Introduction
In the world of B2B sales and marketing, finding leads isn’t the biggest challenge—it’s qualifying them effectively. Many organizations face the same dilemma: a list of prospects who initially showed interest—maybe they visited your website, signed up for a trial, or replied positively to an email campaign—but have since gone silent. These once-promising leads are now cold, leaving sales teams wondering how to re-engage and convert them into paying customers. There may have been some nurturing, yet it could still feel very cookie-cutter.
To address this, most businesses have some form of prospecting tools integrated into their CRM systems. These tools could be intent data sources like ZoomInfo, G2, or they may use social listening tools to capture signals from digital channels. However, once purchased, these tools are often underutilized, becoming static, outdated, and unreliable when actively pursuing an account.
So how do you solve this problem? The short answer is that while there are many tools available to capture intent signals, yet their value diminishes without strategic integration.
The key lies in orchestrating multiple intent sources and integrating them into your sales and go-to-market (GTM) strategy to create a more precise and effective approach to lead qualification and engagement. AI-driven platforms like Tapistro offer a comprehensive solution, using AI-led segmentation and multi-sourced intent data to provide a clearer, more holistic view of potential buyers.
In this blog, we’ll explore how intent data works, why you need multiple sources, and how leveraging AI-powered platforms can drive your GTM success.
But first, what Is Intent Data?
At its core, intent data represents signals that indicate a prospect’s interest or readiness to purchase a product or service. These signals are derived from users’ online behaviors, such as website visits, content downloads, social media engagement, and interactions with marketing materials. Intent data provides valuable insights into where prospects are in their buyer’s journey and helps sales teams prioritize their outreach efforts based on interest levels.
There are two main types of intent data:
First-party data is collected directly from a company’s own digital properties, such as its website, CRM, or marketing automation platform. This data is particularly valuable because it reflects the behavior of prospects who are already engaging with your content or offerings.
Third-party data is gathered from external sources, such as data vendors or publishers. This type of data provides a broader view of a prospect’s online activities across various websites and platforms, allowing companies to understand how prospects interact with content outside their own ecosystem.
By combining both first-party and third-party intent data, sales teams can gain a holistic understanding of a prospect’s behavior and intent, enabling them to tailor their outreach efforts more effectively. Platforms like Tapistro enrich CRM data with intent signals, empowering sales teams to prioritize leads, personalize outreach, and engage prospects at the optimal time.
Intent signals can range from free trial signups and product usage spikes to actions like job changes or increased LinkedIn engagement. Not all signals indicate an immediate buying intent, but they are valuable data points that can guide how and when to engage with prospects. By integrating various intent signals into one unified view, businesses can create a comprehensive picture of what’s happening at the prospect or customer level.
Why You Need Multiple Intent Sources
When designing your go-to-market strategy, two critical factors come into play:
1. Scaling Campaigns to stack various inputs into actionable output
For campaigns to scale effectively, multiple intent signals need to be stacked to create a more comprehensive approach. Imagine a hundred prospects land on your website, and half sign up for a free trial. Both actions are intent signals that call for personalized outreach. By using multiple sources of intent data, you can build a scalable outreach campaign tailored to each prospect’s actions and behaviors.
2. Optimizing Campaigns to ensure those inputs don’t become too unwieldy
On the flip side, too many intent signals can also make a campaign complex and hard to manage. It’s essential to continuously optimize your campaigns by iterating on what works and eliminating signals that provide diminishing returns. For example, after a month, you may find that one signal no longer contributes to conversions. In such cases, AI-led segmentation can help optimize your outreach and fine-tune your campaigns to ensure maximum effectiveness.
How does this all come together?
By integrating AI-powered platforms like Tapistro into your GTM strategy, you can enhance lead prioritization, drive higher conversion rates, and achieve better results. Let’s explore following key areas where Tapistro adds value: breaking silos, addressing static Data, and finding the best Intent Sources for Your Industry.
