Intent data in B2B marketing is becoming more than just a nice-to-have. Your target customers and accounts are already in market well before you’ll figure it out, so purchase intent data is worth the wait. It allows companies to evaluate buying intentions so you can strike at accounts and prospects while the iron is hot.

Some companies we work with still view intent data as something they buy from third-party providers, a route with limited options.  As grim as that sounds, there are a few overlooked places B2B marketers can go for buying intention data: owned, third-party and modeled intent. The way we see it, these three options allow B2B marketers to understand purchase intentions of both known and unknown targets.

Let’s break these options down.

Owned Purchase Intent

This includes the intent data you already own based on an individual’s or account’s interactions within your own customer experience ecosystem. This may include engagement with specific types of content, visits to various web pages (product, customer service, order pages, community site, etc.), and/or your earned media channels. Acquiring a visitor’s intention by using your own assets allows you to build content plans that include capturing intent-based signals that you’d otherwise have to pay for.

Third-Party Purchase Intent

Third-Party purchase intent includes account-based intent data that can be bought or rented directly from intent data providers like Bombora, Big Willow, (now Aberdeen), Tech Target Priority Engine. You can also integrate this data with your current sales or marketing platform with a provider like DiscoverOrg.com. This type of intent data can help scale your ability to evaluate intent at specific accounts beyond your own website. These tools also allow you to integrate intent data directly into your marketing workflow and automation tools, so you can use it across channels and sales tools.

Modeled Purchase Intent

Various engagement and intent signals, coupled with third-party data, go into creating modeled intent data. Modeled intent creates a derived intent “score” in order to quickly evaluate an account’s opportunity and receive more targeted marketing and/or sales outreach. Like third-party intent data, modeled data can be an easy way to expand and scale your intent intelligence with resources that you might already have in place. Modeled intent providers include companies like Lattice Engines, Mintigo and Everstring.

Smart B2B companies don’t just settle for a single intent data source. They expand their understanding of a prospect’s or account’s buying intentions by combining all three purchase intent types in order to create a trifecta of success for their account-based marketing strategy.

All this strategy still has you stumped? Contact us!

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