Intent Data Promises a Lot—Does It Actually Deliver?

Every marketing and sales team is looking for an edge. Intent data is pitched as a game-changer—helping businesses find in-market buyers before their competitors do.

But does it actually work, or is it just another overhyped buzzword designed to sell more software?

The short answer: It works—but only if you use it right.

The long answer? Let’s break it down.

The Hype vs. The Reality

Intent data is supposed to help sales and marketing teams:

✔ Identify buyers before they raise their hand
✔ Prioritize high-intent leads instead of chasing cold ones
✔ Close deals faster by engaging buyers at the right time
✔ Make marketing more efficient by targeting actual in-market prospects

The problem? Too many companies think intent data is a magic shortcut to more sales. They buy a list, send cold emails, and expect deals to close overnight. That’s not how it works.

Intent data is powerful, but only if you have the right expectations and strategy.

When Intent Data Works (And When It Doesn’t)

✔ When It Works: Intent Data as a Sales & Marketing Multiplier

Intent data helps businesses win when they use it to enhance their existing strategy—not replace it. Here’s when it delivers results:

• When it’s combined with strong first-party data – Your own website traffic, CRM activity, and engagement data make intent signals even more valuable.
• When outreach is timely and relevant – Sending a personalized, well-timed message based on real behavior leads to more conversations.
• When it’s used for prioritization, not random outreach – Intent data helps teams focus on the right accounts instead of wasting time on bad-fit leads.
• When sales and marketing are aligned – If sales doesn’t know what to do with intent signals, the data is useless.

❌ When It Fails: Treating It Like a Lead List

Intent data flops when companies:

• Buy a list and start cold-pitching everyone on it – Intent signals aren’t an invitation for spam.
• Use weak or outdated data – Some providers sell "intent data" that’s old, inaccurate, or based on vague assumptions.
• Ignore context and timing – Just because someone read a blog post about CRM software last month doesn’t mean they’re ready to buy today.
• Rely solely on third-party data – First-party signals (like site visits and product engagement) will always be stronger.

What Businesses Get Wrong About Intent Data

🚫 “Intent data tells me exactly who’s ready to buy.”
✅ No—it tells you who’s showing interest, but closing the deal still depends on your messaging, timing, and offer.

🚫 “More intent signals mean they’re definitely a buyer.”
✅ Not necessarily. A company might be researching a topic for education, not because they’re looking to purchase.

🚫 “All intent data is accurate.”
✅ Some intent data is based on weak signals (like a single page view). Always vet your data sources.

How to Set Up an Intent-Based Strategy That Delivers Results

If you want intent data to actually work, here’s what you need to do:

1️⃣ Use first-party intent data first. Your website traffic, CRM activity, and product engagement are the strongest buying signals.

2️⃣ Vet third-party data providers carefully. Where do they get their data? How fresh is it? What behaviors are they tracking?

3️⃣ Don’t rush the outreach. Match your messaging to the buyer’s intent stage—educational for early-stage, direct for high-intent.

4️⃣ Prioritize quality over quantity. A smaller list of high-intent accounts is better than a giant list of weak signals.

5️⃣ Track and refine. Measure what’s working, adjust your approach, and double down on what converts.

Want to See for Yourself?

Intent data isn’t a magic bullet, but when used correctly, it’s a massive advantage for sales and marketing teams. The key is knowing how to use it strategically instead of just buying another list of names.

View the Intent Data Slide Deck to see exactly how it works. If you’re ready to start using high-quality intent data, you can purchase it here.