How can you get inside the minds of your prospects? 

One answer is to use buyer intent data. It tells you how interested leads are in what you want to sell. 

Naturally, the more you can gauge this, the better off you’ll be. 

It is a signal you can use to qualify leads, and dial into their buying intent. The stronger it is, the higher the customer’s expected value. 

Buyer intent data comes from various sources. You can: 

• Collect it directly from your contact forms, website, and social media channels
• Get a third party to collect it for you, like an online platform
• Buy or use a third party’s existing data on the prospect

All three approaches are valid and most enterprises use a combination of them. Once you get the hang of using it, the world will open up to you. 

Using buyer intent data to win deals

So, how do you use this much-vaunted data to win business? Let’s take a look: 

1. Scour the data for high-value prospects

You’ll want to trawl the data looking for indicators you might have a high-value prospect on your hands. Search for multiple signals and then backtest them to see which leads bought from you previously. 

2. Make your sales pitch more personal

Also, use the data to adjust your sales pitch to address customer’s pain points. Try to learn what’s irking them. 

Then, use this information to put their minds at ease. Show how you can solve their problems quickly. 

3. Talk to prospects when they are most likely to buy

Use the data you collect to time your pitches and avoid being too aggressive. 

Find out where your leads are on the sales journey and approach them when they are most receptive. Provide them with the “next step” at every juncture. That might include offering brochures or getting them to talk to a sales rep. 

4. Look at where your marketing is most effective

Leverage buyer intent data to learn where your return on investment (ROI) is highest. Double down on channels with high ROI and ask why others have low ROI. If you notice a negative pattern, switch tactics. 

4 best buyer intent tools

The four best buyer intent tools we recommend in 2024

1. trumpet

Trumpet helps you skip the guessing games and surface buyer intent and engagement to quickly identify if a deal is hot or not.

How?

Through intent signals that are pushed to the sellers CRM deal, Slack, Teams or in their dashboard.

So everytime a buyer makes a move inside the digital sales room, whether thats watching a video, downloading an attachment or even sharing the link with another stakeholder, you, the seller will know about it.

So rather than sending follow ups via email, and only getting access to data like 'email opened' 'attachment/link clicked' you'll know exactly how long they spent viewing your content, how many times and more.

Making those ongoing conversations more targeted, surfacing hidden stakeholders and ultimately giving you a birds eye of your deal.
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(the platform also integrates with CRM platforms to let you leverage even more data!)

2. Gong

Gong focuses on giving you “conversion intelligence.” That sounds complicated, but it just means knowing who will buy from you. 

Sales reps can use Gong to determine who to call or contact next. 

3. Apollo

Apollo is more of a B2B buyer intent tool. Therefore, it is helpful for management consulting firms, professional services, and others. 

It uses “firmographics” data, providing more insight into clients. It makes cold calling more likely to succeed. 

4. Hubspot

Finally, we have HubSpot. Alongside regular marketing tools, it also offers intent metrics. 

Hubspot doesn’t specifically specialise in this area it does integrate with other tools like trumpet giving you a consolidated overview of all your intent signal sources, in one place.

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