Intent Data + The Trusted Channel

Leveraging Trusted Intent Data to Drive Superior Outcomes

In a B2B landscape defined by complexity and an overwhelming volume of data sources, the ability to pinpoint buyer intent has become a competitive necessity. The 2024 State of Intent & Signal Data report underscores a critical reality: businesses must not only gather intent data but also prioritize the trustworthiness of its sources to deliver actionable insights. With 63% of businesses planning to increase their investment in intent data, it’s clear this approach is the future of demand generation.

The Power of Intent Data

Intent data provides a window into buyer behavior, highlighting opportunities even before direct engagement occurs. According to the report, 58% of B2B buyers prioritize hyper-personalized outreach, yet a staggering 95% of potential buyers are not in an active purchasing mode. This makes it imperative for businesses to identify and act on the subtle signals that indicate readiness to buy.

However, amidst an abundance of intent data sources, the challenge lies in focusing efforts where they matter most. The video on intent data explores how buyers are often inundated with generic messaging, making trust a decisive factor in engagement. Buyers gravitate toward partners and platforms they trust to guide their purchasing decisions, positioning the channel as a critical conduit for intent data collection.

Trust and the Channel: The Foundation of Actionable Intent Data

The channel’s strength lies in its established relationships with buyers. Partners, often viewed as unbiased advisors, bridge the gap between vendors and end-users. The video highlights a crucial insight: when data originates from trusted sources like channel partners, it becomes not only more reliable but also more actionable. Buyers rely on partners to simplify complex purchase decisions, making channel-led intent data inherently more valuable.

For instance, the PDF report discusses the success of Okta, which achieved a 22% increase in influenced revenue by refining its account-based marketing (ABM) strategy with intent data. By focusing on trust-building and tailoring campaigns to buyer signals, Okta reduced time-to-close and optimized its engagement strategies. This success illustrates how trusted sources, such as the channel, amplify the value of intent data.

Capturing and Activating Trusted Intent Data

The ability to leverage trusted intent data requires an intentional approach to integration and alignment. Here’s how businesses can harness its power:

1. Identify Reliable Sources: Focus on first-party and second-party data generated by trusted partners. Signals such as content engagement, microsite visits, and partner-driven campaigns offer a clear view of buyer intent.
2. Integrate Across Systems: Ensure data flows seamlessly into CRM and sales enablement platforms. According to the report, only 21% of organizations currently execute an intent data strategy effectively, highlighting room for improvement in aligning systems.
3. Enable Partners with Insights: Equip channel partners with tools to interpret and act on intent signals. Empowering partners to tailor their outreach based on reliable data strengthens trust and improves conversion rates.
4. Align with the Buyer’s Journey: Layer intent data with firmographic and technographic insights to anticipate customer needs. The report emphasizes the importance of aligning marketing messaging with the prospect’s intent level, ensuring every touchpoint delivers value.

The Channel has established trust with customers which is a cornerstone of business success, directly influencing sales and customer loyalty. Key statistics underscore this relationship:

• Increased Spending: Customers who trust a brand are more likely to spend more. Specifically, 43% of consumers spend more on brands they are loyal to compared to those they are not. Tech Jury
• Enhanced Loyalty: Trust fosters long-term customer relationships. Notably, 77% of consumers have maintained a relationship with specific brands for at least 10 years.

A Unified Strategy for Intent Data and Trust

By focusing on trusted sources like the channel, businesses can overcome the noise of multiple intent data providers and deliver hyper-relevant experiences. Partner-led intent data not only reveals where buyers are in their journey but also enhances the effectiveness of broader sales and marketing efforts.

As highlighted in both the report and video, trust is the cornerstone of intent data’s success. When organizations prioritize trusted sources and integrate this data effectively, they can navigate the challenges of today’s stealth buying journeys and emerge with stronger customer relationships and higher ROI.

In the race to stay ahead, businesses must ask themselves: Are we capturing intent data where buyers trust us most? For those who focus on the channel, the answer is a resounding yes.