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If we talk about B2B, it’s quite hard to understand the intricacies that exist between web traffic and the buyer’s intention. You can use tools like Google Analytics or similar things to get traffic and keywords. But still, to understand the key intention behind every search remains an art.
Finding the intent data is the key here. Once you get the intent for which your customers are searching for your products, everything becomes easy for you.
Web tracking data sometimes appears as intent data, but the differences are huge. We’ll talk about that on this blog. But initially, we will try to understand everything about intent data and understand how it helps businesses.
About intent data
Intent data is a form of dataset that proactively identifies what potential buyers are searching online. Using those traces of data, you can offer your services to them, which are similar to their searches.
Think of this like ❝someone is actively researching a solution like yours❞.
When can you identify an intent through your data?
Can you understand his intention?
Jim visited your website for solutions, but he found your solutions a little pricey. Well, he considered the price. He wanted to confirm the quality of your solutions, and for that, he started reading your whitepapers and blogs. At the end, he left his email address for your sales team to connect.
It’s like a story… BUT the catch is data. You get to know everything about the entire story through intent data.
⚠️ Intent data provides you with buying signals.
Identifying and processing your intent data is crucial. It will help your team to prioritize qualified accounts that are active in a buying cycle. It will position you in the first place to make your pitch. You can easily close deals when you understand and utilize your intent data well.
Intent data & web tracking data
Web tracking includes gathering, sorting, and analyzing your data on user activities while they are present on your website.
Intent data comes later when you’re done extracting the web tracking data. The information you collect helps form the intent data. This includes information related to page visits, duration of page stay, location of the visitor, and actions the visitors have taken, etc. Basically, organizations use web tracking to gain better insights about the users’ intentions. Implementing these insights can enhance the overall user experience.
Collecting web tracking data can be done simply using various tools, like Google Analytics and other similar platforms. These platforms are super intelligent in collecting users’ behavioral data. You can accurately get 👇;
➭ Most popular pages of your website
➭ Points where user engagement suddenly drops off
Using these data points, you can fix your existing system. Your sales pages can have a better presentation. All the points where you observed traffic drop-offs can be fixed. Interestingly, you can target your potential customers at the early stage of the buying process.
Value of intent data in 2026
It’s the most challenging part for sales and marketing teams to take the best action against the value of intent data.
To be more precise, intent data presents the opportunity to understand early buyer interests. It provides intent signals. If you deploy intent data well, you can bring competitive advantages to your process. Using intent data, you can build, prioritize, and filter targeted account lists, plan personalized outreach, and even develop lead scoring models. Ultimately, it helps quickly build a larger revenue pipeline and boost conversion rates rapidly.
📌 All you need is a proper execution plan to flow your intent data. Developing a quality outreach campaign can be the first strategy at this point. In most cases, sales and marketing operations depend on go-to-market strategies.
Intent data helps these teams to develop such strategies and execute them well. Further, to make the outreach strategies strong, intent data helps companies to develop ideal customer profiles (ICPs) and personalize message deliveries.
⟢ Proactively understand your prospects’ pain points
⟢ Take advantage of your up-selling opportunities
⟢ Provide real-time visibility to your quality leads
Stay ahead of your competitors and offer more genius products that your prospects cannot resist. Understand and interpret your intent data to gain all these advantages.
Optimize intent data
Accurate optimization of intent data is an absolute need of this hour. Most of the organizations use software or any form of tools to manage the intent data. Software quickly operationalizes the intent data and builds a strong sales pipeline based on that.
If you want to optimize intent data, you need to do it in three layers;
First part intent data
This part includes the basic information of your customers or visitors, or prospects. Major sources of data for this part are customer emails, phone numbers, purchase history, support history, and others. Businesses themselves collect this type of data through web analytics tools.
Second part intent data
It’s an ungraded version of the first part intent data. Businesses collect data related to website activity, social media profiles, review assessments, survey data, etc. Businesses often rely on other companies (i.e., data collection companies) to fill these layers.
Third part intent data
At the final layers, the most advanced and important type of data gets attached to the intent database. It includes income levels, age, education, website visits, survey responses, etc.
Lastly, once you have completed all these layers of intent data, you’ll end up having enormous benefits. Identifying your buyer intent among the most prominent and important ones.
