Two business people at their phones symbolizing B2B intent data.

Let’s talk about B2B intent data. Businesses today have to think smarter and faster to keep up with the competition. It’s not enough to just generate leads and pitch your products or services to them. Instead, it’s about understanding timing, using personalization, and showing your prospects that you understand them on a more substantial level.

B2B buyer intent data allows you to do just that by providing valuable insights to inform your marketing and sales strategies.

In this article, we’ll discuss what B2B intent data is, where it comes from, how to collect it, and how to leverage these insights for business success. We’ll also share some benefits of B2B intent data so you can make the most of it for your business.

What Is B2B Intent Data?

B2B intent data is a form of data that identifies a business’s buying intent. This data lets companies understand their customers’ current demand and purchasing behavior. It can also give businesses the insight they need to predict future buying behavior accurately and capitalize on emerging trends.

While it might sound a little complicated, B2B intent data is all about looking at behavioral indicators like:

  • Visiting specific pages on your site
  • Sales email engagement
  • Number of website visits
  • Taking particular actions (like reading specific articles)

This data enables businesses to understand their customers’ needs and preferences, target the right customers at the right time, and create more personalized marketing materials.

Additionally, this data can be used to identify potential new customers, develop better products and services, and improve customer satisfaction. Ultimately, leveraging B2B intent data can help businesses increase sales and generate greater profits.

Where Does B2B Intent Data Come From?

B2B intent data comes from various online sources, including search engine queries, website visits, social media posts, product reviews, and other online activities.

For example, B2B intent data can come from:

  • Web Searches – Identify what customers are looking for and what they need and spot potential opportunities or new product ideas.
  • Social Media Posts – Illustrate customer sentiment and intent.
  • Surveys and Market Research – Provide valuable insights into customer intent. By asking questions about customer preferences, needs, and motivations, companies can better understand what customers want.
  • Customer Interactions – This includes things like customer service logs, call center recordings, and online chat sessions. By analyzing these sources, businesses can gain an understanding of what customers are looking for and what they need.
  • Visitor Identification Data – Lets you see exactly who’s visiting your website and what they’re doing there, providing deep insight into intent.  

So, how can you start collecting this data?

How to Collect B2B Intent Data

The best way to collect B2B intent data is to use intent marketing platforms and tools. These platforms provide the means to track and analyze customer behavior, such as web searches and website visits.

They also provide the ability to segment data based on customer type, company size, and other criteria to better understand the customers’ buying behavior. For example, LeadLander is a website visitor tracking and audience identification platform that makes it simple to access B2B intent data.

Many platforms provide insight and analytics. Sometimes, though, you’ll have to interpret this data using analysis.

How to Interpret B2B Intent Data

When interpreting buyer intent data, paying attention to a customer’s language and behavior is essential. For example, a customer’s search terms can provide valuable insight into what they’re looking for.

Similarly, how quickly a customer responds to an email or how long they stay on a website can indicate how interested they are in a product or service. It’s also important to look for patterns in behavior across multiple customers, as this can give better indications of what customers are seeking.

Context is another critical consideration when interpreting buyer intent data. For instance, a customer’s past purchase history can be important in determining what they value and look for. Similarly, the time of year or the current economic climate can offer clues about what a customer is seeking and what they are likely to purchase.

By interpreting buyer intent data, you can gain valuable insights into your customers’ needs, wants, and values, which you can use to tailor products and services to meet their needs.

Team of businesspeople discussing B2B intent data

9 Benefits of B2B Intent Data

So, what are the benefits of intent data? Let’s take a look.

1. Improves Targeting

B2B intent data can help you identify prospects actively looking to buy a particular product or service. This allows you to better target your marketing campaigns and ensure that your message reaches the right people. With this information, you can create tailored campaigns that speak directly to the needs of your target audience.

2. Enhances Personalization

You can also use this data to personalize your marketing messages. By understanding the behavior of your prospects, you can tailor your communications to their individual needs and interests. This helps you create meaningful customer interactions and develop effective marketing strategies.

3. Increases Relevance

Buyer intent data can also help you ensure that your marketing messages are relevant to the user’s situation. By understanding their current needs and interests, you can create content that directly addresses their needs, helping you build trust and credibility.

4. Reduces Wasted Time and Money

B2B intent data helps you eliminate wasted efforts by ensuring that you’re targeting the right people. By understanding who is already interested in your offering, you can avoid wasting time and resources on people who aren’t likely to convert.

5. Improves ROI

This data can also help you improve your return on investment by increasing the effectiveness of your marketing efforts. By understanding the behavior of your prospects, you can adjust your strategies to maximize your ROI.

6. Enhances Your Decision Making

You can also use this data to inform your decision-making process. By analyzing the behavior of your prospects, you can better understand the needs of your target audience and adjust your strategies accordingly.

7. Generates Insights

Buyer intent data helps you generate valuable insights about your target audience. By understanding the needs and interests of your prospects, you can develop meaningful insights that will help you create better marketing strategies.

8. Streamlines Processes

It can also help you streamline your processes by eliminating the need for manual research. By understanding the behavior of your prospects, you can automate some of your processes, saving you time and effort.

9. Enhances Brand Perception

By understanding the needs and interests of your prospects, you can create messaging that speaks directly to them, helping you build trust and credibility with potential customers.

How to Leverage B2B Intent Data

Ultimately, B2B intent data can help your company do amazing things, like identifying potential new customers, developing better products and services, and improving customer satisfaction. In our increasingly competitive marketplace, these advantages are huge.

If you’re ready to start leveraging intent data, we can help. Try LeadLander free for 14 days to see how knowing buying intent can help transform your company.


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