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Buyer Intent
Data Guide
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TABLE OF CONTENTS.

Introduction ........................................................................................................................................... 3-4

Chapter 1. What is Buyer Intent Data? .......................................................................................... 5-6

Chapter 2. Why Intent Data is Crucial In Modern-day Business Space? ........................... 7-9

Chapter 3. Intent Data Use Cases ............................................................................................... 10-25

Chapter 4. How is Intent Data Collected? ............................................................................... 26-32

Chapter 5. Intent Data Success Story ........................................................................................ 33-37

Start Incorporating Buyer Intent Data in Your Prospecting ...................................................... 38

02
Introduction

03
Introduction

B2B sales and marketing depend heavily on data. However, it is not enough to use the data for
reaching your prospects. A good understanding of the customer needs from data intelligence is a
way to gain a competitive edge.

Additionally, a full view of a prospect will help you build a INTENT DATA
strong and consistent sales pipeline for the sales team to
take over. However, only a few marketers and sales CONTACT

professionals know how to make smart use of data to truly

take advantage of the vast array of customer insights it offers. FIRMOGRAPHIC

And one of the most important types of data for driving sales
and marketing insights is Intent Data.
TECHNOGRAPHIC

Intent Data might seem a complex subject, but once you

INTENT
understand the basics, it has a huge role to play in closing
the deals.
VISITORINTEL

04
CHAPTER 1:

What is Buyer Intent Data?

05
CHAPTER 1: What is Buyer Intent Data?

Intent Data is the set of behavioral signals that helps you to understand the intention of your
prospects to purchase a product or service.

Your prospects are out there, looking for a solution to a problem you might fix. They search online, consume content,
look for solutions, and learn ways to ease their pain.

According to studies, before engaging

AWARENESS SOLUTION
Buyer use keywords/phrases Buyer use keywords/phrases
to understand and explore that focus on the potential
more about their challenge solutions of their challenge
- SEARCH TYPE-
“How to reduce email
“How to get accurate
bounce rate” B2B data”
“Prospecting tips for “Best Sales Intelligence
B2B companies” Tools”
DECISION
Searches can be comparative or
with the brand name. It can be
your brand or your competitors
“SalesIntel features”
“ZoomInfo vs. SalesIntel”
“SalesIntel’s Intent
with a salesperson, an average B2B
prospect is already 67% of the way into
the purchasing journey. Combining
prospect signals creates buyer Intent Data
for a company. Are multiple people from
a company researching a topic related to
your solution? This likely means prospects
have an intention to buy a product or
service in your field, and a sales rep only

“How to identify potential

Data Demo” has to focus on the remaining 33% of the
“How to get Intent Data”
buyers” buyer’s journey to close the deal.

06
CHAPTER 2:

Intent Data: Crucial Today,

Crucial for Tomorrow

07
CHAPTER 2: Intent Data - Crucial Today, Crucial for Tomorrow

Understanding buyers’ intent is a must for any marketer or salesperson looking for a higher success
rate and for those who are constantly searching for ways to get ahead. Understanding prospects’
behavior and triggers help businesses to understand what makes them buy and when. Marketing and
sales teams can target a specific profile with this knowledge and take a personalized approach to
increase the likelihood of a purchase decision.

Given that, it is important to know that if your competitor
doesn’t already use Intent Data, they might soon start using
it soon. A previous report shows that 25% of B2B businesses
are currently using intent data, while another 35% are
preparing to use it within a year.
Once prospective buyers hit your website, you can monitor
their activity and assign them lead scores. You can use
retargeting ads or email campaigns to nurture the leads
when someone fills out and submits a form on your website.
Great! However, what about all those prospects looking for
solutions like yours elsewhere on the web and that haven’t
visited your website? When your prospects go to other
websites, you don’t have visibility into what they are
engaging with. Only a fraction of buyers actively searching
for a solution will make it to your site without sales and
marketing outreach, and even of those hitting your site only
about 15% of them will be actively engaged in a
buying decision.
Here is when buyer Intent Data data helps you to identify
prospects who are actively engaged in a buying decision
based on the type of content they are consuming.
08
(Continued)

With numerous aggregated intent signals, businesses can

identify “ready to buy” prospective companies and fine-tune
their campaigns accordingly. Intent Data can be used for
future prospecting as they reveal certain patterns, helping
you to boost the purchase decisions of your prospects on
their buyer journey.

