In an era where data drives every decision in B2B marketing, it’s easy to assume more is better. But that assumption often leads to wasted spending and missed opportunities. The key to smart data investment lies in selecting the right source of data for both the short term and long term. Too often, marketers fall into the trap of gathering as much data as possible, potentially overpaying and under-delivering.
Permissioned intent data uniquely provides real-time, person-level insights that can be put to work immediately. It empowers marketers and sellers not only to reach the right buyers at the right moment, on the right channels, but to tailor the message to the actual person generating the buying signals. This level of precision is what leads to higher engagement and improved conversion rates. Rather than relying solely on static profile data or anonymous third-party account-level signals, companies that can access adequate volumes of first- and second-party, permissioned data gain a powerful edge: they can identify and reach real buyers before their competitors do.
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Today’s B2B buyers are more self-directed than ever, engaging with vendors on their own timelines and conducting extensive independent research. They are emitting valuable signals, if you know where to look. Given the complexity of most B2B purchase decisions, the more marketers and sellers can understand about the full set of buying stakeholders, the better positioned they are to meet needs, anticipate objections, and ultimately, win the deal. For today’s go-to-market teams, the challenge isn’t just identifying potential buyers, it’s helping them along their journey. That requires knowing when to engage, how to engage, and with what message.
Investing in the best possible data is critical to competing effectively in today’s market; not all data is created equal. Go-to-market teams must continually evolve their understanding of what data is available and how it can be used to gain an edge. Failing to stay current with the right data can have dire consequences, leaving organizations at the risk of falling behind and missing revenue opportunities.
The high stakes of data investment
Many companies continue to rely on account-level intent data, but this approach is prone to false positives. Take, for example, a data breach at a large bank. That event may trigger a surge of content consumption across the entire organization, but it doesn’t necessarily mean the bank is actively shopping for a security solution. General interest in a topic can be misleading. True buying intent is grounded in real behavioral signals, first-party data that connects engagement to a known, active individual. In fact, Forrester emphasizes that providers should analyze specific buyer preferences and behaviors, including extended networks. Without knowing who is engaging and why, organizations risk misallocating budget and attention toward accounts that aren’t actually in-market. Just because interest spikes around a topic doesn’t mean there’s actual purchase intent, especially if the signal isn’t tied to a specific buyer profile or role. Companies purchase intent data for two primary reasons:
- Their own demand generation efforts aren’t surfacing enough signals on their own, so they supplement with purchased first- and second-party intent data to increase volume and help pinpoint the right time to act.
- They’re seeking a broader understanding of market activity. By layering account-level intent with more precise first- and second-party signals, they gain a more complete, contextualized view of the buying landscape.
The critical difference: permissioned vs. non-permissioned data
A common misconception is that all intent data is created equal. Many businesses believe they’re accessing high-quality first- and second-party data, but in reality, that data is often collected through lead generation processes that do not secure explicit consent.
According to Forrester Research, using multiple sources of intent data improves predictive accuracy, if the signals are not simply duplicates from different vendors. A diverse mix of signal types enables organizations to better validate intent, identify key buying group network members, and accurately assess engagement points in the buyer’s journey.
Moreover, in many regions, account-level and contact data without permission cannot legally be used for marketing.
Permissioned intent data is compliant, immediately actionable, and allows marketers to directly engage with high-intent prospects, without running afoul of regulations. The most effective data strategies combine multiple types of signals to provide a well-rounded view of buyer behavior. This includes:
- First-party intent: Internal behavioral data from your own digital properties.
- Second-party/person-level intent: Data from trusted partners confirming real in-market activity.
- Account-level intent: A high-level signal of topic interest, but not necessarily a buying indicator.
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Permissioned intent data: more action, improved outcomes
Marketing strategies are evolving. While the marketing qualified lead (MQL) model still has value, it needs to be enriched for today’s complex buying environments.
Understanding behavioral intent across an entire buying group is now more effective than tracking individual leads. If your MQL program isn’t generating enough qualified opportunities, integrating permissioned intent data can help you focus on the right targets: people who are actively researching and engaging in their buyer’s journey. Marketing and sales teams ignoring buying preferences and buyer enablement saw a mere 4.5% conversion rate for marketing-sourced opportunities from the target stage to the qualified stage.
With this enriched data, marketers can more effectively identify who to engage, and how to tailor their outreach. Personalized messaging based on real behavior significantly boosts the likelihood of conversion.
According to Forrester, on average, 13 people within an organization are involved in the buying decision, with 89% of purchases involving two or more departments. That makes it essential to understand intent signals from across the group, not just a single contact.
Smart data investment drives smarter, more revenue-productive marketing
In today’s digital-first world, smart data investment is no longer optional, it’s a competitive necessity. Permissioned intent data provides the precision needed to personalize messaging, increase performance, drive more effective engagement, and ultimately improve ROI.
To stay ahead, marketers must prioritize the sourcing of high-quality, real-time intent data. Doing so enables them to better understand and respond to buyer behavior signals, and thus reach real buyers, at the right moment, with the right message.
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