Skip to main content

Find, Collect, and Apply Intent Data

Intent data is your best friend when it comes to targeting accounts at the right time, and Terminus is the tool you’ll want to keep all sorts of intent data at your fingertips. 

A quick recap on intent data for you: Intent Data is data that tells you which target accounts are ready to have a conversation or make a purchase. It refers to the behavioral signals that indicate increased interest from your target accounts (or net new accounts). 

As you can imagine, this kind of data is super useful for marketing, sales, and product teams as they focus on their total addressable market (TAM) and see which accounts are ready to buy or are showing interest. In addition to buying intent, it also helps inform you of new accounts you’ll want to target based on a slew of factors that play into their propensity to buy from you at any given moment. This makes your sales team more efficient (shorter the sales cycle, less resources used, etc.) and gives them the ability to provide a more personalized and helpful solution to your new customers. 

TL;DR: the more Intent Data you have, the fuller the picture for the account you’re targeting becomes, which means you’re able to target them in an even more effective way.

Here are all the types of Intent Data you’ll find in Terminus:

Psychographic Data

What it is: For B2B, Psychographics describe the wants and interests of a company from their own written perspective around the products they offer, customers they target, their go-to-market approach, and their overall strategy.

How to use this data: 

  • Identify new accounts
  • Prioritize accounts
  • Alert reps on when to reach out
  • Inform reps on what message will resonate

How to get the most out of it: Psychographic data is fast-moving data, which means you should set up programmatic alerts to let your teams know when new data comes in so they can act on it ASAP. This data is also great to help you dynamically build out your TAM so it doesn’t get static.

Technographic Data

What it is: Types of software, hardware, and software/hardware vendors an account currently uses

How to use this data: 

  • Target companies that are currently using tech that is complementary to yours
  • Target companies coming up for  renewal on a competitor solution
  • Predict what technology a company will add in the future based on the people they recently hired

How to get the most out of it: Technographic intent is very helpful in initial TAM selection. Run competitive takeaway programs starting 6 months ahead of renewal (you can figure out renewal dates based on install date and knowledge of your competitors’ typical contract length).

Research Intent

What it is: Data based on a user’s content consumption and web research

How to use this data: 

  • Create your content calendar based on topics your ICP cares about
  • Identify accounts that are showing interest in a competitor and create depositioning messaging campaigns 
  • Identify accounts that are showing intent but not yet aware of your brand and run a campaign to drive them to your site

Where you’ll find it in Terminus: Via our Bombora integration! You’re able to segment accounts based on intent topics using Global Filters in your account hub.

You can even drill down even further to find accounts that have spiked on a specific topic recently for maximum relevancy!

How to get the most out of it: This is crucial data for targeting your top-of-funnel accounts.  Remember: top of funnel shouldn’t be batch and blast! It should be equally as informed by data as the rest of your funnel.

Engagement Data

What it is: Data based on first party interactions directly with your brand, such as website visits, demo requests, chats, etc. 

How to use this data: 

  • Identify and prioritize accounts based on level (or absence) of engagement
  • Run cross-sell plays against existing customers showing interest for additional products
  • Send alerts and drive program orchestration when an increase of interest is detected
  • Detect funnel stage before they even become an opportunity
  • Determine which of your products or services the account is interested in
  • Detect spike in interest
  • Discover the account’s buying team

How to get the most out of it: Don’t assume that just because an account is on your page today means they’re worthy of your sales team’s time. Wait until you see an overall engagement spike on that account–then take action. 

Relationship Data

What it is: Data based on the number and frequency of 2-way interactions a user has with your brand. Think: meetings, calls, chats, etc. 

How to use this data: 

  • Get a pulse on the strength of the relationship with an account
  • Determine which open opportunities are at risk due to weak relationships, and act before it’s too late
  • Better predict your pipeline’s propensity to close

How to get the most out of it: Terminus offers first-party Relationship Data that maps every relationship everyone in your company has with the people in your target accounts and then quantifies the strength of those relationships. Understand engagement, get warm introductions, and gauge propensity to buy, all at a personal level. The richest source of relationship data is captured via interactions over your corporate email. Be prepared to explain the benefits and security controls of this powerful option to your IT team.

G2 Data

What it is: Data gleaned from review site G2. This includes star ratings given, mood of overall reviews, identification of accounts researching your product(s), and identification of which companies are researching the category your product(s) is/are in.

How to use this data: 

  • Gather information on customer satisfaction with your support and sales teams
  • Identify accounts that are researching you and your competitors 
  • Identify accounts that are trying to understand your category

Where you’ll find it in Terminus: Terminus Engage via our G2 integration. Create ABM campaigns quickly based on G2 buyer intent

Create ultra-targeted lists

And launch timely campaigns based on G2 buyer intent data

How to get the most out of it: This is a data-driven reason to always have your G2 review site up to date. You should be refreshing it (new messaging to reflect your website and brand, new product screenshots and videos, etc.) at least once per quarter.