The next chapters of this eBook are dedicated to Intent Data

usage in different sales and marketing activities.

09
CHAPTER 3:

Intent Data Use Cases

10
CHAPTER 3: Intent Data Use Cases

Here we will break down how you can make the Intent Data work for you and your campaigns.
To remain competitive, the use of buyer Intent Data is increasingly important. There are many areas
where it can make a huge impact. Here are the key ways you can take advantage of Intent Data.

3.1 Power Up Your

Marketing Campaigns
HOW INTENT DATA CAN MAKE A DIFFERENCE IN
YOUR MARKETING EFFORTS
The most obvious use of intent
data is tapping into interested
prospects before they reach out
to you. One of the best ways
to get a leg up on the competition
is to get in contact with prospects
before other salespeople do. 30% - 120% + 20% - 40% 100% - 300% 2x - 4x
Research shows that in
In Marketing Marketing Pipeline
70% of cases, companies prefer Engagement
Reduction in CPL
Budget ROI Expansion
the business that communicates
with them first.
11
(Continued)
Intent Data provides micro-targeting to make more efficient
use of your data. Marketing campaigns based on B2B Intent
Data provide numerous use cases, allowing you to classify
good-fit leads and prospects in an active buyer’s journey,
improve lead prioritization, create more relevant content,
and engage with more precise targeting.
Here are some of the use cases where SalesIntel’s Intent
Data can make a difference in your marketing efforts.
3.1.1 More Precise, Personalized Content Strategy
It’s not enough to reach or contact your leads at the right time and
place, you must also reach them with the appropriate messages to
resolve their specific challenges.
By leveraging buyer Intent Data to identify where the prospects are
on their buyer’s journey, it is possible to create content and ad
campaigns specifically targeted to individual requirements and contexts.
Here, using Intent Data will empower you to refine your message
and know precisely what will benefit a prospect, rather than
sending generic messages that won’t always resonate and thus
won’t often convert.
..................................................................................................
3.1.2 Enhanced Ad Targeting
Just as the message itself becomes more focused when guided by
purpose details, so does the medium: the channel strategy. When
you know the online landscape where your good-fit, active,
12
(Continued)
intent-showing buyers are located, it’s easier to reach them with
the right message in the right place.
Ad platforms are also extremely micro-targeted in their ability to
target based on specific job titles, places, profiles, etc. When paired
with Intent Data, you instantly have the ultimate formula for a
tailored, highly successful ad campaign.
..................................................................................................
3.1.3 Advanced Lead Prioritization
Intent Data helps you create advanced lead scoring by classifying
leads into different tiers based on their intent to buy. By using Intent
Data in this manner, B2B marketers and sales reps can more readily
differentiate between low-potential prospects and the ones that
have the highest chances of converting. Intent Data helps you set
up a lead scoring model that we will discuss in more detail in one
of our next chapters.
..................................................................................................
3.1.4 Empowering Email Marketing
Email marketing has long been the medium to connect directly
with clients. Intent Data, on the other hand, helps you to gain
insight into the mindset of your client. Combine the two of them,
and you might hit the jackpot!
With Intent Data, you can tailor your email campaigns to target the
right audience at the right time. Leverage personalization by
reaching your targeted audience and providing them what they’re
already looking for.
If you use the power of Intent Data and incorporate it into your
email marketing strategies, the conversion rates are expected to
rise. You also get a great chance to nurture a long-term
relationship with your prospects, leads, and clients.
..................................................................................................
13
(Continued)
3.1.5 Aligning Your Account-Based
Marketing Campaign
The age-old conflict between sales and marketing also arises from
disputes about the quality of leads. This is also mirrored in ABM.
The marketing team captures, nurtures, scores the leads, and
eventually sends them over to sales. However, they might not be
ready-to-buy leads. Intent Data platforms integrated with your
CRM allow both sales and marketing to create a better
understanding of B2B buyers in their targeted accounts.
With Intent Data based on the behavior of your prospects and leads,
sales reps can be more informed about which leads to approach for
hard-selling and which leads need more nurturing. This is one
important way Intent Data helps B2B marketers push ABM
programs to their maximum value. We will dive deeper into how
Intent Data can help you refine your ABM strategy in our
next chapter.
..................................................................................................
3.2 Focused Account-based Marketing
Account-based marketing is all about relationships. Intent
Data can become the most important contributor to
engaging and building relationships with the right prospects.
While ABM often requires firmographic and technographic
data, you must use every possible avenue to collect more
information about your prospects that will help you take a
laser-focused approach.
Intent Data not only helps you expand your reach, but it also
gives you data that you might not be able to collect yourself.
This data helps you find more in-market customers, score
leads with greater precision, and re-shape your ABM
campaign with customized messaging.
If you’re only using traditional methods, sales and marketing
cycles can take a long time. It takes several calls to reach a
decision-maker, 5-8 touches to book one meeting, and
potentially multiple meetings to win a deal. You get the gist.
14
(Continued)
That’s why even the best sales and marketing leaders are
ecstatic to have even a 6% close/win rate.
Long sales/marketing cycles are one of the reasons
businesses have rushed to strategies like Account-based
Marketing (ABM). The ability to deliver higher win rates by
concentrating the time and resources on fewer ideal-fit
accounts yields better, faster results.
The ABM process itself is relatively simple:
1. Build a target list of accounts based on your Ideal
Customer Profile (ICP)
2. Identify the decision-makers to build persona-based target lists
3. Create custom messaging for said personas
4. Select your marketing channels
5. Start your outreach
There is; however, one crucial piece missing here –
the buying signals!
Statistically speaking, only around 10% of buyers are either
actively buying or intend to buy at any particular time. So if
you have a target list of 100 accounts, 10 of them represent
immediate opportunities. But the question is, which 10?
That’s where intent data comes into the picture.
If you know what a company is searching for, you can
reasonably predict what they are looking to buy. That’s
exactly what intent data delivers. Thousands of topics related
to various products and services are actively monitored to
check which companies are interested in which topics. The
more a company researches on any particular topic, the
more likely they are to make purchases in that category. So if
a company matches your ICP and is also actively searching
for topics related to your product category, they are your
most immediate opportunities and should be prioritized
above other leads.
In the simplest terms, intent data represents the buying
behavior of any company. For instance, if a company is
15
(Continued)

