The Importance of Intent in Lead Generation

A common strategy in lead generation involves piecing together information from multiple sources. And a big part of building quality leads involves understanding Intent.

Most people think of "Intent" in terms of buying something. For example, when you are out shopping and see a product you want, that is an intent to buy. However, Intent can also play a role in lead generation. Intent is one of the most important factors when generating leads.

How We Make Decisions

If you think about the process anyone takes in making a decision, they often leave a trail of Intent.

Consider this scenario:

You are interested in buying a new hot tub. The process you follow is probably very predictable. You probably start with some online research, followed by visiting the local stores and talking to salespeople. Each step along the way is a clear intent to learn more about hot tubs and make a purchase decision.

Understanding Intent

For lead generation professionals, understanding intent can help determine which leads are worth pursuing.

If they visited your website - did they download your pricing guide?

Did they visit competitor websites?

Were they on social media?

All of these are strong indicators that there is Intent behind their visit and that they may be a quality lead worth pursuing.

Understanding intent can help you focus your lead-generation efforts, which can help you close more sales and generate more revenue for your business. So if you're looking to build better leads

This is especially important for companies that rely on inbound leads from their website. A company might receive hundreds or even thousands of leads per month, but intent can help narrow down which leads are most likely to convert into customers.

So how do you determine intent?

Several different factors can be used to indicate intent, such as browsing history, search history, and engagement levels on social media. Ultimately, the best way to determine intent is to speak directly with your potential customers and ask them about their needs and goals.

Why Intent Matters

Intent plays a crucial role in lead generation because it helps businesses identify potential customers who are actively interested in their products or services. This Intent can be identified through various forms of intent data, such as search intent, intent graphs, and Intent signals from social media platforms like Twitter. Using this intent data, sales teams can target these qualified leads with highly personalized outreach strategies to increase their chances of making a sale.

There are many examples of intent data used in lead generation and sales strategies.

For example,

• a software company might identify companies that have recently made large technology purchases and target them with personalized marketing emails about their products or services.
• a financial services firm might use intent data to identify prospects who have indicated an interest in investing and then reach out to them with customized investment recommendations.

Getting Started

Our Lead-gen tools use Intent to drive lead-generation efforts. Intent data allows us to identify and target companies where decision-makers are researching topics relevant to the products and services they offer. This intent-driven approach allows us to connect salespeople with qualified leads much more effectively than other lead providers.

In short, Intent is a critical factor in lead generation. Whether a B2B or a B2C business, intent data can help you identify and target the right leads at the right time, giving you a competitive edge in today's fast-paced sales environment. So if you are looking to generate more leads for your business, consider using intent data in your lead-gen efforts!

Terry Rajaram

Terry’s cauldron of knowledge in the digital world is the result of a background in advertising, graphic design, web and multimedia development… 25 years in this business.