80% of B2B buyers now spend more time researching online before engaging with a sales rep, and nearly 70% of the buyer’s journey is complete before direct contact. That’s a seismic shift in how sales teams need to approach prospecting. If we wait for leads to fill out forms or download whitepapers, we’re already too late.At RI Digital Research, we’ve learned firsthand that leveraging b2b intent data is a game-changer. It’s not just about collecting signals—it’s about knowing how and when to act on them. In this post, I’ll break down what intent data really is, how it fits into a modern B2B sales strategy, and how we’ve used it to help our clients get ahead.
What Is B2B Intent Data and Why It Matters
At its core, b2b intent data tracks digital behaviors that signal buying interest. These can be anything from repeated website visits to keyword searches and content downloads. Think of it as catching a prospect mid-research—before they ever hit “Contact Us.”
Intent data comes in two main flavors:
- First-party data: Gathered directly from your owned platforms (e.g., your website, emails, or product usage).
- Third-party data: Collected from external sources, like data providers tracking industry-wide content consumption or search behavior.
The value? Precision. Instead of cold-calling a long list, your sales team can focus on warm leads already showing buying signals.
How We Leverage Intent Data at RI Digital Research
Here’s how we’ve integrated b2b intent data into our client work:
1. Mapping the Digital Body Language
We combine first- and third-party data to form a complete picture of where prospects are in their journey. For example, if someone has read three blog posts on AI in telecom, downloaded a report, and visited the pricing page, we score that lead as high intent.
2. Creating Targeted Outreach
Armed with these insights, we tailor messaging based on behavior. A prospect researching cybersecurity might receive a case study relevant to their sector, while another interested in 5G solutions gets a different asset.
3. Aligning Sales and Marketing
Our sales and marketing teams work together on a shared intent dashboard. This ensures outreach is timely and relevant—no generic emails, no cold calls out of nowhere.
Key Results We’ve Seen
Using b2b intent data, we’ve helped clients:
- Increase lead conversion rates by up to 35%
- Cut down sales cycles by 20%
- Improve email response rates by 3x
In one case, a client in enterprise software saw a 50% jump in MQL-to-SQL conversion after incorporating intent data into their outbound strategy.
Getting Started with Intent Data
If you’re new to intent data, here are a few steps to consider:
1. Choose the Right Data Provider
We’ve worked with tools like Bombora, ZoomInfo, and 6sense. Your choice depends on your industry and the depth of insights you need.
2. Start Small, Then Scale
Begin with one segment or campaign. Test messaging and lead scoring before rolling out across the board.
3. Build Cross-Functional Collaboration
Ensure marketing, sales, and ops are aligned. Everyone needs access to the same data to act cohesively.
Final Thoughts: Intent Is the New Inbound
Intent signals have become the backbone of modern B2B sales. By the time a prospect fills out a form, they’ve likely explored multiple vendors. Getting in front of them earlier—with relevant, personalized outreach—makes all the difference.
At RI Digital Research, we’ve seen this approach transform not just outreach, but entire sales pipelines. If you’re ready to stop guessing and start engaging with purpose, b2b intent data is your best bet.
