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Intent data, a term scarcely uttered in the corridors of B2B marketing a mere decade ago, now stands as an indomitable pillar in the arsenal of savvy marketers.
The concept is straightforward: denizens of the digital realm engage in a multitude of online activities. They tread the hallowed halls of vendor websites, engage in digital dialogues through forms, converse with tireless chatbots, and inscribe their queries into the scrolls of search engines. But does this digital ballet inevitably signify a readiness to embark on the path of purchase, or even a sincere desire to discuss your wares? Not always, my friends.
- Implicit Intent Signals: These subtle cues emanate from user behavior—the web pages they visit, the time they spend, or the content they consume. These signals, like hidden currents guiding a ship, steer visitors from shallows of low intent to depths of high intent.
- Explicit Intent Signals: This breed of signals arises from unambiguous declarations, such as completing a form—a crystal-clear statement of intent, a virtual hand raised to be noticed.
- Inferred Intent: A complex realm where data analysis weaves a tapestry of intent signals from sources beyond a single website, painting a panoramic canvas of intent from across the web.
In the realm of intent data, three distinct types of signals emerge:
As architects of B2B marketing strategy, we meticulously inspect and decipher a range of intent signals to construct a comprehensive mosaic of visitor behavior. These signals comprise six common motifs:
- Search Queries: Exploration of search queries unveils potential seekers actively questing for solutions akin to your offerings, guiding both search engine marketing and organic search strategy.
- Website Behavior: Visitor footprints illuminate their purpose within the buying journey—perusing the upper echelons, dwelling in the midst, or descending to the depths.
- Content Consumption: How visitors engage with various content forms unveils gradients of intent, with product evaluations effusing greater fervor than contemplative musings.
- Firmographic Data: Marrying organizational details with web behavior paints a vivid portrait of entities aligned with your brand.
- Intent Data from Third-Party Providers: Beyond your dominion, third-party intent data broadens your vista, allowing scrutiny and interpretation of intent in its myriad forms.