Intent data providers collect data indicating buyer intent. By analyzing this data, intent data providers can supply high-quality leads for customers that are ready to buy. Intent data tools collect information from a wide array of second and third-party resources. This data is a valuable tool for lead generation, churn prevention, competitive intelligence and industry bookmarking. Intent data software also integrates with CRM tools, as well as marketing and sales software to provide the ...
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Intent data providers collect data showing buyer online behavior that signals possible purchase intent. Using this data, intent data providers can help predict which accounts are interested in purchasing a product. Intent data products collect and deliver signals from various types of sources, providing insights into different aspects of the buyer’s journey.
First-party intent data is captured by the company’s marketing channels. These are some of the strongest signals of intent to buy. Third-party intent data providers aggregate keyword and topic-level search signals from thousands of content sites. This is most effective for top-funnel marketing campaigns. Second-party intent data providers, by definition, collect and sell their own first-party data. This data is most effective for mid-to-bottom-funnel marketing and sales activities.
Like sales intelligence software, intent data is used to generate and prioritize accounts. Intent data signals enable businesses to focus their marketing and sales efforts on businesses that are potentially in-market. Intent data can also indicate when leads or priority accounts are looking at competitors’ products or services. This information can be used to identify churn risks and compete for business that could have otherwise been lost.
Intent data providers collect data from:
Third-party intent data comes from large data conglomerates that purchase intent signals from a variety of websites and/or publisher co-ops. The data is then packaged together and sold. This results in a large volume of top-funnel intent signals. These signals are typically potential buyers who are aware they have a problem to solve and are starting to research different software options.
Second-party intent data providers collect data from their own websites. They often specialize in certain industries and can provide a higher level of detail about each account or lead, performing specific activities to help personalize outreach. Second-party intent data is often referred to as downstream intent data.
Intent data providers often include marketing or sales features with their offerings. However, this is not universal to all products. When considering an intent data provider, it is important to view the specific features of each one. The most common features offered by intent data providers include:
For businesses that already have sales and marketing tools, intent data providers support a wide variety of integrations. Intent data software can easily be utilized along with all major CRM tools. Additionally, intent data products can integrate with popular account-based marketing software, ad platform software and sales intelligence software.
When considering different intent data providers, assess the following aspects of each product offering.
Most intent data providers use a subscription pricing model, charging monthly or annually for their services. Quotes are available on request from intent data providers. Most vendors offer free trials, either for a limited time or with limited functionality.
In the B2B world, intent data helps vendors gain insight into the behavior of their potential buyers and customers. The actions that web visitors take on a vendor’s website or a third-party website (like a review website or media property) are collected and tracked as buyer intent data. Read our full guide to intent data here for more insights .
Many businesses use intent data to help them support sales and marketing goals by identifying new in-market buyers, targeting high-intent accounts, and checking to see if any current customers look like they might be at risk of churning.
There are many intent data vendors available to work with in the market, though not all of them provide the same type of intent data. On TrustRadius, some of the most popular intent data providers based on number of reviews include:
