Understanding the Role of Intent Data in B2B Marketing

The buzz around Intent Data grows. But as we delve deeper into its application, a critical question arises: Have we been oversold on its capabilities?

Understanding the Role of Intent Data in B2B Marketing

Understanding Intent Data

Intent Data is revolutionizing how businesses understand potential leads. It's not just about tracking actions on a company's digital assets; it's about capturing the pulse of potential leads as they research and engage with content relevant to your products or services, even outside your direct digital footprint. This 'intent' provides insights into companies actively searching in your domain, enabling timely and effective marketing campaigns.

However, navigating through the complexities of Intent Data is not straightforward. With a myriad of tools available, choosing the right solution requires careful consideration of factors like geographical coverage, data enrichment, Demand Side Platforms (DSP), and integration with other digital channels, especially LinkedIn.

Setting Up a Successful Intent Strategy

The first step in leveraging Intent Data is selecting a tool that aligns with your business needs. The chosen tool should cover your target geographies, offer data enrichment to fill in gaps about leads, and integrate seamlessly with other digital marketing channels.

Once the tool is in place, it's crucial to input keywords that truly represent interest signals. This involves a careful selection of keywords that relate to your industry and product offerings, going beyond traditional Google Ads keywords. This comprehensive approach ensures that you're capturing all relevant intent signals across the web.

Combining Intent with Engagement

To truly harness the power of Intent Data, it needs to be integrated with other marketing tools. Platforms like Demandbase and 6sense offer capabilities to merge Intent Data with popular marketing platforms such as Marketo and Salesforce. This integration allows for a holistic approach where Intent Data complements existing Sales and Marketing tools, leading to more effective and targeted campaigns.

Debunking the Myths

The Overselling of Intent Data

Despite its apparent benefits, the over-reliance on Intent Data has raised concerns. There's a growing gap between the promised quality of Intent Data and what it actually delivers. Instances of failed campaigns, where reliance on Intent Data reached only a fraction of the Total Addressable Market (TAM), highlight this discrepancy. Additionally, there's skepticism in sales teams regarding the quality of leads generated through Intent-based campaigns.

The Future of Intent Data

A Shift Towards AI

Looking ahead, the future of Intent Data is set to be transformed by AI. The integration of AI promises a deeper understanding of nuanced customer behaviors and predictive analytics for customer journey mapping. The emergence of real-time intent data processing is poised to make Intent Data more accurate and relevant than ever before.


As B2B marketing continues to evolve, the role of Intent Data remains pivotal but requires a balanced approach. Marketers need to blend intent signals with broader engagement data to create campaigns that are truly effective. The journey of Intent Data, from its current state to its AI-augmented future, represents an exciting, albeit challenging, frontier in the world of B2B marketing.

Paul Andre

Paul Andre

Wanderlust-driven & sports passionate, with a vast expertise in B2B Marketing across different continents. Focused on empowering B2B companies to expand & thrive in new markets.