In a world inundated with knowledge and the options that promise you the flexibility to realize a aggressive edge, we’re typically left pondering: “How?” 

Simply how do companies with entry to a lot wealthy data truly use it to their particular person benefit? Promoting factors and guarantees apart, with out totally understanding their prospects, corporations can amass all the info on the earth with out truly utilizing it to its full potential. 

Think about, nevertheless, that on high of getting access to a universe of gross sales and advertising knowledge, you can sift by means of all of it shortly to zero in on simply these in-market prospects on the hunt for an answer like yours — actively doing extra analysis on-line for an issue that you could remedy. That’d be one thing. 

On this article, we stroll you thru how ZoomInfo Intent can provide the superpower of foresight in the case of your prospects’ intent to purchase, in addition to show you how to establish the precise prospects and get forward of your competitors. 

The Fundamentals: What Precisely is ZoomInfo Intent? 

Let’s start with a really fundamental definition: Intent knowledge reveals which accounts and prospects are actively researching options on third-party websites. When analysis on a specific subject of curiosity is greater than normal, the account spikes on these subjects.

Over the past three years, intent knowledge has emerged because the quickest rising knowledge class in line with TOPO’s 2020 Intent Knowledge Market Information. Its development is altering how groups prioritize their time and collect behavioral alerts about prospects and accounts.

We’ll dive into extra particulars shortly, however right here’s a fast overview video: 

Earlier than partaking with a gross sales staff as they’re making a purchase order determination, your prospects embark on the digital journey of analysis and vendor evaluation to slim down their choices. They go to web sites and skim articles and product evaluations —  you recognize the deal — and it’s this kind of on-line exercise that’s trackable and on the coronary heart of what makes Intent attainable.

Intent identifies the businesses doing an above-average quantity of analysis on subjects related to your corporation, searching for an answer like yours to handle their ache factors. If you happen to’re an data safety vendor, as an example, you’ll be able to monitor what corporations are doing extra analysis on cybersecurity or fraud prevention.

With Streaming Intent (extra on this later), you may get real-time alerts each 10 minutes as quickly as an organization does extra analysis on a subject you care about. From there, you’ll be able to then set off go-to-market actions primarily based on the alerts that matter most to your corporation with ZoomInfo Workflows. 

Erwin van der Vlist, CEO and founding father of Speakap, skilled the ability of Streaming Intent firsthand:

“We not too long ago closed three alternatives in half the time of our typical gross sales cycle. Why? As a result of we obtained in entrance of consumers earlier than our rivals might. We captured their consideration and delivered worth at precisely the precise time. Entry to ZoomInfo Streaming Intent is like having a superpower.” 

In a nutshell, Intent permits you to higher allow your go-to-market groups to attach and interact with key prospects on the very begin of their buying enterprise — all whereas your competitors sits on the sidelines. Fairly cool, proper?

The Intent Knowledge Distinction: The way it Works

So that you can see success with purchaser intent knowledge, you’ll want a broad vary of alerts that signifies whether or not an organization is definitely in-market in your resolution — so you’ll be able to attain out on the proper time. ZoomInfo tracks internet looking exercise for a breadth of various content material. 

One other necessary issue includes taking a look at spikes in analysis that issues to your corporation. ZoomInfo ingests all of the key phrases on a specific webpage to grasp if there’s a stable connection between the key phrases and the subjects you select to trace. By means of that, ZoomInfo validates that the content material your prospects are researching is definitely in regards to the subject that’s related to your corporation. You possibly can select from our rising listing of 4,000 subjects. 

ZoomInfo maps this exercise from IP addresses to a particular firm, even whereas people work remotely. We then consider whether or not an organization is doing extra analysis over the previous seven days. As soon as it hits an above-average quantity, an Intent sign reveals within the ZoomInfo platform for a corporation spiking on that subject. You may get these alerts weekly, every day, or as quickly as corporations begin to do extra analysis in actual time, so you’ll be able to join with prospects earlier than your competitors.

Lastly, with the rise of privateness rules and cookies being phased out to raised safeguard person data, your intent knowledge resolution must work regardless of these adjustments. As a result of ZoomInfo Intent doesn’t depend on cookies, you’ve a future-proof option to uncover accounts looking for an answer like yours whereas serving to you meet privateness necessities in a cookieless future.

A Recap: The Advantages of Intent in a Nutshell

• Uncover prospects and accounts researching issues you’ll be able to remedy: Determine prospects and prospects doing an above-average quantity of analysis on subjects very important to your corporation, prioritize your outreach, and interact in related conversations earlier within the shopping for journey.
• Entry the precise, most well timed, and correct behavioral alerts: Get a excessive quantity of high quality alerts to establish corporations which can be in-market in your resolution. 
• Achieve a aggressive edge: With Streaming Intent, have interaction prospects in related conversations proper at the beginning of that purchasing journey.
• Get extra focused: With Customized Intent, customise your subjects to suit your enterprise.

Inquisitive about studying extra about Intent? We’ve obtained you coated with this listing of assets: