What's the Deal with Intent Data?

What’s the Deal with

INTENT DATA?

Sean ZinsmeisterDirector of Product Marketing, Infer

A Little About Me

@SZinsmeister

Sean Zinsmeister

in/szinsmeister

Startup Marketer

A Little About Me

@SZinsmeister

Sean Zinsmeister

in/szinsmeister

Startup Marketer

Built & Led Marketing at

(Former Infer Customer)

A Little About Me

@SZinsmeister

Sean Zinsmeister

in/szinsmeister

Startup Marketer

Built & Led Marketing at

(Former Infer Customer)

Director of Product Marketing

1. What is 3rd-Party Intent Data?

2. Is it Predictive?

3. Is it a Good Source of Net New Leads?

4. How do I Measure the Impact?

5. Can I use Intent Data for Personalization?

TOP 5 QUESTIONS

WHAT IS 3RD-PARTY INTENT DATA?

1


Two types of Intent Data:

Internal intent dataActivity that you’re capturing on your website, inside your marketing automation system, or through application logs. Because it is data you own, it is also referred to as first-party data.

External intent dataData collected by networks of b2b publishers either at the IP level, or through user registration and shared cookies. Because it is happening off your properties this is often referred to as third-party intent data.


Internal intent data

Example Activity Data

●Email Opens

●Email Clicks

●Website Visits

●Content Downloads

●Social Interactions


External intent data

Example Activity Data

●Pageviews

●Time on Page

●Content Downloads

IS INTENT DATA PREDICTIVE?

2

Your Website Purchase

RespondedEngaged

Silent

RegisteredEmail Sent

Click

Form Fill

Download

Predictive Power

Internal Intent DataData captured by your marketing automation application, web analytics, and app logs.



Internal Intent DataData captured by your marketing automation application, web analytics, and app logs.

Registered Topic Match

Good Fit

Anonymous

Not a Match Weak Intensity

Match Rates

Bad Fit

PurchaseHigh Intensity

False Alarm

Pipeline Coverage

External Intent DataData providers include Bombora, TechTarget, IDG

Click

Click

ClickForm Fill

Download

Click

IP Lookup

Registered User

Cookie Sharing Across Sites

Silent

3rd Party SitesPurchase

Vendors Website

Predictive Power


External Intent DataData providers include Bombora, TechTarget, IDG


IP Match

Topic Match High Intensity Good Fit

Unable to Match

Not a Match

Weak Intensity

Purchase

Bad FitFalse Alarm

Match Rates

Pipeline Coverage

A

B

C

D

1 2 3 40.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

0.0x

behavior scorelikelihood of conversion within the next 3

weeks

fitscor

egood fit to buy your

product

Predictive Scoring MatrixCreating a 4x4 matrix helps visualize impact and effectiveness of your scoring


Start with a Fit-First ApproachFit scores are highly predictive offering instant insight and broad pipeline coverage


A

B

C

D

6.2x

1.1x

0.6x

0.1x


weeks

fitscor


product

Add Behavioral ScoringA good behavioral score should be able to predict an outcome in a set time window


1 2 3 43.2x

0.7x

0.4x

0.0x


weeks

fitscor


product

Add Behavioral ScoringA bad behavioral score is prone to false alarms and can’t light up your best prospects


1 2 3 41.2x

1.0x

1.0x

0.9x


weeks

fitscor


product

The Ultimate GoalUse the right set of predictive signals to get to a scoring matrix that looks like this


A

B

C

D

1 2 3 48.2x

2.8x

1.2x

0.8x

2.2x

1.2x

0.6x

0.2x

1.4x

0.3x

0.2x

0.1x

0.4x

0.1x

0.0x

0.0x


weeks

fitscor


product

ComparisonIS INTENT DATA PREDICTIVE?

Pipeline CoveragePredictive Power

Fit Score

Internal Intent

External Intent

Measurement

IS INTENT A GOOD SOURCE OF NET NEW LEADS?

3

IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS?

New AccountsUse third party intent data to identify net new accounts that are in-market to buy but not in your database. Up to you to find the right contacts to prospect into.

New ContactsUse third party intent data to identify net new contacts who are in-market to buy but not in your database. Volume is significantly lower that IP matches and more expensive.

