Intent data is supposed to help you identify in-market buyers, but here’s the catch—not all intent signals mean someone is actually ready to buy.
There’s a huge difference between high-intent and low-intent data. If you don’t know how to separate the two, you’ll end up wasting time on leads that look good on paper but never convert.
Let’s break down what high-intent vs. low-intent data really means, how to tell the difference, and how to use both the right way.
Low-intent data signals come from early-stage research behaviors. These prospects might be exploring a problem, reading general industry content, or just casually browsing.
📖 Reading a blog post about a broad industry topic
🎧 Listening to a podcast covering a general problem area
📜 Downloading an industry report without engaging further
🔎 Searching for definitions or general best practices
Low-intent signals should not trigger a hard sales pitch. Instead:
✔ Use educational nurturing – Send additional content that guides them further into the buying journey.
✔ Retarget them with awareness-stage ads – Keep your brand visible as they move toward a purchase decision.
✔ Track for repeat engagement – If they keep engaging, they may be moving toward high intent.
🚨 Biggest Mistake: Treating low-intent leads as ready-to-buy prospects. If you cold pitch someone just because they read a blog post, you’ll lose them before they’re ready.
High-intent data signals show real buying interest—these prospects are actively researching solutions, comparing vendors, or looking at pricing.
💰 Visiting your pricing page multiple times
🆚 Comparing competitors or reading comparison guides
📆 Requesting a demo or signing up for a free trial
👀 Revisiting your website frequently over a short period
📩 Opening and clicking sales emails multiple times
🔥 Follow up quickly – Timing matters. If someone is looking at pricing, don’t wait a week to reach out.
🔥 Personalize your outreach – Use their engagement behavior to craft a relevant message.
🔥 Offer a direct next step – A demo, a strategy call, or a case study tailored to their industry.
🚨 Biggest Mistake: Waiting too long to act. High-intent leads won’t stay in-market forever—if you don’t engage them at the right time, your competitors will.
Not all low-intent leads are bad leads—they’re just not ready yet. Here’s how to move them down the funnel:
1️⃣ Score leads based on engagement. A single blog visit? Low intent. Multiple content downloads and return visits? Moving toward high intent.
2️⃣ Create targeted nurture sequences. Deliver content that educates and gradually introduces your solution.
3️⃣ Use retargeting ads. Stay visible so when they’re ready to buy, you’re top of mind.
4️⃣ Track progression over time. If a prospect moves from general content to solution-based content, their intent level is rising.
If you treat low-intent leads like high-intent leads, you’ll burn prospects before they’re ready.
If you treat high-intent leads like low-intent leads, you’ll miss opportunities to close deals faster.
A smart intent data strategy separates high-intent from low-intent signals and applies the right approach to each.
Want to see how high-quality intent data helps you find and engage real buyers?
View the Intent Data Slide Deck to see it in action. If you’re ready to start using intent data strategically, you can purchase it here.
© Longcut. All Rights Reserved.
