Harnessing the Power of Intent Data with Engagio

“Intent data” is one of those terms that can make non-engineers wish they’d gotten a degree in computer science in college. Intent data? Intent to do what? And how does data come into it? How can you even quantify intent?

I know it sounds complicated, but I promise that it’s not — in fact, I’m willing to bet that you’ve interacted with intent data before. Let me give you an example: you’re considering looking for a new job, so you do a search for “senior marketing positions.” Then, next time you go on social media, all the ads you see are for marketing roles. How did they know you were looking for a job?

Simple. They used intent data.

“Intent data” is a fancy way of saying that the search terms people use and the content they consume can be monitored for signs of a plan to do something (in this case, a plan to find a new job). If someone is researching solutions to a problem, and you sell a product that solves that problem, then they’re showing intent that’s relevant to you. You can then capitalize on that intent by targeting them with ads, or reaching out with a sales pitch. With intent data, you don’t have to wait for potential customers to come to you. Instead, you can go to them.

The proactive approach that intent data facilitates makes it an incredibly valuable tool, which is why we recently brought intent data to Engagio! This is a natural match, since intent data complements both account-based marketing and demand generation strategies, and it can be equally useful to both sales and marketing. But I bet you have a lot of questions, so let’s dive right in, shall we?

How Engagio Gets Intent Data

Engagio has partnered with Bombora to bring you intent data within our platform. We’re also offering a freemium Bombora service to all Engagio customers, so you get intent data for free when you buy Engagio!

Bombora is an intent data provider that gathers its information through a co-op made up of over 6,000 different publishers, companies, and platforms that are all privacy-regulation compliant (Bombora makes sure that all its data meets the criteria for both GDPR and CCPA, so you don’t have to worry about that).

The data that Bombora’s co-op provides comes from many different kinds of content, including white papers, case studies, search terms, webinars, registrations, articles, subscriptions, and infographics. Each piece of content is assigned a topic through the use of natural language processing, which offers much richer data than relying on keyword scraping.

Bombora also tracks when accounts “surge” or show more intent than normal. This is because they establish a dynamic baseline for each account that’s showing intent data (i.e. they figure out how often people at a company interact with a particular topic in an average week), and then alert you when an account is showing a great enough increase in intent for it to be meaningful (i.e. they interacted with that topic a lot more than average). This helps you to make your intent data more actionable, and you can set up different programs in Engagio based on the data, making sure that none of your new insights go to waste.

Company surge score distribution

How to Make Intent Data Actionable Right Now

Intent data lets you know when people are looking at different things online, and Engagio can pair the general intent data to accounts and people. The possibilities for this kind of knowledge are almost endless, but here’s a few different examples of what you can do with it. You can…

  1. Assign tasks to Sales reps based on which people are engaging, making sure that you reach out to them and start a conversation.
  2. Look at what kinds of topics your ideal customers are interested in, and create content and campaigns that are tailored to their interests.
  3. Add people to specific ad audiences based on what kind of content they’re consuming.
  4. Raise your awareness of churn risk, by seeing which customers are looking into your competitors.
  5. Assign engagement minutes to accounts based on what topics they’re looking at.
  6. Track how long it takes an account to go from showing intent to becoming engaged.
  7. Put people in nurture streams, or export the information to Salesforce to engage with them through a third-party program.
  8. Cross-sell to existing accounts when they show interest in additional products.
    …And a lot more!

This allows you to do more targeted marketing and sales outreach, which will save you both time and money. Oracle, for example, doubled their average deal size when they started using intent data, while IBM cut their cost-per-lead for LinkedIn ads by 47% once intent data gave them the insights to optimize their ad audiences. Pretty impressive, right?

Sales velocity and pipeline generation using company surge score

How do you get started with intent data in Engagio?

Through our partnership with Bombora, every Engagio customer gets a certain amount of intent data for free. This is a great way to try out intent data and see if you like it, because there’s absolutely no risk (or extra money) involved. You can choose up to 25 topics to follow, and you’ll get the names of the top ten in-market accounts that are surging each week. You can also subscribe to Bombora to get their full range of services.

To find out more about how to use intent data in Engagio, you can watch this webinar and you’re also encouraged to reach out for a demo.

Mara McLean
Mara McLean
Mara is a Marketing Specialist at Engagio, the Account Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. She loves reading and writing, and one of her most prized possessions is a pair of socks that have "I am silently correcting your grammar" embroidered on them. You can connect with her on LinkedIn.

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