Customer Intent Data With the Power of Account-Based Marketing

Learn about the basics of customer intent data, why it’s crucial for full-funnel marketing and sales success, and how to use it. Check out Terminus’ Field Guide to Foraging Intent Data or learn more by requesting a demo!

What Is Buyer Intent Data? (and How Can I Operationalize It?)

A Complete and Unique Intent Data Foundation for Account-Based Marketing

Terminus shows sales and marketing teams exactly who their next best opportunities are– and how likely they are to become a new customer. Combining our first- and third-party intent data allows teams to see exactly where they should be focusing their efforts.

Bombora + Terminus Intent Overview

See it here

Terminus-How To: Find, Collect, and Apply Customer Intent Data

Read the blog

G2 + Terminus Intent Integration Overview

Check it out

Customer Intent Data

What is customer intent data? Intent data is data related to customer behavior, insofar as customer behavior displays their willingness to make a purchase or a commitment. Search intent data would reflect what customers are searching for and where they are on the buyer journey, while email intent Android might reflect who the customer has emailed and whether they’ve connected multiple times with an organization. Intent data is platform-based, so an intent filter in Android mobile devices might reflect different information from a web browser history on a desktop. Free intent data is available through a multitude of tracking sites, but it’s premium platforms that usually afford marketers with the most information.

With Google intent, Google search intent data can be revealed. How is intent data collected? By companies that interact with customers. Customers may be tracked by cookies anywhere on the web. Intent platforms are able to connect disparate information sets, such as through Android intent putextra.

How to find intent data varies depending on the platform used. For an intent Android example, there’s implicit intent in Android; what users are doing on their mobile devices, such as being sent from one app to another. Intent data Android or an intent in Android Javatpoint can tell companies whether customers are switching over to (or away from) other apps; but this requires knowledge about query intent and the data that can be derived. The intent in Android Tutorial Point about query intent can provide more information.

There are types of intent in Android — and companies need to understand different types of search intent to glean actionable insights. When it comes to Google and intent, there’s a lot of information that can be mined, often from disparate intent data sources. User intent classification and the user intent UX controls whether it’s easy to connect these insights — and each platform has different ways of how to identify user intent. Intent based marketing Google will always be one of the most powerful, entry-level ways to get into intent marketing, but most companies are going to need to eventually transfer to a different platform.

Customer Intent

What is intent data? First, it’s important to see how it’s used. Finding sources for customer intent data is only half of the equation. Once user intent data has been acquired, the data still has to be used. This occurs through customer intent modeling and a deeper understanding of how to use intent data. This process of analysis also needs to be scalable.

Intent analysis starts with the organization’s goals. With intent based marketing, the data has to be analyzed in-depth to yield specific results. As an example, the organization may be using intent marketing to determine how engaged an audience is, with the assumption that an engaged audience is more likely to make repeated purchases. This intent driven marketing can then take a look at how often an individual visits a website, whether the individual clicks on email links, and whether they follow the company on social media.

Other intent marketing examples might focus on specific areas of the buyer’s journey, such as whether an individual is looking for the price of a product on Google or social media. Since price checking usually comes last when someone is looking for a product, it’s one of the more powerful methods of measuring purchase intention. But this search intent analysis has to begin by looking for something specific.

Though user intent analysis is usually about commitment, there are still types of user intent. User intent can include: downloading apps, connecting between apps, opening emails, clicking on links, visiting websites, connecting through social media accounts, and more. There’s no singular method of how to measure customer intent; intent data statistics need to be considered based on the company and its industry.

Measuring consumer intent also varies from business intent. What is B2B intent data? It can be pulled from platforms such as LinkedIn or from engagement through third-party platforms. User intent analysis can get quite deep and accurately measuring intent is essential.

So, what is customer intent data and what is intent data overall? The data itself is just as important as the analysis thereof. If you can’t properly analyze your intent data, you can’t glean actionable insights. You should be aware of how you’re going to analyze your data for the purposes of understanding user intent before you collect that data.


ZoomInfo, Everstring, Intent Marketing LLC, and LinkedIn are all platforms through which customer data can be acquired. There are many companies emerging within this space, as intent data is extremely important within a modern B2B sales and marketing strategy.

