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What’s the Deal with
I N T E N T D A T A ?
1. What is 3rd-Party Intent Data?
2. Is it Predictive?
3. Is it a Good Source of Net New Leads?
4. How do I Measure the Im...
WHAT IS 3RD-PARTY INTENT DATA?
1
WHAT IS 3RD-PARTY INTENT DATA?
Two types of Intent Data:
Internal intent data
Activity that you’re capturing on your websi...
IS INTENT DATA PREDICTIVE?
2
Your Website Purchase
Responded
Engaged
Silent
Registered
Email Sent
Click
Form Fill
Download
Predictive Power
Internal In...
IS INTENT DATA PREDICTIVE?
Internal Intent Data
Data captured by your marketing automation application, web analytics, and...
External Intent Data
Data providers include Bombora, TechTarget, IDG
Click
Click
Click
Form Fill
Download
Click
IP Lookup
...
External Intent Data
Data providers include Bombora, TechTarget, IDG
IS INTENT DATA PREDICTIVE?
IP Match
Topic Match High ...
A
B
C
D
1 2 3 4
0.0x 0.0x 0.0x 0.0x
0.0x 0.0x 0.0x 0.0x
0.0x 0.0x 0.0x 0.0x
0.0x 0.0x 0.0x 0.0x
behavior score
likelihood ...
Start with a Fit-First Approach
Fit scores are highly predictive offering instant insight and broad pipeline coverage
IS I...
Add Behavioral Scoring
A good behavioral score should be able to predict an outcome in a set time window
IS INTENT DATA PR...
Add Behavioral Scoring
A bad behavioral score is prone to false alarms and can’t light up your best prospects
IS INTENT DA...
The Ultimate Goal
Use the right set of predictive signals to get to a scoring matrix that looks like this
IS INTENT DATA P...
Comparison
IS INTENT DATA PREDICTIVE?
Pipeline CoveragePredictive Power
Fit Score
Internal Intent
External Intent
Measurem...
IS INTENT A GOOD SOURCE OF
NET NEW LEADS?
3
IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS?
New Accounts
Use third party intent data to identify
net new accounts that ...
IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS?
Existing Accounts
Use third party intent data to append
a “buying stage” fi...
If you tell your reps that certain prospects are in-
market, and they end up on a wild goose chase,
you’ll be diverting th...
WHERE DO THE EXPERTS
COME OUT?
4
WHERE DO THE EXPERTS COME OUT?
Scott Fingerhut
VP Worldwide Marketing Demand Generation at Elastic
To me measuring intent ...
WHERE DO THE EXPERTS COME OUT?
Jon Miller
Co-Founder CEO of Engagio Former Co-Founder of Marketo
I’ve seen great success f...
WHERE DO THE EXPERTS COME OUT?
Craig Rosenberg
Co-Founder and Chief Analyst, TOPO
I have seen positive ROI case studies wi...
WHERE DO THE EXPERTS COME OUT?
Matt Heinz President
Heinz Marketing
Existing predictive models use demographic and firmogr...
WHERE DO THE EXPERTS COME OUT?
Dan McGaw
Founder & CEO, EffinAmazing.com
I think 3rd party intent data for predictive lead...
WHERE DO THE EXPERTS COME OUT?
David Raab
Raab and Associates
Marketers and the technologist who support them need both th...
A
B
C
D
1 2 3 4
8.2x 2.8x 1.2x 0.8x
2.2x 1.2x 0.6x 0.2x
1.4x 0.3x 0.2x 0.1x
0.4x 0.1x 0.0x 0.0x
behavior score
likelihood ...
APPENDIX
5
APPENDIX
Behavior
Employee Count
Geographic Location
Industry
Business Model
Technology Stack
Public Filings
Fit
Website Visits
Dow...
APPENDIX
APPENDIX
APPENDIX
APPENDIX
APPENDIX
APPENDIX
APPENDIX
APPENDIX
APPENDIX
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What is Intent Data?

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With all the talk about predictive, a new question is emerging - can you identify prospects who are in-market but not on your site? Is intent data a good source of net new leads?

Published in: Marketing
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What is Intent Data?

  1. 1. What’s the Deal with I N T E N T D A T A ?
