How to Use Intent Data for Precise Segmentation

Intent data shows what people are actively searching for right now, making it easier to identify ready-to-buy customers. Unlike traditional segmentation that relies on static traits like age or location, intent data focuses on real-time behaviors and active buying signals. Here’s how it works:

• What it does: Tracks online behavior like searches, website visits, and more to identify high-interest prospects.

• Why it matters: Businesses using intent data see up to 50% lower cost per conversion and 3x higher closing rates.

• How to apply it: Use it for hyper-targeted ads, smarter retargeting, or finding new customer segments.

Quick Comparison: Basic vs. Intent-Based Segmentation

Intent data transforms your marketing by identifying who’s ready to buy now. Start by integrating it with your tools (like CRM or ad platforms), create segments based on behaviors, and update your data daily for the best results. Businesses have cut lead costs by 61% and recovered $200,000 in lost sales using intent-based strategies. Ready to try it?

Getting and Processing Intent Data

Where to Find Intent Data

Intent data comes from several key sources, each offering unique insights into user behavior and interests:

Specialized tools can help you gather and integrate these signals efficiently across platforms.

Data Collection Tools

To handle intent data effectively, you need tools capable of managing large volumes of behavioral signals and syncing with your marketing systems. For instance, 24/7 Intent's ExactMatch tracker identifies anonymous website visitors and feeds real-time insights into your CRM and ad platforms.

Once the data is collected, the focus shifts to analyzing these signals to uncover genuine buying intent.

Data Analysis Methods

Analyzing intent data helps pinpoint which signals indicate a strong likelihood of purchase. Businesses use several proven methods to achieve this:

• Signal Scoring: Assign weights to behavioral signals based on their connection to purchasing decisions.

• Pattern Recognition: Use advanced tools to identify action sequences that suggest high intent.

• Cross-Channel Validation: Merge online and offline data for a complete view of customer behavior.

For example, one mortgage company used an integrated intent data strategy to generate 10× more qualified leads in just 30 days. This kind of detailed analysis allows businesses to create highly targeted segments and drive better results.

Building Intent-Based Segments

Setting Intent Criteria

Start by identifying online actions that clearly show someone is actively researching. Examples include looking up product details, comparing prices, or asking for more information. These behaviors often signal a strong interest in making a purchase. Evaluate how relevant each signal is for your specific industry. Then, strengthen these segments by incorporating data from other sources.

Mixing Intent with Other Data

Combine intent signals with data like demographics, purchase history, financial records, real estate information, and census data to create a fuller picture.

"We combine 270M comprehensive consumer profiles - covering nearly all U.S. adults 18+ - with real-time intent data, by analyzing 50-70 billion niche-specific online behaviors weekly. By integrating this with offline data, like real estate, financial, and census records, and updating all of it every 24 hours, we deliver highly targeted audiences actively seeking your products or services."

By layering these data types together, you can create detailed profiles that enable precise targeting and segmentation.

Choosing Segment Size

Once your segments are enriched, decide on their size to maximize your campaign's success. Keep in mind:

• Minimum Audience: You need a sizable group to make an impact.

• Budget: Match the segment size to your available funds.

• Campaign Focus: Smaller, more precise segments work for highly targeted messages.

• Testing Needs: Leave room to try out different segment variations.

"We don't replace your team or agency. Instead, we supercharge your current campaigns with data that pinpoints ready-to-buy leads, helps lower your costs, and boosts conversions. No complicated tools or processes - we plug into what you already use."

This method ensures your segments fit seamlessly into your existing marketing strategies while staying effective. The goal is to strike the right balance between specificity and reach, making your segments both practical and impactful.

Using Intent Segments in Marketing

Setting Up Marketing Tools

Incorporating intent segments into your marketing tools doesn't have to be complicated. By linking your intent data to platforms like Facebook and Google Ads, you can streamline your efforts and improve results. Tools like 24/7 Intent make this process easier by integrating real-time data directly into your ad platforms.

"We plug our data directly into your existing ad platforms like Facebook and Google. No new tools to learn, no complicated changes. Your ads will finally reach the exact people who are ready to buy."

• 24/7 Intent

Once your setup is complete, focus on aligning your messaging with the specific intent signals of each audience segment.

Creating Targeted Messages

Crafting messages for different levels of intent is key. Here's a quick breakdown:

• High Intent: Highlight product details and pricing, and include a clear call to action for purchases or consultations.

• Medium Intent: Focus on comparisons and benefits, and offer incentives like free trials or demos.

• Early Intent: Share educational resources and guides, encouraging actions like newsletter signups or downloads.

Updating Segments

Keeping your segments up-to-date is essential for staying relevant. Advanced tracking systems can analyze billions of behaviors weekly, with some providers handling 50–70 billion actions daily.

"Get fresh, actionable data sent straight to your CRM every single day. Focus on closing deals while we ensure your leads are always current and looking for what you sell."

• 24/7 Intent

Regularly review how your segments perform and refine your targeting based on the latest insights. Businesses leveraging intent data often experience up to 3x higher closing rates and can cut customer acquisition costs by as much as 50%. Automating follow-up campaigns triggered by new intent signals ensures your marketing stays in sync with customer interests, helping you get the most out of your intent data.

Tracking Results

Performance Metrics

Keep a close eye on key metrics like cost per lead (CPL), conversion rates, and ROI to measure how well your intent-based segments are performing. Accurate tracking and adjustments can lead to better campaign results and higher-quality leads.

"We provide clear, detailed reporting throughout the process. You'll see exactly how campaign performance improves, with metrics like cost per lead, conversion rates, and ROI increases - all tracked and shared in easy-to-understand reports." - 24/7 Intent

By consistently analyzing these metrics, you can fine-tune your intent-based segments, improving both targeting and campaign outcomes. Testing different segment strategies also helps uncover which audience behaviors deliver the best results.

Testing Different Segments

Use A/B testing to compare the effectiveness of various intent-based audiences. For example, test high-intent audiences against medium-intent audiences to see which group drives better results in terms of conversions and ROI.

For instance, an eCommerce company ran tests on different audience segments. By retargeting visitors who had shown purchase intent but didn’t initially convert, they were able to recover $200,000 in revenue within just 90 days.

Making Regular Updates

Once you’ve identified your best-performing segments, it’s important to keep them updated. Intent signals can shift quickly, so refreshing your data daily is essential for staying on top. Advanced systems now track 50-70 billion niche-specific online behaviors every week.

To maintain accuracy and effectiveness:

• Daily Data Integration: Update your CRM with fresh intent data every 24 hours.

• Automated Re-engagement: Use systems to reconnect with leads based on updated intent signals.

• Performance Monitoring: Regularly review metrics to spot areas for improvement.

Frequent updates ensure your segments remain relevant, helping you get the most out of your intent-based targeting strategy.

Achieve Immediate Results with B2B Intent Data

Conclusion: Next Steps with Intent Data

Intent data transforms how businesses approach segmentation by identifying customers with precision. For instance, a software company managed to cut its cost per lead by 61% - from $360 to $140 - in just two months by focusing on audiences with high intent.

You can use these insights to refine your segmentation strategy and see faster results.

Here’s how you can start leveraging intent data:

• Review Your Current Strategy: Take a close look at your lead generation efforts. Develop a plan that incorporates intent signals effectively. Partnering with experts or specialized providers can help you analyze your campaigns and uncover areas for improvement.

• Integrate Real-Time Data: Sync intent data with your existing platforms. Many modern tools analyze billions of niche-specific behaviors weekly, offering up-to-date insights for more accurate targeting.

To make the most of intent data, focus on these key actions:

• Keep your intent data updated daily for better accuracy.

• Link intent signals with your CRM for seamless integration.

• Automate follow-ups to save time and maintain consistency.

• Regularly track performance to fine-tune your strategy.

Related posts

• Intent Data Integration Guide for Ad Platforms

• Key Metrics for Intent-Based Campaigns

• How Intent Data Improves Marketing ROI

• How CRM Tracks Intent Leads with Analytics