How Does B2B Intent Data Work & How to Use It to Boost ROI?

Boost Your ROI with B2B Intent Data

By Binary Demand - Last Updated on June 29, 2023

Understanding the intentions and interests of potential buyers is crucial for driving successful campaigns and maximizing return on investment (ROI). This is where B2B intent data comes into play.

But how does intent data in B2B work, and with the help of the right B2B data solutions company, how can businesses leverage it to boost their ROI?

In this article, you will discover the untapped potential of this data to take your marketing game to the next level.

In this article

How Does B2B Intent Data Work

A company analyzes the individual’s intent by gathering their data. This involves identifying patterns and trends, such as commonly searched or discussed keywords and topics.

This information can be used to create highly targeted marketing campaigns, enhancing customer engagement and boosting sales.

Intent data is essential in B2B marketing, lead generation, B2B account-based marketing, and other sales strategies.

It’s important to note that different companies offer intent data in real time or within a specific timeframe, depending on their data collection methods and providers.

Now that you have your data, you can learn the rope because the ball is in your court!

When to Use B2B Intent Data?

B2B Intent data empowers sales and marketing teams to implement successful go-to-market strategies, precise segmentation, and personalized outreach to the most relevant individuals.

By leveraging predictive intelligence data, companies can go beyond relying solely on website data and instead tap into valuable insights about potential buyers who may have been seeking solutions to their challenges for an extended period of time.

Failing to utilize such data restricts companies to a limited scope of information, while their potential buyers have likely been actively addressing their pain points for weeks.

There are five prominent use cases for sales and marketing teams using intent data in 2023:

B2B intent data use cased

  1. Detecting initial buyer interest becomes possible through purchase intent signals, which aid in identifying companies actively researching your solution. This identification occurs before they complete a form on your website or engage with your sales and marketing teams.
  2. Creating focused account lists is made more accessible. Sales and marketing teams can dynamically filter outreach lists, specifically targeting accounts demonstrating an active interest in the product or service offered.
  3. Personalization becomes more effective as marketing and sales teams align their outreach efforts with the specific needs and interests of accounts already expressing interest.

By tailoring their initial outreach to match the requirements and preferences of these accounts, teams can deliver a more personalized and relevant experience.

  1. By incorporating predictive purchase data into the scoring model, lead scoring and prioritizing accounts become more accurate and efficient.

This allows companies to assign higher priority to accounts that exhibit interest and purchase intent, enabling proactive engagement before these accounts start their buying journey with a competitor.

  1. The data can be used to analyze and retain customers. Gain real-time visibility into the research activities and interests of your existing customers.

These valuable insights enable proactive upselling opportunities and allow you to identify pain points before any surprises arise, such as customers who fail to renew or purchase offerings from competitors, they were unaware you provided.

By harnessing the power of such data, businesses can gain deep insights into their target audience’s interests and buying signals, enabling them to create highly personalized and impactful B2B intent data campaigns.

How to Use B2B Intent Data to Run Better Campaigns

In today’s data-driven marketing landscape, utilizing intent data has become a game-changer for running effective B2B intent data campaigns. Let us discover how it can revolutionize your approach and help you achieve better campaign outcomes.

Step 1: Crafting precise B2B customer segmentation with ideal buyer personas

You can determine a few core audience segments by carefully examining your current customer base and identifying the key factors contributing to their success, such as effective onboarding or shared experiences.

This allows you to focus your targeting efforts on companies that match specific firmographic criteria, such as company size, revenue, industry, and more.

Step 2: Develop segments that align with specific use cases

Harnessing intent data to enhance outbound campaigns involves mapping out the genuine needs and particular topics of interest that resonate with a qualified audience.

By understanding if they are seeking to advance and require a new enterprise-grade B2B lead generation tool, it becomes possible to establish meaningful connections and cater to the needs of potential buyers.

Step 3: Establishing a meaningful and tailored connection through a thoughtful and relevant gift

This is the stage where you take action by going beyond sending a generic cold email or gift card. Instead, make your outreach personal and thoughtful by leveraging relevant cues.

Also Read: How Buyer-Level Intent Data Reveals Who is Ready to Buy

For example, if they’re training for a marathon, use this information to tailor your initial message and establish a meaningful connection in your conversation.

Step 4: Providing tailored content to address specific pain points

The next step is gaining familiarity with the company’s industry and curating the most suitable content for it. This can range from comprehensive insight reports to simple visual representations relevant to their industry, such as using a stethoscope for healthcare.

Step 5: Making a commitment to customer success as a means to reduce churn

When leveraging intent data for improved outbound campaigns, it’s essential to recognize that the buyer’s journey represents only half of the customer experience. The customer journey holds significant importance for any B2B company.

Additionally, it is crucial to ensure that new customers are seamlessly onboarded with adequate assistance and self-service resources. They should have readily available support channels if they encounter any challenges.

Understanding where B2B intent data comes from is crucial for businesses seeking to leverage this valuable resource in their marketing strategies.

How is Buyer Intent Data Collected?

Buyer intent B2B data is strongly indicated by the consumption of relevant content, making it a valuable signal for businesses. To access this data efficiently, many opt to purchase it from third-party vendors.

These vendors operate on platforms that gather and consolidate online research activities from various sources, including B2B websites, media publishers, and more.

By aggregating these activities weekly, they establish baselines of average content consumption for each company over time, allowing them to identify spikes in topic searches that exceed normal levels.

Additionally, these vendors analyze billions of online browsing events as prospects research products and solutions.

However, working with raw data can be challenging. To identify significant spikes, data vendors typically employ algorithms that consider various indicators such as:

  • The volume of content consumed
  • The number of individuals consuming the content
  • The specific types of content being consumed
  • The amount of time spent on each page

By leveraging the speed at which users navigate content, companies can utilize data spikes to deliver timely and pertinent information during a user’s research journey.

Also Read: An Introduction to Conversational Lead Nurturing

This approach ensures that relevant information is provided without being intrusive, precisely when users are most receptive.

Additionally, spike data enables salespeople further down the sales funnel to optimize their time and focus on prospects approaching the fruition of their buying journey and are more likely to be interested in engaging with them.


Leveraging intent data has emerged as a game-changing strategy for running effective campaigns in today’s B2B landscape.

By utilizing this data, companies can gain valuable insights into their target audience’s interests and buying signals, enabling them to craft highly personalized and impactful B2B campaigns.

Discover the potential of intent data and transform your marketing approach with Binary Demand.

FAQs on B2B Intent Data

Q. How to find intent data?

A. Examine user behaviors and actions that indicate their interest in purchasing or engaging with specific content. This data can be obtained through website activity, social media interactions, and other relevant platforms.

Q. When to use intent data?

A. It is valuable when you want to optimize your targeting, personalize outreach, and prioritize activities based on customer buying signals. It helps you identify high-intent individuals and align your marketing strategies with their needs and preferences.