Intent Data Fundamentals

What are Intent signals

Watch this 5-minute video to learn what is intent data and how it differs from engagement data, the two most important dynamic signals you must use to power your ABM strategy.

  Definition of Intent Data

Intent is a dynamic buying signal that surfaces insights into which topics of interest are being researched and consumed online by users. When users engage with content and research online, this may represent that the company they work for is interested in the category or topic those materials are about.

Intent signals are dynamic and change over time which means you can use them to better understand your prospects, open opportunities, or existing customers during the buying and renewal cycle. Intent data at the different stages of the buying cycle can help you to make decisions about how to move them through the conversion, retention, and expansion funnel.

Example 1

If user(s) at the account DemoCorp are researching online for "Personalized Direct Mail" solutions and reading articles about ad personalization, this indicates the account DemoCorp is surging with intent for personalized advertising and may be interested in purchasing a solution or product in this category. The topics that an account can show intent in could be related to an industry, category, product, specific company, technology, etc.

Intent enables you to uncover accounts early in their buying cycle. Even if a prospect has never visited your site and is not aware of your brand, intent data allows you to understand what they’re interested in, and assess if they’re ready to buy or if they are very early in the buying cycle. 

Example 2

For example, if the account DemoCorp is searching for basic information about your industry or service, they might just be just starting to research a new tool or service. But if the intent data shows that they’ve recently been searching multiple of your competitors, they may indicate that they are further along in their buying process comparing different options.

Intent data also gives you the ability to discover new accounts that are demonstrating intent on the topics that better define your product or solution that you are not aware of. This allows you to grow your Account Lists with new, high-value accounts.

Additionally, you can use intent data to prioritize your Account Lists segmenting them into Account Groups, so that you’re putting marketing and sales efforts into the accounts that are most likely to generate opportunities and revenue.

Finally, intent data can help you improve your SDR outreach by showing your SDRs which specific intent topics an account is interested in through our Sales Insights widget in HubSpot or in Salesforce. SDRs can then use this information to craft personalized outreach that addresses the specific needs of each account. This personalized touch transforms cold calls and emails into warm conversations.


How to use Intent vs Engagement in your ABM strategy

Watch this 4-minute video to learn why intent is different from engagement signals and how to use intent in your ABM strategy.


Types of Intent Data offered by RollWorks

RollWorks offers multiple types of intent data that should be combined to help you to triangulate true intent to purchase. Some types of intent data we use at RollWorks are proprietary, while others are sourced from industry-leading third-party partners, and they should be combined for optimal results.

Click here for a general overview and comparison of all the types of intent data available through RollWorks:

Account-level Intent signals User-level Intent Signals


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