Most B2B companies are sitting on a goldmine of buying signals they never act on. Here is how to change that.
Intent data — signals that indicate a company is actively researching a solution like yours — has been available for years. Yet the majority of B2B marketing teams still run campaigns based on firmographic targeting alone: industry, company size, and geography.
What Intent Data Actually Tells You
Third-party intent data platforms like Bombora and G2 track content consumption patterns across thousands of B2B websites. When an account starts reading multiple articles about your solution category, that is a buying signal — even if they have not visited your site yet.
How to Start Using Intent Data This Week
Start simple. Export your highest-intent accounts, filter to those that match your ICP, and give your SDR team a list of ten accounts to prioritise this week. Measure the response rate versus your standard cold outreach. The difference will make the case for a more systematic approach.
Intent-led programmes consistently outperform standard outbound by 3-5x on response rates and 2x on conversion to pipeline.