Most companies that buy intent data don’t know what to do with it.
They plug it into their CRM, send generic cold emails, and wonder why they’re not seeing results. Meanwhile, the best sales and marketing teams are using intent data to completely outmaneuver their competition.
The difference? Execution.
Here’s how to turn intent data into a real competitive advantage—so you’re not just collecting data, but actually using it to win more deals.
Intent data gives you an early warning signal when a company is actively researching a solution. If you’re the first to reach out with a relevant message, you’re setting the buying criteria before your competitors even know what’s happening.
🔥 What to do:
✔ Set up real-time alerts for high-intent signals (pricing page visits, competitor research, multiple touchpoints).
✔ Reduce your response time. If a lead hits a high-intent threshold, your SDR team should reach out within hours, not days.
✔ Own the conversation early. Don’t wait for prospects to compare options—position yourself as the go-to solution before they even talk to your competitors.
🚨 Biggest mistake: Sending the same outreach to every “intent-based lead.”
If a company is researching "CRM alternatives," your message should highlight why your solution is a better choice. If they’re reading about “sales automation for enterprise teams,” your outreach should focus on your enterprise features.
🔥 What to do:
✔ Map your outreach to the specific intent signals.
✔ Use insights to personalize messaging—acknowledge the topics they’re researching.
✔ Deliver content that moves them forward—case studies, comparison guides, and pricing info.
If a company is researching your competitors, that’s golden intel. It means they’re actively evaluating solutions—and if you act fast, you can win them over before they decide.
🔥 What to do:
✔ Deploy competitor-specific battlecards—address their pain points and show why you’re the better choice.
✔ Run targeted ads against competitor researchers. If they’re looking at “[Competitor] vs. [Your Company],” your ad should appear with a direct comparison.
✔ Proactively engage with accounts showing competitor intent. They’re already looking for a solution—make sure it’s yours.
Intent data isn’t just a marketing tool or a sales tool—it’s both. If your teams aren’t aligned, you’re wasting opportunities.
🔥 What to do:
✔ Make sure sales knows how to use intent data. If they don’t understand what the signals mean, they won’t act on them correctly.
✔ Set clear handoff rules. Define when marketing-qualified intent signals should be passed to sales.
✔ Review performance together. Track which intent signals actually convert into pipeline and refine your strategy.
Intent data doesn’t just help with outbound—it supercharges your paid marketing, too.
🔥 What to do:
✔ Target high-intent accounts with precision ads. Run LinkedIn, Google, and programmatic ads specifically to accounts that are actively researching solutions.
✔ Tailor your ad creatives. A company comparing vendors should see an ad that highlights your unique differentiators.
✔ Increase ad spend on surging accounts. If a prospect’s intent signals are rising, push harder to stay in front of them.
Intent data shouldn’t be static—it needs constant refinement.
🔥 What to do:
✔ Monitor which intent signals lead to real revenue. Not all intent data converts equally—focus on the ones that do.
✔ Adjust scoring based on real outcomes. If “webinar attendees” convert better than “whitepaper downloads,” adjust your priorities.
✔ Continuously refine outreach strategies. Test different messages, timing, and personalization tactics to see what works best.
Having intent data doesn’t mean you’ll win—it’s what you do with it that matters. If you move faster, personalize better, and use intent signals to outmaneuver competitors, you’ll consistently beat companies who are still treating intent data like a generic lead list.
Want to see how high-quality intent data can give your team the edge?
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.
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