According to TOPO’s 2020 Intent Data Market Guide¹, intent data has emerged as the fastest growing data category over the last three years. By the end of 2022, TOPO reports, more than 70% of B2B marketers will utilize third-party intent data to target prospects or engage groups of buyers in selected accounts.

Its growth is changing how teams gather behavioral signals about prospects, as well as how they prioritize time and resources. Yet, according to industry research:

• • Only 25% of B2B companies currently use intent data and
  • 50% of B2B marketers struggle with making intent data actionable.

It’s common for marketers to buy in on the idea of intent data only to be discouraged when it doesn’t seem to work for all their desired use cases.

To confirm your intent data vendor can support your goals ahead of getting your intent data program started, be sure to ask them the following questions:

1. 1. 1. What level of context can you provide me about the buyer? Can you give me insights into the individual prospect, or just the company? Both is best.
      2. Can you tell me about your modeling process so I can use the information in my existing lead and account scoring workflows? Does your predictive modeling include machine-learning and human smarts? Both are ideal.
      3. Can I start with a small program to see how sophisticated your intent data is and understand how I can best use it?

Intent data can be super valuable if handled correctly. By vetting your vendors with these questions, you can make the most of your intent data as soon as you receive it!

If you’d like to learn more about intent data or have ideas for how to help make marketers’ jobs easier, send us a note. We love hearing from our smart marketing friends!

¹Since publishing this guide, TOPO has been acquired by Gartner.