looking to buy a new CRM solution, they will be actively ABM is excellent at executing the first step, but that isn’t
searching for CRM-related queries like best CRM, its pricing, enough. It is intent data that shows you the path to the
etc. This data helps you identify those 10% active buyers and second step. Add both, and you are guaranteed to find more
by extension, focus on opportunities most likely to convert. opportunities and win more deals. That’s the perfect
ingredient to excel at ABM.
After all, the core philosophy of Account-based marketing
is to go after qualified accounts, but it’s of little use if those
accounts aren’t looking to buy. Targeting the right personas
at the wrong time is one of the many reasons many
businesses fail at ABM. They take all the right steps but fail to
add the final ingredient, timing from buying signals.

The ultimate purpose of all sales and marketing efforts is to

win deals. For that to happen:

1. You have to find and connect with buyers that you believe might
be interested in your solution

2. The buyers actually have to be interested in your solution

16
(Continued)
3.3 Lead and Prospect Scoring
There’s little time in sales. Every week, month, or quarter the
clock starts, and you (and your team) are rushing to meet the
quota. Time spent needs to equal deals closed.
There are also ways you can streamline your sales process.
One useful way to conserve time and boost revenue is to
make sure you’re working on the best possible leads and not
spending time on dead-end prospects – that’s where lead
scoring comes into the picture.
3.3.1 Why do Businesses Believe in Lead Scoring?
Sales and marketing teams should collectively set up a lead scoring
framework. Both divisions deciding on a standard way of addressing
and identifying quality leads (Marketing Qualified Lead or MQL) and
sales-ready lead (also called Sales Qualified Lead or SQL) is a
huge achievement.
Here are five typical situations that lead score is useful for:
1. Prioritize from a long list of leads.
If you and/or your team are working on an outbound call, lead
score lets you prioritize leads and call those with the highest score
first. This would boost the hit rate relative to merely calling through
your list alphabetically.
2. Identify and target leads that need tailored nurturing.
Leads come in every day from outreach campaigns, and it’s up to
the marketer to cultivate them before they are sales-ready. If you
have an initiative that you want only for warm prospects, lead
scores will help you drop each lead into the correct campaign.
17
(Continued)

Example: You submit a newsletter that takes people to your
campaign landing page, and only when anyone clicks on your site
can you call with a webinar invitation.
3. Refine your marketing messages.
Through segmenting leads and approaching them at each point of
the funnel with distinct messaging, the marketing team will test
different messaging at each stage. It will allow the marketing team
to figure out what strategy leads to better scores for sales and what
talking points should be used.
5. Don’t push leads to make a decision.
There’s a consultative approach, and then there’s a hectic,
unsolicited promotional outreach. The clear win with the lead
score is that the system lets you realize what leads you should
concentrate on now. The less apparent advantage is that the
scores allow sales to realize who they should NOT focus on.
Instead, you can build a lead warming process to get low score
leads ready for a call from a sales team member when they hit the
correct score threshold.

