What is the best type of intent?

We use a website tracker for visits, bought Demandbase (used to use 6sense) and do a little bit of social selling. All really boring and the returns have been diminishing fast.


We are now encouraged to post on Linkedin and Twitter and also scroll in there to find posts we should engage with which becomes very boring very fast.


Feels like intent data (as it exists) is failing? Or am I using it inefficiently?

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15
SalesBeast
Politicker
5
Sales Leader
Sold a tool that did this for a number of years, but was back 8 yrs ago. Intent data is worthless and the trying to track down actually who visited your site is near impossible. With people working from home more and IP addresses being their home internet provider, you will for sure see diminishing results. The other kind that tells you what company is looking for certain solutions or software is useless as well. We used our own soldier years with maybe one successful sale from intent. Your experience is typical. Social selling like LinkedIn will probably produce more results.
Sunbunny31
Politicker
3
Sr Sales Executive ๐Ÿฐ
Heck, my โ€œlocationโ€ shows as various places within a 200 mile radius. None of it is accurate.
CuriousFox
WR Officer
2
๐ŸฆŠ
Yup. You never know where I am ๐ŸฆŠ
jefe
Arsonist
3
๐Ÿ
I figured you were in the hen house...
CuriousFox
WR Officer
2
๐ŸฆŠ
I mean, like, duh ๐Ÿ˜Ž
medhardwaredr
Politicker
3
Director of Sales NA
We start 6sense in a month or so. How is it? Can you tell me a little bit about it? Weโ€™ve never really had an intent tool
ExtremeVibeChecker44
Arsonist
2
Inside Sales
I thought 6Sense was completely worthless tbh. I remember asking their reps how we know this information is accurate, or where it's from, and they would just dodge the question.
Never had much luck prospecting with it.
mafiaboi
Fire Starter
1
VP of Sales
I think they have an interactive demo on their website - it would take a long time for me to describe
fuzzy
Notable Contributor
3
CMO (Chief Meme Officer)
There is no perfect tool for social selling. there are tools like Salesloft that make it easier. If you try to be friends with your prospects first, it usually goes better. Some of my best prospects ended up being great mentors.
mafiaboi
Fire Starter
0
VP of Sales
Never used Salesloft, how does it help with that?
fuzzy
Notable Contributor
0
CMO (Chief Meme Officer)
It all boils down to behaviors and cadence. Coupled with something like CrystalKnows, it really helps with talking to your prospect. But, you have to know your audience. Any cadence manager can do it, I just found Salesloft to be friendlier at it.

I ran a very successful campaign strictly through email, while others had to do nothing but smile and dial.
Pachacuti
Politicker
1
They call me Daddy, Sales Daddy
Those tools are nice but should only be about 10% of your lead gen strategy. Lead gen is not easy, and to use your term - itโ€™s boring. But thatโ€™s the grind. You are looking to short cut it and there are no real short cuts in mead gen or in sales.


braintank
Politicker
1
Enterprise Account Executive
Intent data is a scam
jefe
Arsonist
1
๐Ÿ
I've never heard of anyone having success with it.

Sounds great in theory though
Filth
Politicker
1
Live Filthy or Die Clean
Assault with intent is my favorite.

Didn't have anything relevant but felt I should engage. Carry on.
ExtremeVibeChecker44
Arsonist
3
Inside Sales
What about intent to distribute?
Filth
Politicker
2
Live Filthy or Die Clean
ok ok I may like your intent more. Thank you for bettering my comment @ExtremeVibeChecker44 it's no wonder you've lasted longer than the first 43 of your kin.
ExtremeVibeChecker44
Arsonist
2
Inside Sales
Just wait for the 45th version
jefe
Arsonist
2
๐Ÿ
This one's my favourite.
medhardwaredr
Politicker
1
Director of Sales NA
Iโ€™ll get this info when I speak to them and report back
Notmyrealname
Politicker
1
AE
Sold this stuff in the past briefly. It never worked. Best guess most of the time. Absolute marketing con. Got out of the space quick.
JustGonnaSendIt
Politicker
0
Burn Towns, Get Money
The best kind of intent, is when you show up at an in-person industry event, and prospects are there.

Clearly, they have intent to gain SOMETHING from the event. Ask them what it is...

All these intent data services are essentially useless the larger and more complex your sell is. I'm sure they're okay for some SMB / B2C use-cases.
MyAnonymousName
Opinionated
0
Sales Leader
I was in the "Intent" space for a while and people treat it like a quick fix or cure all, but when deployed correctly can help increase the effectiveness of your outreach. I used to manager BDR's and this is how I had them organize/find the people they should be reaching out each day.

Each step down is going to have diminishing returns, but to scale you have to continue finding ways to get more pipe.

1. "Contact Us" Form Fills (I know obvious but sometimes you really got to hand hold)
2. We had a few free offerings so anyone using those within our ICP was next3. We had some free content but gated some of our more extensive E-books, this was next on our list
4. Website Visitors (1st party intent) - used this in lots of ways but still saw pretty solid returns
5. Review Website Intent (G2, Software Advice, etc..)

I would still use the above sources. After this the returns were no different then cold outbound lists

6. 3rd party intent (Bombora, ZoomInfo, etc..) this is the nebulous black box "intent" taking key word searches, etc. to uncover companies that are searching for your solution.

TLDR - I have found that most intent, if utilized properly, has a bit better of a conversion % then pure cold outbound. And honestly there are so many free/cheap offerings in this space now I don't know why you wouldn't deploy it. However, I nearly never met someone who thought their investment in one of the large platforms focused on intent (6Sense, Demandbase, etc..) was worth the ridiculous $ they charged.
mafiaboi
Fire Starter
0
VP of Sales
Thank you - so your recommendation is not to buy this as the price is not justified for its contribution on top of plain cold outbound, right?
Also what are some of the cheap offerings? I have not come across any
What do you think would be the north star intent (ignoring technical limitations)?
BigShrimpin
Catalyst
0
Account executive
intent data is very rarely indicative of actual intent so short of someone posting asking what people use for x (and even on these posts they're asking peers not you) i dont put much stock in it
Doink
Opinionated
0
BDR
Clear bit is good
Doink
Opinionated
0
BDR
Also check out this tool called R2B2 shows you real people that visit the website
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