from B2B website behavior. They excel at providing up-to-date client intent information and boast excellent user resources.
• Demandbase: [Demandbase] is a leader in account-based marketing (ABM) solutions and offers AI-powered intent data gathering across the B2B sector.

Other notable providers:

• 6sense: [6sense] offers a powerful platform that uses AI to identify buying committees and predict buying behavior.
• Cognism: [Cognism] combines intent data with sales intelligence features like contact information and email finding.
• Leadfeeder: [Leadfeeder] is a cost-effective option that focuses on intent data derived from website visitor behavior.

Additional considerations:

• G2: [G2] and TrustRadius [TrustRadius for Vendors] are B2B software review platforms that also offer some intent data based on user behavior.
• Lusha: [Lusha] is a B2B contact information provider that also supplies some intent data.

Remember:

• Data source: Consider if you prioritize first-party data (your own website), second-party data (partnerships), or third-party data (purchased).
• Signal type: Choose a provider that tracks the specific intent signals most relevant to your business (search queries, content engagement, website visits, social media interactions).
• Budget: Pricing structures vary significantly.

It’s wise to research these providers and potentially explore free trials to see which best aligns with your needs and resources.

How to use B2B buyer intent data?

Here’s a breakdown of how you can leverage B2B buyer intent data to optimize your marketing and sales efforts:

1. Building Targeted Lists:

• Leverage intent data to create highly targeted lead lists. By combining your ideal customer profile (ICP) with buyer intent signals, you can identify companies actively researching solutions like yours. This refines your outreach and ensures you’re targeting the most relevant prospects, maximizing campaign effectiveness.

2. Lead Scoring and Prioritization:

• Implement a lead scoring system that assigns points to leads based on their online behavior indicative of purchase intent. Analyze actions like visiting pricing pages, downloading product brochures, or engaging with sales demos. Higher scores signify a greater chance of conversion, allowing sales teams to prioritize outreach efforts towards the most qualified leads.

3. Account-Based Marketing (ABM):

• Focus marketing efforts on high-value target accounts by identifying companies exhibiting buying intent for similar products or solutions. Utilize intent data to pinpoint these accounts and personalize campaigns that resonate with specific decision-makers within those companies. This targeted approach increases engagement and conversion rates.

4. Content Marketing Optimization:

• Analyze intent data to gain insights into the content prospects are consuming at different stages of the buying journey. This knowledge empowers you to create targeted content addressing their specific needs and interests. Tailor blog posts, white papers, or ebooks to resonate with prospects actively researching your solution, attracting and nurturing high-quality leads.

5. Personalize Outreach and Campaigns:

• Personalize marketing campaigns and sales outreach based on a prospect’s online behavior gleaned from intent data. For instance, someone researching competitor features might receive content highlighting your unique value proposition. This tailored approach fosters stronger connections and improves campaign effectiveness.

6. Enhance Lead Nurturing:

• Segment leads based on intent signals and tailor nurturing campaigns accordingly. Provide the right information at the right time, guiding prospects seamlessly through the buying journey. For example, leads exhibiting high intent might receive personalized demos or case studies, while those in earlier stages might benefit from educational content like blog posts or webinars.

7. Competitive Intelligence:

• Identify companies researching your competitors’ products. This allows you to proactively engage with these potential clients and showcase your competitive advantage. By understanding competitor interest, you can develop targeted campaigns that highlight your unique selling proposition and convert prospects considering alternative solutions.

8. Develop New Products and Services:

• Analyze intent data to uncover emerging trends and customer needs. This valuable insight can inform product development strategies and ensure your offerings cater to current market demands. By understanding what your target audience is actively researching, you can identify potential product gaps and opportunities to innovate, keeping your business ahead of the curve.

By effectively using B2B buyer intent data across these areas, businesses can make data-driven decisions, personalize interactions, and ultimately drive better results across marketing and sales efforts.

What are B2B buyer intent data tools?

B2B buyer intent data tools are software applications that help businesses gather and analyze online behaviors to understand a prospect’s interest in their products or services. These tools translate website visits, search queries, content engagement, and social media interactions into insights that predict purchase intent.

Here’s a breakdown of the different types of B2B buyer intent data tools and some examples:

1. Website Visitor Tracking Tools:

These tools identify companies visiting your website and track their activity. They reveal which pages are viewed, time spent, and content downloaded. This provides valuable insights into a prospect’s specific interests and stage in the buying journey.

• Examples: Leadfeeder ([Leadfeeder]), Crazy Egg ([Crazy Egg]), HubSpot Website Tracking ([HubSpot Website Tracking])

2. Marketing Automation Platforms:

Many marketing automation platforms include buyer intent data capabilities. They track website visitor behavior alongside marketing campaign interactions (email opens, clicks, form submissions). This combined view helps assess a prospect’s overall engagement and purchase intent.

• Examples: HubSpot ([HubSpot]), Pardot ([Pardot]), Marketo ([Marketo Engage])

3. Intent Data Aggregators:

These platforms collect and aggregate data from various online sources, including website visits, search queries, and social media activity. They use this data to identify companies exhibiting buying intent for specific products or industries.

• Examples: Bombora ([Bombora]), ZoomInfo ([ZoomInfo Sales]), Demandbase ([Demandbase])

4. Social Media Listening Tools:

These tools monitor social media conversations to identify potential customers who are following industry influencers, joining relevant groups, or mentioning competitor products. This can be a good indicator of purchase intent.

• Examples: Brandwatch ([Brandwatch]), Sprout Social ([Sprout Social]), Hootsuite ([Hootsuite])

5. Lead Scoring Tools:

These tools assign points to leads based on various factors, including website behavior, demographics, and firmographics (company size, location, industry). Buyer intent signals play a significant role in lead scoring, helping prioritize outreach efforts for the most qualified leads.

• Examples: LeadGenius ([LeadGenius]), Marketo Engage ([Marketo Engage]), HubSpot ([HubSpot])

Choosing the Right Tool:

The best B2B buyer intent data tool for your business depends on your specific needs and budget. Consider the following factors:

• Data Source: Do you prioritize first-party data (your website), third-party data (purchased), or a combination of both?
• Signal Type: What intent signals are most relevant to your business (website visits, content engagement, social media interactions)?
• Features: Do you need basic visitor tracking or more advanced features like lead scoring or account-based marketing (ABM)?
• Budget: Pricing structures vary significantly.

By understanding the different types of B2B buyer intent data tools and their functionalities, you can select the one that best helps you identify high-intent prospects and optimize your marketing and sales efforts.