Intent data is one of the most powerful tools in sales—when it’s used correctly. Done right, it helps you reach buyers who are actively looking for a solution like yours. Done wrong, it turns into just another way to spam people who don’t want to hear from you.
Too many sales teams treat intent data like a glorified cold call list. Just because a company searched for a topic once doesn’t mean they want your pitch in their inbox five minutes later. Context matters. Timing matters. Execution matters.
Let’s break down the right (and wrong) ways to use intent data in sales outreach so you can stop annoying potential buyers and start having real conversations that convert.
If you’re seeing low response rates despite having intent data in your toolkit, there’s a good chance you’re making one (or more) of these mistakes.
🚫 Treating intent data like a cold call list – Just because someone read an article about CRM software doesn’t mean they want a sales pitch from every CRM company on the planet.
🚫 Reaching out too soon – If someone is in the early research phase, pushing a demo right away will likely turn them off.
🚫 Not personalizing the outreach – Sending a generic “Hey, I saw you were looking at X” email without adding any value is a guaranteed way to be ignored.
🚫 Focusing on the wrong signals – Not all intent signals mean someone is ready to buy. Low-intensity signals (like a single blog visit) shouldn’t trigger immediate outreach.
🚫 Ignoring multiple touchpoints – Buyers rarely make a decision after one interaction. If your only move is to email once and give up, you’re leaving money on the table.
Bad intent data usage doesn’t just hurt response rates—it damages your brand. When sales teams misuse intent data, prospects feel tracked, creeped out, and irritated instead of engaged.
Intent data is a tool for better conversations, not just more conversations. Here’s how to actually use it effectively.
✔ Use multiple intent signals to confirm buying interest – Instead of reaching out just because someone read one article, look for repeated behaviors: multiple searches, content engagement, comparison page visits, etc.
✔ Time your outreach based on buyer intent stage – Early-stage intent? Offer helpful content. Mid-stage intent? Invite them to a webinar. Late-stage intent? Now it’s time for direct outreach.
✔ Personalize beyond “I saw you looked at X” – Use the data to tailor the conversation, not just acknowledge their activity. Example: If they read an article about AI in sales, lead with an insight on that topic.
✔ Use a multi-touch approach – Follow up with valuable content, not just “checking in” emails. Intent data should guide a sequence, not just a one-off message.
✔ Align sales and marketing efforts – If marketing sees strong intent signals, sales should be prepared with relevant messaging and offers.
Intent data doesn’t replace good sales skills—it enhances them. When used properly, it cuts through the noise and gets you in front of buyers at the right time with the right message.
Sales teams that use intent data strategically see:
✔ Higher email response rates – Because outreach is actually relevant.
✔ More meaningful conversations – Buyers feel understood, not pressured.
✔ Shorter sales cycles – Because you’re engaging with buyers at the right moment.
✔ Fewer wasted efforts – Reps spend time on leads that actually matter.
Intent data isn’t about hitting more inboxes—it’s about starting better conversations. When used correctly, it helps you reach the right buyers, at the right time, with the right message.
If you’re still treating intent data like a glorified call list, you’re doing it wrong. Want to see how Longcut helps businesses use intent data the right way? View the Intent Data Slide Deck and see for yourself. If you're ready to start using high-quality intent data, you can purchase it here.
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