Intent data is the shiny new tool in B2B sales everyone is talking about. Some say it’s a game-changer. Others think it’s overhyped. In this article, we’re going to look at the data, literally. We’ll walk through 30 real-world stats that show where intent data is working, where it’s not, and what you can do about it. No fluff. Just simple, honest analysis with clear advice. Let’s dive in.
1. 78% of B2B companies using intent data report higher lead conversion rates
Why intent data is helping companies close more deals
Let’s start with the big win. A massive 78% of B2B companies say their lead conversion rates improved after they started using intent data. That’s not a small bump—it’s a signal that when used right, intent data can help you reach people who are already thinking about buying.
But why does this happen?
It’s simple. Intent data shows you which companies are researching topics related to your product or service. That means you don’t have to waste time guessing who might be interested—you already know who’s showing signs.
What’s really happening behind the scenes?
Think of it this way. You walk into a store, and a salesperson offers help just as you’re picking up a product to inspect it. That’s helpful. That’s timing. That’s relevance.
That’s what intent data does for your sales reps. Instead of cold-calling 100 companies, they can focus on the 15 that have already shown digital signals they’re researching your category.
How to act on this insight
Here’s what we suggest:
- Set up workflows that alert sales when a target account spikes in intent signals.
- Prioritize accounts that match both your ICP (ideal customer profile) and are showing interest.
- Craft outreach that addresses exactly what they’re researching.
This stat doesn’t mean every company will get a boost. It means that if you use intent data correctly, your chances of converting a lead go way up. The key is relevance, not volume.
2. 63% of B2B sales teams increased outbound response rates after implementing intent data
Intent makes outreach less cold
Outbound is hard. Emails get ignored. Calls go unanswered. But when sales teams layer in intent signals, they start seeing better response rates. Why? Because they’re reaching out when the buyer is already in research mode.
63% of sales teams say they’ve seen improved responses after using intent data. That means prospects are not just opening emails—they’re replying. And that’s half the battle in B2B sales.
Timing and context matter more than scripts
It’s not just what you say—it’s when you say it. If a prospect is researching a pain point and you show up with a solution at that moment, your chances go up. If you reach out when they’re not even thinking about the problem, you’re ignored.
Intent data gives you the timing and the context. It tells you when a company is looking and what they’re looking for. That changes how you write your emails and when you send them.
Tactical takeaways
- Train reps to write emails based on the topic the prospect is researching.
- Use tools that surface top intent keywords for each account.
- Avoid generic scripts—be specific about the solution you offer and why you’re reaching out now.
Outbound doesn’t have to be cold if you know when the prospect is warm.
3. Only 42% of B2B organizations currently use intent data in their sales workflows
Why adoption is still low
Despite all the buzz, less than half of B2B companies are actually using intent data. That’s surprising. It means many sales teams are still working with limited insight, relying on cold lists and gut feeling.
So what’s holding the rest back?
For many, it’s confusion. They don’t understand how intent data works or how to use it. Others are worried about cost, or they think it’s a marketing tool and not a sales asset.
Missed opportunity for early adopters
The good news is—if you’re using intent data now, you’re ahead of the curve. And if you’re not, you still have time to get ahead.
Using intent data doesn’t have to be complicated. You don’t need to buy the most expensive platform. Start small. Start with one team. Then build from there.
How to get started
- Begin with a pilot. Pick a tool that offers account-level intent data.
- Train one SDR team to use it and track their results over a month.
- Measure conversion rates, email replies, and meeting bookings.
Don’t overthink it. The gap between those who use intent data and those who don’t is still wide. This is your chance to move ahead.
4. 59% of B2B marketers say intent data improves account prioritization
Not all leads are created equal
When your sales team is looking at 100 potential accounts, which ones should they call first? That’s where intent data helps. 59% of B2B marketers say it’s made account prioritization more accurate.
Instead of scoring based on firmographics alone (like company size or industry), intent data adds a behavioral layer. It tells you who’s active, not just who’s a good fit.
Prioritizing accounts that are actually looking
Without intent, your sales team is operating in the dark. They’re guessing. With intent, they’re working smarter. They know which accounts are showing buying behavior right now.
