Skip to main content

Buyer intent refers to the probability that your buyer will make a purchase within a given time frame. With this knowledge, you can strategically target the most interested buyers and turn them into high-quality leads. But how do you know which leads have a higher likelihood of making a purchase? The answer: buyer intent data.

This data is collected through the buyer’s online browsing history, meaning that every time they click on your website, read a blog, open an email, or download a resource, their buyer intent rises. There’s a reason that by the end of 2022, over 70% of B2B marketers will use third-party buyer intent data to target prospects — it makes it easier to attract and convert leads. Want to learn how to leverage buyer intent data to turbo charge your go-to-market strategies and capture new buyers? Read on for our deep dive into buyer intent data:

Staff member reviewing data on a tablet

How is Buyer Intent Determined?

In order to start using buyer intent data in your go-to-market strategies, you need to first begin collecting the data. With the right tech stack, you can begin gaining insights into:

  • How frequently your buyers visit your website
  • What content they view most often
  • Which relevant topics and keywords they search for online 

This data gives you a robust understanding of your current pipeline and their eagerness to make a purchase. With this information, you can target companies with account-based marketing (ABM) campaigns. This means that your marketing and sales teams are collaborating to create a personalized buying experience for each potential buyer. And, as more buyer intent data comes in, your team can prioritize inbound leads based on who engages the most with your company. When you’re entering a new market, this makes a huge difference in your growth rate. 

For instance, let’s say you begin collecting buyer data and see that five separate companies seem interested in your product to varying degrees. Based upon their behaviors, you determine that one company may seem interested in your product’s time-saving capabilities, while another may be more concerned with its ability to scale their production levels. Your sales and marketing teams then collaborate on different strategies to appeal to each company’s pain points. As your team begins executing these strategies to engage leads, they can prioritize which leads get the most attention based on which leads have the greatest buyer intent. 

Buyer Intent Data: A Compass to Define Where Leads are in Their Buyer’s Journey

As a sales leader, you know just how important understanding where each of your leads is within their buyer’s journey. This information helps you better tailor sales pitches and keeps you more in tune with the health of your sales pipeline. Buyer intent data doesn’t just let you know which prospects are interested — it helps you determine where each lead is within their buyer’s journey. This is especially important for your go-to-market strategy. 

For instance, a buyer who has only been researching keywords related to your product and stumbled upon your website a few times is in their awareness phase, while a buyer who’s been routinely looking at the pricing options available on your website is likely in their decision-making stage. With this information, your reps can target their sales pitches and content to better align with the specific interest of each buyer.

Reps can reach out to the buyer in their awareness stage with content focused on the topics they’re researching. If a buyer is researching methods to scale their business and comes across your website, reps can send along case studies of similar use cases highlighting the product’s effectiveness. For the buyer researching pricing in the decision-making stage, reps can send along additional information elaborating upon the product’s ROI. This provides both leads with the information they’re seeking, allowing them to move to the next stage of their journey. 

Are Leads Contemplating Whether to Choose a Competitor? Buyer Intent Data Can Pinpoint Areas of Discontent

Ever wondered where in your sales process leads start turning to your competitors? With buyer intent data, you can determine just that. Buyer intent data shows you if a lead has been researching other solutions, letting you know how interested they may be in your competition. 

Not only does this data let you know they’re interested, but it can help you determine which of the competition’s features the lead has the most interest in. Do they like the lower pricing options? A slightly different feature that’s not part of your offering? With buyer intent data, you know what your buyer finds appealing about your competition, and can create marketing to overcome your competitors. Your sales reps can collaborate with the marketing team to create collateral that keeps your buyers’ attention and combats the interest generated by your competition. As you form your go-to-market strategy, knowing how to overcome buying objections is crucial to growth. 

For example, through intent data, you’re able to see that a prospective buyer has been eyeing the lower price of your competitor after receiving your quote. Now, your sales reps can share additional information highlighting everything your price gives the buyer that your competition doesn’t. This helps the buyer understand why your product has a higher price, and helps keep them interested in your company. 

Are Leads Contemplating Whether to Choose a Competitor? Buyer Intent Data Can Pinpoint Areas of Discontent

Buyer intent data helps move prospects along their buyer’s journey at a faster rate by allowing your reps to tailor the sales experience to each unique buyer. When forming a go-to-market strategy, using buyer intent data can help you capture and maintain buyer interest sooner, turbo-charging your growth.

Looking to start using buyer intent data in your next GTM strategy but not sure where to start? Contact SFE Partners today and let us help you harness the power of buyer intent data.