How to Use B2B Intent Data to Close More Clients (2025)

In today’s competitive B2B landscape, leveraging intent data has become a game-changer for businesses seeking to refine their marketing and sales strategies. In this blog, we’ll explore what B2B intent data is, why it’s crucial, and actionable ways to integrate it into your processes. 

What Is B2B Intent Data?

B2B intent data refers to information that indicates a prospect’s likelihood to purchase or engage with your business. This data is derived from online behaviour, such as: 

• Search queries: Keywords and topics being searched by your target audience. 

• Content consumption: Blogs, whitepapers, videos, and eBooks being accessed. 

• Website visits: Specific pages visited on your website or third-party sites. 

• Engagement metrics: Actions like webinar attendance, email opens, and form submissions. 

How to Use B2B Intent Data

1. Enhance Account-Based Marketing (ABM)

Marketing works best when it’s personal. Intent data takes ABM strategies to the next level by revealing which accounts are actively in the market for your solution. Instead of a broad-brush approach, you can zero in on high-value accounts and tailor your campaigns to address their specific needs and pain points. This leads to  more meaningful interactions and a higher chance of conversion. 

2. Refine Lead Scoring Models

Not all leads are equal, and intent data makes this crystal clear. By analyzing specific behaviors like multiple visits to your pricing page or downloading product-related content you can assign scores that reflect a lead’s buying readiness. This ensures your sales team focuses on leads with the highest potential, making their time more productive and the sales cycle shorter.

3. Optimize Content Marketing

Creating content is one thing; creating content that resonates is another. Intent data helps you pinpoint what your audience cares about right now. Are they searching for solutions to streamline processes? Are they comparing tools in your industry? Using insights like these can help develop content that speaks directly to their current challenges, whether it’s a blog, whitepaper, or video. 

4. Improve Sales Outreach

Sales is all about timing and relevance. Intent data gives your team the insights they need to approach leads with confidence. Knowing what a prospect is interested in allows your reps to tailor their messaging, making it far more likely to grab attention. The conversation shifts from a generic pitch to a meaningful dialogue about how your solution meets their exact needs. 

5. Boost Paid Advertising

Every dollar spent on advertising counts, and intent data ensures it’s spent wisely. By targeting prospects actively researching solutions in your industry, you can craft ads that feel less intrusive and more helpful. This leads to better engagement, higher click-through rates, and a better return on investment for your campaigns.  

6. Enhance Email Campaigns

No one likes spammy emails that miss the mark. Intent data allows you to segment your audience based on their current interests and behaviors. This way, your emails are not just well-timed but also relevant. Whether it’s sending educational content to those in the early stages or offering free trials to high-intent leads, your emails will feel like they’re answering a need rather than just filling an inbox.  

7. Monitor Competitor Research

One of the most valuable aspects of intent data is its ability to show when prospects are evaluating your competitors. This insight lets you position your solution more strategically. Highlight what sets you apart, address potential objections proactively, and make your value proposition impossible to ignore. 

8. Support Retention and Upselling

Intent data isn’t just for new prospects; it’s equally powerful for customer retention. Use it to identify existing customers exploring additional solutions or researching other providers. This opens the door for upsell opportunities, proactive support, or timely incentives to ensure they stay with you. 

How is B2B Intent Data Collected?

B2B intent data is collected by tracking various online activities that signal a prospect’s interest in specific topics, products, or services. It provides insights into a prospect’s behavior, helping businesses identify their readiness to engage. Let’s break down the key methods of collection and how they work: 

1. First-Party Intent Data

This is data collected directly from your owned platforms, offering the most accurate and actionable insights. Examples include: 

• Website Interactions: Tracking metrics such as page visits, time spent on pages, repeat visits, and clicks on specific calls-to-action (CTAs).  

• Content Downloads: When prospects download whitepapers, eBooks, or guides, it indicates interest in specific topics. This activity helps businesses identify where a lead is in the buyer’s journey. 

• Email Engagement Metrics: Monitoring email opens, link clicks, and responses provides valuable intent data. A prospect clicking through to learn more about your offering signals interest. 

Why it matters: First-party data is highly reliable because it comes directly from your interactions with the prospect. It provides detailed behavioral insights that can be immediately acted upon. 

2. Third-Party Intent Data

Third-party intent data is collected from external platforms and aggregated into datasets by specialized vendors. This type of data helps businesses understand broader intent signals that go beyond their own platforms. Common sources include: 

• Content Syndication Networks: When prospects consume syndicated articles, blogs, or whitepapers across the web, it signals what topics or solutions they’re exploring. 

• Behavioral Tracking on Industry Sites: Prospects interacting with blogs, comparison sites, review platforms, and forums are often in the research phase of their journey. 

• Participation in Events: Engagement in webinars, virtual summits, or online courses related to a specific topic provides another layer of insight into intent. 

Why it matters: Third-party data widens your view, capturing signals from outside your ecosystem and revealing prospects you might not yet be aware of. 