And when you focus on active accounts, your pipeline quality improves. Your close rates go up. Your team wastes less time.
How to apply this to your pipeline
- Use intent signals to build dynamic account tiers (hot, warm, cold).
- Align marketing campaigns to support the “hot” accounts with personalized ads.
- Give sales reps daily alerts on which accounts just surged in interest.
It’s not about working harder. It’s about working smarter. Intent data helps you do just that.
5. 31% of B2B sales leaders believe intent data is overrated due to signal noise
When intent goes wrong
Not everyone is sold on intent data. In fact, 31% of sales leaders think it’s overrated. Their main complaint? Signal noise.
Sometimes, the data says a company is showing interest, but it leads nowhere. It turns out they were just doing research—or worse, it was a competitor checking out your category.
This noise can lead to wasted outreach, frustration, and skepticism.
Signal ≠ readiness to buy
Intent signals are not the same as buying signals. They just mean someone is researching. That’s why you need to pair intent with other factors—like fit, recency, and context.
Too many teams treat every signal like gold. But not all signals are created equal. You need a way to filter them.
How to reduce the noise
- Combine intent data with your own engagement data (like email opens or site visits).
- Create a scoring system that weighs signal strength, frequency, and topic match.
- Avoid chasing one-off spikes—look for patterns over time.
Intent data is powerful, but only when used with judgment. Don’t treat every signal like a buying signal. Use it as a nudge, not a guarantee.
6. 47% of B2B companies integrate intent data with their CRM platforms
Making intent data part of your daily workflow
Almost half of B2B companies are now connecting their intent data tools directly into their CRM. This isn’t just a technical integration—it’s a strategy decision. It means intent data becomes part of the everyday workflow for sales.
When reps can see real-time intent insights alongside contact records, they don’t need to switch tools or rely on external dashboards. Everything they need is right there.
Why this matters
If your intent data lives in a separate tool, chances are your team won’t use it consistently. Salespeople are busy. They won’t log in to five different systems. But if intent signals are inside the same tool where they book meetings and track pipelines, adoption skyrockets.
It’s not just about access—it’s about action. Reps can see that an account is showing interest, filter their pipeline, and adjust messaging on the fly.
What to do next
- Choose an intent provider that has native integrations with your CRM.
- Set up fields that surface key signals like topics, spike date, and intent score.
- Train your sales team to use that data to customize outreach and prioritize leads.
The easier you make it to use intent data, the more useful it becomes. Integration isn’t optional—it’s how intent data becomes impactful.
7. 69% of high-performing B2B sales teams rely on third-party intent data providers
The best teams are looking beyond their own data
High-performing sales teams know that relying on first-party data alone isn’t enough. That’s why nearly 7 in 10 are turning to third-party intent data providers.
These tools give you visibility into what prospects are doing outside of your own website. That’s critical, because most of the buying journey happens before a prospect talks to you or visits your site.
Third-party providers track behavior across publisher networks, review sites, forums, and more. That means you get insights you can’t see from your CRM or marketing automation tool alone.
Why this gives you an edge
When you know what a buyer is researching before they land on your site, you can reach out first. That’s a big competitive advantage. It’s like seeing the buyer’s hand before they play their card.
This doesn’t mean first-party data isn’t useful. It just means the picture is incomplete without third-party insights.
How to use third-party data the right way
- Look for providers that offer topic-level granularity and frequency tracking.
- Align sales and marketing around the topics that matter most to your ICP.
- Use the data to launch preemptive outreach—before your competitors do.
Intent data doesn’t just tell you who’s warm. It tells you who’s warming up. And that’s where the best teams strike.
8. Intent data contributes to a 23% average reduction in sales cycle length
Faster deals, fewer delays
One of the biggest wins from using intent data is speed. Companies using it report an average 23% drop in how long it takes to close a deal. That’s huge in B2B sales, where cycles can drag on for months.
Why does this happen? Because intent data lets you start conversations with accounts that are already doing research. You skip the “why now” phase and move right into solution fit.
Less education, more action
When you reach out to someone who’s already reading about your space, you don’t have to start from scratch. You can jump straight to what makes your product different, how you solve the problem, and what next steps look like.
