Here’s how it’s done for each data type:
How to Collect First-Party Intent Data
Companies capture first-party data in a variety of ways. The most old school method is setting up a booth at a trade show and asking passersby to drop their business cards into a goldfish bowl. The online version of this is asking people to volunteer their contact info on your website.
Common tactics include:
1. Lead Capture Forms
You can use marketing automation tools like HubSpot to create automated lead capture forms to gate various resources and Calls-to-Action (CTAs) on your website. To bypass this gate, the user will be required to submit their contact details. Book a demo CTAs, free trial CTAs, gated resources, webinar registrations, and newsletter subscriptions are all ways of capturing leads.
They have a dark side, though: Users often hate them. Only about 3% of website visitors fill out any sort of contact form — even when you’re offering valuable information they could use to evaluate your solution. The reason is that most buyers are still in research mode when they fill out these forms. They aren’t ready to talk, and don’t want to be called.
2. Chatbots and Conversational Marketing Tools
Pop-up chatbots and conversational marketing tools such as Drift and Intercom are great ways to get website visitors to initiate conversations and collect first-party intent data. They’re especially powerful when they incorporate intent data to deliver a personalized experience for the user.
3. Social Media Tools
Social media, especially LinkedIn, offers tools that help you track and collect leads that interact with your social media content. Social media platforms also come with analytics that provide insight into who is actively following and engaging with your content.
When you go about collecting any first-party intent data, you need to make sure that you obtain prior and explicit consent from the user to align with GDPR and CCPA statutory requirements. This is best done using interstitial pop-ups or plugins that allow users to opt in/out.
Compliance is mandated within the European Union, even if your company is not based in the EU. If your company employs or does business with individuals in the EU, you want to select GDPR- and CCPA-compliant solutions and data-collecting methods.
How to Collect Second-Party Intent Data
Second-party intent data is collected every time a user on the internet signs up to a platform or service, writes a review, or partakes in any activity that requires them to input their data under the conditions of a user agreement policy that gives a site ownership to the data.
Websites or publishers that collect this data from users with their consent add it to a common repository. Data providers and other companies then uses this information to derive insights or create profiles with contact information.
To access this data, you’ll need to buy it from a second-party intent vendor that is specific to the use case of your product and customers. For example, if you’re a B2B SaaS business, you can get valuable second-party data from a review site like G2. There are also second-party intent data vendors that you can choose from, depending on the market you serve.
How to Collect Third-Party Intent Data
Here are some of the main ways third-party intent is tracked:
1. Technology Stacks
Technology stacks, or tech stacks, are ecosystems of tools and software that a company uses to automate or improve its daily operations. Tech stack data can be valuable since it allows Marketing and Sales to understand a prospect’s historical purchase behavior and software requirements, and also spot gaps in the technology stack that can be filled by your company’s offering.
It also allows you to find companies that are using one of your competitors’ products, or companies that are using software with which your product integrates.
Funding history, EBIDTA information, quarterly targets, and other financial information can act as purchase intent signals.
3. Company News & Updates
News around a company’s acquisition, investment, funding, growth, or hiring can also act as an intent signal.
Information around a company’s growth or recent hires can also be a great conversation starter when you’re talking to prospects.
4. Analyzing Buyer Themes & Objectives
Keywords research helps you identify prospects that align with your product’s use-cases.
For example, if you’re a checkout/payment gateway service or plugin, you’d want to find a keyword that best resonates with your ICP’s use case. In such a case, finding businesses that use a keyword phrase like “reduce cart abandonment” would be a great way to find prospects that have a use for your product.
5. Competitor Insights and Contract Expiry/Renewal Information
Tracking your competitors’ customers and gaining deep insights into their behavior is a great way to find high-intent buyers. Insights such as technographics, firmographics, psychographics, and contract renewals are extremely precise indicators of buying intent that will help you win your competitors’ customers.
6. Reverse IP Lookups
Reverse IP lookup or reverse DNS lookup tells you the approximate location and/or the organization from which a person is visiting your website. In a nutshell, this method uses the Internet Protocol (IP) address of a person’s digital device, like a computer or a mobile phone, to see the location of the website visitor. You can then use this to uncover the office phone number or similar information about your website visitor, which you can then use to contact them.
Reverse IP lookups give a rough idea of who could be looking at your website, but does not give accurate information when the user is, for instance, working from home, or accessing your website from a place other than their office. More advanced account matching services also incorporate signals like mobile advertising ID to more accurately map activity back to parent organizations.