Use Terminus for First-Party and Third-Party Intent Data

Learn what intent data is, why it’s crucial for account-based marketing and sales success, and how you can find 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?)

G2, Bombora, Relationship, and Engagement intent data all in one platfrom

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

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

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G2 + Terminus Intent Integration Overview

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Intent Data

A relatively new method of qualifying potential leads and prospects, intent data is used to predict what customers are likely to do next based on their previous behavior. Despite intent data being extraordinarily useful to modern sales and marketing teams, ABM Benchmark Reports have shown that only 25% of companies are currently using it. To leverage the strengths of B2B intent data, organizations need to properly understand, compile, and monitor it. This can require a restructuring of the organization’s own business and marketing processes.

Buyer intent data tracks which potential leads are actively conducting research online regarding company products and services. As a method of inbound marketing and inbound market strategizing, intent data determines which buyers are most likely to commit. What is buyer intent? It can be something as early as “getting a quote” or as late as “making a purchase now.”

In determining how to use intent data, a business must also determine how to collect it. Intent data marketing often requires refined buyer intent tools, which can be used on a platform to track user behavior, and integrated with off-platform user profiles and reports. Further, there is a difference between intent data B2C customers provide and intent data B2B customers provide, as B2B customers are more likely to spend an extended amount of time on the buyer journey.

When properly used, buyer intent marketing makes it easier for a business to identify which buyers are most likely to commit and properly funnel them through the sales process. Once first party intent data has been compiled, it can be used to score leads and tell a sales and marketing department which leads to focus on. On a broader spectrum, intent data UK can be used to learn more about a company’s core audience demographics and where its customers are likely to be on their buyer journey.

If customers tend to come to the business early in their buyer journey, the company can spend more time priming them to make purchases. If the company instead finds that customers tend to come to them quite late in their buyer journey, when their intent is primarily to compare and make a purchase, the company may question why it is not pulling in customers at an earlier stage. These are both extremely valuable insights that can ultimately lead to the organization improving upon its revenue.

Lead scoring, lead generation, and lead securing are all important to the modern marketing campaign, and intent data can be used to fine-tune and optimize many existing marketing campaign strategies. To properly acquire intent data, most businesses will use an intent data company.


Organizations have two methods of utilizing intent data: first party and third party. First party data is acquired through the company’s own properties, such as their website and their social media accounts. Third party data is acquired through third party marketers and data collectors: search engine profiles and advertising profiles by major organizations such as Google.

Collecting data through either platform is a complex task, but there’s a solution: EverString. EverString is one of the leading intent data providers, providing B2C and B2B buyer intent data for organizations that are ready to begin leveraging its power. EverString uses customized data models and the organization’s own data to provide actionable insights for the company.

EverString uses automation, artificial intelligence, and machine learning algorithms to identify patterns in user behavior and make better, more accurate predictions. Through this advanced technology, it is able to better refine customer actions into customer intent, making exceptionally accurate guesses regarding which buyers are more likely to commit, and which buyers are more likely to have a higher lifetime value.

As an automated solution that connects organizational data with worldwide, global data sets, EverString saves an organization the time and money that it would otherwise need to spend collecting and analyzing data on its own. With EverString, organizations are able to build targeted lists, prioritize the most important accounts, and identify B2B accounts as they come on the market.

With an intuitive, easy-to-use platforms designed for sales teams, marketers, and organizations wishing to better leverage their data, EverString provides a complete package for a business to get started immediately.

Bombora Intent Data

Another major leader in the intent data sector, Bombora makes it easier to find customers that are already looking for and interested in your company’s products and services. Through Bombora intent data, sales and marketing teams are able to integrate their intent data scoring with their marketing automation platforms, such as Marketo and Eloqua.

Bombora founded its B2B data company in 2015 as a way to help companies connect and use data. The company’s name was chosen to reflect its business processes: aggregating a sea of data into single, collective “waves” of information. Not only are Bombora reviews some of the highest among B2B intent data providers, but Bombora pricing is tailored to the organization and its size.

