At its core, intent information helps advertising and gross sales groups establish the businesses and people almost definitely to make a purchase order, particularly within the close to future. 

However not all intent information is created equal. There are various sorts of intent information, and an array of suppliers. Right here’s a breakdown of the important thing sorts of intent, and an in-depth exploration of what makes ZoomInfo the top-rated purchaser intent supplier on G2, the biggest peer-review enterprise software program platform on the earth.

How Do I Know Which Intent Knowledge is Reliable? 

Two main components play into the trustworthiness of intent information: its timeliness and its supply. 

Information and development cycles change so regularly that an intent spike from every week in the past may be stale. But many intent information suppliers don’t provide real-time uploads. ZoomInfo is aware of that even minutes can matter whenever you’re on the lookout for prospects. The extra up-to-date data you possibly can see in your future clients, the higher outfitted you’ll be all through the whole gross sales course of, which is why we give attention to real-time intent. 

The supply of intent additionally impacts the standard of the lead. Listening to immediately from an worker at a particular firm that they’re on the lookout for your product, for instance, makes a world of distinction in comparison with counting on third-party accounts to seek out your prospects. The place and the way an organization sources its intent information says quite a bit, so hold this in thoughts earlier than trusting any firm that gives intent information. 

Which Intent Knowledge is Most Prone to Convert? 

There are three totally different tiers of intent information which have totally different likelihoods for conversion. Not solely is ZoomInfo probably the one firm to offer all three, however we truly excel in every sort.  

Tier 1: Champion Strikes

When the most important supporter of your product strikes to a brand new firm, it’s a big alternative. 

We’ve discovered by inner analysis — and validated with sellers and entrepreneurs — that champions shifting to new firms are among the many highest intent alerts. ZoomInfo tracks over 20 million job adjustments each month, making certain you don’t miss a chance to attach together with your energy customers. 

We predict this chance is so wealthy that we’ve open-sourced a GTM play primarily based on this particular second that you need to use to automate your outreach. We are able to notify you thru your CRM or Slack for follow-up, or you possibly can attain out to champions immediately with customized emails, show adverts, or social campaigns. 

Tier 2: Identified Intent

Identified intent entails direct communication with folks and corporations that sign an curiosity in beginning new initiatives, addressing issues, or investing in know-how and providers. This data offers beneficial insights on your group.

Via a partnership with Qualtrics, ZoomInfo sends surveys to thousands and thousands of individuals and spends thousands and thousands of {dollars} in incentives yearly to collect key priorities, initiatives, and issues immediately from firms in actual time. We generate over 1.2 million of those “Scoops” annually.

ZoomInfo’s dimension permits us to speculate on this high-value intent in a manner that nobody else can match.

Tier 3: Inferred Intent

When different suppliers speak about intent, they’re usually solely referring to inferred intent. Inferred intent relies on behavioral information, comparable to content material consumption, web site visits, know-how use, and interactions on social media. Whereas inferred intent is much less beneficial than the primary two sorts, it’s nonetheless very useful for making a extra full image of your clients and prospects. 

That’s why ZoomInfo has invested closely to ensure we’re the market chief in inferred intent. We truly helped begin this class again in 2014 by a partnership with Bombora. In 2020, we acquired Clickagy to considerably broaden the variety of alerts we obtained, shifting to real-time intent and benefiting from the very best pure language processing to keep away from false alerts. We additionally constructed the primary true B2B DSP (demand-side platform) for adverts and paired it with third-party companions like G2 in addition to quite a few writer co-ops. 

These steps give us the broadest and most sturdy alerts. Nonetheless, you additionally must layer on IP-to-domain matching to know which firms are producing these alerts. Right here we additionally excel by having each the biggest contributory community and 20 totally different proprietary first-party sources tied to our platform options, together with kind completion (FormComplete), e-mail (Interact), and dialog intelligence (Refrain). We complement that community with exterior sources that largely comprise a few of the different suppliers in the marketplace. 

Lastly, we have now the very best capability to show noise into sign by our 16 AI and machine studying patents, 14 group members with PhD’s in information science, 91 colleagues with grasp’s levels in information science, and over 300 information researchers who conduct “human within the loop” AI to validate our algorithms and techniques. Opponents that don’t have ZoomInfo’s scale merely can’t match this stage of experience.

How Do I Make Intent Knowledge Actionable?

Understanding intent information is step one. The true worth lies in turning its insights into actionable methods. ZoomInfo focuses on three pillars to realize this:

1. Unlock Insights: Utilizing real-time intent information, ZoomInfo uncovers beneficial insights about your target market.

2. Interact Prospects: Our built-in platform simply facilitates customized and focused campaigns throughout a number of advertising and gross sales channels.

3. Win Sooner: By automating and scaling GTM motions, ZoomInfo streamlines your gross sales and advertising processes for quicker and extra environment friendly conversions.

It’s simple to see why ZoomInfo has been repeatedly rated No. 1 for purchaser intent by G2. We’re in a position to present your organization with high quality intent information from every of those tiers, so yow will discover your greatest clients quicker.

We’ve additionally created a playbook of our greatest GTM performs. These are scalable, customizable, automated motions that span gross sales, advertising, and buyer features. They leverage intent alerts, enabling your group to achieve out to essentially the most promising firms and people. 

The most effective intent information powers the very best GTM groups. Need to see for your self? Join a free trial.