  2. 2. 1. What is 3rd-Party Intent Data? 2. Is it Predictive? 3. Is it a Good Source of Net New Leads? 4. How do I Measure the Impact? 5. Where do the Experts Come Out? TOP 5 QUESTIONS
  3. 3. WHAT IS 3RD-PARTY INTENT DATA? 1
  4. 4. WHAT IS 3RD-PARTY INTENT DATA? Two types of Intent Data: Internal intent data Activity that you’re capturing on your website, inside your marketing automation system, or through application logs. Because it is data you own, it is also referred to as first-party data. External intent data Data collected by networks of b2b publishers either at the IP level, or through user registration and shared cookies. Because it is happening off your properties this is often referred to as third-party intent data.
  5. 5. IS INTENT DATA PREDICTIVE? 2
  6. 6. Your Website Purchase Responded Engaged Silent Registered Email Sent Click Form Fill Download Predictive Power Internal Intent Data Data captured by your marketing automation application, web analytics, and app logs. IS INTENT DATA PREDICTIVE?
  7. 7. IS INTENT DATA PREDICTIVE? Internal Intent Data Data captured by your marketing automation application, web analytics, and app logs. Registered Topic Match Good Fit Anonymous Not a Match Weak Intensity Match Rates Bad Fit Purchase High Intensity False Alarm Pipeline Coverage
  8. 8. External Intent Data Data providers include Bombora, TechTarget, IDG Click Click Click Form Fill Download Click IP Lookup Registered User Cookie Sharing Across Sites Silent 3rd Party Sites Purchase Vendors Website Predictive Power IS INTENT DATA PREDICTIVE?
  9. 9. External Intent Data Data providers include Bombora, TechTarget, IDG IS INTENT DATA PREDICTIVE? IP Match Topic Match High Intensity Good Fit Unable to Match Not a Match Weak Intensity Purchase Bad Fit False Alarm Match Rates Pipeline Coverage
  10. 10. A B C D 1 2 3 4 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x 0.0x behavior score likelihood of conversion within the next 3 weeks fit score good fit to buy your product Predictive Scoring Matrix Creating a 4x4 matrix helps visualize impact and effectiveness of your scoring IS INTENT DATA PREDICTIVE?
  11. 11. Start with a Fit-First Approach Fit scores are highly predictive offering instant insight and broad pipeline coverage IS INTENT DATA PREDICTIVE? A B C D 6.2x 1.1x 0.6x 0.1x behavior score likelihood of conversion within the next 3 weeks fit score good fit to buy your product
  12. 12. Add Behavioral Scoring A good behavioral score should be able to predict an outcome in a set time window IS INTENT DATA PREDICTIVE? 1 2 3 4 3.2x 0.7x 0.4x 0.0x behavior score likelihood of conversion within the next 3 weeks fit score good fit to buy your product
  13. 13. Add Behavioral Scoring A bad behavioral score is prone to false alarms and can’t light up your best prospects IS INTENT DATA PREDICTIVE? 1 2 3 4 1.2x 1.0x 1.0x 0.9x behavior score likelihood of conversion within the next 3 weeks fit score good fit to buy your product
  14. 14. The Ultimate Goal Use the right set of predictive signals to get to a scoring matrix that looks like this IS INTENT DATA PREDICTIVE? A B C D 1 2 3 4 8.2x 2.8x 1.2x 0.8x 2.2x 1.2x 0.6x 0.2x 1.4x 0.3x 0.2x 0.1x 0.4x 0.1x 0.0x 0.0x behavior score likelihood of conversion within the next 3 weeks fit score good fit to buy your product
  15. 15. Comparison IS INTENT DATA PREDICTIVE? Pipeline CoveragePredictive Power Fit Score Internal Intent External Intent Measurement
  16. 16. IS INTENT A GOOD SOURCE OF NET NEW LEADS? 3
  17. 17. IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS? New Accounts Use third party intent data to identify net new accounts that are in-market to buy but not in your database. Up to you to find the right contacts to prospect into. New Contacts Use third party intent data to identify net new contacts who are in-market to buy but not in your database. Volume is significantly lower that IP matches and more expensive. *Conversion multiplier could compare conversion rates to other cold lists or to inbound leads 1 Lead Volume Lead Volume Cost Per “Good Lead” $ Per Task 1.0x $ $
  18. 18. IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS? Existing Accounts Use third party intent data to append a “buying stage” field to accounts that already exist in your database. Existing Contacts Use third party intent data to append a “buying state field to contacts that already existing you your database. *Conversion multiplier could compare conversion rates to other cold lists or to inbound leads 5% Match Rate Surging and Matched Conversion Multiplier Missing Data .05% 1.0 95%
