RateGain Travel Combines MarTech Skills Under Sojern, Making The Biggest Source Of Travel Intent Data Globally

Accessing a range of intent data feeds ensures broad and in-depth coverage of online business buying activities. It’s hard to overstate the potential impact these benefits can have on B2B marketing efforts. And it’s this missing puzzle piece that’s been the driving factor behind Intentsify’s Intent ActivationTM Software and Solutions. Research shows campaigns using intent-based targeting were 2.5x more efficient than campaigns using standard targeting dimensions. When it comes to optimizing your intent data activation, the metrics you track are paramount to your growth and overall success.

That is why intent data activation often overlaps with Revenue Operations and Data Strategy, campaign planning, and pipeline reporting rather than sitting in one isolated platform. They need context, timing, ownership, and a clear follow-up expectation. That is the core of intent data activation services. Seize the opportunity to download our guide to learn more and outline your unique intent data strategy for marketing and sales excellence. In today's competitive B2B market, reaching potential buyers proactively requires a deep understanding of their interests and engagement in the purchasing journey.

Ignitium measures buying-group engagement, pipeline created and accelerated, and win-rate improvement — tying ABM execution directly to revenue outcomes. You end up targeting accounts while the real decision-makers stay invisible. Company-level identification is 90%+ accurate, but knowing which PERSON to contact is the hard part. If someone reads your G2 profile, views your competitors, or looks at your category — that's a genuine buying signal. Their EMEA coverage is stronger than US-focused competitors. Better for marketing than direct SDR workflow.

Once you’ve identified your core audience segments, it’s time to dive deeper into understanding each segments’ needs and mapping messaging that resonates with them. The basis of an effective sales or marketing channel is often built on this kind of intelligent, meaningful segmentation, such as firmographics or persona-specific criteria. When buying sneakers, you probably read reviews online, researched prices on a few websites, clicked on a retargeting ad, and asked your friends their opinions. Your ICP will ultimately guide your intent data strategy by serving as the blueprint of the type of prospects or accounts that are most likely to benefit from your product or services. Acquiring second-party intent data can be done by purchasing it directly or through a data partnership.

Third-party intent data is typically divided into four categories, each offering unique insights:

This means a holistic view of your buyers, improved targeting for your programs, and accelerated deal cycles. Intentsify operates on a managed service model, enabling your team to quickly scale marketing programs without adding headcount or another platform to your tech stack.

Enrich your MDM/CRM with the most comprehensive, current, and granular market, account, spend, tech installs, and buyer datasets that is powered with AI-powered insights, sourced from over 20 billion 2nd and 3rd-party datapoints. Use AI-driven propensity modeling and dynamic scoring across fit, intent, and engagement signals to accelerate targeting, focus seller time on high-likelihood pipeline, increase conversion, and tighten forecasting. Bombora’s Intent-based audiences empower advertisers to target accounts that are actively researching products, services, competitors or any predictive set of topics. The process of transforming raw intent signals into automated sales and marketing actions, including lead routing, personalized outreach, and campaign targeting. Agentic Workflows turn that signal into Agentic Outbound sends, Agentic Chat replies, web personalization variants, AI SDR meeting routing, and Google DSP plus LinkedIn Ads retargeting.

In comparison to first-party signals, third-party data signals typically occur earlier in the buyer’s journey, making these signals best for reaching leads early in the decision process. This broader audience understanding helps you expand your reach and attract new prospects. Second-party intent data combined with your first-party intent data provides a broader perspective on customer behaviors and interests. Yet, unless you can effectively turn intent data into actionable insights and strategies, its potential remains untapped.

It is also important to create multiple buyer personas according to each audience segment the company is targeting. Using previously acquired data to locate the similarities between past and current clients is a great strategy for developing accurate ICPs and personas. ICPs and buyer personas are fundamental assets to define your addressable market and locate accounts within your scope. Sharing information between departments will allow teams to build out campaigns and strategies that have greater targeting and accuracy. Just like with any other data-driven approach, working with intent data benefits greatly from interdepartmental alignment. For example, in the case of content marketing, interaction with a case study may demonstrate greater intent than downloading a guide.

