In B2B marketing, context is king. Without the right context, marketers risk burning time, budget, and internal goodwill on campaigns that just don’t drive results.
But with the right symphony of supporting information, go-to-market teams can leverage intent data to deliver precise, tailored, and timely campaigns that surface truly interested prospects.
The challenge? Often, it’s simply knowing where to start, and how to use all that data effectively.
We recently caught up with Josh Baez, senior demand generation manager at Netline, and Adam Depelteau, senior product marketing manager at ZoomInfo, for a breakdown of the latest trends and tactics for effectively leveraging intent data.
Understanding Intent Data: From Noise to Opportunity
Intent data is a familiar concept to marketers, but it has evolved significantly in the past several years. Today, intent goes well beyond simple website visits or form fills, encompassing deeper insights into buyer behaviors and needs.
“Intent data isn’t a one-size-fits-all solution. It’s only as good as its granularity, directionality, and the context surrounding it,” Baez says. “Without proper action, a signal simply becomes more noise.”
Baez offers this framework for categorizing the different layers of intent data — and understanding which types of campaigns might be appropriate at each stage:
- Evidence-Based Signals: Indicators like hiring a new executive or receiving funding suggest potential future needs, but don’t directly signify readiness to buy.
- Need-Based Signals: These show active research behaviors, such as downloading content related to solutions.
- Declared Intent: The most actionable form, where a prospect explicitly requests a demo or more information.
Implementing Intent Data for Results
Combining multiple data sources strengthens the reliability of insights. “Relying on one source alone is limiting,” Baez says. “A healthy mix of diverse intent data sources paints a more comprehensive picture of the buyer’s journey.”
This approach, which you can think of as signal stacking, combines insights from platforms like ZoomInfo and G2 with content syndication data to prioritize outreach and refine targeting.
Turning Signals to Action
Once you’re successfully stacking those signals, consider using advanced GTM AI tools to draw out insights at scale.
ZoomInfo’s new Guided Intent dashboard, for example, uses advanced AI to analyze CRM data and accurately identify which intent topics are most closely correlated with qualified opportunities. By identifying these patterns, Guided Intent can then allow marketers to craft new campaigns and target segments that fit the same profile.
“It’s about giving marketers qualified, actionable intent to drive results right from the start”, Depelteau says.
Sales and Marketing Alignment: The Real ROI of Intent Data
One of the most significant benefits of intent data is fostering alignment between sales and marketing.
“Intent data should be seen as go-to-market intelligence. It’s not just a tool for marketing — it’s the connective tissue between sales and marketing,” Depelteau says.
But it’s important to know that sales can’t act on every intent signal — nor should they: “Prioritizing the right accounts, and ensuring marketing maintains engagement until sales is ready to step in, is the secret to maximizing your potential,” Baez says.
Leveraging AI for Smarter Engagement
AI is also helpful in performing up-to-the-minute analysis on real-time market signals, enabling rapid analysis and action. AI tools like ZoomInfo Copilot provide “next best action” recommendations, ensuring no signal goes unnoticed — and even suggest messaging and outreach that are tailored to a prospect’s specific circumstances and needs.
“With AI, intent signals become actionable workflows. It’s not just about understanding the data, but turning it into immediate, impactful outreach,” Depelteau says.
Intent in Practice: Use Cases That Deliver
If you’re ready to put these intent tips into action, here are three key areas where marketers can focus to level up their entire team’s go-to-market strategy:
- Account-Based Marketing (ABM): Use signals to identify high-value accounts, tailor content, and launch targeted campaigns.
- Pipeline Expansion: Leverage need-based signals to re-engage dormant leads or cross-sell to existing customers.
- Customer Retention and Upselling: A largely untapped use case, intent data can reveal opportunities within your customer base for expansion.
Turning Potential into Pipeline
Intent data offers unparalleled insights into buyer behavior, but its value depends on execution. By aligning sales and marketing, mastering advanced tools, and adopting a nuanced approach to signals, marketers can stay ahead of the competition in 2025 and beyond.
“Success in intent-driven marketing isn’t about collecting data. It’s about using it to position yourself as a trusted advisor and meeting your buyers where they are,” Baez says.