Knowing what drives your prospects is more crucial than ever. In the complex B2B landscape, where sales cycles are long and intricate, getting ahead of customer needs can be the deciding factor in closing a deal.
That’s where intent data shines. By tracking digital behaviors like search queries, website visits, and content engagement, behavioral data and intent signals uncover what your prospects are truly interested in and the challenges they’re trying to solve.
For decision-makers, this isn’t just about staying competitive; it’s about accelerating growth. Whether you’re refining your marketing tactics or honing your sales strategy, these prospect insights provide the actionable insights you need to connect with the right prospects at the right time.
Here’s why we at FullFunnel are passionate about the prospecting power (say that three times fast!) of intent data:
What is Intent Data?
Intent data is essentially the breadcrumbs people and companies leave behind as they navigate the web—like what they’re searching for, which sites they’re browsing, the content they’re reading, and how they’re engaging on social media. By analyzing these digital behaviors, B2B organizations can get a clearer picture of what their potential customers are interested in and what they might need. This allows for more precise marketing and sales strategies that speak directly to those needs. Put simply: intent data is all about understanding who’s interested in you and who you should be interested in. This dual perspective is transformative for identifying top leads and boosting engagement.
(Clearbit)
Why Does Intent Data Matter?
Intent data is a real game-changer for B2B marketing and sales teams because it helps them zero in on prospects who are most likely to make a purchase. Imagine knowing exactly which potential customers are actively searching for solutions that your company offers—this is the advantage of understanding online behaviors. With 52% of B2B marketers using this type of data to pinpoint key topics and address customer pain points in their content, their outreach becomes far more relevant and effective. But it doesn’t stop there. These signals are also crucial for strategic decision-making, helping businesses with targeting, segmentation, and prioritizing sales efforts. In fact, 47% of organizations use this information for demand marketing, 40% to inform and enable sales, 38% to enhance advertising and digital marketing initiatives, and 29% to accelerate the sales pipeline. In an ultra-competitive, data-driven world, leveraging buying signals isn’t just a nice-to-have; it’s a must for staying competitive.
(Source: TechTarget, 2020)
Does My Organization Need An Intent Data Provider?
Whether your organization needs an intent data provider depends largely on your current resources and what you’re aiming to achieve. If your team is struggling to gather and make sense of large volumes of data, or if you're simply looking to elevate your marketing and sales strategies, partnering with a provider could be the answer. These providers bring sophisticated tools to the table that offer deep insights into customer behavior, making it easier to target the right prospects with the right message at the right time.
For sales teams, prospect behavior insights is like a secret weapon—it helps you spot the leads that are most likely to convert, ensuring your efforts are focused on those that really count. This isn’t just about working smarter; it’s about making sure every interaction is as impactful as possible. Essentially, an intent data provider can give your organization the edge it needs to optimize outreach and drive meaningful growth. If you're serious about staying ahead in a competitive market, investing in this data might just be the boost you need.
Who Are the Top Intent Data Providers?
1. Bombora
- Pro: Highly intuitive interface with easy integration into existing CRMs and marketing platforms.
- Con: Some users find the system's navigation and setup a bit tricky initially.
Bombora is renowned for its ease of use, particularly its straightforward integration into various CRMs and marketing platforms. The platform's Company Surge tool tracks intent data across a vast network of B2B websites, providing actionable insights that are easy for sales and marketing teams to interpret and apply. Bombora’s data is invaluable in prioritizing leads and timing outreach, helping teams engage with prospects who are actively researching relevant topics. Its user-friendly interface and clear reporting make it accessible even for those without deep technical expertise, allowing businesses to quickly capitalize on intent data to boost conversion rates.
2. 6sense
- Pro: User-friendly interface despite advanced AI-driven capabilities.
- Con: The platform’s depth of functionality can require a learning curve for new users.
6sense stands out for its advanced AI capabilities, which are designed to uncover and interpret the "dark funnel"—interactions that traditional methods might miss. Despite its sophisticated technology, 6sense is praised for its user-friendly interface, making it a solid intent data provider for B2B organizations of all sizes. The platform’s predictive analytics help businesses identify the best accounts to target and the optimal timing for engagement. This ease of use, combined with deep behavioral insights, allows marketing and sales teams to create highly personalized and effective campaigns, leading to improved sales outcomes.
3. LinkedIn Sales Navigator
- Pro: Intuitive interface that leverages LinkedIn’s vast network for easy lead identification.
- Con: Some functional limitations, such as difficulties with exporting data, can hinder full utilization.
LinkedIn Sales Navigator is highly regarded for its intuitive interface and seamless integration with the LinkedIn network, which most B2B professionals are already familiar with. It simplifies the process of identifying and connecting with potential leads by leveraging LinkedIn's vast data on user behavior and intent. Sales Navigator provides a practical and accessible tool for networking, prospecting, and nurturing relationships with high-potential clients. The platform’s ability to surface relevant leads and insights make it a valuable asset for sales teams looking to optimize their outreach efforts.
4. Demandbase
- Pro: AI-driven insights with a user-friendly interface that integrates well with existing tools.
- Con: The platform’s extensive functionality can be overwhelming, requiring time to master.
Demandbase boasts a comprehensive suite of tools that are designed to be user-friendly, despite the platform’s advanced capabilities in AI-driven account identification and intent data analysis. The platform integrates easily with existing tech stacks, allowing B2B organizations to leverage real-time data for more targeted and efficient account-based marketing (ABM). Demandbase’s intuitive interface and customizable dashboards help users quickly navigate the system and apply insights to improve ad targeting and sales engagement. Simple to use and powerful, this platform is a reliable choice for businesses aiming to streamline their marketing efforts and drive higher ROI.
5. ZoomInfo
- Pro: User-friendly with powerful automation and extensive CRM integrations.
- Con: Some users report outdated or duplicated data in certain cases.
ZoomInfo is known for its powerful yet user-friendly interface, making it easy for B2B organizations to access and act on real-time data. The platform offers a seamless experience, with automated workflows and extensive CRM integrations that enhance the efficiency of marketing and sales operations. ZoomInfo’s accurate and comprehensive contact data, paired with its intent signals, provides businesses with a clear picture of who to target and when, improving the effectiveness of outreach efforts. This platform ensures that teams can quickly leverage data to drive better decision-making and accelerate sales cycles.
Revolutionize Your DataOps with FullFunnel
At FullFunnel, we’re all about turning this powerful data into straightforward, actionable insights that can really move the needle for your business. We help B2B organizations integrate powerful intent data seamlessly into existing systems, so you can start seeing results without the headache.
Our team knows how to make intent data work for you—whether it’s through smarter audience segmentation, better lead scoring, or creating personalized marketing campaigns that speak directly to your prospects’ needs. We’re here to ensure your marketing and sales efforts are always laser-focused on the leads that matter most. And because we’re constantly fine-tuning strategies based on real-time data, we help you stay ahead of the curve and hit your goals with confidence.
With FullFunnel, you’re not just keeping up—you’re leading the way.
