#3 ways you'll increase your win rate using intent data ??

Quick question: if you had a penny for every time you heard “making informed decisions” or “driving data-backed actions” …

How close to retirement would you be by now?

Because the reality is, “data-backed” has become a bit of a buzzword by now.

?? But how do you actually base your business choices on data?

?? And how do you know you’re choosing the right data in the first place?

In a world where we’re being slammed by data from every corner, let’s take a second to step back.

It’s time to simplify things.

Here is the most important kind of data you need to close the deal and boost your sales:

Intent data.

So, what's intent data all about?

It sounds special, but the concept is simple.

Intent data just tells you what a person might do next.

What are they intending to do?

And this kind of data can come in different forms, and sometimes analysing can feel complicated.

But at its core – we’re just predicting future actions based on past ones.

Look at the classic, never-fails use case for intent data. You know how every time you add something onto an shopping basket, but don’t buy …

You magically get an email with a voucher the next day …

Yeah, that’s not a coincidence. That’s intent data. When you click “add to basket”, you’re signalling what you intend to do.

And for B2B sales, we can look at similar signals.

Intent data you should be looking at

As a general rule, you can think about internal and external intent data.

In other words, what are leads doing on your page/platform/sales room (internal).

And what are they doing when they’re not interacting with you (external).

But that’s pretty ambiguous, so let’s look at some more specific kinds of intent data.

Engagement Data

→ Views (and viewer identity)

→ Time on page

→ Clicks

If you’re about to land a sale – this is the most important data. How are your leads engaging with you? What are they clicking on? How long are they reading your messages?

Search Intent

→ Google searches

→ Keyword volume

This is external intent data that your marketing team should be using every day. Use a tool like Ahrefs to know what your leads are searching for.

Then create content that matches their searches.

Scraping Data

→ Types of software

→ Company size

→ Competitor metrics

Think of this as “get-to-know-them” data. If a target audience is using an outdated software, and they are a perfect market fit – then you know it’s time to slide into their

DMs (or you know, their LinkedIn).

Tools like Gong can help you find this data to help you narrow down your outreach.

#3 ways to boost sales with intent data

So now you have a better idea of what intent data actually is.

Now it’s time for some action. Let’s look at what you should be doing once you’ve collected these magical numbers.

#1

You can write better follow-ups

You’re seeing lots of clicks.

You’re seeing specific leads watching your videos.

You’re seeing them spend a lot of time on a specific section.

Then send them a tailored message that references that section.

Here’s a quick example.

Use trumpet to build out a digital sales room. Then when you see the decision maker is spending a lot of time reviewing the “deliverables” section of the proposal – send a more targeted message clarifying the details.

It’s all about popping up in their inbox at the perfect time with the perfect solution.

#2

It helps you engage stakeholders

Once you’re in the sales process, check in to see what the stakeholders are doing.

Are they reading the proposal? Or are they closing the window immediately?

Check in on the decision-makers and ensure they have the right information.

(Because they need to make data-backed decisions, too ??)

#3

You know exactly which leads to prioritise

This last tip is a big one.

Especially if you want to maximise your conversion rate (excuse the buzzword).

When you see a certain lead is hot – prioritise them first!

Focus on a specific lead when you see them:

? Spend a lot of time clicking through your site or digital sales room

? Watch your demos

? Interact with and talk about your product

At the end of the day, you want to be there for your leads. Offer them a solution before they even ask for it – and you’ll seal the deal in no time.