B2B Buying Intent: Account vs Contact-Level Signals

Derived intent is AI-synthesized, combining multiple signal types including job-change signals that flag when a past buyer lands at a new company. We've watched this play out at multiple companies. The intent data market is projected to hit $20.89 billion by 2035 precisely because companies are desperate to close that gap. Contact-level intent data fixes this by telling you which person is researching, not just which company.

Your IT or sales team can integrate Demandbase with your CRM, ensuring that intent data flows seamlessly into the system. Integrating intent data into this process significantly enhances the effectiveness of your sales efforts by giving reps valuable insights into the specific interests, needs, and pain points of potential buyers. Sales enablement is all about providing your SDRs and sales team with the resources, information, and tools they need to engage effectively with prospects and close deals. Using your marketing automation platform, set up a workflow to send a personalized email to this lead, including a link to the new whitepaper. Next, create a whitepaper on cloud security best practices tailored to this audience.

• Here’s how to use contact-level intent signals as a versatile growth lever for marketing and sales.
• This interactive format allows you to explore key areas – including board performance, composition, recruitment, governance policies and the executive’s experience – and compare organizations by size and mission area.
• Marketers can break each person out into separate buying journeys based on the value proposition they engaged with to serve them more relevant ads going forward.
• Both approaches, however, often lack quantitative confirmation or insights.
• This ensures that your sales and marketing teams concentrate their efforts on prospects who show the strongest likelihood of conversion, optimizing resource allocation and increasing ROI.

Content personalization is about creating a more engaging and relevant experience by delivering content tailored to the unique interests, preferences, and behaviors of each potential lead. You could offer them an upgrade to a plan that includes advanced collaboration features. This email could offer a free trial or demo, showcasing features like superior customer support or a unique integration that your competitor lacks. Competitive plays using intent data contact level intent data involve identifying prospects who are considering your competitors’ products and strategically engaging them to highlight the superiority of your offerings. This ensures that your sales and marketing teams concentrate their efforts on prospects who show the strongest likelihood of conversion, optimizing resource allocation and increasing ROI.

Activation for B2B marketing teams

For instance, while we know the profile (industry, company size, job function, seniority, stage in buying journey) of folks who commonly convert on our site, that's a skewed sampling by definition. Both approaches, however, often lack quantitative confirmation or insights. We've all seen the casual "buyer persona" documents created according to standard psychographic templates. Contact level data particularly opens up some interesting insights into personas, competitors and market positioning. Every company that aspires to unlock the power of data for better sales results should be experimenting with this approach. Success requires more creative approaches to data, powered by a stronger and more capable tech stack.

Typically companies are using account level data very generally to identify and prioritize accounts, and the most recognized providers supply types of data are account level only which isn't capable of providing this type of insight. This supports predictive lead scoring and propensity to buy models as well as other enterprise sales activities including sales forecasting, target account sales, sales pipeline management, and sales enablement. The process of that analysis is necessarily imperfect, and everyone should have realistic expectations. So our inferences and conclusions are based on analysis of intent data signals which are a valuable form of sales and marketing intelligence. But if you observed a situation where IT was actively engaged along with the C-suite, but no mid-level marketers, you'd have some clues to a very different sort of situation.

With TechTarget intent data, you can more confidently identify in-market accounts, target active buying groups, and deliver the personalized marketing and sales experiences that make all the difference. We deliver the most relevant and precise account- and contact-level intent data available, so you can drive the positive purchase outcomes you’re after. Attribution is one of the messiest and most heavily debated topics in the sales and marketing world. Whenever a prospect clicks an ad or has another intent signal, your sales team needs to be notified immediately (remember the recency effect). The quicker your sales team acts on the intent signals you’re creating, the more likely your campaigns will generate pipeline. To avoid this, we recommend setting a service level agreement (SLA) with your sales team to contact prospects within hours of their engagement with your ads.

A good idea is to combine firmographics and ABM to target companies strategically with a higher likelihood of conversion. A prospect will share a valuable piece of content from your company on social media, including sources you can’t easily track, such as Facebook Messenger. This data refers to prospective buyers’ engagement with specific content, including reading, sharing, and commenting.

Account-level intent data identifies companies (accounts) showing research behavior across the web. While Foundry Intent marks the first release following a season of acquisitions, Ramanathan notes that upcoming product releases will fold in Triblio and Selling Simplified features alongside Foundry Intent as part of a martech suite designed for a more holistic and integrated model of B2B marketing. Unique to other intent solutions on the market, Foundry Intent unifies real-time signals from a variety of sources – including Foundry's owned and operated network of award-winning editorial sites, marketers' own website data, social platforms and sites across the public web, as well as non-digital signals from Foundry's 800+ annual events – to deliver a high-fidelity source of B2B buyer intent within a single platform.

Precision Marketing through Contact-Level Intent Data

For B2B marketers, this granularity improves targeting precision, allowing hyper-personalised outreach that aligns with role-specific pain points. Understand the basics for working with Uponor PEX pipe, including flexibility, bend radius, kink repairs, storage, UV resistance, and more. The more companies understand the power of intent data, the more they understand the opportunity beyond the increasingly common simple data plug-in to help prioritize accounts. We've seen companies change strategy with the benefit of actual data on their product/market fit. When we dig into buying teams we're able to see what roles join the process at what stage in the journey, within each company. This lets us test assumptions and learn about the market – in snapshots and to observe trends.

Executives (C-level, VPs) typically research business value, ROI, strategic fit, competitive positioning, and case studies from peer companies. Research from Forrester on buyer insights shows that individual stakeholders conduct an average of 27 pieces of content consumption during their buying journey.

The signals are timely because they’re contact-specific and current (not aggregated over weeks). You get personalization because you know why they scored high (their job change, their content views, their specific behavior). The topics are broad, which makes your messaging generic. Here's what actually separates these approaches, and why it matters for your pipeline. Instead of showing you which companies are active, it shows you which buyers are ready.