Stop Guessing—Start Closing Deals

If you’ve been in sales or marketing for more than five minutes, you’ve probably heard the term intent data thrown around. But let’s be real—half the people using the term don’t actually know what it means, and the other half are just using it as a buzzword to sell you something.

So, what’s the deal? Is intent data just another overhyped marketing trend, or is it the key to closing more deals with less wasted effort? Let’s break it down—no fluff, no filler, just the facts.

What Is Intent Data? (No BS, Just Facts)

Intent data is information that helps you figure out who’s actually in the market to buy something—before they even reach out to you.

It’s like knowing who’s browsing the car lot before they even walk into the dealership. Instead of wasting time on random leads, you focus on the ones who are actively researching a solution you offer.

Here’s how it works:

• First-party intent data – Information collected from your own website, product usage, or email engagement. (Example: Someone visits your pricing page three times in a week.)
• Third-party intent data – Data sourced from across the internet that tracks behavior across multiple websites. (Example: A company searches for "best intent data providers" and reads five different articles on the topic.)

The idea is simple: The more someone engages with relevant content, the higher the chances they’re considering a purchase.

Where Does Intent Data Come From?

Intent data can be sourced from a variety of places, but the biggest signals come from:

• Website activity – Page views, time on site, content downloads, pricing page visits.
• Search behavior – Keywords and topics people are researching.
• Content engagement – Whitepapers, case studies, comparison guides.
• Technographic & firmographic data – What tools a company is using and how they fit your ideal customer profile.
• Third-party data providers – Platforms like Bombora, ZoomInfo, and 6sense track broader buyer activity across the web.

Think of it as digital body language—a way to tell who’s just casually looking and who’s actually getting ready to buy.

Why Should You Care?

If you’re in B2B sales or marketing, intent data is a game-changer because:

✔ You stop wasting time on cold leads. Instead of guessing who’s interested, you focus on people already showing intent.

✔ Your outreach is way more relevant. Instead of sending generic emails, you tailor your message based on what they’re researching.

✔ You close deals faster. Buyers are already halfway through their journey before they ever reach out—intent data helps you get in front of them sooner.

✔ Your ad spend goes further. Instead of blasting ads to everyone, you target only high-intent prospects.

Bottom line: Less guessing, more closing.

Common Myths About Intent Data (And Why They’re Wrong)

🚫 "Intent data is just another marketing gimmick."
✅ Nope. It’s already being used by top-performing sales and marketing teams to increase efficiency and revenue.

🚫 "It’s just fancy lead scoring."
✅ Lead scoring is based on what you think makes someone a good lead. Intent data is based on what they’re actually doing. Big difference.

🚫 "Intent data is too expensive for small businesses."
✅ There are free and affordable ways to use intent data, especially by leveraging your own first-party data. You don’t need a giant budget to start.

🚫 "All intent data is accurate."
✅ Not all data is created equal. Some providers sell outdated, irrelevant, or outright bad data. Knowing where your intent data comes from is critical.

How to Use Intent Data Without Overcomplicating Everything

Intent data is only valuable if you use it right. Here’s how to get started without drowning in complexity:

1️⃣ Start with first-party data. Look at website visitors, email engagement, and product usage data. This is your most accurate, high-quality source.

2️⃣ Use third-party data to expand reach. Platforms like Bombora, ZoomInfo, and 6sense can help you track buying intent across the web.

3️⃣ Align sales & marketing. Make sure your team knows how to act on intent signals—whether it’s personalizing outreach or prioritizing certain accounts.

4️⃣ Don’t spam—be relevant. Just because someone shows intent doesn’t mean they want a cold pitch. Use intent signals to craft a message that actually adds value.

5️⃣ Test, refine, repeat. Not all intent data sources are created equal. Track what works and adjust your strategy accordingly.

Final Thought: Intent Data Isn’t Magic, But It’s Damn Close

Intent data won’t close deals for you—but it will tell you where to focus your efforts so you can close more deals, faster.

If you’re still relying on outdated sales tactics, it’s time to stop guessing and start selling smarter.

👉 Want to see how Longcut helps businesses use intent data the right way? Let’s talk.