How to Leverage Leadspace Intent Signals

Overview

At any given point in time, your prospects are on the precipice of embarking on a buying journey to solve a problem they have that your solution could solve.

They’re performing online searches, reading relevant content, and comparing options to address their pain points. Eighty-seven percent of B2B Buyers research products online before they make a purchase, according to research from Salesforce and Publicis.Sapient. However, the average B2B buyer is mostly finished with the buyer journey before they ever engage with a salesperson. 

What if you could get ahead of this process? B2B intent data from a Leadspace can help accomplish this goal. Intent data offers insights into what buyers are looking for and how their searches lead them to a software vendor’s website. It helps software providers understand potential buyers’ needs, streamline buying processes and build a consistent sales pipeline. 

To learn more about how Intent data can support your GTM efforts, reference our article Using Intent Insights to your Advantage.

Leadspace Intent Signals

At its core, Leadspace’s Intent provides an intent score per domain that reflects the company’s (that is associated with the domain) interest in a specified offering, and a reasonable explanation for that score.

Each data point provided by Leadspace Intent models on enrichment, or in your Marketing Automation or CRM system intends to equip you to make informed decisions about your business, prospects, and next actions. Below, you’ll find an overview of the Intent data we provide to you on a lead or account:

As you can see, Leadspace intent signals can guide you in making the most of this decision-making process by unearthing insights to support that prioritization. By providing Intent Levels, Surging Intent Indicators, and Intent Topics searched by target accounts, you can get a 360 view of the intent activity and prepare your outreach accordingly. Here are a few ways you can leverage these insights:

• Customer 360°—identifying and leveraging a vast amount of contacts for account targeting, finding the ideal buyer
• Staying one step ahead—creating opportunities with potential customers that haven’t directly engaged with sales and marketing teams yet
• Optimized Media—calculating more effective sales and marketing plans using content consumption
• Personalized messaging—maintaining and personalizing relationships with prospects
• Outreach Readiness—knowing which accounts are primed to spend

Deciphering Leadspace Intent Signals

The Leadspace Intent Score indicates whether a Lead’s company has been looking for specific intent keywords recently. The score reflects the level of interest across the internet from traffic and search data. Generally, if a Lead’s company has high intent, their readiness to be in market and have a conversation is much higher. 

Here’s what Intent will mean to you:

Intent Level

Each Lead + Account will have an intent level of High / Medium / Low / No Intent

• No Intent: The account has shown no activity for your Intent model, its keywords, or your company.
• Low:  This company has not been looking for specific keywords important to your business. Likely not ready to engage.
• Medium Intent: This Account has exhibited a moderate interest in your company or the selected topics. Tackle these secondarily.
• High: This Lead’s company has exhibited a significant interest in the selected topics. Prioritize these Leads or Accounts.

New High Intent + Surging Topics

These data break down the intent more deeply to offer unique insights into a prospect's behavior.

• New High Intent = High: Indicates a  company has maintained strong interest for four (4) weeks. They’re actively in market for a solution.
• Surging Topics: Shows you the topics that have been consistently searched recently: helpful for personalization

Bringing it All Together

Now that you’re primed on what Leadspace Intent is, and what our signals mean, here’s a real-life example from one of our past customers in the eCommerce industry:

Here, we begin to understand potential eCommerce buyers’ needs. By leveraging a combination of these three key areas of insight, you can utilize Leadspace Intent to proactively outbound to prospects, or attack inbound leads and accounts as soon as they're ready to engage.

The example above illustrates how Intent data comes to life and can catalyze your Marketing and Sales motions through insights you wouldn’t normally receive about a prospect. In this example, the customer was looking to understand how specific prospects are exhibiting behavior relative to eCommerce solutions—in other words, would our eCommerce customer be able to anticipate whether the companies above (which came through as leads) be in the market for eComm? Yes—these Leadspace intent signals guided this specific customer in making the most of this decision-making process on account of their gained knowledge of whether Shopify, Cart.com, or Adobe were interested in their specific domain expertise.

By providing Intent Levels, Surging Intent Indicators, and Intent Topics searched by target accounts, Leadspace was able to provide our customer a 360 view of the intent activity and thus, they prepared outreach accordingly.