What are Intent Data Providers?
Intent data providers collect data that shows buyer online behavior and intent. Using this data, intent data providers can help predict which users are interested in purchasing a product. This data can include how individuals or businesses engage with online content, whether or not they’ve downloaded a whitepaper, if they’ve opted into receiving web content, and more.
Along with traditional sales contact databases containing demographic, firmographic, and technographic information, intent data software can be a valuable asset. This is especially true for B2B businesses searching for a way to collect more high-quality leads.
Like sales intelligence software, intent data products are used to generate and prioritize leads. Intent data products set themselves apart by collecting current data dynamically from many sources. This data helps organizations generate leads from users that are ready to buy but may not have directly interacted with them.
Intent data products enable clients to focus their sales efforts on businesses that are ready to buy. Intent data can also indicate when businesses are looking at competitors’ products or services. This information can be used to prevent churn and compete for business that could have otherwise been lost.
Intent Data Collection Methods
Intent data providers collect data from:
Data collected from third party websites is often used for industry benchmarking, or to collect competitive intelligence. In this way, intent data providers gain more data with every client. Data gathered across thousands of websites can provide the largest volume of data, but not every data source will be relevant to every client.
Intent data providers that supply data from their own websites are often specialized in certain industries. While these data providers cannot match the volume of data some providers can supply, they can provide a higher level of detail about each user and more targeted data.
Intent Data Provider Features and Capabilities
Intent data providers often include marketing or sales features with their intent data offerings. However, this is not universal to all products. When considering an intent data provider it is important to view the specific features of each one. The most common features offered by intent data providers include:
Insight on competitors
Website user analytics
For businesses that already have sales and marketing tools, intent data providers support a wide variety of integrations. Intent data software can easily be utilized along with all major CRM tools. Additionally, intent data products can integrate with popular account-based marketing software and sales intelligence software.
Intent Data Provider Software Comparison
When considering different intent data providers, consider the following aspects of each product offering.
Data Source: Intent data providers can collect data from a few different places. Most commonly, intent data is collected either from an organization’s website, domains owned by the intent data provider, or large sites from whom intent data providers have purchased data. First and second-party data sources can provide the most in-depth data, while third party data can provide a large volume of data.
Breadth of Integrations: Intent data tools often integrate with CRM software, account-based marketing software, and sales intelligence software. Not every intent data tool has all of these integrations, and not every intent data tool can integrate with every product in these software umbrellas. It is essential to determine how Intent data tools integrate with existing systems when considering intent data software.
Analytics Tools: Many intent data providers include some analytics tools in their intent data offerings. Despite this, not every intent data provider offers analytics to the same degree. Some intent data providers offer simple analytics features as well as integrations with other analytics software while others offer robust, standalone analytics features for intent data.
Most intent data providers use a subscription pricing model, charging monthly for their services. Quotes are available on request from intent data providers. Most vendors offer free trials, either for a limited time or with limited functionality.