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A Guide to Pre-Intent Data

Pre-intent data includes a wealth of data points that help you identify potential customers. Here’s how you can use this data to build demand, determine revenue potential, and guide GTM strategy.  



Chapter 1


Chapter 2

What is Pre-Intent Data?

Chapter 3

Sources of Pre-Intent Data

Chapter 4

The Stages of Pre-Intent Data

Chapter 5

How Pre-Intent Data Improves Your ICP

Chapter 6

Understanding and Segmenting Your Total Addressable Market

Chapter 7

Creating a Go-to-Market Strategy

Chapter 8


Table of Contents

Chapter 1


Meeting Your Customers Ahead of Time

Intent data is the key to modern B2B selling. It empowers marketing and sales teams to identify accounts that have started searching for solutions. By flagging accounts as soon as they begin their buying journeys, intent data helps revenue teams begin outreach sooner and win more deals.

But what if you could identify your next customers before they start searching?

No crystal ball required. It’s possible with pre-intent data.

Whereas intent data allows you to capture existing demand, pre-intent data makes it possible to shape and create demand.

Both of those approaches are vital pieces of the puzzle for sellers and marketers. When you’re capturing all the demand out there, you’re operating efficiently and making sure you’re not leaving any opportunities on the table. And when you shape and create demand, you have additional control over the opportunities available.

Chapter 2

What is Pre-Intent Data?

Pre-intent data is information that reveals that an account might be a good fit for your services. The prospect may not be looking for your solutions yet, but they probably face the challenges you help solve.

Pre-intent data combines:

  • Technographic data
  • Psychographic data
  • Market updates, and
  • Historical information about your company’s past deals

Taken together, this data identifies the accounts likely to be on the hunt for your services in the future.

Chapter 3

Sources of Pre-Intent Data

Let’s take a closer look at the types of pre-intent data you can use to identify potential customers.

Technographic Data

If you understand a company’s tech ecosystem, including its current tech stack, what integrates with it, and when contract renewals are coming up, you can predict not only what types of technology a company will be in the market for but also when they’ll start looking.

Additionally, knowing a company just made a tech purchase in your space could be an indicator that it could benefit from your solution, too. This type of data allows sellers and marketers to start cultivating a relationship early, giving them a crucial competitive edge as the prospect enters the sales funnel.

Psychographic Data

Buyers have conversations across the web that can give you insights into their pain points and their plans for fixing them. Vast amounts of data from annual reports, web pages, social media, and more can give you signals that a company may be looking to solve a particular problem soon.

AI can sort through all that chatter to pick up on important psychographic data that can inform your marketing and selling.

For instance, psychographic data can help shape interactions between prospects and revenue teams and allow sellers and marketers to engage prospects more effectively with more personalized and relevant outreach.

Market Updates

Certain market changes can be significant revenue moments because we know that even if buyers are not in the market yet, they might be in the market when a big change occurs.

Events such as new product launches, leadership changes, relevant hires, funding updates, acquisitions, and events can be incredibly informative for sellers and marketers who want to get into accounts before the competition.

Aggregating this information manually would be impossibly time-consuming, but the right revenue generation platform can do that work for you, offering up prospects who don’t even know they’re looking for your solution yet.

Historical Deal Information

Some of the best information to help you find your next customer is hiding within your own systems.

Using machine learning and AI, revenue generation platforms (like 6sense) analyze massive amounts of data to look for patterns in your existing customer base.

The software finds commonalities among your best customers — those that signed the biggest contracts, moved through your pipeline the fastest, and are most likely to renew.

Once you know what those companies and deals have in common, you can refine your targeting criteria to prioritize your outreach efforts toward prospects with similar potential.

Chapter 4

The Stages of Pre-Intent Data

Once you have the right technology partner in place, using pre-intent data falls into these stages:

  1. Gather pre-intent data via your revenue generation platform
  2. Use pre-intent data to clarify your Ideal Customer Profile (ICP)
  3. Determine your Total Addressable Market (TAM)
  4. Segment your TAM to manage messaging
  5. Create a brand awareness and go-to-market (GTM) strategy to shape and create demand

Chapter 5

How Pre-Intent Data Improves Your ICP

Your revenue team has probably already defined an ICP — a list of attributes that indicate when an account is a good fit for your solution. Things like number of employees, annual revenue, location, and industry are used to create a list of companies that match those criteria.

As we mentioned above, accumulating the foundational pre-intent data that goes into defining a clear ICP manually is all but impossible.

Using the pre-intent data available in a world-class account engagement platform is not only easier, but yields a more finely tuned ICP, allowing you both to see potential customers you might have missed and invite them into a conversation with your company before they even know they need you.

Chapter 6

Understanding and Segmenting Your Total Addressable Market

Finding your TAM means using pre-intent data to find out how many companies match your ICP. This tells you how many potential opportunities exist for your product or service.

Let’s take a closer look at how to use this data to figure out your TAM and divide it into segments before moving into your GTM strategy.

How Many Customers Are In Your TAM?

To estimate your TAM, you’ll need to do some industry research.

The two most common ways to approximate the size of your TAM are the bottom-up and top-down market-sizing methodologies.