That saves everyone time—your sales team, the buyer, and the rest of the deal cycle.
How to speed up your funnel with intent
- Use signals to pre-qualify accounts before routing to sales.
- Build fast-track sequences for high-intent leads.
- Train reps to skip top-of-funnel messaging when intent is already high.
Every day saved in the sales cycle is a day closer to revenue. Intent helps you close that gap.
9. 54% of B2B sales reps say intent signals help them personalize outreach effectively
Relevance is everything
More than half of sales reps say intent signals make it easier to personalize their outreach. And that makes sense—when you know what a prospect is researching, you can speak directly to that interest.
Instead of saying, “Hey, we’d love to talk,” you can say, “I noticed your team is researching cloud security platforms. Here’s something we’ve learned from working with others in that space.”
That’s not just personalization—it’s relevance. And that’s what gets replies.
Personalization beyond the name tag
Too many outreach emails are still just mail-merge templates with a name and company field. Buyers can smell that a mile away. What they want is value. They want you to show you understand their situation.
Intent signals let you do that. They tell you what the account cares about right now.
How to build smarter outreach
- Tailor subject lines to the topic the account is researching.
- Open your emails with a specific insight or question tied to their interest.
- Use content that aligns with the exact topic or pain point.
Relevance beats cleverness. Intent data gives your reps the fuel to be relevant in every message they send.
10. 39% of companies cite cost as the primary barrier to adopting intent data
The price tag problem
Almost 4 in 10 companies say cost is the reason they haven’t adopted intent data. And it’s true—some platforms are expensive. But the real issue is not just price—it’s perceived value.
Many teams aren’t sure they’ll get ROI, so they hold back. Others invest but don’t see results because they don’t use the data correctly.
Start small, scale smart
You don’t need a giant budget to get started. Many providers offer starter plans or limited-topic tracking. The key is to prove value fast, then expand.
It’s also worth considering what not using intent data is costing you. Missed deals, longer cycles, and wasted outreach add up.
Tips for maximizing value
- Begin with a short-term pilot on a focused segment or product.
- Track specific metrics like lead-to-meeting rate or time-to-first-response.
- Use insights not just in sales, but also in ad targeting and content planning.
Intent data isn’t cheap. But if used well, it pays for itself quickly. The cost isn’t the real risk—it’s failing to act on the insight once you have it.
11. 71% of B2B ABM campaigns using intent data show better engagement rates
Intent data fuels smarter ABM
Account-based marketing is all about targeting the right people at the right companies with highly personalized messages. But here’s the catch—you need to know when those accounts are ready to hear from you.
That’s where intent data comes in. A whopping 71% of ABM campaigns that use intent signals report better engagement rates. Why? Because they’re not sending generic campaigns. They’re sending the right content at the right time.
Timing + relevance = engagement
If you know a specific account is researching a topic that your solution solves, you can tailor ads, content, and email to match. That makes your outreach more timely and useful. Instead of interrupting the buyer journey, you’re aligning with it.
Intent turns your ABM program from static to dynamic. You’re no longer just targeting based on industry and job title—you’re targeting based on current interest.
Action plan for ABM success
- Sync your ABM platform with your intent data provider to trigger campaigns.
- Create content mapped to your top five intent topics.
- Run A/B tests on engagement between intent-based campaigns and standard targeting.
ABM works best when it’s focused and relevant. Intent data helps you achieve both.
12. Only 26% of companies have clear KPIs tied to intent data usage
You can’t optimize what you don’t measure
Intent data might be powerful, but if you don’t measure how it’s performing, it’s easy to lose track. And yet, only 26% of companies have defined key performance indicators (KPIs) tied to their intent data programs.
That’s a problem. Without KPIs, you don’t know what success looks like. You can’t make the case for budget increases. And worst of all—you can’t fix what’s not working.
Clarity leads to impact
You need to define what intent data is supposed to improve. Is it increasing response rates? Reducing deal time? Improving conversion from MQL to SQL?
Once you set those targets, you can track performance over time and make better decisions.
Setting the right KPIs
Here are a few to consider:
- Percentage of meetings sourced from intent-flagged accounts.
