The Role of Intent Data in B2B Marketing

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B2B industry is highly competitive, with marketers always trying to get ahead of their competition. Understanding the prospects’ buying behavior can help you target specific buyers and create personalized advertising for them.

When approached at the right time, with the right type of advertising, the prospect shows more intent to buy.

The benefits of intent data in the B2B space don’t end here. Below are some other benefits of intent data for the B2B marketers.

Targeting the “Invisible” buyers

Many B2B buyers prefer to remain anonymous and do not engage with a business until they are finally ready to make the purchase decision. This is known as “Invisible Demand.”

68% of B2B buyers prefer to do their research alone, which is a challenge for the B2B marketers as they do not even get the opportunity to interact with such buyers. Intent data can help you uncover such demands by revealing the online activity of key accounts. You can then use this data to understand their buying behavior and the buyer journey they are in.

Account-Based Marketing

Once you have identified which organizations are interested in your products/services, you can focus your time and energy on such accounts. This type of marketing is known as account-based marketing.

Source: Datarade

The intent data can be combined with account-based marketing in the following ways:

  • For prioritizing high-intent accounts.
  • For retargeting visitors with relevant messages in the ads, emails, and sales outreach.
  • For creating personalized buying experiences.

Some Other key benefits of B2B marketing include:

  • It enhances user experience by delivering relevant and personalized content.
  • It helps the marketing teams to focus on the right leads.
  • Lost leads can be retargeted with the help of intent data.
  • By aligning intent data with demographics, local marketing efforts can be strengthened.
  • If the page elements of the landing pages can be tweaked with the help of intent data, it can result in high conversions.

Intent data presents great benefits to the B2B industry; despite that, just 25% of B2B companies use intent data. As a B2B marketer, if you too are ignoring the value of intent data, then you should definitely start using intent data now as the future of B2B marketing will be highly based on intent data.

Why Intent data is the basis of the future of B2B Marketing and sales?

As big data becomes increasingly relevant in today’s data-driven world, intent data will become an indispensable tool for the B2B marketers that will help them by providing clear patterns from billions of data.

Using the latest tools, such as Leadspace, first-person data and intent data can be combined, which can be further analyzed using Artificial Intelligence to create better customer profiles, and tailor content for specific needs.


At this point, it would not be wrong to say that data is the lifeline of B2B marketing. If you can see the world as the customers do and shape your marketing strategies based on the intent data, you can reap several rewards, like increased ROI, increased revenue, cost improvements, and advantage over your competitors, which is paramount to the success of any organization.