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AnteriadAugust 9, 20234 min read

How to use intent data: Follow in the Data Heroes’ footsteps

The Data Heroes stand out above their peers in many ways, but one of the most significant is their intent data use. Not only are they using this data more, but they’re also more confident in how they use it and the results they can drive with it. Since these super marketers are driving results, we’re looking at how they approach their intent data use so you can take a page from their book and make the best use of your data.

What is intent data?

Let’s start with a little background: Intent data is information that gives you an understanding of a prospect’s intentions, interests, or preferences based on their online activity. It’s typically collected through various channels and touchpoints, such as website visits, search queries, social media interactions, content downloads, and more.

With intent data, you can identify and prioritize prospects who are actively researching or showing interest in your products or services, enabling more effective and targeted marketing efforts. But its uses don’t stop there, you can also use intent across your marketing funnel to gain valuable insights into what your prospects are interested in, what problems they are trying to solve, what products or services they are considering, and conduct competitive analysis.

How intent data sets the Data Heroes apart

1. They use intent data more

Nearly 50% more Data Heroes use intent data to target audiences. Additionally, all of these marketers (yes, 100%) report that they are using the right data to build and convert audiences and can prove it in their pipeline. This shows how important intent data is to the data strategy of successful marketers.

If you aren’t using intent data to target audiences, this is your sign to start. You can get started by choosing a strong intent data provider. From there, use intent data to identify in-market customers, build and target audiences, and run better campaigns.

2. They leverage intent for more use cases

More Data Heroes do use intent data than their peers, but even when compared to others who do use intent data, we found they’re using it in different ways.

Data Heroes are significantly more likely to use intent data to build an audience. This is a relatively basic use case for intent data, but we also saw that Data Heroes are more likely to be using intent data for more advanced use cases including account-based marketing. Data Heroes are nearly 20% more likely to use intent data to run ABM campaigns than their peers.

By using intent data throughout their marketing strategy, they have deeper insight into their potential customers and how to best engage them. Data Heroes drive results with intent data and use it across their funnel to get the most out of their marketing efforts.

3. They plan to increase their intent data usage

Not only are Data Heroes more likely to use intent data, but they’re also planning to increase their intent data use in the year ahead. 86% of Data Heroes plan to increase their intent data use this year. Of the Data Heroes who expect their intent data use to increase, nearly half expect their use to significantly increase.

If there’s one thing you should take away from the Data Heroes, it’s that using intent data works and you can expand your use to drive even better results.

A few ways you can consider expanding your intent use include:

  • Programmatic advertising
  • Account-Based Marketing
  • Ideal Customer Profile (ICP) modeling
  • Trend analysis and competitive monitoring

4. They are highly confident using intent data

Data Heroes know they’re using intent data effectively. They’re highly confident using intent data to target audiences compared to their peers—in fact, 2.6x as many Data Heroes report they are extremely confident using intent data to target audiences.

They’re also confident in the results they can drive with intent data. 100% of Data Heroes agree that intent data leads drive more pipeline than non-intent leads— with 66% of those reporting they strongly agree.


5. Data Heroes are more likely to use intent data managed services

Data Heroes aren’t alone in navigating how to use their intent data, many have the support of a dedicated intent data provider. Data Heroes are more likely to use managed services to access and manage intent data. Using managed services, they have an expert to help them understand best practices and optimize their strategy.

To get the most out of intent data and see results as quickly as possible, we recommend you start using intent data through a managed service. This will help you get started and gain confidence using intent data without having to worry about using it in ineffective ways.

Looking forward

Intent data has emerged as the Data Hero’s superpower, revolutionizing the way these marketers approach audience targeting, campaign optimization, and overall marketing strategy. The success of these exceptional marketers proves that intent data is not just a valuable tool but a game-changer in the world of B2B marketing. By embracing intent data in your marketing strategy, you can gain valuable insights, drive impressive results, and ultimately become a Data Hero too.

Beyond their intent use, there’s more that sets the Data Heroes apart from the crowd. Dive deeper into what makes a Data Hero, the tactics they use like layering different data types and buying group scoring, and learn about the 4 steps you can take to follow in their footsteps in our eBook.