4. Standardize how leads are analyzed and discussed.

Across many businesses, the relationship between sales and
marketing is tense. Marketing departments think they’re doing great
when they send leads in greater numbers. The sales team doesn’t
seem to notice the initiative. But instead, they yawn over the
elevated number of leads and moan over the low quality. With
proper lead ratings, and by offering marketing and sales a similar
language to address the consistency and quantity of leads, they
can automatically align themselves.

18
(Continued)

3.3.2 Lead Scoring vs Account Scoring 3.3.3 Step-By-Step Guide to Setting up a Lead
Scoring Model
Many marketers and sales reps often use the lead scoring model for
account scoring. However, there is a difference between the two.
1. List what you require from a lead.
Start by setting the minimum requirement for a lead to become
Whereas lead scorers rate interactions in order based on their
a customer.
probability of being a customer, account scorers rely on the
likelihood of a company becoming a customer.
2. List the characteristics that your existing consumers share.
Collect data from marketing, distribution, and consumer success.
Especially in B2B, the focus on account rather than a lead score
If you already know what attributes your target group or desired
alone is a wise step since a person seldom makes a buying decision
consumer profile typically possesses, this job is more or less
on an individual basis. You need to take into account the present
already completed. The point is to find opportunities similar to
state of the business as well as the view of the owners, the
those of your current clients. They are more likely to be good
technology currently in operation, the financial situation, company
future customers for you.
size, current infrastructure, and more. Using a data intelligence tool
allows you to collect valuable information about individual decision-
3. Visualize your dream lead.
makers and the company.
What are the characteristics that define your dream lead? Are there
any unique attributes that suggest that the lead ends up being a
Now that you know the difference between the two, let’s dive into
high-paying customer that offers a great lifetime value for your
how you can set up the lead scoring model.
business? You can also use a data intelligence tool to determine
..................................................................................................

19
(Continued)

your ideal potential customers and access supporting data such as If you sell several items and plan to set up different score templates,
technographics and firmographics. you might need to find a more sophisticated score system. Weigh
the arguments of how they’re asking you about the lead’s ability
4. Look at how the existing customers are behaving. to buy.
More specifically, how did they act immediately before they
reached a contract with you? Which part of your website did they
6. Refine and tweak scores.
visit? Have they opened a lot of your marketing emails? Have they
Changes in your product offering or market growth mean that the
clicked on your site after an email has been opened? Have they
picture of your “perfect lead” changes. There is also a possibility
downloaded a series of white papers or taken part in a webinar?
that no matter how comprehensive your analysis, your lead score
Make sure that you mention as many acts that show a positive
system will have the potential for improvement.
interest in buying from you as possible here.

If you have 30 days or more of the results, start reviewing:

5. Decide on a scoring system.
How many points would the lead have to work as a VP for a mid-
sized company in X industry? Can the lead forfeit any points if they
are a student or have viewed your job page?
Theoretically, you can set any scale you want, but you normally
want to stick to a scale of 0 to 100. Provide a block of points with
unique “must-have” requirements, such that only leads that meet
the required standards can pass the qualification level.
Have any of your low-scoring leads been converted?
Did a large number of your highly ranked leads not
resonate well with your sales efforts?
If you replied yes to any of these questions, you may need to tweak
your lead score model to achieve its maximum potential.

