Intent data is information that reveals when buyers are actively researching online for solutions, showing interest in specific products and services based on the web content they consume. This data enables marketing and sales leaders to identify prospects with high buying intent, allowing businesses to focus their efforts and resources on leads most likely to make a purchase, increasing efficiency and effectiveness in their sales and marketing strategies.
Intent data comes from a variety of sources, each offering different insights into buyer behavior:
Here are some strategic ways to leverage intent data:
Intent data offers direct insights into potential customers' interests and readiness to purchase, making it ideal for targeted marketing and sales strategies, such as account-based marketing and inbound marketing.
On the other hand, traditional analytics focuses on broader market trends and patterns without indicating specific buyer intent.
Key metrics to consider when measuring intent data include:
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