How to Find Intent Data?

With Gofindy.io, you can access high-quality intent data to increase your conversion rates and book more high-intent appointments with ease.

What You Can Achieve with Gofindy:

• Identify Top Accounts: Use 15+ advanced filters like location, headcount, technology, funding, and more to pinpoint your ideal prospects.
• Access Valid B2B Contacts: Get accurate email addresses and phone numbers for decision-makers.
• Export Large Datasets: Download extensive data effortlessly to supercharge your campaigns.
• Stay Ahead with Fresh Data: Benefit from weekly updates to ensure your leads are always current and reliable.

Unlock high intent leads with Gofindy.io—start closing deals today with a free trial!

Why Is Intent Data Important for B2B?

Intent data provides valuable insights into your target audience’s interests, challenges, and purchase readiness. When used effectively, it can: 

• Prioritize leads: Focus your efforts on prospects who are actively searching for solutions like yours. 

• Personalize outreach: Tailor your messaging based on the specific topics and keywords that resonate with your audience. 
• Shorten sales cycles: Engage prospects at the right time, with the right message, to accelerate decision-making. 
• Enhance marketing ROI: Allocate resources more efficiently by targeting accounts with high intent signals. 

How to Personalize B2B Outreach with Intent Data Insights

Personalization is the cornerstone of successful B2B outreach, as it allows businesses to connect with prospects on a deeper level and offer solutions that directly address their unique needs. By leveraging intent data, businesses can gain insights that help craft tailored communication strategies. Here’s how intent data can enhance personalization: 

1. Understanding Pain Points

Intent data reveals what challenges a prospect is actively researching. For example, if a prospect is exploring topics like improving lead generation or automating workflows, your outreach can focus on how your product or service addresses these specific issues. 

Why it matters: Addressing pain points shows that you’re aligned with the prospect’s priorities, making your outreach more relevant and engaging. 

2. Timing the Outreach

Using real-time intent signals ensures you reach out when prospects are most engaged. For instance, if a prospect downloads a whitepaper or attends a webinar related to your offering, it’s a prime opportunity to initiate contact. 

Why it matters: Effective timing increases the likelihood of a response, ensuring your message doesn’t go unnoticed during a critical phase of their buying journey. 

3. Customizing Messaging

Intent data provides context that allows you to create hyper-relevant messages tailored to a prospect’s behavior, interests, or industry. 

• Use details from their recent activity: Reference specific content they’ve interacted with, such as guides or blog posts.

• Incorporate industry-specific examples: Show your knowledge of their niche and how your solution fits their needs. 

Example: “We noticed you’ve been exploring ways to improve outbound sales efficiency. Here’s how we’ve helped companies like [Similar Industry Name] achieve a 30% reduction in sales cycles with our solution.” 

Why it matters: Personalizing messaging demonstrates that your outreach is thoughtful, increasing the chance of engagement and building trust. 

4. Identifying Stakeholder Needs

Intent data often highlights the role and priorities of the prospect within their organization. For instance, a sales manager might focus on boosting team performance, while a marketing executive might prioritize lead generation. Tailoring your outreach based on the prospect’s role ensures your message addresses what matters most to them. 

Why it matters: Aligning your message with the specific goals of the stakeholder makes your outreach more impactful and demonstrates a deeper understanding of their organization. 

How to Segment B2B Leads Using Intent Data Signals

Segmentation is essential for prioritizing leads and ensuring that marketing and sales efforts are directed where they will yield the highest returns. Intent data provides critical insights into a prospect’s behavior and level of interest, making it easier to classify leads based on their position in the buying journey.  

1. High-Intent Leads

These are prospects who display strong buying signals, such as: 

• Repeated visits to high-value pages like pricing, case studies, or product comparison pages. 

• Engaging with multiple assets in a short period (e.g., downloading whitepapers, signing up for demos, or requesting quotes). 

• Actively searching for competitor solutions or specific keywords related to your offerings. 

How to handle them:

• Prioritize immediate outreach by your sales team. 

• Use personalized communication that highlights how your solution addresses their specific needs. 

• Offer tailored resources like ROI calculators, personalized demos, or exclusive discounts to close the deal quickly. 

Why it matters: High-intent leads are closer to making a purchase decision, so timely and relevant engagement can significantly improve conversion rates. 

2. Moderate-Intent Leads

These leads are actively engaging with educational or top-of-the-funnel content, such as: 

• Reading blogs or guides about industry challenges. 

• Attending webinars, downloading eBooks, or subscribing to newsletters. 

• Visiting your website occasionally but not focusing on decision-oriented pages like pricing or case studies. 

How to handle them:

• Place them into nurturing campaigns that provide additional value, such as helpful guides, thought leadership content, or industry-specific insights. 

• Use email sequences or LinkedIn messages to keep them engaged and informed about your offerings. 