20
(Continued)
3.3.4 Simplifying Lead Scoring Using SalesIntel
Setting up the lead scoring model is not a cakewalk. As a result, it
often takes a considerable amount of time to set up the process,
monitor, and improve it. Here’s where SalesIntel’s buyer Intent Data
can help you go a long way.
SalesIntel helps you uncover your prospect’s purchase signals
based on the intent topics that are being extensively researched by
specific organizations. With almost 7,000 intent themes constantly
monitored, it allows you to discover what your potential buyers are
interested in before you reach them.
Each account is given a real-time score based on the level of
interest for a particular theme. The more material you consume
relevant to the intent topic, the higher the ranking. Since it is an
automated process, it simplifies the lead scoring model. You can
easily find accounts with the highest possibility of conversion by
filtering the subjects relevant to the products and services.
..................................................................................................
3.4 Fuel Your Sales Pipeline
Driving company results demands more than simply
following an end-to-end plan. You must go beyond only
identifying and engaging demand in your marketing funnel.
It is no longer enough to create innovative lead generation
campaigns. It is necessary to research your target market,
understand their behavior, and approach them with unique
content. Personalizing your marketing plan has gone beyond
demographic and firmographic data on your target audience.
In a world where sales must do more with less – time, money,
and attention – Intent Data provides insight into where to
concentrate effort and engage in activities. To maximize your
sales pipeline, you should focus on Intent Data. Intent Data is
used by B2B marketers to create effective and
personalized campaigns.
21
(Continued)
Watch this webinar by Intent Data leaders Bombora and
SalesIntel where the experts have covered how to use Intent
Data in SalesIntel to fuel your sales intelligence and drive
pipeline growth.
3.5 Send Effective Direct Mail
Intent Data can and should influence all aspects of your
prospect marketing, including direct mail.
You can utilize tactile marketing automation to apply that
intelligence to direct mail and boost the impact and
engagement of your brand. Integrated, branded, and
personalized direct mail outperforms standard direct mail
and is the most successful channel for engaging members of
the C-Suite. Intent Data opens up a world of possibilities for
automating customized brand interactions, especially if you
can utilize your integrations to evaluate whether the visitor
meets your ideal customer profile (ICP).
Following are ten ways you can use intent data to influence
the timing, content, and messaging of your direct mail so
you can deliver brand moments that are truly remarkable.
With each strategy you can combine Intent Data to
guarantee your resources are being used intelligently.
3.5.1 If an ICP prospect visits a key asset on your site,
send a print copy.
Say your prospect Ian Curtis Peterson (ICP) follows a link in an email to a
summary of your latest research report. Ian spends a whole three minutes
on the page, meeting the minimum time to automatically trigger sending
a printed copy of the full report. The booklet gets paired with a note card
from a sales rep encouraging Ian to kick his feet up on the couch to read
in comfort.
Thoughtful, on-target, and timely.
..................................................................................................
22
(Continued)
3.5.2 Send content that’s closely related to what your
prospect viewed.
Similar to the example above, you can send materials that target a
need or interest your prospect is seeking on your site. For instance,
if Izzy Catherine Potts (coincidentally, also ICP) visits your ROI
calculator, send a list of tips for increasing ROI, along with a
branded swag item. This tactic can help guide prospects through
your sales funnel faster.
..................................................................................................
3.5.3 Use a chatbot to reveal your site visitor’s interests
and send a relevant direct mail piece.
Chatbots are a great interactive way to engage people. They’re low
effort on the part of your prospect, and the leading software
solutions integrate with your tech stack, enabling automation. Use
your chatbot to reveal your prospect’s interests and automatically
send a kit that answers their burning questions.
3.5.4 Invite your prospect to opt into receiving a
brand experience.
Sometimes the best way to share a fantastic brand experience is to
give people choices. By sharing a Preferred Address Capture
landing page that displays multiple kits, you give your contacts the
chance to opt for it and pick the package they prefer. This strategy
shifts their decision process from “do I want to opt-in?” to “which
kit do I want more?”
You can share this invitation in various ways — via email, in a
chatbot, during a webinar, using targeted ads, in a live conversation
with a sales rep, and so on.
..................................................................................................
3.5.5 Keep engagement going after an event with
direct mail.
If prospect Ian registers for a webinar, that’s a clear signal of his
intent and interest. You can send direct mail after the event to help
guide him to achieve his goals with your solution. Also, with tactile
23
(Continued)
marketing automation, you can automatically customize the
message and contents depending on whether he attended or failed
to show. (If he failed to show, include a URL or QR code to your
on-demand recording, so he doesn’t miss out.)
..................................................................................................
3.5.6 If your ICP prospect visits your Contact Us page
but fails to convert, don’t give up; send a
meeting maker.
Prospect Izzy is busy. She visited your Contact Us page but got
distracted. You can re-engage her with direct mail. A meeting
maker direct mail play might be a do-this-get-this opportunity, or
you might use direct mail to stir up a buzz among multiple key
contacts at the account. You can also look into ways to increase
your web form conversion rate.
..................................................................................................
3.5.7 Send a video mailer to a hot prospect who’s been
consuming your video content.
When your key contact has been playing demo videos or binging
on-demand recordings, they not only have a clear intent but even a
clear preference for media type. Send a video mailer with a
competitive breakdown and even a personalized message. This
play is ideal for the mid-to-late funnel and makes for a strong
ABM strategy.
..................................................................................................
3.5.8 Set engagement scoring thresholds that
automatically trigger multichannel campaigns.
When prospect Ian reaches a high threshold of engagement, he’s
clearly ready for a big push to the next stage of the funnel. Start
him on a multichannel journey that includes emails, retargeting ads,
and a direct mail piece designed to make a meeting happen.
..................................................................................................
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(Continued)

