Who's Using Intent Data & How Is It Driving Value

At OMI, it’s no secret we think intent data is one of the most valuable tools available to marketers today. A recent study by Ascend2 shows that many marketers agree—at least, the ones who’ve used intent data do. 

The Ascend2 study notes that relatively few firms are fully utilizing intent data, with only 25% reporting that intent data is integrated into their overall strategy. This is in line with a recent Demand Gen Report survey that cites only 25% of B2B companies are currently using intent data to power their marketing campaigns. Of interest, 55% of Ascend2 respondents say they are planning to or in the process of implementing intent data, or they would like to use intent data but haven’t started the process yet.

But those who are using intent data are singing its praises: 69% rate themselves as somewhat successful, with 20% rating it as best in class.

What is intent data?

If you’ve been following this blog then you’ve likely seen our many write-ups about intent data. If you haven’t, here’s a summary of the important things you need to know.

We all want to find buyers "in-market" and ready to buy. Digital intent monitoring allows you to do that by combining high-quality business contact data with digital intent signals.

Buyer intent signals can be obtained through monitoring online activities, keyword searches, website visits, content downloads, product reviews and more. But intent data on its own only goes so far, as it primarily uncovers company data. This leaves out the information marketers really need to reach the individual decision makers within those companies.

Here’s where OMI’s solution has the answer: As cookies, IP addresses and intent data surge to specific content, OMI maps that data to our B2B contact data. This allows marketers to drill down and get closer to identifying the individual contacts behind the digital behavior – the individuals who potentially hold high promise of becoming a customer. Bringing these two data sets together allows you to identify prospects by company and job function who have done research or engaged with industry-specific content online. Combining intent data with prospect contact data can enable a powerful approach that “closes the loop” in reaching specific, qualified and interested prospects.

This approach can also be used to identify the types of companies that might be looking for your solution or offering. Using a process called audience mirroring, you can zero in on decision makers within businesses that are similar to your current customers. This allows you to create a larger, more qualified list of prospects to target.

How it’s driving value – saving time and accelerating sales

Think of it this way: you could spend your time and resources targeting prospective customers that aren’t looking for what you offer. Then, you could take additional time to you could explain what you offer and why it will benefit them. Then, once they’re interested in what you offer, of course you need to show them why your solution is the best. Leveraging intent data lets you skip ahead on some of those steps to focus your marketing on prospects who have shown they are likely in-market for your solution.

And the use of intent data is on the rise. More than half of Ascend2 respondents expect their intent data spend to increase, with 12% expecting it to rise by more than 10%. In my experience, it’s a solution that just makes sense in today’s environment. Marketers can focus their efforts on prospects that are already searching or interested in their solution. And conversely, buyers receive targeted information related to what they’re already looking for.

Outward Media’s proven data cleansing services and targeted, accurate B2B data can enable you to achieve better digital marketing ROI and, ultimately, convert more prospects into customers. Go here to find out about leveraging our SMB and medical market data on the LiveRamp Data Marketplace, where 95% of our email data matches the identity graph for use with display ad marketing.