The Problem: Intent Data Isn’t Driving Sales
Marketers and sales teams are investing heavily in intent data to identify in-market buyers. But despite the promise of accelerated pipeline growth, many companies still struggle to turn these insights into revenue.
In fact, 79% of marketers using 5+ intent sources see more than half their leads become sales-accepted—but for many, the reality doesn’t match up.
The reason? Data alone isn’t enough. Without the right strategy to activate intent insights, businesses risk missed opportunities, wasted budget, and frustrated sales teams.
📽 Watch the full workshop replay below to learn how to fix this and start closing more deals. ⬇️
The Common Pitfalls of Intent Data Activation
If intent data isn’t delivering the results you expected, you’re likely running into one (or more) of these challenges:
❌ Over-Reliance on a Single Data Source
Many companies put all their trust in a single intent provider. But buyer behavior is complex—relying on just one source means you’re only seeing part of the picture.
Fix: Leverage multi-source intent data to get a complete view of buying signals. Combining firmographic, technographic, and behavioral intent creates a more accurate and actionable dataset.
❌ Lack of Alignment Between Sales & Marketing
If marketing teams collect intent data but sales isn’t using it—or worse, they’re using it ineffectively—it leads to misalignment, slow follow-up, and wasted opportunities.
Fix: Create a clear activation process where marketing qualifies intent signals and sales follows up with the right messaging at the right time.
❌ No Clear Activation Strategy
Intent data is only valuable if it’s actionable. Too many businesses collect signals but fail to integrate them into their workflows, leaving high-value opportunities untouched.
Fix: Map out a repeatable activation strategy, including:
- Real-time notifications for high-intent signals.
- Automated outreach and nurturing sequences.
- Clear handoff processes between marketing and sales.
❌ Slow Response Times
Speed matters. Research shows that companies that engage with leads within five minutes are 100x more likely to connect and convert than those that wait.
Fix: Use automation to trigger instant outreach when an account shows buying intent. Whether it’s a personalized email, LinkedIn message, or an SDR call, fast follow-up wins deals.
Turning Buyer Signals Into Revenue: A 3-Step Fix
If your intent data isn’t converting, it’s time to adjust your approach. Here’s how to fix the activation gap and maximize ROI:
✅ Step 1: Multi-Source Data for Better Accuracy
Use intent signals from multiple sources—such as content engagement, competitor research, and third-party providers—to get a more complete picture of in-market buyers.
✅ Step 2: Align Sales & Marketing for Faster Activation
Build a shared process where marketing enriches intent data and sales acts on the hottest opportunities—without delays or miscommunication.
✅ Step 3: Automate Outreach for Speed & Scale
Leverage automation to ensure no intent signal goes to waste. Use targeted, personalised sequences that trigger when a prospect engages with intent-driven content.
Want to See This in Action? Let’s Talk!
Understanding intent data is one thing—activating it is another. If you’re ready to start turning buyer signals into revenue, we can help.
