Buyer intent data is a powerful yet often overlooked tool in B2B marketing. It provides actionable insights into what prospects are researching, how engaged they are, and where they may be in the buying journey. And when used effectively, intent signals help marketers prioritize accounts, personalize outreach, and boost conversion rates. In fact, a 2023 study by Foundry revealed that 91% of marketers are already leveraging intent data to prioritize accounts, identify relevant content, and build target account lists. Despite this, challenges remain—42% of B2B teams say developing a clear strategy for intent data use is their biggest hurdle.
As budgets increase and competition intensifies, understanding how to collect and apply intent signals effectively is now a differentiator between teams that succeed and those that fall behind. Exploring key signals, data sources, proven steps, and best practices is the key to transforming intent data into a growth engine that drives measurable results.
Intent signals are the behaviors and indicators that reveal a prospect’s level of interest, buying readiness, and progression along the customer journey. By focusing on the right signals, marketers can avoid guesswork and prioritize the leads most likely to convert.
Behavioral signals highlight the actions prospects take across your digital channels and assets. These behaviors often represent the earliest clues that a buyer is actively researching solutions:
These actions often indicate research and evaluation phases. While a single behavior may not be decisive, a pattern of behavioral signals paints a clear picture of growing intent.
Engagement signals capture how prospects respond to and interact with your marketing campaigns. They demonstrate not only interest but also the type of messaging that resonates most:
High engagement over time suggests that a buyer is receptive to your brand’s messaging. When paired with behavioral data, engagement signals can identify which prospects are moving from awareness into consideration.
Firmographic and technographic signals provide context about the buyer and their organization. This information ensures that marketing and sales efforts are targeted toward the right type of accounts:
These signals help qualify accounts and direct resources toward organizations most likely to derive value from your offerings. They allow for more personalized outreach and sharper account prioritization.
Purchase indicators are the strongest signals of all, showing that a buyer is moving close to making a decision. They require immediate attention and follow-up:
These signals carry more weight than others because they indicate readiness to buy. According to Mixology Digital, 93% of marketers who applied purchase-related signals saw higher conversion rates, and many noted faster deal velocity when this type of signal was prioritized.
Intent data isn’t confined to a single source. It comes from different channels, each with distinct benefits. The key is understanding what each category offers and how they complement one another.
First-party intent data is data you collect directly from your own digital properties. For example, website analytics tools reveal which content pages are most frequently visited, and customer relationship management (CRM) records show engagement history, such as how often a lead interacts with emails. Surveys and chatbots provide direct insights into buyer needs.
Because it comes directly from your owned channels, first-party data is highly reliable and a critical foundation for intent analysis.
Second-party intent data comes from trusted partners who share their own first-party data. Examples include event registration data from a co-hosted webinar or review platforms that share aggregated user research patterns.
For B2B marketers, this type of data is especially valuable in account-based marketing (ABM) programs, as it expands the visibility into buyer behavior beyond what can be tracked internally.
According to Forrester, over 70% of companies using intent data now rely on multiple providers to achieve broader coverage and accuracy, with many sourcing data from three or more platforms.
That type of information falls under the category of third-party intent data, which is gathered by external providers who monitor intent signals across a wide range of websites and industries. Platforms such as Bombora and G2 collect and aggregate research activity to indicate when specific companies are spiking in interest for certain solutions.
Building an effective system for collecting and acting on buyer intent signals is crucial. Without a structured approach, even the best data can become overwhelming or underutilized.
Start by identifying the purpose of intent data within your strategy. Whether you aim to generate more qualified leads, accelerate pipeline movement, or refine ABM efforts, clarity of purpose supports alignment across your team. This step prevents wasted resources and creates a foundation for consistent measurement.
You don’t have to focus on every data point equally. Instead, choose the behaviors most relevant to your buyer’s journey. For example, if webinar attendance is a strong purchase predictor in your market, prioritize it.
Aligning chosen signals with the funnel encourages marketers to focus on activities that actually move prospects forward.
Siloed data limits impact. Integrate first-party, second-party, and third-party sources into a central system such as a CRM or marketing automation platform. Consolidating data means you can create a unified view of buyer behavior that allows for more accurate lead scoring and streamlined workflows.
Accurate tracking allows your team to identify spikes in activity and respond immediately, so use website pixels, marketing automation tools, and CRM integrations to monitor actions in real time. Without these mechanisms in place, valuable signals may go unnoticed.
Develop a scoring model that weights signals based on strength and buying stage. For instance, multiple visits to a pricing page might carry more weight than an email open. Scoring helps sales teams focus on the most promising accounts, which increases efficiency and impact.
Automation turns data into activity. Create workflows that nurture prospects with relevant content, trigger alerts for sales when high-intent behaviors are detected, and personalize experiences across channels. A well-designed workflow means no signal is wasted.
