What is B2B Purchase Intent Scoring?

B2B purchase intent scoring is the process of collecting an account’s activities and parsing this data into a purchase intent score. This data can be digital such as website interactions or email interactions or non-digital such as cold calling. Marketing and sales teams in identifying and prioritizing accounts to target and allocate resources towards.

B2B Purchase Intent

How to Use Purchase Intent Data

Using account-based intent scoring in a marketing and sales strategy can lead to learning into how to best nurture prospects and help give insight into which marketing and sales content is best performing. Purchase intent data can help marketers get intelligence into which accounts are showing interest in topics that surround a certain set of products and services. Intent scoring is a timely data point, so it is important to know when a certain account is showing interest. Sales teams, specifically, Sales Development Representatives (SDRs), need start their inbound sales process on these prospects that are showing purchase intent and fit your target market. Intent scoring data can be broken up into two groups, internal intent data and external intent data.

Internal Purchase Intent Data

Internal purchase intent data (first-party data) is when a company captures activity on its touch points with marketing automation tools. For example, companies can collect information on their marketing website, marketing emails, cold calling, etc. Many companies assist marketing and sales teams in collecting internal purchase intent data including Account Centric.

External Purchase Intent Data

External purchase intent data (third-party data) is collected from sources outside of your owned properties. This external intent data can be insight into what leads are reading and searching on the internet. For example, publisher networks that collect data on what a visitor reads, downloads, or search on their web properties. Bombora and The Big Willow are companies that assist in leveraging external intent data in sales and marketing strategies. Companies often use external purchase intent data to deliver personalized messaging, to execute more targeted and timely advertising campaigns.

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