Intent Data (ID)

Intent Data (ID) is one of the key data sets used in lead generation along with firmographics and demographics (Ideal Customer Profile). It is obtained via analyzing people’s behavior on the web, namely their recent Internet search and content preferences.

When a person is looking for a certain keyword (e.g. 'lead generation services') or company (e.g. 'CIENCE') and consumes content about it, an assumption is made that this person is interested in a certain product/service associated with this keyword or company.

From a technical standpoint, Intent Data is based on the information contained in cookies. This information is gathered by website owners to be used for their own marketing and sales purposes as well as for trading with third-party platforms in exchange for data from other website owners.

Intent Data platforms (e.g. Bombora, G2) accumulate cookie data from multiple sources, identify them, and compile datasets to provide to their clients.

It’s important to remember that the ‘leads’ these platforms provide are companies — not particular employees working there.

So that’s where CIENCE can actually help leverage your Intent Data. We have a professional research team that can identify decision-makers in a given company and filter the data pool in accordance with your ICPs.

As a result, you will get a list of high-quality leads based on demographics, firmographics, and behaviographics.

How it works:

Kirsten, the CMO of Beam Company, is searching for a CRM in Google and consumes content (blogs, webinars, videos, podcasts, etc.) about CRM solutions on various analytical websites.

BORA is a Customer Relations Management platform. They purchase CIENCE SDRT package and our researchers start looking for people that match the following criteria:

  • Prospects
    • Intent data: currently searching for information about CRMs,
    • Title: marketing leaders
  • Firmographics:
    • Revenue range: $1-10M,
    • 50-100 employees
    • Location: California.

CIENCE researcher Andrew obtains Intent Data from one of our partners and learns that somebody at Beam Company is reading articles about CRM solutions. He then looks for the company’s employees and finds Kristen, the CMO.

Andrew ads Kristen on the list because she meets the ICP requirements. CIENCE reaches out to her on behalf of our client via various channels to set up a meeting with their sales team.