What Is Intent Data and How Has It Transformed B2B Sales? (Part 3)


What Are the Types of Intent Data?

To follow internet users’ movements inside and outside your website, intent data marketing uses activity markers such as HEM, cookies, device IDs, and others. As a result, intent data can be classified into the following groups:

First-party intent data

Internal intent data, sometimes referred to as first-party intent data, refers to any information gathered directly from your website. Your team will be able to collect gated content, IP addresses, submitted forms, and other first-hand information from your visitors, depending on any data-processing integrations you choose.

Once visitors arrive on your site, you should be able to track how long they stayed, which areas they visited, what topics or articles they read, and evaluate their activity to determine their degree of interest, buyer stage, and more.

While the quality of first-party data is unrivaled, it is also limited. The most basic levels of first-party data research can be obtained through analytics tools, marketing automation platforms, or backend coding of your website.

Even with aggressive sales and marketing efforts, only a small percentage of B2B prospects who are actively looking for a solution will find your site, and only approximately 15% of them will be ready to engage in a buying decision.

Furthermore, a large percentage of wandering visitors prefer to conduct their research in an anonymous manner, making it difficult for your purpose data marketing reps to identify the business or individual based on IP identification of previously submitted forms.

Third-party intent data

External intent data, also known as third-party intent data, is information gathered from various sources on the internet. It gives you a broader picture of an account’s online interests and can show a specific intent for specific topics and websites that are relevant to your offering.

B2B prospects that are looking for a solution to their problems will typically look at a number of websites, blogs, webinars, case studies, and product reviews before requesting a proposal.

The ability to collect information from your competitors’ websites is a critical action with this type of data, allowing your organization to outsmart them by providing a more sensitive, tailored, and engaging experience.

However, if your marketing techniques are primarily focused on third-party data, consumers who are actively looking for a solution on your website are unlikely to receive the attention and care they require.

When first- and third-party data insights are combined, a complete image of what a prospect account craves, as well as their business drivers, objectives, difficulties, and, most importantly, their likelihood to buy from you, can be obtained.