What Is Intent Data?

In the world of marketing and sales, there’s a lot of talk about “Big Data.” So, what is Big Data, and how can it be used to improve marketing and sales efforts? Big Data is a name that’s used to describe the large volume of data organizations collect daily.

The data can come from multiple sources, including website analytics, social media, surveys, customer relationship management (CRM) systems, and more.

Organizations use this data to gain insights into their customers and prospects. However, sifting through all of this data can become a daunting task. That’s where intent data comes in.

Intent data is a type of information that provides insights into an individual’s or organization’s current state of mind. In other words, it can help you understand what someone is trying to do now.

How Intent Data Can Be Used

There’s many ways that marketers and salespeople use intent data. For example, consider a situation where you’re trying to generate leads for your business.

You might use intent data to identify individuals who have recently started researching a topic related to your product or services. You could then reach out to these individuals with personalized messages to generate new leads.

Similarly, if you’re trying to close deals with new customers, you could use intent data to identify organizations actively researching your products or services. You could then reach out to these organizations with targeted messages in an attempt to close new deals.

In both of these examples, intent data can be used to improve the likelihood of success, helping you to target your marketing and sales efforts more effectively.

Types of Intent Data

There’s two main types of intent data: explicit intent data and implicit intent data.

Explicit intent data refers to information that individuals or organizations explicitly share with others. For example, if someone fills out a form on your website or subscribes to your e-newsletter, they provide you with explicit intent data.

This information is typically collected through first-party interactions like forms and subscription pages.

Implicit intent data is information that individuals or organizations share indirectly through online behaviour.

For instance, if someone visits your pricing page but doesn’t fill out a form or subscribe to your e-newsletter, they provide you with implicit intent data. This information is typically collected through third-party interactions like cookies and web beacons.

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