Continuously assess how your system is performing. Which signals are leading to conversions? Which workflows need adjustment? Optimization keeps your intent data strategy aligned with evolving buyer behavior.
With 97% of marketers recognizing intent data as a competitive advantage, optimization allows you to maximize that advantage.
Despite its potential, intent data can create challenges if mishandled. Here are a few common pitfalls of working with buyer intent data and tips for how to avoid them.
Depending too heavily on third-party providers without validation can lead to wasted effort. While aggregated data sources expand reach, they must be cross-checked with first-party insights to confirm accuracy. Unverified third-party data can mislead teams and divert attention from true buying intent.
If sales and marketing don’t share a clear definition of intent signals, opportunities fall through the cracks. Misalignment creates inconsistent follow-up and wasted campaigns. Establishing joint processes enables both teams to act on signals consistently, improving conversion rates and collaboration.
Collecting every possible signal can overwhelm teams and obscure what truly matters, and too much data without prioritization often leads to paralysis instead of action. Marketers focusing on high-value signals aligned to objectives can cut through the noise and make intent data useful.
Neglecting privacy obligations can erode trust and trigger serious penalties. Regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) set the standard, but compliance should go further: Prospects expect clarity on how their data is collected and used.
By being transparent and ethical, marketers not only protect their organizations but also strengthen credibility, turning data responsibility into a competitive advantage.
Not every action shows the same level of purchase readiness. A blog view carries less weight than a pricing page visit or RFP download.
Teams that score and weight signals based on buying stage create a more accurate picture of intent. This discipline helps overcome the challenge of intent data quality, which over 70% of executives name as a top concern.
Turning intent data into results requires purposeful execution. The good news is that companies that use intent signals strategically can personalize outreach, accelerate sales, and strengthen customer relationships.
Let’s go over some ways you can use buyer intent data in your B2B marketing campaigns.
Personalized engagement doesn’t just increase open and click-through rates; it makes buyers feel understood and valued. This sense of relevance improves trust, fosters stronger relationships, and ultimately increases the likelihood of conversion.
Tailor content, ads, and communications based on topics your prospects are actively exploring. A buyer researching compliance solutions should receive different content than one evaluating cost-saving measures.
Intent data helps ABM efforts focus on accounts actively in-market, which increases both efficiency and ROI. Rather than guessing which accounts might be interested, teams can act on evidence-backed signals. This targeted approach leads to more meaningful interactions and a greater return on marketing spend.
Apply real-time insights to refine target account lists, prioritize outreach, and time campaigns.
Predictive models highlight which accounts are most likely to close, allowing sales to focus resources where they matter most. A proactive approach not only accelerates deal velocity but also positions your company as a trusted advisor.
Combine historical data with real-time signals to forecast buying behavior. By anticipating needs before they’re explicitly stated, you can address concerns earlier in the journey.
Provide sales teams with a clear picture of what buyers are researching.
If a prospect is reading about integration capabilities, the sales pitch can highlight relevant case studies. Armed with this information, sales reps can craft conversations that feel consultative rather than generic.
This depth of personalization increases buyer confidence and makes sales interactions more impactful.
Engage buyers earlier by identifying high-intent activity sooner. Early engagement helps shorten sales cycles by addressing questions and concerns before competitors do. By connecting with prospects at the right moment, teams can build momentum that carries through the decision stage.
The numbers agree: Forrester reports that more than 85% of companies using intent data see stronger response rates and more effective sales prospecting as a result.
Maximizing the value of intent data requires strategic execution and continuous refinement. Simply collecting signals is not enough. B2B marketers must also build systems that translate data into results.
Foster collaboration by creating a shared definition of intent signals and agreed-upon actions. Regular communication means both teams act on insights consistently, reducing wasted effort and improving lead handoffs. This alignment builds accountability across departments, making it easier to track progress and measure outcomes.
Ultimately, strong alignment between marketing and sales boosts the efficiency and success of every campaign.
Automation allows teams to act at scale, while AI can uncover patterns that humans might miss. Use AI tools to analyze large volumes of signals, score leads, and automate engagement.
By streamlining routine processes, teams free up time to focus on strategy and creativity. Together, AI and automation create a system that’s both efficient and adaptable to changing buyer behavior.
Pair behavioral signals with company-level insights to prioritize accounts with high potential value. For example, a mid-market firm showing strong intent may be a higher priority than a small startup with similar signals. Combining these data points creates a richer picture of opportunity, which allows teams to focus their energy on where it can generate the greatest impact.
Refinement keeps your system responsive to changing buyer behaviors, ensuring accuracy over time. By testing, learning, and iterating, marketing teams can increase confidence in their models.
