Stop Guessing—Start Closing
You’ve heard the buzz around “intent data,” but what is it really? And more importantly, how can it help you close more deals without wasting time on tire-kickers? Let’s cut through the marketing fluff and get straight to what intent data is, where it comes from, and how to put it to work.
What Is Intent Data?
Intent data reveals which prospects are actively researching—or ready to buy—your product or service. Think of it as the digital equivalent of spotting shoppers who are kicking tires at the dealership before they ever walk through the door.
- First-Party Intent Data
Data generated on your own properties: pages visited, time spent on pricing or comparison pages, downloads, in-app usage, and email engagement. - Third-Party Intent Data
Signals collected across the wider web: content consumption, search queries, topic research on industry sites, and interactions tracked by data providers.
Bottom line: The more engagement someone shows around your solution, the hotter the lead.
Key Sources of Intent Signals
- Website Activity
Page views, session duration, repeat visits to pricing or product pages. - Search Behavior
Keywords and phrases indicating evaluation or purchase intent. - Content Engagement
Downloads of whitepapers, case studies, or attending webinars. - Tech & Firmographics
Company size, industry, and tech stack aligning with your ideal customer profile. - Third-Party Providers
Platforms like Bombora, ZoomInfo, or 6sense aggregate broader buying signals.
Why Intent Data Is a Game-Changer
- Eliminate Cold Outreach
Focus only on prospects already researching your solution—no more blind email blasts. - Personalize Your Messaging
Tailor outreach based on what buyers are actually reading, downloading, or searching for. - Accelerate the Sales Cycle
Engage buyers mid-journey, before they settle on a competitor. - Optimize Ad Spend
Target high-intent audiences, reducing wasted impressions by up to 90%.
Debunking Common Myths
- “It’s just a marketing gimmick.”
Top-performing teams use intent data daily to boost pipeline velocity and deal sizes. - “It’s fancy lead scoring.”
Lead scores are subjective; intent data is based on real, observable behavior. - “It’s too expensive for small businesses.”
Start with your own first-party data—no big budgets required. - “All intent data is accurate.”
Quality varies. Choose providers that offer fresh, verified signals.
Getting Started (Without Overwhelm)
- Mine Your First-Party Data
Analyze your website, product, and email activity—this is the most reliable intent source. - Layer in Third-Party Signals
Expand your reach by integrating broader web-wide intent feeds. - Align Sales & Marketing
Define clear workflows: How will teams act on intent triggers? - Be Helpful, Not Pushy
Use insights to craft value-driven messages, not generic cold calls. - Measure & Iterate
Track which signals convert best, then refine your data mix and outreach tactics.
Intent Data Isn’t Magic—But It’s Pretty Close
Intent data won’t do the selling for you, but it will light up the path to your most promising prospects. If your pipeline is full of noise and your conversion rates are stuck in neutral, it’s time to harness the power of intent.
👉 Ready to see how ID Resolution Lab turns intent data into closed deals? Let’s Talk.