Buyer intent data providers aggregate and deliver context around when prospects and customers are interacting with a brand. Buyer intent is the probability that a customer will purchase a product, and these types of tools capture research around actual buyer journeys and signs of their purchase intent. Organizations leverage buyer intent data tools to target companies with account-based marketing (ABM) campaigns, to personalize website experiences for online visitors, and to prioritize inbound leads based on engagement with their company. Additionally, companies use this type of data to prevent churn by identifying how and when customers are connecting with competitors and whether they may be considering switching vendors. Buyer intent data can also help businesses understand what other products or integrations could be helpful to their customers to preemptively meet their needs.
These tools are used primarily by sales teams, marketing teams, and customer success teams. Buyer intent data enables salespeople to reach out to and engage with the right prospects at the right time, and marketers utilize intent data to plan and create effective ABM campaigns. Finally, customer success teams can use this type of data to proactively contact current customers that may be about to churn. Buyer intent data providers often integrate with CRM software, account-based execution software, and marketing account intelligence software.
To qualify for inclusion in the Buyer Intent Data category, a product must:
Capture online research of actual buyer journeys to determine purchase intent signals
Deliver context to enable companies to proactively reach out and market to prospects and customers with active intent
Provide enriched contact profiles to better segment audiences and personalize messages
