The Seller’s Guide to Using Intent Data for Better Leads

Most sales teams struggle to identify which leads are actually ready to buy. While we have more data than ever before, turning that information into meaningful sales conversations remains difficult.

We've developed a systematic approach to using intent data that helps identify genuine buying signals and convert them into closed deals. Here’s our proven framework for making intent data actionable.

Understanding Intent Data

First-Party Intent Data

This is data you own, collected directly from your digital properties. Your first-party data tells you exactly how prospects interact with your content, from their website behavior to content engagement. The most valuable signals often come from pricing page visits, contact page visits, and direct interactions like demo requests or email responses.

Third-Party Intent Data

This data comes from external sources, tracked through intent data providers like 6sense, Bombora, and Vector. Third-party intent data gives you visibility into what your prospects are doing across the broader market. This includes their industry research activity, competitor research, and engagement with technology review platforms. This broader view helps you understand where prospects are in their buying journey, even before they reach your website.

Account-Level vs. Contact-Level Intent: Why Individual Signals Matter More

While many teams focus on account-level signals, contact-level intent often proves more valuable for actual sales success. Account-level intent shows company-wide interest - useful for identifying target accounts, but not enough for effective selling. You might know Company X is investigating solutions, but then it's a shot in the dark trying to figure out who is investigating.

Contact-level intent provides a much richer picture. Instead of just knowing that a company is interested, you can see which individual stakeholders are actively researching solutions, what specific pain points they're investigating, and how they prefer to consume information. This granular view enables truly personalized outreach to the people who matter.

Key Intent Signals to Watch

On-Site Behaviors

The way prospects interact with your website tells a compelling story. Multiple visits to your pricing page suggest serious evaluation. Downloads of case studies or detailed product documentation indicate deep research. When someone spends time comparing features or requesting demos, they're typically moving toward a decision.

Off-Site Research

What happens beyond your website is equally important. Prospects often research competitors, read industry reviews, and participate in professional forums before they ever reach out. Tracking this activity through third-party intent data platforms gives you crucial context about their buying journey and helps you time your outreach more effectively.

The Howdy Sales Framework for Converting Intent to Revenue

Signal Scoring

Not all intent signals carry equal weight. We prioritize based on behavior patterns, focusing on high-intent actions like pricing research and demo requests. The frequency of engagement and sophistication of content consumption help indicate how serious a prospect is about making a purchase.

High Intent Signals: Engage Now

Medium Intent Signals: Nurture & Educate

Low Intent Signals: Build Awareness

Contact Validation

Once you've identified promising signals, it's crucial to validate that you're targeting the right people. Consider their decision-making authority, role relevance, and ability to influence purchasing decisions. This validation ensures you're investing time in prospects who can actually move deals forward.

Engagement Mapping

Your outreach strategy should align with where prospects are in their buying journey. Early researchers need educational content and industry insights. Those actively evaluating solutions want concrete comparison tools and ROI data. Prospects nearing a decision benefit most from implementation details and customer success stories.

Personalized Outreach

The final step is crafting messages (we use LinkedIn, but email or a phone call works too!) that reflect what you know about each prospect's interests. Reference the specific features they've explored, address the pain points they've researched, and acknowledge the alternatives they're considering. This targeted approach shows you understand their needs and have solutions worth considering.

Transform Your Sales Results with Intent-Driven Selling

The future of B2B sales isn't about reaching more prospects—it's about reaching the right prospects at precisely the right moment. By implementing this intent-driven framework, you'll identify genuine buyers before your competitors, connect with actual decision-makers, and deliver perfectly timed, relevant messages.

Our framework has helped companies increase their conversion rates while reducing time spent on unqualified leads.

Contact Howdy Sales to learn how we can help you turn intent data into your competitive advantage.

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