Using Intent data for your demand generation strategy

Intent data can give great insights into customer behavior and improve your B2B sales and marketing efforts. Smart businesses layer multiple datasets to create a holistic picture of their customers and prospects and enable better demand generation results.

What is Intent data?

Intent data is information that can help you understand if a person or business is interested in the products or services you offer. 

Based on the web content your prospects consume, Intent data can tell you when they are actively researching online for a solution and which products and services they are most interested in. 

Intent data for your demand generation strategy

A demand generation strategy focused around building genuine brand awareness and interest for prospects is a heavier content marketing play where you’re generating the actual demand for your product or service. 

Putting Intent data into action

There are many benefits of applying trustworthy, reliable Intent data to one’s sustainable demand generation strategies:

Insights to better understand a buyer’s journey

Rather than just looking at basic stats like how often an account visited your website during a certain period, Intent data gives you access to more valuable buyer insights. For example, Bombora’s Company Surge® Intent data solution can determine when a business is consuming content around a topic more than they usually do. This is a buying intent signal that indicates when a business may be in-market for a particular product or service. This kind of insight lets you understand the journey of your potential buyer before they contact you — or a competitor!

Prioritization of outreach efforts

Intent data helps your sales and marketing teams create a more focused lead generation and demand generation strategies and assets. Knowing which accounts are actively researching your products and services allows for focus on potential customers already in the consideration phase of the funnel With this information in hand, you can time your outreach appropriately and strike while the iron is hot.

Personalization with content that resonates

Along with getting in front of your prospects at the right time, Intent data helps you personalize your messaging based on what they are researching. This can be done using specially curated content via email campaigns, custom landing pages, and targeted advertising.

Intent data transforms demand generation from a guessing game into a strategic advantage. By understanding which accounts are actively researching—and how their interests evolve—marketers can prioritize the right audiences, deliver more relevant experiences, and align sales and marketing around real buyer behavior.