Intent Data - What is behind the Buzzword?

Intent Data, the buzzword of the hour? Not a week goes by in B2B marketing without this term being mentioned. No plan or analysis, no campaign without Intent Data. The phrase seems to be slick and empty. What is hidden behind this data?

In a nutshell: Intent data is data that tells us what a web user is interested in. They give an indication of what the user is currently in need of information for.

Consequently, this intention-driven data provides information about what content a user likes to consume. Marketing suites deduce which intentions the user is presumed to have at a certain point in time. On this basis, targeted marketing measures can be taken.

This knowledge is particularly cardinal in the B2B sector. Here only a small part of the audience is in the buying process. If you activated all persons at any time, the wastage would be gigantic. Your audience would ignore you after a short time. Intent Data avoids an inappropriate online approach and annoyed customers.

 

What is Intent Data?

All information and online activities of a user that allow conclusions to be drawn about (purchase) intentions are Intent Data. This includes, for example:

  • Downloading infographics, whitepapers, studies, etc.,
  • Website visits,
  • Reading time on specialist and topic pages,
  • Newsletter subscriptions,
  • Participation in events,
  • CRM data.

In addition, there are all other options in your repertoire that can provide you with information about the preferences of your (B2B) audience.

 

Where does Intent Data come from?

You will find the icing on the cake of your Intent Data on your website. This is where you offer your customers and prospects optimally tailored content on your topic. Regardless of whether it’s a general information lexicon entry, a critically questioning blog post or a product overview – you won’t get more precise information about the interests of your audience.

Make sure you include your website in your Intent Data analyses. But not every brand has sufficient traffic for Intent Data campaigns. Especially in the B2B sector, companies address a sharp target group. Making yourself fully known to them is often like searching for a needle in a haystack.

Don’t despair!

This problem is common: Your own First-Party-Data, so the technical term for self-procured data, is not sufficient for a meaningful audience. Partnerships provide a remedy: Either with corresponding publishers and websites (Second-Party-Data) or from third-party providers. The latter relieves you of the time-consuming work of contacting each partner individually, initiating contracts, negotiating and implementing them.

Third-party data can be found in various ways:

  • In addition to setting up display campaigns, many DSPs (Demand Side Platforms) offer options for delivering these campaigns more precisely through selectable audiences from third parties.
  • DMP (Data Management Platforms) also often have the option of expanding the information clustered in them about third-party providers. With appropriate software connections, targeted campaigns can be created.
  • Other data-driven tools that you use can also have third-party data at your disposal. Just ask!

The possibilities with third-party data are many. But how do you find the right data for you?

 

The thing with the quality

The central aspect of leased or purchased external data is its quality. What is the use of hundreds of thousands of pieces of information if they are outdated or incorrect?

Good third-party providers tell you in extracts where the information they offer comes from. They also tell you how the data comes about and how up-to-date it is. Be careful: No provider can disclose all details of its data aggregation to you. The risk of industrial espionage would be too high. The best thing to do is to form your own impression of this balance of detailed explanations and trade secrets.

It also makes sense to take a look at data protection compliance. The GDPR sets an even higher standard in Europe – the qualitative provider of Intent Data of course adhere to it. Tests with the data are helpful. If you plan a campaign with the support of the provider, you will quickly get a feeling for the quality of Intent Data.

As everywhere, the same applies here: Learning by doing. Start with a provider and a first use case – and work your way forward step by step.

We wish you all the best with your Intent Data!

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