While it may just sound like another marketing buzzword, intent data can be an incredibly powerful way for businesses to generate a better return from their sales and marketing.

In a nutshell, intent data is any information that indicates a lead”;s interest in your solution. This interest can capture all stages of the buyer”;s journey from initial awareness to a final purchase decision. 

WHEN WAS THE LAST TIME YOU CLICKED ON AN AD FOR FUN?

Generally speaking, most of us aren”;t going around clicking on ads for the fun of it – particularly in the industrial B2B space. No matter how engaging you think your ad is, I can almost guarantee that no one in their right mind is visiting a website on pre-cast concrete unless they foresee a future use for it.

That is the first level of intent.

They stepped on the lot, and that in and of itself indicates that there is some level of buying intent.

KEEP TRACKING OVER THE ENTIRE BUYER’S JOURNEY

But, of course, just because they’re looking around doesn’t mean they’re sales-ready right now. In B2B, the sales cycles tend to be long and complicated, so the chances of someone buying on their first v

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