*Conversion multiplier could compare conversion rates to other cold lists or to inbound leads

1

Lead Volume

Lead Volume

Cost Per “Good Lead”

$ Per Task

1.0x $ $

David RaabRaab and Associates

How do you use Intent data? More ways than you might think. It’s tempting just to treat intent-based lists as sales leads. But often the quality isn’t high enough for that. So the intent lists are often considered prospects to be touched through email, targeted advertising, and other low-cost media.

“IS INTENT DATA A GOOD SOURCE OF NET NEW LEADS?


Existing AccountsUse third party intent data to append a “buying stage” field to accounts that already exist in your database.

Existing ContactsUse third party intent data to append a “buying stage” field to contacts that already existing you your database.

*Conversion multiplier could compare conversion rates to other cold lists or to inbound leads

5%

Match Rate

Surging and Matched

ConversionMultiplier

Missing Data

.05% 1.0 95%

If you tell your reps that certain prospects are in-market, and they end up on a wild

goose chase, you’ll be diverting them from more productivity endeavors, and potentially

lose their trust.


Risk of Guessing Wrong

USING INTENT DATA FOR PERSONALIZATION

43

Example of Personalization

●Advertising

●Email

●Content Marketing

USING INTENT DATA FOR PERSONALIZATION

Engagement Metrics

●CTR%

●Open Rate%

5

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Twitter: @SZinsmeister

Email: [email protected]

LEARN MORE ABOUT INTENT DATA

eBook & Slides

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www.infer.com/what-is-intent-data

Twitter: @SZinsmeister

Email: [email protected]

LEARN MORE ABOUT INTENT DATA

eBook & Slides

Thanks!

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APPENDIX

6

WHERE DO THE EXPERTS COME OUT?

Scott Fingerhut VP Worldwide Marketing Demand Generation at Elastic

To me measuring intent is a requirement. It’s huge for not only identifying short-term purchase potential, but matching the message to the readiness for mid-and-long term buyers. With good intent insight you strive to make every interaction more relevant and every relationship stronger. To use an eHarmony analogy, having the perfect match is an important start but sending the first intro e-mail with a proposition for marriage is not going to lead to much..... in most cases

“


Jon Miller Co-Founder CEO of Engagio Former Co-Founder of Marketo

I’ve seen great success from using internal behavioral signals to determine intent. Sales reps and SDRs learn over time which intent signals work best for them, whether it is downloading a particular piece of content, visiting a certain set of web pages, or clicking a particular kind of ad. When they are looking at a list of prospects, they’ll naturally gravitate to the signals they trust.

“


Craig Rosenberg Co-Founder and Chief Analyst, TOPO

I have seen positive ROI case studies with 3rdparty intent data identifying net new leads, but it depends on the sources and the market.

For example there are companies that extract value from content syndication leads... though most don’t. 3rd-party intent data is the SAME THING except the media site doesn’t have to try to get them to download your white paper - they can just tell you that they did. For some companies, this concept can work if the conversion rates and cost per good lead are manageable.

My hope is that all intent data can move beyond content consumption and we can develop more predictive data points to identify intent. In other words, it’s a good idea... but has to get better over time.

“


Matt Heinz President Heinz Marketing

Existing predictive models use demographic and firmographic data to predict who is likely to buy and to some degree, what product they’re most likely to select. The next leap forward is to accurately identify where individuals are in their buying process and whether they’re likely to buy soon. Today, first party intent data provides the best clues and broadest pipeline coverage, but the more comprehensive view you can create, the easier it is to tailor your follow-up messaging.

“


Dan McGaw Founder & CEO, EffinAmazing.com

I think 3rd party intent data for predictive lead generation sounds good in theory. But the 3rd party data tends to be so limited and with so many holes, the data does not make it predictive. I would have more faith in buying lists of leads with emails and then running that through Infer to find good fits.

“


David RaabRaab and Associates

Marketers and the technologist who support them need both the ideal vision of how things would work in a world of perfect data (which isn’t the same as a perfect world!) and the realistic understanding of what’s likely to be practical within their planning horizon.

“

A

B

C

D

1 2 3 48.2x

2.8x

1.2x

0.8x

2.2x

1.2x

0.6x

0.2x

1.4x

0.3x

0.2x

0.1x

0.4x

0.1x

0.0x

0.0x


weeks

fitscor


product

1 Fit Score 3 External Intent2 Internal Intent


Infer’s Approach

APPENDIX

Behavior

Employee Count

Geographic Location

Industry

Business Model

Technology Stack

Public Filings

Fit

Website Visits

Downloads

Email Clicks

Social Engagement

Application Usage

In Market Data

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