Third-party intent data is supposed to be a game-changer. Sales and marketing teams buy it expecting to identify ready-to-buy prospects before their competition.
But here’s the problem—most third-party intent data is outdated, inaccurate, and completely useless.
If you’ve ever purchased an "intent" list, reached out, and got zero engagement, it’s not just bad luck. The reality is that many data providers are selling weak signals, recycled data, and outright bad information.
Let’s break down why third-party intent data often fails—and what to do instead.
Third-party intent data comes from external sources that track online behavior across the web. Unlike first-party data (which comes from your own website), third-party intent data is collected and resold by data providers.
Where it comes from:
✔ Ad networks – Tracks clicks, views, and interactions with ads
✔ Data co-ops – Pools data from multiple sources and sells it to companies
✔ Content syndication networks – Tracks which companies are downloading industry reports and whitepapers
✔ Public web scraping – Gathers data from publicly available sources
In theory, this sounds great. In reality, it comes with huge problems.
🚩 It's outdated by the time you get it – By the time intent data reaches your sales team, the prospect may no longer be in-market.
🚩 Weak intent signals – Clicking on a blog post or downloading a whitepaper doesn’t mean someone is ready to buy.
🚩 Bad data quality – Many providers recycle and resell the same lists, meaning multiple companies are targeting the same “high-intent” prospects.
🚩 Lack of transparency – If a provider won’t tell you exactly where their data comes from, you have no idea if it’s reliable.
🚩 Privacy and compliance concerns – Some providers use shady tracking methods that may not be fully compliant with GDPR and CCPA regulations.
Buying third-party intent data without verifying its quality is like buying leads from a sketchy list vendor—you’ll end up wasting time and money chasing bad prospects.
If you want intent data that actually works, stop relying solely on third-party providers and focus on first-party and second-party data.
1️⃣ Leverage first-party intent data. Your own website activity, CRM engagement, and product usage data are the strongest buying signals.
2️⃣ Use second-party intent data. Partner with trusted industry sources that collect real engagement data from verified prospects.
3️⃣ Vet third-party providers carefully. Ask how fresh their data is, where it comes from, and how they verify intent. If they won’t tell you, walk away.
4️⃣ Combine multiple signals. Instead of relying on a single click or engagement, track multiple interactions over time to confirm real intent.
5️⃣ Test before you commit. Don’t buy a massive intent data package upfront—test a small batch first and measure results.
Third-party intent data can work, but only if you know exactly what you’re getting. Too many businesses waste money on outdated, weak signals that don’t translate into actual revenue.
The best approach? Combine first-party data with carefully vetted external signals to build a real intent-based strategy.
View the Intent Data Slide Deck to see how real, high-quality intent data works. If you’re ready to use intent data that actually helps you close deals, you can purchase it here.
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