Imagine the time you could save and the increased opportunities for valuable interactions with potential prospects. Intent helps you identify who’s buying early on, what your active deals care about, and how to create an order of operations when managing your sales process. Inform prospecting, prioritize outreach, tailor personalization, and improve relationships with current deals and customers. By marketing in a way that fits what they’re looking for, prospects are more likely to find your content valuable and interact with it. Let youremail marketing shine by molding it to fit your audience without drowning in manual list building and CRM data hygiene. When organizations are able to identify the information that prospects care about, they can proactively speak directly to potential buyers.

Understanding how account scoring and ICP fit interacts with intent scoring is essential for ABM prioritization. These distinctions matter because an account can be a perfect ICP fit and show zero intent, while another account just outside your typical profile may be deep into an evaluation cycle and ready to engage. And unlike lead scoring, which ranks contacts by historical engagement and demographic fit, intent data surfaces real-time buying signals regardless of whether a prospect is already in your database. It measures research behavior and buying readiness, not just who a company is or whether they fit a target profile. Marketing intent data is behavioral information collected from online activities, including web searches, content consumption, product comparisons, and publisher interactions, that signals whether a intent data activation business account is actively researching or evaluating a purchase. ABM teams use it to prioritize outreach, personalize campaigns, and engage buyers before competitors do.

It scrapes fresh data from public sources the moment you hit search, so you find leads for your business that are not only accurate, but also relevant right now. ZoomInfo Intent is a feature within ZoomInfo’s SalesOS platform that helps sales and marketing teams identify companies actively researching products or services related to their offerings. Demandbase is built for B2B companies that want precision in how they target and engage accounts at scale. It arms GTM teams with actionable insights to drive pipeline growth and close deals faster.

Remember, it’s not just about sending messages; it’s about sending the right message to the right person at the right time. When a campaign wraps up, gather insights on how it performed and, if possible, any direct feedback from prospects who interacted with it. With platforms like Reply.io, you can set up sequences that fire off based on specific behaviors.

The Importance and Challenges of Activating Multiple Intent Data Sources

• The difference between real-time and batch intent data determines whether you reach prospects first or watch competitors close deals you never knew existed.
• Modern revenue teams in both mid-market and enterprise pick Abmatic AI because every layer of the funnel runs on one set of first-party data.
• Book a demo to see how Cognism can help your team identify in-market accounts and turn intent signals into revenue opportunities.
• The primary collection mechanisms for first-party intent data include website tracking, content engagement, CRM activity, and product usage signals.

With the proper settings, tools, and tactics, it has the potential to allow B2B marketers to peek into a prospect’s purchase journey and establish their brand as a top choice. B2B sales cycles typically run 3 to 6 months, so you need enough time for high-intent leads to convert and for your team to iterate on messaging and targeting. Once you’ve optimized your first-party intent strategy, consider layering in third-party data to catch prospects earlier in their journey. ABM focuses on targeting specific accounts with personalized campaigns, while IBM identifies prospects actively showing buying signals regardless of whether they’re on your target list. Create dedicated landing pages for each high-intent query, run paid search campaigns with aggressive bids, and route conversions directly to sales within minutes.

By the time they land on your site or open your email, they’ve probably researched competitors, read reviews, and asked around their network. To use this type of data effectively, you’ll need to integrate your applications, build out workflow automations, and leverage bots. Intent data not only presents you with an opportunity to influence business results, but it also lets you provide better experiences for your prospects, customers, and employees. Your platform should also have a clear privacy policy, a cookie banner, and user-friendly settings. Prioritize explicit intent data as they are more complete with intent and contextual information, unlike implicit data, which, though valuable, lacks details and context.

A large share of B2B website visitors never fill out a form, which means identity resolution is essential to unlocking the full value of first-party intent data. When sales and marketing share a unified view of account intent, marketing can reinforce sales messaging through paid channels at precisely the right moment, while sales receives real-time alerts when high-intent accounts become active. Without it, sales teams default to volume-based prospecting, burning time on low-fit accounts while missing high-intent prospects who are actively researching but have not yet raised their hand. First-party intent data spans multiple touchpoints and team workflows, and the most useful signals combine behavioral frequency, content specificity, and account-level clustering. Recurring visit patterns can indicate long evaluation cycles typical of complex enterprise deals. Combining real-time and historical first-party intent data improves pipeline forecasting and deal timing.