Pipeline planWhat is B2B buyer intent data, and how do teams use it?
By Hojabr Sattari. . 7 minute read.
B2B buyer intent data is information about the activity of a company or person that suggests they are researching a purchase. It comes from three places: first-party signals on your own site and channels, third-party signals from research activity elsewhere, and signals your own sales team records. Intent data is a reason to prioritize accounts, not proof that a deal exists. It works when a team decides in advance what happens when a signal fires, and when it is measured against meetings and opportunities.
The three types of signal
- First-party: visits to pricing, comparison or service pages, repeat visits from several people at one company, form fills and replies.
- Third-party: research activity on topics across other sites, supplied by data providers. Coverage and accuracy vary by provider, so test before you commit.
- Sales-recorded: conversations, events, leadership changes and renewals noted by your own team.
What intent data can and cannot do
- It can help rank accounts within a list that already fits your profile.
- It can time outreach and advertising to accounts showing interest.
- It cannot identify every visitor, and matching a visit to a company is imperfect.
- It does not tell you who the decision maker is, or whether budget exists.
Where HubSpot and ABM platforms fit
HubSpot has added buyer intent features to company records, including visitor intent, research intent and company news, and several use HubSpot Credits. ABM platforms such as Demandbase and 6sense include intent as part of the platform. Our HubSpot buyer intent guide and our HubSpot ABM and Demandbase comparison go through the HubSpot route.
Turning signals into action
- Pick five signals that should alert a rep and write down what each means.
- Decide the first action and the time limit for each one.
- Route alerts to a named owner in the CRM.
- Measure how many alerts led to a meeting and an opportunity.
- Drop the signals that do not predict outcomes in your own data.
Frequently asked questions
What is intent data in B2B?
Signals that suggest a company is researching a purchase, from your own site, from third-party research activity and from your sales team.
Is third-party intent data accurate?
Accuracy varies by provider and topic. Test it against accounts you know before you commit, and treat it as a prioritization aid.
Do I need a platform for intent data?
Not necessarily. First-party intent can be read from your site and CRM. Third-party intent comes from a provider, either through a platform or a CRM feature.
How do I measure intent data value?
Compare meetings and opportunities from accounts with signals against similar accounts without them.