Breaking Silos with Multiple Sources
Let’s take an example, one of our clients wanted to understand how prospects engaging with their G2 reviews aligned with those visiting their website. By integrating G2 feeds with RB2B data through Tapistro, we created a unified view of each account’s behavior. This process was further enriched with additional third-party sources like public reports and whitepapers, providing a more holistic view of the prospect’s journey.
A seamless integration of multiple intent sources brings together various signals into a single, comprehensive account profile. This enriched perspective enables more targeted segmentation and informed outreach, maximizing prospecting efforts and building a more robust sales pipeline.
Addressing Outdated and Static Data
Intent signals are dynamic, and traditional systems often struggle to keep up. A lead that showed interest six months ago might have shifted priorities, changed roles, or moved companies altogether. These leads are often marked as “dead leads” and abandoned.
However, Tapistro addresses this by continuously refreshing intent signals. For example, Tapistro checks email validity in real-time to ensure contact information is up to date before any outreach is initiated. If a lead initially showed interest but later explored competitors, Tapistro captures these signals in real-time and adjusts the outreach strategy accordingly, ensuring that your message remains relevant to where the lead is in their journey.
Discovering the Best Intent Sources for Your Industry
Most companies rely on just one or two intent sources, which limits their view of the market. However, Tapistro allows you to integrate multiple intent sources in a waterfall manner, enabling you to objectively evaluate which sources provide the most value.
For example, public reports might be more useful for financial services, while RB2B signals are more effective for SaaS companies. Tapistro's ability to bring together these insights into a unified view helps you iterate and experiment, ensuring your GTM strategy is aligned with your industry and target audience.
Benefits of Leveraging Intent Data in Sales
1. Improved Lead Prioritization
Intent data helps improve lead prioritization by identifying which prospects are actively researching products or services that align with what your business offers. Instead of wasting time on cold leads, sales teams can focus on high-intent prospects, leading to higher conversion rates and shorter sales cycles.
For instance, if a prospect frequently visits specific product pages or engages with industry-related whitepapers, intent data can flag them as high-priority. AI-powered platforms like Tapistro can automatically rank leads based on intent signals, ensuring that sales reps focus on the most promising leads.
2. Personalized Outreach
Generic outreach no longer works. Prospects expect personalized messages that address their specific pain points. Intent data allows sales teams to tailor their communication based on what topics or solutions a prospect is interested in.
For example, if a prospect is engaging with content related to a particular challenge, sales teams can craft messages that directly address that issue. Tapistro’s AI-powered orchestration recommends the best communication channels and times, ensuring that personalized messages reach prospects when they are most likely to engage.
3. Accelerated Sales Cycles
Intent data enables sales teams to engage with prospects at the right time, accelerating the sales cycle by ensuring that sales reps reach out when prospects are closer to making a purchasing decision.
For example, if a prospect is showing intent by downloading product comparison guides or visiting pricing pages, AI-driven insights from Tapistro help sales reps step in with the right information, moving the conversation forward faster.
4. Higher Conversion Rates
By focusing on high-intent prospects and delivering personalized outreach, sales teams can significantly increase their conversion rates. Intent data fosters more meaningful conversations with prospects who are actively showing purchase intent, ensuring that sales efforts are concentrated on the best opportunities.
Additionally, AI-powered platforms like Tapistro monitor and adjust outreach strategies in real-time, ensuring that communication remains relevant throughout the buyer’s journey, leading to more closed deals.
Conclusion
In an increasingly competitive sales landscape, intent data provides a powerful tool for identifying high-potential prospects, personalizing outreach, and accelerating sales cycles. By integrating AI-powered platforms like Tapistro into your GTM strategy, you can enhance lead prioritization, drive higher conversion rates, and ultimately achieve better results.
Ready to transform your B2B sales approach? Schedule a demo with Tapistro today and discover how our AI-powered platform can help you leverage intent data for sustainable GTM success.