3.5.9 Add prospects engaging with your brand on social

media to a direct mail campaign.

This is a great way to use intent data to connect at a larger scale.

Engage your social media promoters with a small kit rewarding
them for their interactions. Offer them a promotional deal and
encourage them to take a meeting.

.................................................................................................. Send

3.5.10 Reverse the strategy — use direct mail to drive

intent data.

Send low-cost, interactive mailers that grab attention and guide

prospects to your website. Try adding QR codes or even
personalized URLs to the mailers. Then use their activities to learn
more about them and determine your next best play.

Once you can connect the dots between what your B2B buyers
need and their buying signals, then you can start sharing specific
content that will help them meet their objectives and opens-up an
opportunity for you.
25
CHAPTER 4:

How is Intent Data Collected?

26
CHAPTER 4: How is Intent Data Collected?

Intent Data is the set of behavioral signals that helps you to understand the intention of your
prospects to purchase a product or service. Intent Data creates an opportunity to identify potential
buyers before they enter the sales funnel by collecting signals like buyer behavior and the type of
content they consume on different websites and platforms.

First-Party Intent Data, or engagement data, is nothing new.
This knowledge is collected on or via your own website and
platforms and is normal fare for most marketers. Think
inbound form fills, website visitor tracking, chatbots, reverse
IP lookups, etc.
Third-Party Intent Data is a different story. Captured by an
Intent Data provider, third-party intent data tracks the
behavioral signals of your targets on sites other than
your own.
4.1 Intent Data – The Good
If you can master the skill of reaching your potential buyers
before they approach you, you can land a deal before they
even consider your competition, shorten your sales cycle,
and cut your customer acquisition costs.
Before the competition even thinks about reaching out, you
can identify potential buyers. Your competition may not be
aware of Intent Data and may, therefore, continue to use
blind targeting and untargeted customer acquisition
strategies. B2B salespeople and marketers who use intention

27
(Continued)
data in the right way can obtain prospective buyers much
faster and move them down the funnel more efficiently than
their competition.
Intent Data allows you to create a better ABM strategy and
accelerate your sales pipeline. Intent Data not only helps you
expand your reach, but it also gives you data that you may
not be able to collect yourself. This data helps you find more
customers in the market, score leads more precisely, and
reshape your ABM campaign with customized messaging.
High-quality Intent Data, properly deployed, can deliver up
to 4X pipeline expansion and increase your marketing ROI
by 300%. The benefits are indisputable. But understanding
the differences in Intent Data sources and solutions are
essential for achieving these results.
4.2 Intent Data – The Bad Side
The risk represented by bad Intent Data is even more obvious.
When it comes to Intent Data, control and management are
necessary to ensure that the data is used properly. If not used
properly, you may face non-compliance with the California
Consumer Privacy Act (CCPA) and the General Data
Protection Law (GDPR), all of which can lead to some
nasty fines.
Tracking user behavior without consent is against the new
GDPR and CCPA regulations and can carry heavy fines. There
are a few big names in the data industry that keep the
manner they gather their intent data from their customers.
Misuse of information without permission, deliberately or
inadvertently, could lead the company to pay a price for
years. Recently, Bombora, a leader in buyer Intent Data,
filed a suit against a publicly-traded data company for
allegedly gaining an unfair advantage by breaching CCPA.
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(Continued)
4.3 How is Intent Data Collected?
Different companies have different approaches to gathering
Intent Data – with some practices being more ethical and
compliant than others.
There are three sources to collect Intent Data:
1. Independent Websites or Portals
2. Bidstream
3. Publisher Co-Ops
4.3.1 Independent Websites
Independent websites or portals gather customer information and
pass on these insights to third parties. Although they lack the scope
to capture large volumes of data, they can more easily manage
opt-in and approval of their users to share their data.
For example, G2 is an independent online B2B review website that
tracks the type of products users are researching and shares that
information with the vendors who pay for access to that
information. This data is hyper-focused on B2B products and is one
of the strongest signs of buying intent. However, similar to intent
signals gathered on your own site, these signals are obviously
limited to only those organizations visiting their website.
..................................................................................................
4.3.2 Bidstream
Bidstream data is user behavior that is captured by an ad pixel and
shared through ad exchanges. With bidstream, the intent data
provider will insert an ad on a public site hosting content, and then
29
(Continued)