How to use ZoomInfo intent is fairly intuitive. ZoomInfo intent data comes from Datanyze and is analyzed to determine whether certain companies are interested in products and services. The ZoomInfo intent feature was created fairly recently and can be seen as competitive with other B2B intent data providers like Everstring. Since there are so many different intent software suites and intent based marketing companies, companies have a lot to consider when looking for intent based marketing tools.

Some things companies should consider is: How long the company has been in the business, how good their third-party reviews are, whether they have any BBB complaints, and whether they have the features the company needs (and expertise within their industry). Whether companies are working with a provider such as Intent Marketing LLC or instead working with LinkedIn Intent Marketing and other more affordable features, the company should consider its ROI. Could it be spending more to make more?

Apart from this, companies may want to consider whether their marketing platform will be able to integrate with the other solutions they commonly use, such as Salesforce CRM, or other marketing solutions. The better integrated a solution is, the more likely it is to actually be useful.


Bombora was founded in 2016 to provide intent data to organizations seeking to fine-tune and optimize their sales. Bombora intent data is taken from 85 channel partners and distributed to around 850 customers, with the intent of giving them comprehensive information that they can then use to score customer leads and improve upon their processes. The Bombora logo can occasionally get confused with the word “bombora,” which is an Aboriginal reference.

While there are a number of Bombora competitors, Bombora also integrates directly with many other sales and marketing software solutions, to make it easier for its data to be used effectively. Those interested in Bombora reviews or who want to know “How does Bombora work?” can connect directly with the company. As an intent marketing company, it provides both intent data and intent marketing tools.

Bombora pricing begins at $25,000 annually and becomes more significant depending on what amount of intent data Bombora needs to provide and analyze. But comprehensive Bombora tracking can net a company far more money than that. That being said, there are intent data solutions that are less expensive (and some free intent solutions, like LinkedIn). For many companies, having comprehensive data tracking, analysis, and backup can help an organization make money to begin with, which in turn helps them invest more in securing sales.

Customer Retention

Customer intent data isn’t just used for customer acquisition; it’s also used for customer retention. Let’s take a look at some customer retention examples.

Companies are able to use a customer retention rate formula within their customer retention strategy, to both track how much retention is achieved and whether it’s going up or down. They can then use this to adjust their customer retention strategy.

There are many customer retention benefits. When customers are retained, it’s far less expensive for the company. A customer retention model costs much less than aggressively acquiring new customers. Many companies train employees with seminars, a customer retention PDF, and additional training — but how to improve customer retention extends along all aspects of the company.

Customer retention also means something. Companies with very low customer retention will find that their services or products may be going downhill. One of the easiest methods of how to improve customer retention is to ensure that the products themselves are up to their standards. Intent based branding information can be used to ensure that the branding of a company is being reacted to as it should be.

The importance of customer retention cannot be underestimated. The more customers interact with a brand, the more likely they are to make a purchase, the better their lifetime value, and the more likely they are to advocate. To improve customer retention, companies can send out survey questions to measure purchase intention, and compare this to the individual’s previous purchases as well. Surveys are an excellent way for a business to create its own intent data.

Buyer Intent

It’s easy to see why customer intent or buyer intent helps companies. But it also helps buyers, too. With a B2B contact database, companies can connect with customers who could truly benefit from their products. And if customers already know who your brand is, general awareness isn’t going to be as important as reaching out to them and providing what they need.

For both new customers and retained customers, buyer intent data makes it possible to anticipate a customer’s needs and make sure they get what they want. Buyer intent data tools can further show if customers are no longer satisfied with certain products, buyer intent keywords can show what customers want, and general buyer intent software can give companies insights into what they might need to change.

G2 buyer intent, intent based advertising, and intent based marketing can all work together to form a better picture of what a buyer might desire. When they make an intent purchase, the data becomes more detailed and smarter. Search intent examples might show that customers are looking to make another purchase from a store, but might want to use a coupon. This SERP intent insight could help the organization; by providing coupons, they might be able to improve sales.

User intent SEO is another example of how buyer intent can help. What is buyer intent SEO? It’s what happens when current, previous, or future employees look up a company on a search engine results page. This form of B2B intent marketing usually pulls information out of services like Google and Bing, but it can show detailed information for an intent based marketing B2B platform.

For buyers, what is intent based targeting? It’s just a way for a company to figure out what they want, whether they’ve already dealt with them or whether they need to deal with them in the past. Through intent based marketing, customers are more likely to get what they want, as well as more likely to make a purchase.