Analyze which signals consistently predict conversions and adjust your scoring model accordingly. This process transforms intent data from a static tool into a dynamic system for growth.
Extend intent-driven engagement across multiple platforms, from LinkedIn and email to paid search. Testing different channels reveals where prospects respond best, optimizing campaign reach and impact. This broad approach strengthens visibility while offering opportunities to tailor engagement to different buyer preferences.
Multi-channel strategies also provide more touchpoints, making it easier to stay top-of-mind with prospects.
Use insights from closed-won deals and sales feedback to improve data accuracy. Feedback ensures that intent models remain aligned with real-world buyer behaviors, creating a cycle of continuous improvement.
Additionally, keep in mind that regular reviews between sales and marketing help refine processes, and everyone benefits from collective learning. Over time, these loops sharpen predictive power and enhance the performance of intent-driven campaigns.
As intent data continues to shape the way B2B marketers approach lead generation and account targeting, many teams have questions about how it works and how to apply it effectively. Here are answers to some of the most common questions to help you better understand and act on buyer intent data.
Intent data is information that reveals what prospects are actively researching and signals their likelihood of making a purchase. It includes behaviors such as website visits, content downloads, ad engagement, and interactions across digital channels. By analyzing these signals, marketers can understand where buyers are in their journey and prioritize outreach accordingly.
The primary benefits of intent data are that it helps businesses identify high-value prospects, personalize marketing and sales outreach, accelerate the sales cycle, and improve conversion rates. It also strengthens account-based marketing programs by ensuring resources are directed toward companies that are already in-market for solutions, increasing efficiency and return on investment.
Buyer intent signals are the behaviors and activities that indicate a prospect’s level of interest and buying readiness. These signals may include actions such as visiting pricing pages, opening nurture emails, downloading case studies, or researching topics related to your solution. Signals can be behavioral, engagement-based, firmographic, technographic, or directly purchase-related, each offering insights into where the buyer may be in their decision-making process.
When building keyword strategies around intent signals, the goal is to align search terms with different stages of the buying journey. At the top of the funnel, keywords often focus on educational or research-based queries. In the middle of the funnel, keywords shift toward comparison and solution-oriented searches. At the bottom of the funnel, keywords reflect high-intent queries such as pricing, case studies, or product-specific evaluations. Mapping keywords to buyer intent ensures that content and campaigns reach prospects when they are most likely to engage and convert.
First-party intent data refers to information collected directly from your own properties, such as website analytics, CRM activity, or customer surveys. Second-party data is another company’s first-party data that is shared through a trusted partnership, such as co-hosted webinar registrations. Third-party intent data is aggregated by external providers who monitor buyer behavior across multiple websites and industries. Each type has unique value, and combining them creates a broader and more accurate picture of buyer behavior.
Intent data improves ABM by providing real-time insights into which accounts are actively researching solutions. This information allows marketing and sales teams to refine account lists, prioritize outreach, and time campaigns with greater accuracy. By focusing efforts on accounts that are already demonstrating intent, ABM programs become more efficient and deliver higher engagement rates.
Scoring intent signals involves assigning greater weight to behaviors that indicate stronger buying intent. For example, a blog post view might demonstrate mild curiosity, while multiple visits to a pricing page suggest a higher readiness to purchase. Creating a structured scoring model ensures that sales teams spend their time on the most promising opportunities while marketing focuses on nurturing earlier-stage prospects.
Yes, intent data can be compliant with privacy regulations when it is collected and applied responsibly. Teams must follow frameworks such as GDPR and CCPA, but best practice also involves being transparent with prospects about how their data is gathered and used. Ethical data use not only protects the organization from penalties but also builds credibility and trust with buyers.
The best way to get started with buyer intent data is to begin with clear objectives, such as generating more qualified leads, accelerating the pipeline, or refining ABM efforts. From there, teams should identify the most relevant intent signals for their audience, integrate multiple data sources into a CRM or marketing automation system, and put tracking mechanisms in place. Once the foundation is built, marketers can develop scoring models, create automated workflows, and optimize based on results. Starting small and scaling gradually allows teams to build confidence while ensuring the system remains effective.
Buyer intent data is a necessity for B2B organizations looking to compete in saturated markets. As more than 97% of marketers agree on its competitive edge and the majority increase budgets for it year after year, the message is clear: Intent data belongs at the heart of your go-to-market strategy.
The key is not just collecting signals but building a system that transforms them into timely, personalized, and revenue-driving actions. Start small. Collect the signals most relevant to your buyers, avoid the common pitfalls, and scale as your team gains confidence.
Done right, intent data will give you a sharper, faster, and more effective marketing engine.
Ready to put intent data to work for your business? At OneIMS, we specialize in building B2B strategies that harness data for measurable growth. Schedule a consultation today to learn how we can help you design and execute a system that turns intent into revenue.