- Average deal cycle length for intent vs. non-intent accounts.
- Reply rates from intent-based outbound emails.
- Pipeline velocity improvements on accounts with intent.
Make sure your goals are realistic, measurable, and owned by both marketing and sales. That’s how intent data becomes a team sport—and drives real outcomes.
13. B2B firms using both first- and third-party intent data see 35% higher close rates
Blending the best of both worlds
First-party intent data is what happens on your website. Third-party intent data is what happens everywhere else. When you use both, you get the full picture—and it shows.
Companies that use both types see 35% higher close rates. That’s because they’re not guessing. They’re watching what prospects do across the internet, and how they interact with their brand directly.
Why layering matters
Think of third-party data as early-stage signals. Someone is researching your category, but they haven’t visited your site yet. First-party data tells you when they make contact and what they care about once they do.
Together, you can track the full buyer journey. That means better nurturing, smarter outreach, and higher-quality conversations.
Tactical ways to combine both
- Use third-party data to identify and prioritize cold accounts showing intent.
- Use first-party behavior to score and route leads that hit your website.
- Build retargeting campaigns that push third-party visitors to your site.
You don’t need to choose between first- and third-party intent. You need both to get a complete, accurate view of your buyers.
14. 44% of B2B sales teams feel overwhelmed by the volume of intent signals
More data, more problems?
Intent data is powerful—but it can also be overwhelming. Nearly half of sales teams say they’re drowning in signals. There’s too much data, too many alerts, and not enough clarity on what to do next.
That’s a recipe for inaction. When reps are unsure which signals matter, they ignore all of them.
The answer isn’t less data—it’s better filtering
You don’t need fewer signals. You need better ones. Not every spike in interest is worth pursuing. What you need is a clear framework for prioritizing.
This starts with your ICP. Not every company showing intent is a good fit. Focus only on those that match your target profile—and filter the rest out.
How to bring clarity to the chaos
- Build an intent score that weighs signal volume, topic relevance, and company fit.
- Set thresholds to surface only the strongest signals to your reps.
- Use automation to highlight accounts that cross your quality bar.
When everything is a priority, nothing gets done. You need to reduce noise so that reps can take action with confidence.
15. Companies using AI to filter intent data report 2.1x better lead qualification accuracy
Smarter signals with smarter tools
Here’s where it gets interesting. Companies that use artificial intelligence (AI) to filter their intent data are more than twice as accurate in qualifying leads. That’s because AI can detect patterns humans can’t.
It can score intent signals in real-time, cross-reference them with your CRM data, and even spot fake or irrelevant behavior. This cuts down on wasted time and surfaces the most promising leads first.
AI doesn’t replace reps—it helps them focus
AI isn’t here to write emails or close deals. But it is excellent at sorting signal from noise. It helps your team spend more time on prospects that are likely to buy.
This leads to higher quality outreach, better conversations, and ultimately, more revenue.
How to bring AI into your intent process
- Use tools that offer AI-powered intent scoring out of the box.
- Connect AI scoring with lead routing rules in your CRM.
- Train your team on how to interpret AI scores and adjust messaging accordingly.
Intent data works best when it’s filtered well. AI makes that filtering smarter and faster—so your team can move with confidence.
16. 62% of intent data users believe it helps align marketing and sales more effectively
Bridging the gap between teams
One of the biggest challenges in B2B is getting sales and marketing on the same page. Marketing often complains that sales doesn’t follow up on leads, while sales says the leads aren’t qualified. Intent data changes that dynamic.
According to 62% of users, intent data has helped improve sales and marketing alignment. Why? Because both teams are now looking at the same data and working off the same signals.
Shared signals, shared success
When both teams track the same intent spikes, target the same accounts, and use the same messaging themes, they’re no longer working in silos. Marketing creates campaigns around what accounts are researching. Sales follows up with outreach based on that same activity.
Everyone’s rowing in the same direction.
How to foster alignment with intent data
- Create a shared dashboard where both teams can see real-time intent activity.
- Build joint SLAs around how and when sales will follow up on intent signals.
- Use intent topics to inform both campaign messaging and sales talk tracks.
When sales and marketing stop pointing fingers and start using the same signals, everything moves faster—and the buyer gets a better experience.