TAM calculations are always a game of estimation, but a top-down approach is particularly so.  Using this strategy means using third-party information services (like Forrester or Gartner) to help determine how large your target industry is, and how many businesses within that industry fall into your ICP.

As you can imagine, because this approach relies on general information, it may not accurately gauge the potential of your particular market. Again, it’s an estimation.

The bottom-up approach incorporates that marketing research information again, but adds in your own data. Dividing your total annual contract revenue by your number of customers gives you your average Annual Contract Value (ACV).

Then you’ll multiply that ACV by the number of prospects in your market to find your TAM.

Segmenting Your TAM

Once you find your TAM, you can break it into segments that make sense for targeting in the pre-intent stage.

For instance, you might decide to segment your TAM based on general attributes such as industry and company size, or go more granular, grouping based on contracts with competitors or other common attributes your revenue generation platform uncovered in your historical deal data.

These TAM segments will help you design personalized and relevant campaigns during the pre-intent stage that can introduce your brand to prospective customers, creating and shaping demand for exactly what you have to offer.

Chapter 7

Creating a Go-to-Market Strategy

Now that you have used pre-intent data to hone your ICP and find and segment your TAM, you’re ready to create your GTM strategy.

Designing a strategy to bring your product or service to the marketplace is exactly where pre-intent data shines. Reaching your selected prospects early with the right message about your brand can build a relationship before they know they need one.

But before you go wide, make sure you’re looking at your current customers for potential offerings.

Identifying Demand for Upselling and Cross-selling Among Current Customers

Looking within your existing customer base for upsell and cross-sell opportunities is one way to increase revenue and grow business.

Analyzing your current customer portfolio may reveal new opportunities with existing clients for solutions you already offer. You can also spot demand for additional services, and weigh the potential ROI of expanding your offerings to meet latent demand.

You’ll find the information you need in your own records. Customer purchase history can help you estimate future interest. And customer firmographic information will reveal patterns you can use to target similar clients with tailored offerings.

Once you have identified potential upsells and cross-sells, you need to create a GTM strategy to promote these products or services. This will involve creating marketing materials and campaigns that target these customers specifically.

By doing this, you can increase the chances of making a sale and growing your business.

Evaluating Potential Market Size and Revenue Potential

Once you determine the total potential customer base and revenue, it’s time to narrow that down a little by considering market size.

When it comes to market sizing, there are a few key things you need to consider: customer type, product type, and geography.

  • Customer type: Such as small/medium/enterprise
  • Product type: Such as software, hardware, services
  • Geography: This will help you understand your product reach as well as any cultural considerations that need to be considered

Once you have this information, you can start to look at the revenue potential of each market. For example, the enterprise market is usually more lucrative than the SMB market, but it is also more competitive. (Sales cycles are often much longer, too.) To size the opportunity, you must look at two things: the number of prospective customers and the average deal size.

As with your TAM, there are a few ways to estimate the number of prospective customers:

  • The first is to look at industry reports and analyst estimates
  • The second is to use your own internal data, if you have any (If you don’t, you can use public data sources like LinkedIn.)

Once you have an estimate of the number of prospective customers, you need to estimate the average deal size. Use your historical data, if you have it, or industry averages.

After estimating the number of prospective customers and the average deal size, you can start to calculate the revenue potential of each market.

For example, if you think there are 10,000 prospective enterprise customers and the average deal size is $100,000, then the total revenue potential for this market would be $1 billion.

This exercise should give you a good idea of which markets are most attractive from a revenue perspective and where you should focus your GTM efforts.

Maximizing Market Opportunity with Pricing and Tiered Service Strategies

When determining pricing strategy, consider the following questions:

  • What are the unique selling points of the product or service?
  • What is the perceived value of the product or service?
  • What are the competitors’ prices?
  • What is the cost to produce the product or service?

After taking these factors into account, organizations can choose between a few pricing strategies:

  • They can price their products or services at a premium to maximize profits
  • Or price at a discount to attract more customers
  • Or offer tiered pricing, where different customers pay different prices based on their needs

No matter what pricing strategy you choose, it is important to align it with the organization’s overall go-to-market strategy. If your organization is trying to attract new customers, you may want to consider discounting products or services. Alternatively, if your organization wants to increase profits, you may want to consider pricing products or services at a premium.

Organizations should also keep in mind that pricing strategies can change over time. As competitors enter and exit the market, as costs change, and as customer needs evolve, organizations may need to adjust their pricing accordingly.

By carefully considering all of these factors, organizations can develop a pricing strategy that will help them maximize market opportunities.

Chapter 8


Once you have defined your ICP and created your GTM strategy using pre-intent data, you can start using intent data to understand timing and find the best ways to optimize your strategy.

Though pre-intent data can (mostly) be scavenged manually, it would be complex and time-consuming … and produce less comprehensive results. And because pre-intent data forms the backbone of a successful go-to-market strategy, your results will be less than stellar.

The right AI-driven revenue generation platform will help find and make use of pre-intent and intent data, reducing GTM waste and maximizing sales opportunities.

Ready to see 6sense in action?

The 6sense Team

The 6sense Team