• Monitor their intent signals closely for any shifts indicating readiness to buy. 

Why it matters: Moderate-intent leads may not be ready to purchase immediately, but consistent nurturing builds trust and keeps your solution top-of-mind as they move through the buying journey. 

3. Low-Intent Leads

These leads are in the early stages of their buying journey, typically exploring broad topics or industry trends without a clear focus on a solution. Common behaviors include: 

• Visiting general blog pages or engaging with introductory content. 

• Participating in industry discussions or forums without showing direct interest in a product or service. 

• Displaying sporadic engagement with your brand or related topics. 

How to handle them:

• Place them into broader nurturing campaigns focused on awareness. 

• Provide high-level resources like industry reports, beginner guides, or trend analysis articles to educate them. 

• Avoid aggressive sales tactics; instead, focus on building a relationship and demonstrating thought leadership. 

Why it matters: Low-intent leads may become future customers if nurtured correctly. Providing value early builds credibility and keeps them engaged until they’re ready to explore solutions. 

How to Build Personalized B2B Sales Campaigns with Intent Data

Building personalized sales campaigns is all about making prospects feel like your outreach speaks directly to them. Intent data takes this to the next level by giving you real insights into what your prospects are actually interested in, helping you craft campaigns that hit the mark.  

1. Tailored Content Offers

When you know what your prospects are researching, you can deliver content that actually matters to them. Whether it’s a detailed guide or a quick resource, aligning what you share with their interests builds trust. Intent data makes this process smoother because it points you toward the exact topics your prospects care about. 

2. Real-Time Triggers

Intent data isn’t just about what your prospects are interested in; it’s also about when they’re showing that interest. Real-time signals let you act quickly with no waiting around or guessing if it’s the right time to reach out. The key is responding in a way that feels natural and timely, not rushed or overly aggressive. 

3. Multichannel Outreach

Everyone has their preferred way of communicating. Intent data helps you figure out where your prospects are most active, whether it’s email, LinkedIn, or another platform. Once you know that, you can meet them there with messages tailored to that specific channel. This kind of personalized touch makes your outreach feel seamless, not scattered. 

4. Customized Value Propositions

Intent data gives you a glimpse into what’s really on your prospects’ minds. Are they trying to solve a specific challenge? Looking for ways to save time or cut costs? Whatever it is, use this information to craft a message that speaks directly to their needs. When your pitch is that on-point, it’s much easier for them to see the value you bring. 

 When you combine what you know about your prospects with thoughtful, tailored messaging, you’re not just running a campaign; you’re building professional relationships that lead to better results. 

Tools for Gathering and Using Intent Data

To maximize the benefits of intent data, you need the right tools.  

1. Bombora

Bombora offers a wealth of third-party intent data, allowing businesses to gain insights into which companies are actively researching topics related to their products or services. Their Company Surge data enables you to track signals like content consumption, social media activity, and more, helping you identify companies showing real interest. This makes it easier to prioritize outreach and engage prospects who are actively exploring solutions in your field. 

2. 6sense

6sense takes it up a notch by combining AI with intent data to provide predictive insights into your prospects’ future behavior. This tool doesn’t just tell you who’s showing interest, it tells you when they’re most likely to make a decision, and what factors are influencing that decision. By using advanced machine learning algorithms, 6sense helps you craft personalized, timely strategies that significantly improve your conversion rates. Its ability to predict intent based on historical data is a powerful asset for both marketing and sales teams. 

3. Demandbase

Demandbase is particularly effective for Account-Based Marketing (ABM). It integrates intent data with its ABM platform to help businesses not just track intent signals but also take action on them in a way that resonates with individual target accounts. Through personalized campaigns that are designed to address the specific needs of each account, Demandbase helps businesses capture attention at the right time. Additionally, its integrations with CRM tools allow for seamless data flow, making it easier to sync intent data with sales strategies. 

4. ZoomInfo

ZoomInfo provides an all-in-one solution by combining contact data with real-time intent signals. This means you can access up-to-date company information while also tracking what prospects are researching. With ZoomInfo, you can segment leads based on their level of intent and reach out with the right messaging at the right time. It also integrates with CRM tools, making it easy to use intent data for highly targeted outreach, ensuring your sales and marketing efforts are well-coordinated and timely. 

 5. Clearbit 

Clearbit enhances your existing CRM by enriching it with intent signals. It helps refine your targeting efforts by providing real-time insights into which prospects are demonstrating high levels of intent, even if they haven’t yet directly engaged with your brand. This helps you better understand your prospects’ behaviors, allowing for more precise personalization in outreach. Clearbit’s ability to integrate with other marketing automation platforms further streamlines the process of leveraging intent data across multiple channels.  

Final Thoughts

B2B intent data is a powerful asset for businesses looking to stay ahead in a competitive market. By understanding your prospects’ needs and timing your outreach perfectly, you can drive more meaningful engagement, close deals faster, and achieve higher ROI.