How marketers are using intent data in unique (and effective) ways

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Intent data does more than you think. Explore the unexpected ways marketers are putting buying signals to work across go-to-market execution. Start here.

To execute a go-to-market strategy, you need to know when to act and how to respond. As buyers research independently, involve more stakeholders, and engage across channels, marketers are under pressure to turn signals into action faster than ever.

That’s where intent data comes in. When applied beyond basic targeting, intent data supports faster activation, more relevant campaigns, and better alignment across teams. And Bombora helps teams do exactly that. They offer a suite of go-to-market data solutions powered by proprietary B2B data, including its one-of-a-kind Data Co-op and B2B identity graph.

Together, these solutions help marketing, sales, and advertising teams identify in-market accounts, engage key accounts and buying groups, and measure impact across the B2B funnel.

Sound like a solution that will meet all your targeting needs? That’s the goal.

Consider the possibilities

Intent data delivers value far beyond just account prioritization or refining targeting. Some of its applications may even surprise you.

For example, instead of manually building target audiences based on assumptions, marketers can activate intent-driven, off-the-shelf audiences across channels. That means you can reach in-market accounts through coordinated digital campaigns, media, and sales outreach. It brings a new level of precision to your efforts in launching programs, aligning teams around a shared audience, and focusing spend on accounts that are actively showing interest.

Ever play the guessing game about which messages might resonate with your buyers? Ever hold your breath, hoping your campaigns are aligned with buyer needs? Intent data can put an end to that. It tells you exactly what topics organizations are actively researching, so you know which accounts are most likely in-market and ready to buy.

Those same insights can also help you build your editorial calendar without guesswork. By knowing what your audiences are researching and when, you can ensure your content is relevant, grounded in demand, and resonating in the moment. Some online publishers reported that using Bombora’s Company Surge® Intent data helped them increase click-through rates by as much as 60%.

In a sea of possible innovations, intent data can even inform your product road map. Real-time research trends can surface emerging requirements and unmet needs early so your team knows which features and decisions to prioritize next. From there, sales and GTM can adjust their targeting and messaging.

From insight to execution

Across all of these examples, one theme holds: Intent data is most valuable when it drives action. It’s not just about understanding buyer behavior but also knowing when and how to respond.

Whether teams are activating audiences faster, shaping content and product decisions, or guiding sales conversations, intent helps connect early buying signals to coordinated go-to-market execution. Instead of operating in silos, marketing, sales, and advertising teams can work from a shared view of what buyers care about and act accordingly.

As the buyer’s journey grows more complex, that shared signal becomes essential. It gives teams a way to move with confidence, reduce guesswork, and stay aligned across every stage of the funnel.

Applying these strategies at scale requires confidence in the data behind them. Bombora helps teams put intent-driven insights to work and see results. Ready to get started?