17. 51% of B2B organizations say intent data has improved their pipeline forecasting
Seeing the pipeline earlier
Forecasting is hard when you’re relying only on declared leads. But what if you could see intent before someone fills out a form?
That’s what 51% of B2B organizations are doing with intent data. By watching which accounts are researching solutions—weeks before they make contact—they’re able to get a much earlier view of future pipeline.
Forecasting with more confidence
Instead of waiting for leads to come in, you can use intent data to identify accounts that are likely to become leads. You can track how many of them turn into meetings and deals. Over time, this gives you a much more predictive view of pipeline.
It’s not perfect. But it’s better than guessing.
How to make forecasting more accurate
- Track the conversion rate of intent-spiking accounts over 30, 60, and 90 days.
- Include high-intent account volume in your early-stage pipeline forecasts.
- Use intent data to identify pipeline risks—accounts going cold after initial activity.
Forecasting is about seeing patterns. Intent data gives you visibility into those patterns earlier than traditional lead sources do.
18. Only 18% of SMBs currently leverage intent data in sales operations
A big gap—and a big opportunity
Despite all the benefits, only 18% of small and medium-sized businesses are using intent data in their sales workflows. That means 82% are still relying on older methods—cold lists, guesswork, or referrals.
It’s not because intent data doesn’t work for SMBs. It’s often because of budget, complexity, or simply lack of awareness. But the opportunity here is real.
Why SMBs can win big with intent
Unlike enterprises, SMBs need every lead to count. They don’t have huge sales teams or deep pockets. That’s why knowing which accounts are active right now can make a huge difference.
A few high-converting accounts can transform an SMB’s pipeline. Intent data helps you find and focus on those accounts.
Getting started without breaking the bank
- Use lighter-weight intent solutions built for small teams.
- Focus on just one or two high-impact use cases—like prioritizing outbound.
- Set up alerts for intent spikes among a short list of high-fit prospects.
SMBs don’t need more leads. They need better ones. Intent data is how they find them—without burning time or budget.
19. 73% of intent data users say it improves sales velocity in mid-market deals
Moving faster in the middle
Mid-market deals are tricky. They’re not as slow as enterprise sales, but not as quick as SMB transactions either. They’re often competitive—and timing is everything.
That’s why 73% of users say intent data helps increase velocity in mid-market. It helps sales reps know which accounts to focus on right now, and what to talk about when they do.
Cutting out the guesswork
Intent data shows which mid-market accounts are heating up. That means reps aren’t wasting cycles on cold prospects. They’re spending time where there’s momentum.
This doesn’t just make deals faster—it makes them more likely to close.
Steps to increase velocity with intent
- Map out your top mid-market accounts and monitor them for intent surges.
- Build fast-action playbooks when an account hits a signal threshold.
- Use sales automation to reach out quickly while the interest is high.
Mid-market is all about speed and timing. Intent data helps you win both.
20. 37% of B2B sales leaders say intent data increased rep productivity by over 20%
Doing more with the same team
Sales leaders are always looking for ways to make their reps more efficient. With intent data, 37% say they’ve seen a 20%+ boost in rep productivity.
That’s because reps aren’t wasting time calling the wrong people. They’re not guessing. They’re targeting companies already showing interest.
Quality over quantity
It’s not about making more calls. It’s about making the right calls. When reps work from a list of high-intent accounts, their outreach is sharper. They get more replies. They set more meetings. And they close more deals.
How to boost productivity with intent
- Give reps weekly reports of the top 10 spiking accounts in their territory.
- Remove non-intent accounts from outbound cadences to focus effort.
- Use AI assistants to write personalized messages based on intent topics.
Reps don’t need more tools. They need better data—and intent gives them exactly that.
21. 41% of intent data buyers switch vendors within the first year due to quality issues
All intent data is not created equal
This stat should be a wake-up call. Nearly half of companies using intent data end up switching vendors in the first year. The reason? Poor data quality.
This can mean inaccurate signals, outdated company info, or irrelevant topics. If the data doesn’t point your team in the right direction, it causes confusion and wasted effort. And that leads to frustration.
