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The Secrets of Intent Data

November 27, 2018    |     Lindsay Jawor

We all know from those fantastically irritating “accept our cookies” pop-ups that every site we visit these days online tracks our information. But what information, exactly, is being tracked? Sure, the forms with personal information are stored, but what else gets tracked?

The simple answer: everything.

Yes, we mean everything. The actions you take on the site, the time you spend on each page, and the specifics of the pages you visit are all trailed, and that data is stored right alongside your name and demographic information. This all becomes part of your larger user profile.

Sound scary? It shouldn’t. The reality is that nothing is really private online, and we’re all just becoming more aware of this fact. But before the internet, we shopped and requested information out in the public eye, and most of that wasn’t private anyway. If we rid ourselves of the notion that doing these things online in the comfort of our home is in some way “private,” we can dig into the value behind the data that makes up our everyday lives.

Intent data is the term used for that in-depth data that gets collected from our online activities.

What Can Intent Data be Used For?

In the B2B marketing world, intent data is an invaluable resource that can help you narrow down your prospects on an individual level.

According to Advantage Business Marketing’s partners at Idio, intent data can be used by organizations to:

  1. Understand prospect intent at a granular level

  2. View the intent of every individual buyer

  3. Build data on every part of the digital audience

  4. Personalize their website experience for anonymous visitors

  5. Nurture known leads with personalized emails

  6. Reduce manual effort in marketing operations 

This means that marketers can use intent data to serve the right content to the right audience at the right time, all the time. Instead of blasting a large audience with information that may be irrelevant to individual users, marketers can use intent data to guarantee that content is always appropriate to a select group of ideal prospects.

In their research brief Intent Data Monitoring for Sourcing and Prioritizing Accounts, SiriusDecisions puts it perfectly: “B-to-b marketers want to know which prospective buyers they should expect a call from. Using third-party data that tracks the activity of buyers (intent data) across the digital landscape, marketers can discover when a prospect in the market for their solutions should be calling – but isn’t.”

Who Needs Intent Data?

B2B organizations that are ready to move into account-based marketing (ABM) need intent data. Those who are ready to dig farther and start targeting personas on an individual level really need intent data to get the ball rolling.

Within an organization itself, obviously marketers are at the top of the list of those who benefit from intent data, but the reality is that it also helps sales immensely. By targeting in on the right audience and helping marketers to nurture leads more fully, sales receives better leads with far higher value than leads based on simple demographics.

By default, this leads to more sales, which benefits an entire organization from the ground level to the c-level.

Where Does Intent Data Come From?

Intent data requires a few ingredients to create. Primarily, it requires:

  • ○ Tons of Great Content - this is where the first roadblock lies for most marketers. It’s difficult to create quality content at scale and it’s even harder to know how to use that content correctly.

  • ○ A High-Quality MarTech Stack - this is the second roadblock that marketing teams face. In order to collect and utilize intent data at scale, it takes quite a bit of time and manpower to create a technology base with quite a few integrations. Here at Advantage, it took nearly seven years for us to establish our current MarTech stack and we’re still improving it every day.

Are you ready to learn more? We’ve got good news: Advantage Business Marketing works with Idio and SiriusDecisions to bring account-based marketing to the individual level. Find out more about the Mobius Platform and the ways Advantage can bring you content, audience, data, and marketing in one handy subscription package.



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