How to Measure Purchase Intent: 5 Methods Compared – will.it.sell Blog

For example, say an account is adding users who (based on their titles) might be interested in one of your products that don’t fall within their current license. This data, when used, can help one respond swiftly, personalise interaction, and boost conversion rates. When someone transitions into a new role, they’re eager to establish themselves and make a strong impression on their team.

Using such data, you can average these behaviors and see what parts of the customer journey will most likely lead to a purchase (and how much that purchase is worth). Among all of it lies a methodology that can measure the purchase process and help sales and marketing teams. In turn, this helps lead scoring by sales and marketing to prioritize leads with higher intent, resulting in better engagement.

Doing this can boost your conversion rate and improve customer engagement and revenue. When discussing personal information, it is important to ensure that it doesn’t reflect biases, is anonymized, is audited regularly, and that data handling techniques are implemented. You, your organization, and your data provider must adhere to data protection regulations to ensure safety.

• Demandbase AI surfaces in-market accounts and recommended actions, moving beyond passive intent signals toward action on those signals.
• The intent data is most cost-effective when you also use Demandbase's advertising, personalization, or orchestration capabilities.
• It excels at predicting buying stage, allowing for highly relevant marketing and sales actions.
• The signals reveal which accounts are researching your specific product, your competitors, or your entire category.
• Demandbase One unifies intent data with advertising, website, and CRM signals for enterprise ABM orchestration.
• This is invaluable for competitive takeout campaigns and identifying churn risks.

Step 2: Doing some research

Intent data is safe to use only if measures are taken to ensure its safety throughout the process—from collection to storage and analytics. The data mostly gives you insights into competitor activities and user interests, which you can use for opportunities, needs, and innovation. The data, which can come from filled-out forms, customer feedback, or IP addresses, can give you insights into users. Intent data reveals certain online behaviours from your target audience that signal what they’re likely to do next—whether that’s buy a product in your category or leave your company for a competitor. A predictive score built on historical purchases estimates future likelihood from what someone did months ago. If you're running low-volume, relationship-based sales where a rep already knows their prospect list personally, intent data adds less than it would for a team running programmatic outreach at scale where nobody has time to guess who's ready today versus who isn't.

Once your organization does this, it’ll have a competitive advantage for years to come. Lastly, when patronizing third-party platforms, ensure that they get consent. This will ensure that you do not violate any privacy regulations and are not in conflict with other terms of service. Thus, it is important that you seek consent from your lead and users while also ensuring that your external data providers get consent. Also, since it isn’t tailored for you, it might work for another industry, but is just flat-out wrong for your industry or/and/or use case. About 50% of tech leaders are already ahead of the game and are using it to align their goals with sales and marketing alignment.

That means an in-market signal doesn't arrive as an isolated flag; it's attached to a purchase intent data full consumer profile, so a campaign can target people who are both actively in-market and match a specific demographic or financial profile, rather than choosing one axis or the other. Intent data bridges this gap by making the “dark funnel” of independent research visible and actionable. As buyers conduct more research independently before engaging vendors, the gap between when buying committees form and when they contact vendors continues to widen. For marketing teams, it transforms account-based marketing from broad targeting to precision engagement with in-market buyers.

Get ready to start measuring purchase intent

Using buyer intent data, you can make an informed decision on who you respond to first. One use case will be using Intent data to enhance sales and marketing areas, from ad copy to landing pages and sales outreach subject lines. Were they reviewing your competitor’s page in a software review site? Later in this page, we’ll show you how you can use it to ensure that your team responds quickly. Interestingly, a survey by Bombora with Ascend2 revealed that 56% of respondents primarily utilize buyer intent data to identify new target accounts. Within the message, they can not only learn about the new users and the account’s score for a specific content topic(s), but also add the contacts to the appropriate Outreach sequence with the click of a button.

By day 60-90, you’ll have sufficient data to measure conversion rate improvements, sales cycle compression, and campaign efficiency gains. Surge activity on expansion-related topics (advanced features, enterprise capabilities) signals opportunity for account growth conversations. This signal-based intelligence enables B2B marketing and sales teams to prioritize outreach to buyers showing active buying interest, rather than cold prospecting.