scrape the keywords on that site as well as visitor information 4.3.3 Publisher Co-Ops
without the consent of the website owner or the visitor. This means
that if your prospect is searching and viewing sites with the phrase Publisher Co-ops are a collection of many publishers and
“social media marketing” and the intent data provider’s ads are websites that pool their data so that all participants can benefit
running on that site, your intent provider will collect your data. from a larger data set. Each publisher or website also requests the
consent of its visitors on their first contact.
But if you search for “Facebook Marketing” or “LinkedIn Marketing”
keywords that are specifically applicable to social media marketing
and visit an article that does not have your particular keyword, the
Intent Data won’t consider that prospects’ intent signals.

The additional data that bidstream providers collect, such as dwell

time, is actually specific to the ad itself – not the content.
Furthermore, it is not clear whether users actually opt-in or agree
to have their information tracked and shared by the person who
will take action based on the Intent Data as they only agreed to
share this information with the original site.

..................................................................................................

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(Continued)
For example, Bombora relies on a curated collection of
content-rich publishers and partners to collect a massive pool of
detailed firmographic data and buyer intent. Bombora also uses
deep-learning and natural language models that directly interpret
content and construct clusters of similar items called themes. Using
advanced machine learning, Bombora can scan billions of monthly
content consumers and consider numerous keywords within
content pieces, while also considering their context, relevance,
and density.
This approach paints a holistic and more reliable picture of Intent
Data than the exact keyword matches used in bidstream
approaches. Bombora can also determine the level of engagement
with each piece of content with access to time stamping, URLs, IPs,
scroll velocity, and dwell time – not just a site visit.
Most importantly, Bombora’s Intent Data is compliant with GDPR
and CCPA. Every participating content publisher and Bombora
partner requires opt-in through a standard Terms of Service
agreement for site visitors that reflect the website’s intention to use
cookies and track behavior.
..................................................................................................
4.4 The Intent Data Fair Play – Bidstream Vs.
Co-Op Approach
While bidstream may collect large amounts of data through
keyword scraping, it does so only at a very superficial level of
site visits. It means the data is aggregated over time without
any sense of context, resulting in regular false positives and
demonstrated intent for most accounts.
When sales reps put their time and effort into targeting an
account showing an interest in a false positive intent signal
and later realize that they are working on an unqualified
account, their trust and use of this valuable tool will
evaporate. Still, many big names in the data industry and
publicly traded data companies are relying on bidstream
strategies for gathering intent data.
On the other hand, Bombora sets the baseline of activity for
a target around a particular topic. This baseline is important
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(Continued)

because it operates on the premise that a target will actually

already be searching and reading content about a subject
that is consistently relevant to your business.

4.5 Elevating your Lead Generation Game with

Bombora & SalesIntel
SalesIntel strives to consistently add more value to its B2B
data and recently partnered with Bombora to ensure that
SalesIntel users can take their lead generation to the next
level by accessing the industry's most Accurate Intent Data.

Intent Data is an increasingly important piece of the puzzle

for B2B salespeople and marketers. That’s why we have
partnered with Bombora to include access to these
invaluable insights to all of our customers right inside the
SalesIntel portal.

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CHAPTER 5:

Intent Data Success Story

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CHAPTER 5: Intent Data Success Story

EvolveBPM Witnessed 10X Jump in Email Engagements

Boasting a global footprint, EvolveBPM is a revenue growth accelerator that helps businesses strategize, execute and excel in
their demand generation efforts. Offering a full suite of services ranging from business intelligence to running campaigns and
everything in between,

EvolveBPM helps businesses scale rapidly by delivering high-quality leads and brand visibility. We had a chat with Satish
Sadasivan, Chief Mentor & Advisor at EvolveBPM, LLC to learn about his experience using SalesIntel and the impact it had on
his operations.

