Sales and marketing teams are under increasing pressure to hit revenue targets while navigating complex buyer journeys. With B2B buyers conducting most of their research before ever speaking to a salesperson, traditional outreach strategies often fall short.
That’s where intent data comes in. By identifying prospects already showing interest in relevant topics, intent data enables businesses to focus on high-intent leads rather than cold outreach. But not all intent data is created equal—single-source signals can be misleading, and without a structured approach, teams may struggle to convert insights into action.
In a recent interview, Peter Eakin, Head of Sales at Zymplify, shared how Research Surge is transforming the way businesses use intent data to drive revenue.
The Limitations of Traditional Intent Data
Many businesses rely on a single-source approach to intent data—often third-party signals based on content consumption. While this can be helpful, it lacks the depth required to identify genuine buying intent.
The common limitations of single-source intent data include:
- False Signals: A company researching a topic doesn’t always mean they’re ready to buy.
- Missed Opportunities: Buyers engage across multiple channels, but single-source intent data may only capture a fraction of these interactions.
- Inefficient Outreach: SDRs and sales teams waste time chasing leads that aren’t truly in-market.
To overcome these challenges, businesses need a multi-signal approach that combines different intent sources for a complete view of the buyer journey.
What Makes Research Surge Different?
Tools like Zymplify’s Research Surge addresses the gaps in traditional intent data by aggregating over 20 different signals to predict where each company is in their buying journey.
How Research Surge Works
- Multiple Intent Signals: Tracks activity across content consumption, website visits, competitor research, case study downloads, and more.
- Buying Stage Identification: Categorises leads into four stages—Initial, Interested, Active, and In-Depth—allowing for tailored engagement.
- Sales Funnel Prioritisation: Helps SDRs and AEs focus on high-intent prospects while marketers nurture earlier-stage leads.
“Most intent data tools rely on just one source, which can result in inaccurate signals. Research Surge uses 20+ sources to provide a full view of buyer intent, so teams can focus on real opportunities.”
— Peter Eakin, Head of Sales at Zymplify
How to Use Research Surge to Maximise Conversions
For businesses to fully capitalise on intent data, they need a structured activation strategy. Here’s how teams can use Research Surge to improve outreach, engagement, and revenue generation:
1. Target the Right Accounts at the Right Time
- Prioritise In-Depth and Active stage accounts for direct sales outreach.
- Engage Interested and Initial stage accounts through marketing tactics like paid ads, email nurture campaigns, and webinars.
2. Align Sales and Marketing Strategies
- SDRs and AEs should focus on the bottom of the funnel, using personalised outreach for high-intent accounts.
- Marketing should own the top of the funnel, running campaigns that nurture potential buyers until they’re ready for sales engagement.
3. Automate to Increase Efficiency
- Use automation to trigger outreach when a lead reaches a certain intent threshold.
- Set up alerts for sales teams when a prospect engages with competitor content or downloads high-value resources.
“A logistics firm used Research Surge to identify 16,000 intent-driven prospects in just one month, resulting in a $2.6M pipeline.” – Peter Eakin, Head of Sales at Zymplify
The Business Impact of Research Surge
Companies leveraging multi-source intent data with Research Surge typically see higher conversion rates and ROI compared to those relying solely on single-source signals.
The key benefits of leveraging Research Surge signals include:
- Increased Sales Efficiency: Sellers focus on the best-fit accounts instead of wasting time on unqualified leads.
- Improved Lead Quality: Multi-signal intent data identifies genuine buying interest rather than surface-level activity.
- Higher Engagement Rates: Personalised outreach based on real-time signals results in better response rates.
Learn More About Zymplify’s Research Surge and Intent Data Capabilities
For businesses looking to unlock the full potential of intent data, Zymplify’s Research Surge provides a smarter, more effective way to identify in-market buyers and accelerate revenue growth.
To see how Research Surge can transform your sales and marketing efforts, book a call with one of our data consultants today. We’ll help you uncover key accounts showing intent and develop a tailored strategy to maximise conversions.
