Intent Data

Illuminate the dark funnel – by looking at what people are researching now, you can predict when they intend on making a purchase. In a world where only 2-5% of any audience is actively seeking to purchase at any given time, the role of intent data becomes pivotal. It allows B2B marketers and sales teams to recognise active buyers at the exact right moment, thereby increasing the chances of successful conversions.

The Significance of Intent Data in B2B Sales and Marketing

Intent data refers to the insightful information gathered about a user’s online behaviour, specifically their interactions and engagements that indicate an intention to make a purchase in your industry.


The utilization of intent data has proven to be a valuable asset for sales and marketing teams, especially in the B2B realm. By providing a lens into the online behaviours of a target audience, intent data enables these teams to make more efficient and strategic decisions.


The power of intent data lies in its ability to predict whether a buyer intends to make a purchasing decision. Consequently, it allows businesses to focus their marketing efforts on the right prospects at the right time, thereby avoiding wasted resources on individuals who are not ready to make a purchase.

Types of Intent Data: A Closer Look

First-Party Intent Data

First-party intent data is any information that your business collects directly from its audience or customers. This data can come from a variety of sources, including:

This includes contact information, customer profiles, and history of customer interactions with your business.

This involves actions, interests, and engagements shared across digital platforms like your business website or app. Offline surveys, forms, and questionnaires.

This includes information gathered from your business’s social media channels, like interactions, shares, comments, and follower demographics.

This includes information gathered from your business’s social media channels, like interactions, shares, comments, and follower demographics.

This involves data collected from traditional, non-digital methods.

Third-Party Intent Data

Third-party intent data, on the other hand, is information collected from external sources. This data provides a broader perspective of a buyer’s intent based on their behaviour across different digital platforms. The methods of sourcing third-party intent data include:

Behavioural data from a cooperative of publishers, websites, and apps.

Data that emanates from a publisher’s website or app during the real-time bidding process for programmatic advertising, also known as bidstream data.

Data collected by a publisher’s owned and operated network of websites and apps.

Intent Data: Marketing Game-Changer

Account-Based Marketing (ABM) campaigns greatly benefit from intent data. By understanding which target accounts are actively in-market for your solutions, sales and marketing teams can personalise and tailor their messaging to align with the specific pain points of their audience.

Intent data enables sales teams to engage with an extra layer of accuracy. By identifying and prioritising active, good-fit leads and accounts, these teams can focus on delivering relevant, contextual information at precisely the right time.

Across content assets, nurture campaigns, and engagement messaging, intent data provides the necessary knowledge for creating more tailored content and targeting prospects more accurately.

B2B marketers can use intent data to deliver more accurate messaging to both known and anonymous prospects who are showing intent around your key topics. This leads to more effective and efficient ad campaigns.

a new way to look at B2B sales leads generation

MyOutreach and Intent Data

MyOutreach has an unparalleled advantage in harnessing intent data, providing you with a distinct edge in lead generation. By leveraging our advanced capabilities and partnerships with the biggest B2B intent data providers, we can sift through vast datasets to identify and prioritize prospects who exhibit a genuine interest in your offerings, ensuring that your sales and marketing efforts are strategically aligned with the most promising leads.