What goes wrong
Sometimes the data doesn’t align with your industry. Or the topics tracked are too vague. In other cases, the provider may rely on low-quality sources that don’t reflect real buyer intent.
Before long, teams stop trusting the data. And when that happens, adoption drops—fast.
How to avoid this pitfall
- Ask vendors about their signal sources—are they publisher-based, bidstream, or survey-driven?
- Test with a subset of accounts before a full rollout.
- Validate intent data against historical deals: do high-intent accounts actually convert?
Intent data only works if you trust it. If you’re seeing bad signals, it’s okay to walk away—but make sure you choose better next time, not just cheaper.
22. Companies using intent data report a 28% increase in multi-touch attribution accuracy
Understanding what actually drives revenue
Attribution is tough in B2B. There are many touches before a deal closes—ads, emails, sales calls, webinars. Intent data doesn’t just help you close deals; it helps you see how they happened.
Companies that layer in intent signals report a 28% improvement in attribution accuracy. That’s because you can now connect anonymous research behavior with later funnel activities.
More complete journeys
With intent, you can see that an account started researching your category a month before they hit your landing page. That fills in the gaps in your funnel and helps marketing show their real impact.
Putting it to work
- Use intent timelines to map account journeys from first research to close.
- Combine CRM, marketing automation, and intent data into one view.
- Share attribution insights across both sales and marketing to improve strategy.
If you can’t track it, you can’t optimize it. Intent gives you the missing signals you need to tell the full story.
23. 65% of sales enablement leaders rank intent data in their top 3 tech investments
Enabling smarter conversations
Sales enablement is all about giving reps what they need to succeed. And two-thirds of enablement leaders now say intent data is one of their top three investments.
That’s because it helps reps be more relevant in less time. It tells them what accounts care about, what topics are trending, and what content to share.
From generic to strategic
Instead of handing reps a static sales playbook, you give them dynamic insights—updated weekly. That means every outreach is informed, timely, and focused.
Building enablement around intent
- Train reps on how to read and act on intent scores.
- Create content kits mapped to top intent topics.
- Role-play outreach based on real-time intent scenarios.
Enablement is not just about tools—it’s about outcomes. Intent helps reps win more by working smarter, not harder.
24. Only 33% of B2B companies have fully operationalized intent signals across teams
Stuck in silos
Despite the value of intent data, only a third of companies say they’ve fully embedded it across sales, marketing, and ops. That means most teams are still using intent data in isolated pockets.
Sales might use it to prioritize calls, while marketing runs separate campaigns. But without coordination, the buyer gets a fractured experience.
The power of orchestration
When everyone works from the same intent signals—at the same time—you can run coordinated plays. Think marketing ads followed by sales calls, followed by content follow-ups. That consistency builds trust with buyers.
How to operationalize intent
- Align your CRM, marketing platform, and sales tools around a single intent source.
- Build cross-functional workflows triggered by intent spikes.
- Run regular reviews to refine messaging and targeting based on performance.
Intent is not just a data point. It’s a signal that should activate your entire revenue team.
25. 48% of B2B CMOs plan to increase budget allocation for intent data tools this year
Growing investment, growing belief
Nearly half of B2B CMOs are planning to spend more on intent data. That shows a growing belief in its ability to drive real outcomes—not just leads, but better targeting, shorter cycles, and smarter decisions.
This isn’t a hype trend anymore. It’s a shift in how B2B organizations approach buyer insights.
Why CMOs are doubling down
Intent data helps CMOs solve real problems—wasted ad spend, poor alignment with sales, low campaign ROI. When used well, it delivers clarity.
And in times when budgets are tight, tools that show clear value rise to the top.
If you’re a CMO, consider this
- Set clear KPIs for your intent data initiatives—before you invest more.
- Use intent to prioritize content production and campaign themes.
- Work closely with sales leaders to ensure the data is actionable on both sides.
Investment without strategy is just spending. But with a plan, intent data becomes one of your highest ROI channels.
26. 60% of sales teams using intent data say it leads to more productive discovery calls
Starting smarter
Discovery calls set the tone for the entire sales process. And when you come in cold, you spend most of the time asking questions the buyer doesn’t want to answer.