The Challenge
Being a veteran sales leader, Sadasivan has traditionally relied
on personal networks to acquire new clients and extend his
reach. However, the needs of their clients require EvolveBPM
to operate at a massive scale with numerous campaigns
running simultaneously.
Also, as the pandemic struck, their internal database became
less and less effective as they didn’t have good phone
number coverage.
“It was getting increasingly very difficult to reach out to
customers because we did not have direct dials. We did not
have mobile numbers. We just had emails,” Sadasivan said.
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(Continued)
This meant they needed a data source that they could tap
into on behalf of their clients for demand generation and so
went out looking for a suitable option.
Signing up for SalesIntel
Having worked in the sales industry for 25+ years, Sadasivan
has experience using almost every B2B data platform in the
market including DiscoverOrg, ZoomInfo, and others. So
when it came to licensing a data vendor, he knew exactly
what they needed.
“What I was looking for personally is one platform that is
going to provide me with firmographics, technographics,
intent, and a high percentage of mobile numbers,”
Sadasivan said.
As SalesIntel ticked all those boxes, he decided to take a free
trial and found it the perfect solution for the challenges they
were facing and soon decided to make the investment.
Leveraging the Power of Intent
As they started using SalesIntel, they instantly realized the
value of additional datasets like intent and technographic
during prospecting. It allowed them to build more targeted
Signing
lists andup
be for SalesIntel
more surgical in their outreach.
“Instead of going after 1000 companies. Now, I have a very
narrow list of 150 companies that are actually searching on
the internet, and then I actually go after those so that I can
show better conversions for my clients,” he explained.
This approach not only helped their sales team be more
productive and efficient but also delivered better results.
“When we started using the intent data, and then started
doing, or running campaigns on top of that. The results that
we got and the ROI that my customers got out of that was
significantly, much, much higher than just a generic email
campaign will bring to the table.”
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(Continued)
For example, the average click rate for their campaigns
used to be around 2-3%, but since they started intent
data, they saw a 5-fold jump and now have average
click rates around 12-15%.
The average downloads saw an even higher
improvement. 6-8% of their recipients now download
assets compared to 0.6-0.8% before – a 10X jump.
Apart from delivering great results to their clients, EvolveBPM
has also found SalesIntel useful for their own outreach to
prospective clients. While they don’t actively use it to
generate leads, using our data coverage helps them be more
precise and build convincing proposals.
“I can pretty much respond to an RFP in the first five to six
minutes of receiving an RFP. It’s that quick for me. Because
once I get the universe count from SalesIntel then I have an
Excel sheet, which pretty much calculates all the remaining
things on how many leads you can get, what will be the
velocity of the leads, and what would be the cost per lead. It’s
all automated on my part. The only input I need is from
SalesIntel and that’s pretty easy to use.”
And it works. With all the data on their fingertips, it makes it
much easier to demonstrate their capabilities and chart out a
clear demand gen plan that their clients love.
“For me, the demo of SalesIntel as an integral part of my
demand and solutions makes my pitch 5X stronger because
it’s a solid platform. They see the process, they see the
technology and they see the framework that is there. Then
they’re able to link the story around the database because my
business is all about data. My leads are as good as my data.
It’s really a powerful tool for us.”
Overall, Sadasivan is pleased with his investment in SalesIntel
and credits it for the significant growth he has achieved. He
is excited to further expand our partnership as we bring more
data and features to serve his international footprint.
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(Continued)

Our Reward
A single statement from our client says it all -

“We owe our growth to SalesIntel”

37
Start Incorporating Buyer Intent Data in Your Prospecting

Intent Data can be incredibly valuable on its own. However,

it works best when paired with other data points such as
firmographic, technographic, and engagement metrics to create
a holistic scoring model that also reflects qualifying criteria and
engagement. If used in the right combination, Intent Data can
be a powerful predictor of which accounts have the
highest chances of buying your product or service.

With SalesIntel, you get access to accurate and comprehensive B2B data
that includes firmographic and technographic information about your ideal
customer profile (ICP) along with access to buyer Intent Data.

SalesIntel’s Intent Data will help you uncover your prospects’ buying
signals by identifying and learning the intent topics that are actively being
researched by specific accounts.

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