Bombora Reno provides features such as Company Surge, which is able to notify an organization when other businesses are looking into their solutions. With third-party Bombora integrations such as Bombora Marketo and Bombora Eloqua, the platform is easy to fit into an organization’s existing business processes. It already operates with many of the third-party solutions that companies use.

In recent Bombora news, multiple companies have partnered with Bombora to bring it even more data, which improves the accuracy of its data collection, aggregation, and analysis. Bombora has made great strides in the last year to enter into strategic partners with data-driven companies, thereby expanding its own reach and providing additional value to its customers.

Primarily intended for B2C sales rather than B2B sales, the organization strives to provide a platform that allows business owners to more swiftly identify critical opportunities. As an easily-integrated solution that can work with a company’s own pre-existing platforms, Bombora can fit into virtually any developing sales and marketing team.

Android Bundle

Not all intent data suites are large, specialized commercial platforms. Some of them are even free. Google provides a number of intent data and demographic data services through its Google Webmaster and Google AdSense tools. It also makes it possible to connect with this application data through its own operating system, Android. The Android SK and Android Bundle makes it possible to leverage Google data and the Google platform for additional intent data collection.

Android, the most popular operating system in the world and presently the driving force behind most smartphones and IoT devices, can provide a large volume of intent data through its API and its programming. In fact, Google itself is likely the largest repository of intent data in existence, though this intent data is not used solely as intent data.

Google collects demographic, interest, and behavior information for everyone who uses its platform, which is, effectively, everyone in the world. Data from the Android bundle can be used for an organization’s own intent management, especially the data that is gleaned from Google marketing campaigns or Google webmaster tools. As an Android intent example, Android intent data can be collected directly from phones to isolate customers who are searching for a specific product. Android intent data analysis can be used to determine how likely someone making specific search queries are likely to engage with a business or follow up with a purchase. With specialized code, such as Android intent putextra object, developers can collect information in an aggregate directly from phones.

In terms of programming, an Android intent putextra and getextra example might be to use an application call to acquire the user’s current geographic location. With Intent in Android Javapoint, the analysis platform would be able to determine whether a user was in vicinity to the products and services they were searching for, and consequently whether they were likely to have the intent to purchase.

An intent filter in Android manifest example would be to filter out users that were in a geographic location now, but weren’t there frequently: users who are just visiting the area and aren’t likely to actually commit. Intent syntax in Android is only one of the many programming options for developers on the Android SDK, and it can be tied into the use of Google Analytics and Google Webmaster services as an Intent in Android tutorial point.

The Big Willow

Recently acquired by Aberdeen, The Big Willow provides state-of-the-art buyer intent software. Priding itself on actionable and highly-targeted data, The Big Willow is able to interface with companies and intent data vendors to improve upon sales funnels and sales solutions. The Big Willow, now Aberdeen, boasts that they are able to increase conversion rates by up to 300%, thereby streamlining and fine-tuning existing sales and marketing processes.

By creating buyer intent pages and working directly with data-collecting, buyer intent companies, The Big Willow is able to increase page views, click-through-rates, and ultimately fast-track the marketing pipeline. With The Big Willow and Aberdeen, companies are able to reduce the amount of money they spend acquiring clients, improving their customer acquisition and customer retention, and focusing their spending on revenue-generation and satisfaction.

With The Big Willow, organizations are able to better tailor their content to the customers that they serve, and encourage their customers to engage and commit. Products provided through The Big Willow include predictive actions and market intelligence, both driven by market-ready insights, and both easy to integrate into existing business processes.

Data from Aberdeen can be loaded directly into an organization’s existing CRM, marketing automation, advertising platforms, and data solutions, thereby being able to be integrated into an organization’s pre-existing infrastructure, and being leveraged by sales and marketing departments with ease. Intelligence monitoring solutions are able to provide additional benefits for opportunity marketing and content marketing.

Now that The Big Willow has been acquired through Aberdeen, it has gained access to a tremendous volume of additional intent data information. Customers interested in leveraging this data for their own purposes can connect directly with Aberdeen for a consultation and a quote. Aberdeen goes a step past other intent data companies to further provide audits of a company’s existing processes, accounts, and media, to identify any potential gaps in the company’s current marketing strategies.