How to Implement Intent Data
Use buyer intent signals to prioritize outreach and close more deals
Intent data reveals which companies are actively researching solutions like yours—before they fill out a form. When used correctly, intent data helps sales and marketing prioritize outreach, personalize messaging, and engage at the perfect moment. This guide shows you how to implement and operationalize intent data.
Steps in this guide
Understand Intent Data Types
Intent data comes in different forms. First-party intent (your website) is most actionable. Third-party intent (across the web) provides broader coverage.
Tips:
- First-party: Website visits, content engagement on your properties
- Second-party: Shared data from partners like G2, TrustRadius
- Third-party: Aggregated research behavior across the web (Bombora)
- Combine sources for complete visibility
Capture First-Party Intent
Start with your own website—it's the highest-quality intent signal. Implement visitor identification to know exactly who's showing interest.
Tips:
- Install visitor identification (like Bullseye)
- Track page-level engagement (pricing, features, case studies)
- Monitor repeat visits and time on site
- Score based on high-intent page views
Add Third-Party Intent
Layer in third-party intent for earlier awareness. This shows accounts researching your category even before they visit your site.
Tips:
- Choose a provider that covers your market (Bombora, G2, etc.)
- Define relevant topics/keywords to track
- Integrate data into your CRM/MAP
- Use as a signal, not the only criteria
Integrate with Your Systems
Intent data is useless if it sits in a silo. Push signals into your CRM, marketing automation, and sales tools where action happens.
Tips:
- Sync intent signals to account/lead records
- Trigger workflows based on intent spikes
- Surface intent in Slack for real-time awareness
- Include intent in lead scoring model
Operationalize for Sales
Make it easy for sales to act on intent. Provide clear prioritization and suggested actions, not just raw data.
Tips:
- Create daily 'hot accounts' reports
- Send Slack alerts for high-intent activity
- Provide talk tracks based on intent topics
- Train reps on how to use intent in outreach
Use Intent for Marketing
Intent data powers smarter marketing: targeted ads, personalized content, and better nurture campaigns.
Tips:
- Target ads to accounts showing intent
- Personalize website content for returning visitors
- Adjust nurture content based on research topics
- Prioritize event invites for in-market accounts
Measure and Optimize
Track how intent data impacts your results. Measure engagement and conversion rates for intent-prioritized accounts vs. others.
Tips:
- Compare conversion rates: intent accounts vs. non-intent
- Track speed to opportunity for intent-prioritized outreach
- Measure ROI of intent data investment
- Refine topics and thresholds based on results
Common Mistakes to Avoid
- ✕Treating intent as a silver bullet (it's a signal, not certainty)
- ✕Not combining first and third-party intent
- ✕Buying intent data without operationalizing it
- ✕Ignoring intent signal decay (freshness matters)
- ✕Over-automating without human judgment
Pro Tips
- ★First-party intent (website visits) is more reliable than third-party
- ★Intent signals decay fast—act within days, not weeks
- ★Combine intent with fit: high intent + bad fit = still a bad lead
- ★Use intent for prioritization, not as the only outreach trigger
Tools You'll Need
Bombora
Third-party B2B intent data co-op
G2
Buyer intent from software comparison activity
6sense
AI-powered intent and ABM platform
Frequently Asked Questions
What is intent data?
Intent data is information indicating a company or individual is actively researching a topic, product, or solution. It's derived from online behaviors like content consumption, search activity, and website visits.
Is first-party or third-party intent data better?
First-party intent (from your own website) is more specific and actionable—you know they're interested in YOUR solution. Third-party provides broader coverage but is less precise. Use both for complete visibility.
How accurate is intent data?
Accuracy varies by source. First-party intent is highly accurate. Third-party intent involves inference and is less precise. Validate with your own conversion data and don't treat intent as certainty.
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