  19. 19. If you tell your reps that certain prospects are in- market, and they end up on a wild goose chase, you’ll be diverting them from more productivity endeavors, and potentially lose their trust. IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS? Risk of Guessing Wrong
  20. 20. WHERE DO THE EXPERTS COME OUT? 4
  21. 21. WHERE DO THE EXPERTS COME OUT? Scott Fingerhut VP Worldwide Marketing Demand Generation at Elastic To me measuring intent is a requirement. It’s huge for not only identifying short-term purchase potential, but matching the message to the readiness for mid-and-long term buyers. With good intent insight you strive to make every interaction more relevant and every relationship stronger. To use an eHarmony analogy, having the perfect match is an important start but sending the first intro e-mail with a proposition for marriage is not going to lead to much..... in most cases “
  22. 22. WHERE DO THE EXPERTS COME OUT? Jon Miller Co-Founder CEO of Engagio Former Co-Founder of Marketo I’ve seen great success from using internal behavioral signals to determine intent. Sales reps and SDRs learn over time which intent signals work best for them, whether it is downloading a particular piece of content, visiting a certain set of web pages, or clicking a particular kind of ad. When they are looking at a list of prospects, they’ll naturally gravitate to the signals they trust. “
  23. 23. WHERE DO THE EXPERTS COME OUT? Craig Rosenberg Co-Founder and Chief Analyst, TOPO I have seen positive ROI case studies with 3rdparty intent data identifying net new leads, but it depends on the sources and the market. For example there are companies that extract value from content syndication leads... though most don’t. 3rd-party intent data is the SAME THING except the media site doesn’t have to try to get them to download your white paper - they can just tell you that they did. For some companies, this concept can work if the conversion rates and cost per good lead are manageable. My hope is that all intent data can move beyond content consumption and we can develop more predictive data points to identify intent. In other words, it’s a good idea... but has to get better over time. “
  24. 24. WHERE DO THE EXPERTS COME OUT? Matt Heinz President Heinz Marketing Existing predictive models use demographic and firmographic data to predict who is likely to buy and to some degree, what product they’re most likely to select. The next leap forward is to accurately identify where individuals are in their buying process and whether they’re likely to buy soon. Today, first party intent data provides the best clues and broadest pipeline coverage, but the more comprehensive view you can create, the easier it is to tailor your follow-up messaging. “
  25. 25. WHERE DO THE EXPERTS COME OUT? Dan McGaw Founder & CEO, EffinAmazing.com I think 3rd party intent data for predictive lead generation sounds good in theory. But the 3rd party data tends to be so limited and with so many holes, the data does not make it predictive. I would have more faith in buying lists of leads with emails and then running that through Infer to find good fits. “
  26. 26. WHERE DO THE EXPERTS COME OUT? David Raab Raab and Associates Marketers and the technologist who support them need both the ideal vision of how things would work in a world of perfect data (which isn’t the same as a perfect world!) and the realistic understanding of what’s likely to be practical within their planning horizon. “
  27. 27. A B C D 1 2 3 4 8.2x 2.8x 1.2x 0.8x 2.2x 1.2x 0.6x 0.2x 1.4x 0.3x 0.2x 0.1x 0.4x 0.1x 0.0x 0.0x behavior score likelihood of conversion within the next 3 weeks fit score good fit to buy your product 1 Fit Score 3 External Intent2 Internal Intent WHERE DO THE EXPERTS COME OUT? Infer’s Approach
  28. 28. APPENDIX 5
  29. 29. APPENDIX
  30. 30. Behavior Employee Count Geographic Location Industry Business Model Technology Stack Public Filings Fit Website Visits Downloads Email Clicks Social Engagement Application Usage In Market Data APPENDIX
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  33. 33. APPENDIX
  34. 34. APPENDIX
  35. 35. APPENDIX
  36. 36. APPENDIX
  37. 37. APPENDIX
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  39. 39. APPENDIX

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