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INTENT DATA in 2022 Sales Practices

INTENT DATA in 2022 Sales Practices

Sales Lead Calculator
First, we looked at the Sales Calculator and helped you determine how many marketing touches you need to generate
the number of inquiries and sales qualified leads needed to reach your revenue goals.

Ideal Customer Profile (ICP)
Then, we went in-depth on how to develop an ideal customer profile (ICP) for your unique product or service. There
we covered who you should be targeting, what those targets look like, and their unique challenges along with their role in the
buying process.

• SIC Classifications
• NAICS Classifications
• Keywords

• Job Boards
• Funding Announcements

Advanced Database Strategies
After that, we explored advanced database strategies to help discover companies more likely to be “in market” for our product services, using tools like:

At last, it’s time to fine-tune our lead generation results even more with Intent Data. Intent Data is
up and coming as one of the go-to strategies for targeting interested customers.
As digital advertising costs continue to rise, Intent Data helps you maximize ROI by understanding important buying signals—like intent to purchase, that will help tailor your message and increase your relevance amongst your target market.
In the end, intent data is the key to uncovering purchasers that are in the market shopping for your
products and services.


Police Chief
City of Austin

■ Responsible for Reducing Crime
■ Reports to the Major
■ Has up to 1 million in
buying authority
What keeps her up at night?
Reducing crime, protecting her officers

Communication Preference:
Phone and email
■ Lack of Crime Data
■ Analytics
■ Budget
■ Staffing Issues


■ Police Magazine

■ Sleuth Syndicate
■ Brittany Ransom
■ Gavin Fish

Before we dive into the application of intent data, let’s examine the 3 core intent data sources to align
and explain common industry lingo:

1st Party | First party intent data sources include your company’s own website, email platforms, social media channels. These channels allow you to segment contacts based on behavior which leads to intent. In addition, because you own
these properties and tracked behavior—there are fewer privacy issues for users.

2nd Party | Second party intent data sources are those that are collected by another company. Including review sites and publishing networks that place ads on sites and collect data through cookies of visitors. For instance, the ads you see
on Forbes could be collecting your data through cookies and assigning you as a user to the topic of the content you’re reading about.

3rd Party | Third party intent data sources are collected all over the internet and is considered unstructured data. Basically, bots scan the internet looking for keywords and can capture the IP addresses searching for, or discussing those
keywords or content.

Intent Scoring
Traditional lead scoring is applied to intent data, encapsulating different data points and assigning a score based on behavior and the ‘level’ of intent.
Intent Data providers use various methods for scoring Intent often using ranges from 1 to 10 or 1 to 100.
Let’s be clear—there’s definitely an industry-wide debate on the way to use intent scoring, and which levels are the best to target. Some industry experts who use Bombora’s intent data solution which tracks content consumption using a range from 1-100 and say the higher the score the better (i.e. a score of 70-100), while some say that much ‘intent’ is too late in the purchasing process.
Data collected directly by the company

Data collected by another source, shared through a partnership

Aggregated data from various sources

Data collected directly by the company

Data collected by another source, shared through a partnership

Aggregated data from various sources

Data collected directly by the company

Data collected by another source, shared through a partnership

Aggregated data from various sources

Other experts say you should look at leads that score between 40-70 points. The idea behind this
range is the users are showing intial intent and content consumption, but not enough to signify a purchase has already been made.
Other unstructured intent data providers like Visual Visitor score based on the number of webpages
a person is tracked on or keywords used in their internet browsing behavior or online conversations.

What Does This All Mean?
All in all, it’s best to know using intent scoring is not a magic bullet. But it does give you the unique advantage of narrowing down your target market by individual companies and sometimes specific people that are showing the most interest or intent to make a product for a particular product or service.
That way, you can focus your outbound efforts around the leads who are positioned to purchase sooner rather than later. Instead of spending energy on a wider scale market that’s more difficult to convert.

Challenges with Intent Data
COVID has forever changed the way we all work. One of the biggest changes is that more and more
employees are accessing the internet via their personal or home internet provider. This means that
targeting IP addresses for specific industries, individuals, and companies is much more difficult.


