March 6, 2018 // 10:00 am

What is Intent Data? – How to Use it in ABM

By Jonathan Penny

As I’m sure you’re aware, tools like Hubspot have made it possible to track which companies are looking at your website… however, what if you could get hold of data that tracks the online behaviour of all of your target accounts, across the whole of the world wide web? Cue Intent Data – your ABM teams new best friend!

Intent Data

What is Intent Data? 

Wherever you go on the internet you leave a digital footprint. Intent data takes advantage of this footprint by analysing the online activity of a person or an entire business. By monitoring topics or keywords that your buyers are searching for online, you can analyse their behaviour and establish that they are entering a buying window. With this information you can prioritise the accounts that are showing the most ‘intent’ to buy and target them with an ABM strategy.  

Let’s take a look at the types of intent data and how it can be used to generate more leads for your business.  

There are two types of Intent Data: 

First-party data – Activity captured by a company from their own website or emails they have sent, using marketing tools such as Hubspot

Tracking this activity shows buying signals based on the webpages a prospect has viewed, the time they’ve spent on individual pages and links they have clicked on whilst visiting your website or in emails you have sent them.  

Third-party data – Activity captured tracking online activity across the web 

Using keywords, this data shows the websites an organisation or person has visited, articles a user reads, content they have downloaded and their use of social networks to discuss topics surrounding your keywords. 

How to use Intent Data in ABM

Working intent data into an Account Based-Marketing (ABM) strategy allows you to personalise the approach further, on an account by account basis. You can prioritise prospects that have a higher lead score, as you know they are in the market for your product. Nurture them using 1:1 personalised videos, personalised emails – linking to content you know they’re looking for – and point them in the direction of content containing relevant information, so they view you as a source of knowledge.  

There are a number of tools available that can analyse online activity and associate a lead score to each of your prospects based on the amount of intent they’re showing. The higher the number, the more interest the prospect has in your product or service. We recommend making your own scoring system, whereby companies who are searching for keywords that demonstrate the most buying intent, are given higher lead scores. 

Understanding the online behaviour of your target accounts allows you to tailor how you interact with them online. Using targeted advertising and personalised content, you can target prospects with the information they are looking for.  You may also discover that accounts and users from a market you’ve not yet considered targeting start showing intent.  This may open up a use case for targeting a new market. 

For further information on finding your ideal client, please check out our free template How to Find Your Best Clients:

Best Clients


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