If you’re like most marketers, you’re always looking for ways to improve your content marketing strategy. After all, creating great content is essential if you want to attract and engage prospects. But what if there was a way to make your content even more relevant and targeted? Well, there is – and it’s called prospect intent data.

Intent data can help you understand what people are searching for online and the type of content they’re interested in consuming. This information can be extremely valuable when it comes to creating new pieces of content or revising existing ones.

What is Prospect Intent Data and How to Use It

Prospect intent data is data that can be used to determine the likelihood that a prospect will take the desired action, such as making a purchase.

These are all signals that the person visiting your website is interested in what you’re selling and could be close to making a purchase. By tracking this data, you can better understand your audience and what they’re looking for so that you can adjust your marketing strategy accordingly.

This data can be used to create marketing campaigns that are more likely to result in a conversion.

It’s common for salespeople and marketers to consider this in their sales strategy.

Types of Intent Data

There are two different types of web browsing that companies can use to track customer intent: first-party and third-party cookies.

First-Party Intent Data

In basic terms, any intention information you gather from your website is 1st party intentions.

It’s perfect for marketers who want to track all the buyer activities that are important to their business.

This could be done through form submissions for gated content and through IP address tracking.

In actuality, if you’re using analytics or marketing automation software, then you’re probably already collecting first-party information.

Third-Party Intent Data

Intent data is any information collected about a prospect’s online behavior.

While it includes IP address and form fill information, it is mostly collected by companies that sell data to marketers.

Because third-party data can come from a variety of places, it can give you a more well-rounded picture of your prospects’ interests. This can help you better understand what their needs are, and allow you to create more effective campaigns.

This data is extremely useful because consumers will often visit multiple websites before making a purchase decision.

Using both first-party and third-party data sources gives us a more complete picture of a buyer’s journey. 

Where Do You Get Intent Data From?

You can find first-party Intent data by monitoring your own website or content libraries. You can find third-party Intent data providers by searching online for companies that offer this type of data.

This data can be found through a data co-op or the Bidstream.

Using intent data from buyer actions, you can gain insights into what interests your potential buyers. This can help you identify which types of content and information they’re looking for, allowing you to better tailor your marketing message.

When your target client takes action that indicates they are interested in investing in your products, you will be immediately notified. This enables you to close more deals, drive more revenue, and grow your business more efficiently.

Using intent data can help you better target your marketing efforts and close more sales.

How To Use B2B Intent Data

Using Intent Data, sales and marketing can tailor their outreach and messaging to each individual prospect.

Without using predictive analytics, companies are only responding to data on their own websites, while the potential buyer has been trying to solve a problem for months.

Measuring your marketing efforts. By understanding which of your marketing campaigns are most effective at generating sales-ready buyers, you can better allocate your resources.

Gain insight into which of your customers are searching for solutions and topics.

These insights allow you to upsell to current customers before they’re tempted to buy from your competitors. They also help you identify customer pain points before they become a problem.

Importance Of Using Intent Data

Using buyer intent data in your marketing efforts can be extremely beneficial. Let’s discuss why that is.

1. B2B Intent Data Boosts Your Prospecting Efficiency

75% of businesses say their number one priority is to close more sales. Wouldn’t you like to know when a lead is just about ready to buy?

Intent data is extremely helpful for prospecting.

Using business-to-business (B2B) intent data from LeadGenius, your sales team can better understand which companies are interested in your solutions. This allows them to tailor their communications to each company’s specific needs, leading to more personalized, effective, and efficient outreach to your prospects.

Using third-party intent data, you can better understand what your prospective customers are looking into. This can help you engage them earlier, and position your solution as one of their options.

2. Improve Outbound Sales

While reaching out to new contacts can be an effective way to generate new business, you can never be sure if the people you reach out to are actively looking to purchase.

Your sales process may take a while, but that’s because buyers now typically see 3-5 different assets before they’re ready to talk to your sales team. This gives them time to conduct more research, such as asking their colleagues or reading reviews online, which can help them make an informed choice.

Giving your sales reps a list of interested customers, along with when and why they expressed interest, will allow them to contact these buyers early on in their buying process.

3. Progressive Sales Prioritization 

Lead scores are traditionally calculated by adding points when a lead completes a specific action.

By analyzing your prospect’s behavior, you can better predict their buying intentions.

Lead scores help your sales team prioritize their contacts. By knowing how interested a lead is in your product or service, your reps can better focus on making the sale.

4. Optimize Your Marketing Campaigns

The cornerstone of any effective account-based marketing strategy is personalization. The most successful way to optimize an ABM strategy is to map out the buyer’s journey and tailor content to each individual lead.

The best way to optimize your account-based marketing efforts is to ensure that you’re only targeting purchase-ready accounts. This ensures that your targeted messages are relevant and that you’re not wasting your resources.

5. Create Relevant and Engaging Content

If you want to produce content that is relevant and targeted, you should consider using intent data. This will allow you to see what people are inquiring about before they make a purchase, and then address these topics in your content. This way, you can ensure that your content is always relevant and targeted to your audience.

If you’re looking for ways to improve your inbound marketing strategy, consider using these insights to generate targeted content. By creating content that appeals to your target audience, you can attract more leads and boost traffic to your website.


If you’re looking for ways to improve your content marketing strategy, then consider using prospect intent data. By understanding what people are searching for online and the type of content they’re interested in consuming, you can ensure that your company is seen as a thought leader in your industry – which can ultimately lead to more conversions.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.