According to Global Workplace Analytics, the number of people who work from home has risen by 159% since 2009.

In addition, a recent survey shows 58.6% of the total U.S workforce are remote workers.



Even more, there are laws in place that specifically protect the privacy of home internet users, globally.
Including the GDPR in Europe, and California Consumer Privacy Act (“CCPA”), that require expressed or written permission and consent to share personal data from internet usage.
To maximize the value of intent signals, especially when dealing with Fortune 1000 companies with thousands of employees—it is important to triangulate your location data with intent data. That way, you can at least narrow down the general area of where the employee operates, and which departments or headquarters may be stationed there, too.

How is SLA Intent Data Different Than Others?
SLA offers customers a unique and proprietary cookie, that is simply installed on your company’s website. This cookie tracks website visitors that communicate to the SLA platform. There, our reverse DNS lookup capabilities can target the IP addresses to identify and determine specific companies and the location of that activity.
Once you’ve identified the company name, and location, you can better investigate who the decision-makers in that area are and collect those contact records and drop them into your email and marketing campaigns.
If you are using SLA’s mass email capabilities and have our website tracking script on your site, we can send mass emails using a unique parameter which allows us to track the actual person who opens your emails, the campaign they were sent and their website behavior. We can also collect their IP address regardless if they are working from home or at work. This also allows us to identify returning visitors and the pages they read who we then can add to a sales automation campaign. It’s a proven fact that connecting with known visitors vs. unknown prospects that your conversion rates will increase.

Intent Data Engine Keywords
Another factor you’ll want to consider on which intent data engine or provider is best for your needs.
For some big-time platforms, like Bombora you’re restricted to choosing keywords from their list of keywords and topic categories.
With SLA, you’ll pick out the keywords that best match your service yourself. While there are advantages, and disadvantages to choosing or selecting from pre-conformed categories… SLA technology takes it a
step further, to allow you to further refine the leads you receive.

That means, First-Party Data is often seen as the ‘best’ since all the data captured is from properties, you
own like your website


Platforms like Bombora restrict you to finding and choosing keywords in their list of over 6,600+ keywords that is most related to your product/service.
Structured data collects company information from a cookie placed on publisher websites, then assigns the content and user to a category/sub-category based on the content.

Using your best practices from SEO work, and Google Search Console can be a great way to narrow down a potential list of ideal keywords your prospects are using today.
Unstructured data will include any digital footprint created when digital actions occur—including visits and communications on social media platforms, review sites and blogs.

Structured (i.e. Bombora)
Keywords are chosen for you, using a topic taxonomy. The hierarchy begins with parent categories (such as biotech, business, technology etc.) which is broken up into sub-categories and then the actual topics themselves.

Unstructured (SLA)
You’ll be responsible for choosing your own keywords, with the goal of choosing the right one for the most effective intent data.

After picking out your keywords, you’ll also be able to
• View whether the visitor has been engaged with your competitors, which can indicate intent.
• Build campaigns around keywords that potential clients or companies are showing interactions with online, via social media platforms, review sites, etc.
• Configure results to include only the types of companies you want to track, i.e., 200+ employees, specific industries, etc.
In the end, you’ll receive a refined list of leads generated with intent data technology. And save yourself time and money from marketing towards those without intent.

Structured vs Unstructured Keywords and Intent Data
In the world of 2nd party, and 3rd party cookies and data we can track—there’s a difference between Structured and Unstructured platforms when using keywords to decipher intent data. Let’s cover the top differences, and facts you need to know about both to help you decide:

Reach out to Shawn Elledge at
to begin automating and improving the way you sell!

In both instances, you’ll be delivered the company and location of the contact engaging with this content along with an intent score. That helps narrow down specific companies and locations that are consuming the content that you can then specifically target.
Finally, it’s important to realize that content consumption does not guarantee that someone is
in-market for a particular product or service. It narrows focus on people expressing interest, they
may not have a business need at all. However, it’s the correlation between intent data, location, company needs, product/service that produce highly qualified leads on a consistent basis. Stay tuned for more industry tips and tricks or schedule a 1 on 1 consultation with
Sales Lead Automation, now… Driving consistent results since 2009.