September 20, 2021
Why is intent data valuable to B2B companies?
It’s simple - because it signals whether a prospect is ready to buy!
In this article, we’ll look at:
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What is intent data? | Types of intent data | How third-party intent data is collected | Co-op vs bidstream – why co-op wins every time | Intent data on the Cognism platform | Sign up for Cognism’s intent data
Intent data is the measurement of web users’ behaviour (where they go and how they interact online) to predict what they do next.
It can show you whether someone from a specific company is interested in your product. Once you’ve got this information, you can act on it by reaching out to them with the most effective message. Because they’re actively researching your product or industry, you know they’ll probably be interested in talking to you.
Intent data is valuable to B2B revenue teams. It:
It’s no surprise that intent data is the latest big thing in data-driven marketing and sales. A study by IFP found:
The two main types of intent data are first-party and third-party intent data. They both bring benefits to B2B salespeople and marketers.
First-party intent data is information collected from your website. An example could be an IP address left by a visitor to your site. First-party data is good because it’s:
Third-party intent data is B2B data collected from a website that isn’t yours.
Examples include IP addresses and information from forms. It’s called third-party data because you purchase it from external data providers. Third-party data is valuable because it’s:
Rather than pick one type of intent data, it’s more effective to take a combined approach. When you use first and third-party intent data together, you can see how your prospects and customers interact with your site. You can infiltrate new audiences who may not know about you yet.
There are three ways that data providers collect third-party intent data:
But which is more valuable to your B2B sales and marketing team?
There’s no competition. Let’s take Bombora, Cognism’s third-party intent data partner, as an example.
Compared to the other types of third-party intent data, Bombora’s is more:
Bombora also offers extra features to help B2B sales and marketing teams make the most of their intent data.
For example, Bombora sets historical baselines that show how much a company would normally care about a specific topic. Then, it looks for spikes in research for this topic; this indicates greater intent.
Rather than tracking keywords, as bidstream does, Bombora tracks topics. It evaluates whether a web visit indicates intent by awarding it a relevancy score. This takes into account criteria such as:
Cognism is the trailblazing B2B intelligence platform that’s trusted by thousands of revenue teams worldwide. Bombora is an industry leader in intent data.
It only makes sense that we work together to add a new dimension to sales intelligence.
Now, Cognism users can utilise ‘operational intent’. This means that when you see intent signals from targets or new prospects, you can:
Armed with that kind of information, you can reach out to your prospects much earlier, much faster and with more accuracy than your competitors. They won’t stand a chance!
When you combine Cognism’s account and contact data with Bombora’s highly targeted intent data, you can make improvements in several areas of your sales and marketing operation, including:
To find out more, we’ve got two more articles that explain how intent data makes your B2B sales and B2B marketing more powerful. Check them out below 👇
Take advantage of intent data on the Cognism platform today!
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