But when you come in with insight—because intent data told you what they’re researching—you skip the basics and get straight to value.
That’s why 60% of sales teams say intent data makes their discovery calls more productive.
Less time fishing, more time solving
Instead of asking what keeps the buyer up at night, you can say, “We noticed your team is exploring employee engagement solutions. Can I share what we’ve learned with others in your space?”
Now you’re adding value from the start.
How to improve discovery with intent
- Build call prep templates that include recent intent activity.
- Use intent topics to guide your discovery questions.
- Share insights that align with the buyer’s research journey—not your agenda.
A better first call leads to better deals. Intent data helps you earn trust early.
27. 57% of organizations report better win rates in competitive deals when intent data is used
Getting ahead of the competition
In competitive markets, timing and positioning matter more than ever. Over half of companies say their win rates improve when they use intent data in deals with multiple vendors.
That’s because intent gives you a head start. You can reach out before others even know the account is in play.
Knowing what angle to take
Intent data can also tell you what the buyer cares most about. Is it price? Integration? Scalability? When you know the themes they’re exploring, you can tailor your pitch accordingly.
That gives you a stronger story—and a better chance at winning.
Competing with confidence
- Set up alerts for when target accounts show interest in competitor topics.
- Train reps to position based on what the buyer is researching, not assumptions.
- Use case studies or objection-handling content tied to top intent topics.
Winning isn’t always about features. It’s about timing, relevance, and trust. Intent helps you get all three right.
28. 29% of B2B sales teams report no measurable ROI from intent data after 6 months
When intent underdelivers
It’s not all sunshine. Nearly a third of sales teams say they don’t see clear ROI from intent data after half a year. That doesn’t mean intent data doesn’t work—it means it wasn’t used well.
Often the problem is lack of strategy. Teams buy intent data, but don’t train their reps, integrate it with workflows, or align outreach with signals.
The result? The data sits unused—or worse, gets misused.
Getting ROI requires action
Intent data is not magic. It’s a tool. If you don’t act on it, it doesn’t deliver. But with a few adjustments, you can turn that around.
Fixing the ROI gap
- Audit your current usage—how often are reps acting on intent?
- Train reps to interpret and apply the data correctly.
- Focus on just one use case to prove early success—like outbound prioritization.
Intent data isn’t a plug-and-play solution. But when used with purpose, it pays off quickly.
29. 45% of B2B buyers are more responsive to vendors that use intent-informed messaging
Buyers can tell when you’ve done your homework
Nearly half of B2B buyers say they’re more likely to respond when a vendor reaches out with messaging that clearly aligns with their interests.
This means they want you to know what they’re researching. They want personalized help—not random pitches.
Intent makes you relevant
When you tailor your outreach to the buyer’s intent signals, you show them you’re listening. That builds trust. And in B2B, trust opens doors.
Making messaging resonate
- Reference the buyer’s current research topic in the first line of your email.
- Share insights, guides, or resources tied to that topic—not your generic pitch.
- Avoid assumptions—let the data guide your tone and focus.
When buyers feel understood, they engage. Intent data helps you meet them where they are.
30. 52% of organizations say intent data improved targeting accuracy in outbound campaigns
Smarter lists, better results
More than half of companies using intent data say it’s improved how accurately they target outbound campaigns. That means fewer wasted emails and more quality conversations.
The days of blasting static lists are over. With intent, you focus only on accounts that are active and aligned with your product.
From shotgun to sniper
Intent data doesn’t just make your list smaller—it makes it smarter. That’s the real key to outbound success: precision over volume.
Making outbound more accurate
- Filter outbound lists by recent intent activity and firmographic fit.
- Use trigger-based campaigns instead of static schedules.
- Measure outbound efficiency—meetings booked per 100 emails sent—and compare pre- and post-intent targeting.
Outbound isn’t dead—it just needs better direction. Intent data is that compass.
Conclusion
Intent data is not a silver bullet—but it is a powerful lever. Used right, it can improve targeting, shorten cycles, boost engagement, and align your team. Used wrong, it can waste time and money. The key is focus. Start with one clear use case. Track results. Scale slowly. Make it actionable. And always, always listen to the data.
